Without taking legendary vehicles like the 1987 Buick Regal GNX or the 1940 Buick Y-Job concept into consideration, Buick has largely been in the shadow of General Motors’ larger brand names like Chevy and Cadillac, especially when it comes to the age demographics of buyers. Now, this appears to be changing, as GM Authority has learned that the average Buick buyer is currently getting younger.
Buick marketing managers recently spoke to GM Authority Executive Editor Alex Luft regarding the Tri-Shield brand’s buyer demographics. Just last year, the average Buick buyer was in their mid-50s. However, the average buyer’s age is now trending downwards.
This development comes during an interesting time period in the automotive industry. The average buyer across the board has been trending upwards in terms of age as of recently. This means that Buick – the brand that ran an ad series that highlighted how relatively unknown its vehicles were – is currently bucking the industry-wide trend.
Of course, it’s worth noting that Buick’s buyer demographic is certainly unlike the rest of the automotive industry. As GM Authority previously reported in February 2023, the Tri-Shield brand boasted the largest percentage of female buyer representation, with 55 percent of personal new Buick registrations belonging to women. For comparison’s sake, other high ranking brands include Mitsubishi (51.4 percent), Mini (51.1 percent), Lexus (50.4 percent), Infiniti (49.6 percent), Mazda (49 percent), and Kia (49 percent), while the industry average stood at 41.2 percent.
Notably, Chevy posted the largest female representation in terms of sheer volume, with 340,999 registrations. Meanwhile, it was no surprise that big truck brands failed to connect with women, as Ram was ranked last with just 17 percent. GMC (28.7 percent), Ford (31.1 percent), Tesla (33.1 percent), and Dodge (33.9 percent) were also placed low on the list.