Fast Growing Buick plans to add 3 models to lineup!
Scott Burgess / The Detroit News
Warren — Buick will stop using trim-level designations for its 2012 models and plans to introduce a compact car and small crossover in the near future, top Buick executives said Wednesday.
Those measures, as well as expanding marketing efforts, were unveiled at the Buick Immersion Program at the Tech Center, where General Motors Co. mapped out the keys to the brand’s continued success to employees who work with the premium brand.
“We are starting to gain some traction in sales,” said John Schwegman Buick’s U.S. marketing vice president, Buick-GMC, “but we’re not declaring victory yet.”
Sales numbers have been positive. Buick sales were up 36.4 percent in April, compared to the same month last year, and overall sales are up 50 percent for the year, according to Autodata Corp.
The key to that sales boost has been the 2010 LaCrosse and 2010 Enclave.
LaCrosse sales are up 214 percent for the year and the Enclave, ancient in automotive terms at three years, has managed a 30 percent jump in sales this year. Additionally, the new LaCrosse has sold for $8,000 to $9,000 more than the previous LaCrosse.
Craig Bierley, director of Buick GMC advertising and sales promotion, attributes the growing success to the reinvention of the brand.
“In the past, Buick stood for one thing, we stood for quiet,” he said.
But the brand has been repositioned to take on Asian luxury brands such as Lexus, Acura and Infiniti. New Buicks will feature premium luxury features, a sporty ride and remain just as quiet.
Moving into 47% of market
Removing trim-level badging follows the practice of other luxury carmakers, such as BMW and Mercedes, Bierley added.
Additionally, in the coming months, Buick will introduce its all-new midsize Regal and try to continue to build momentum created by its last two new vehicles, the midsize crossover Buick Enclave and large sedan, the Buick LaCrosse.
“(Trim levels) imply there is a hierarchy of the premium vehicle,” he said.
In the future, cars will offer packages of features that may follow traditional trim levels but will not require badging. Many consumers have been confused by the CX, CXL and CXS designations.
Adding new vehicles will also help Buick reach new customers.
Buick currently only competes in two vehicle segments. By adding three new vehicles, including the Regal, it will expand into 47 percent of the market, said Brian Sweeney, U.S. Sales and Service Vice President for Buick GMC.
“Buick is the fastest growing brand in the industry,” Sweeney said. “And we expect to double our sales in the next few years.”
While few details have been released about a compact car and small crossover, Schwegman noted that by 2013, the oldest vehicle in Buick’s lineup will be the Regal, which arrives later this year.
“We’re growing fast, but we don’t want to grow too fast,” he added. “And we still have a lot of work to do.”
Buick’s makeover reaches past its products, Sweeney said, noting its 2,054 Buick dealerships have been asked to overhaul the fronts of their dealerships to staff training.
Bierley said Buick will expand its marketing outreach but have a tighter focus.
“At the time (before filing for bankruptcy), we had most of our budget slashed, so we kept the program that was successful,” Bierley said. “So if you played golf or watched golf, you knew about Buick.”
Now, Buick has “almost entirely dropped out of golf,” he said. Instead, it will focus on more grass-roots campaigns and search for customers who shop at Whole Foods and Ikea and drink coffee at Starbucks. These are consumers who want luxury but don’t always want to pay luxury prices
