After billions of dollars and tons of effort invested in lowering the average age of Cadillac and Buick buyers, both General Motors brands have yet to completely overcome the age obstacle. In a recent survey held by IHS Automotive, these brands have among the eldest client base in America.
The official top five results are as follows: Lincoln’s consumers average 61 years old, Buick follows with 60.3 years of age, and Cadillac and Bugatti tie for third spot at 59.5 years. Lexus rounded out the top five with an average age of 56.9.
Thankfully, this is not all bad news for Buick. In the last five years, Buick has actually reduced the average age of its customers by 1.1 years, an impressive feat when one realizes that in the same time period, U.S. consumers’ average age has increased by nearly a year across the board. This achievement makes Buick one of four auto brands who have successfully reduced the average age of its buyers.
This statistic doesn’t necessarily tell the whole story, though, as volume continues to be a major focus. In fact, both Cadillac and Buick have experienced a recent increase of sales and, more impressively, many of these sales are coming from buyers who are entirely new to each brand.
So what is the key to reversing the aging trend? Well, there is certainly no silver bullet, but Cadillac and Buick both have a simple approach: to build quality vehicles, have a healthy advertising budget, and pray for good sales results.