Daily Auto News Buick Moving Into Smaller Cars, Younger Buyers
Daily Auto News
The all-new 2010 Buick LaCrosse has pulled off a feat few in the auto industry thought was possible: it has made younger people buy a Buick. The company is in the midst of a renaissance that is bringing a fading brand back to relevance, and the next step is one that will surprise those of us who grew up with the battleship-sized Buicks of old: small cars.
Kicking Tires reports, “GM plans to add three new Buick models in the next few years, including a small sedan and small crossover.” Buick is already preparing to launch a new, sporty midsize sedan, the 2011 Buick Regal, in a few months.
The small crossover, Autoblog reports, will be “built on the bones of the all-new Chevrolet Aveo.” The small sedan will be “based on the upcoming Chevrolet Cruze.” That puts Buick, the brand that built the giant, sluggish Lucerne sedan, into competition with the little Honda Civic and the Toyota RAV4.
That’s not all the company will do to appeal to young buyers. It is marketing to a different crowd, as well. Craig Bierley, director of Buick GMC advertising and sales promotion, tells the Detroit News, “Buick has almost entirely dropped out of golf.” Instead, the company “will focus on more grass-roots campaigns and search for customers who shop at Whole Foods and Ikea and drink coffee at Starbucks.”
And we all know Grandma doesn’t like Starbucks. If you’re in the market for a new car, check out the U.S. News rankings of this year’s best cars as well as this month’s best car deals.
Related with this news Japan Auto Store's other car news
