Buick has become somewhat of an underdog in that no one seems to have expected the brand to have exploded like it has. The 2015 Buick Encore has become a smash hit, and the 2015 Buick Enclave had its best sales year yet in 2014, despite only one refresh throughout its entire first generation.
Duncan Aldred, head of Buick and GMC brands, has become known to expand horizons in sales and marketing, such as the 16 percent cash-back offering during the NCAA Sweet Sixteen tournament, and also pushed for a 50 percent increase in supply of Buick Encores. Both have been extremely successful moves, especially the additional supply of Encores.
Despite having a “global” title now attached to his name tag, Aldred says his main priority will be ensuring Buick in the U.S. continues to make strides in sales, and has outlined a goal to quadruple sales domestically.
“I’ll be here a few times a year, just working to harmonize the brand and make sure it all connects together,” Aldred told Reuters this week, following the unveiling of the redesigned 2016 Verano sedan for the Chinese market. “That process has been a little bit here and there.”
Aldred’s global title will also allow him to greater oversight of the brand in U.S. and China. We expect this is the man behind the push to get the 2016 Buick Envision to U.S. shores as quickly as possible, a crossover the brand could use desperately.
“I’m under no illusion about the job we need to keep doing in the U.S.,” Aldred said. “We’ve got a good start, but there’s a lot more to do.”
We expect big things Mr. Aldred, and we don’t think we’ll be disappointed. Just make sure we get a Buick Avenir.