The “super” line of Buicks that last appeared in 1958 is coming back. According to Buick’s general manager Steve Shannon, in the long term the company will emphasize fewer but better models to keep the brand profitable. For now, these versions will include the LaCrosse and Lucerne sedans.
It is hoped that the news will rejuvenate the 104 year old brand. Currently, nearly all of Buick’s new vehicles are sold in the United States and China. Worldwide sales rose three percent in 2006 to more than 567,000 while, in China, increased 25 percent to about 304,000.
Power Information Network, a division of J. D. Power and Associates, found that Buick attracts the oldest buyers of all automotive brands in the United States. Buick buyers, on average, were 64 years old compared to 55 for Cadillac, Lincoln, and Mercury owners. Buick hopes that using golf superstar Tiger Woods will reach out to younger drivers as well as golf fans. It is planned that Woods will be doing even more pitches for Buick. It is expected that, over time , the buyers will be a little younger although, according to Shannon, that is not an objective.
Our take? We personally have no problem with the current Lacrosse and Lucerne, finding them perfect for those who prefer all-American luxury subtly packaged for an inexpensive price. (Compare the Lacrosse to the Cadillac CTS or STS if you don’t believe us.) It’s a smart move on GM’s part to appeal to the younger crowd with the Buick since, as the old saying goes, “an older man will drive a younger man’s car but a younger man will not drive an older man’s car.” GM has already been successful fulfilling this adage with Cadillac. (Exception: DTS). The automaker, though, may have a harder time with Buick, which tends to have a more conservative appearance. But the marque’s targeting the Lexus buyer and may be able to entice such buyers who may find Toyota’s luxury brand branching too far towards the sporty (aka ‘BMW’) path.
Via Business Week
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