2012 Buick Verano hopes to atract buyers who like the Audi A3, Lexus IS 250
By Steph, 07 Jan, 2011. 0 Comments
2012 Buick Verano
Buick’s latest sedan, the Verano model, will be officially unveiled Monday during media previews for the 2011 Detroit auto show. GM expects the Verano to appeal to those who are considering whether to buy the Audi A3, Lexus IS 250 and Volvo S40. Roger McCormack, Buick's product marketing manager, said that the Verano is targeted at those who want “luxury, refined performance, craftsmanship and beauty, but at a value in the luxury market.”
When sales of the Verano start this fall, it will be Buick's lowest-priced sedan. Buick has yet to announce the pricing but industry sources said that it will have a base price in the $20,500 to $22,000 range. Currently, the Regal is Buick's lowest-priced car with a base price of $26,995 including destination.
Buick is relying on the Verano to make the brand attractive to a wider range of buyers. McCormack said that before the Regal and the Verano, Buick competed in segments that represented about 14% of the market. McCormack believes that with these two models, it has extended its reach into the market and it can now compete in segments that stand for nearly half of the market. More specifically, the Verano is targeted at buyers in their 20s who may be beginning their careers and have disposable income and want a smaller car. [via autonews - sub. required]
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