Trim-level designations will now be a thing of the past for Buick as these will no longer be offered in its 2012 models, according to top executives. Buick also revealed plans to launch a compact car and small crossover very soon.
At the Buick Immersion Program, Buick also discussed its expanding marketing campaign. In the next several months, Buick will be able to introduce its all-new midsize Regal.
It will also work to continue to build momentum that came as a result of its latest two new vehicles: the midsize crossover Buick Enclave and large sedan, the Buick LaCrosse.
John Schwegman Buick's US marketing vice president, Buick-GMC, said that the company is beginning to "gain some traction in sales," but that it's still too early to declare a victory.
Clearly, sales have been positive as these figures were up 36.4% in April, compared to April 2009. Autodata Corp. also said that overall sales are up 50% for the year.
This sales boost is attributed to the 2010 LaCrosse and 2010 Enclave. LaCrosse sales are up 214% for the year and the three-year-old Enclave got a 30% increase in sales this year. In addition, the new LaCrosse sold for $8,000 to $9,000 more than the previous LaCrosse.
Craig Bierley, director of Buick GMC advertising and sales promotion, said that the success is due to the brand's reinvention.
Bierley said that Buick has previously stood for quiet but today, the brand has been repositioned to rival Asia's luxury brands, including Lexus, Acura and Infiniti. The new Buicks offer a sporty ride as well as premium luxury features.