Has Buick become a driving force for GM?

Article by Christian A., on August 27, 2010

A lot has been going on with General Motors Co. in the last few months but without much fanfare, Buick brand has turned into a driving force for the company.

There's no denying that GM has been focused on the switch to new marketing chief Joel Ewanick, on reshaping Chevrolet and Cadillac and on the upcoming initial public offering.

That is why it comes as a bit of a surprise that the US sales of Buick's Enclave, Regal and LaCrosse have gone up considerably since last year.

In China, Buick is the No. 1 brand. Its success is attributed to a new design and a marketing shift that's targeted at a younger audience. Ewanick is confident that the brand is back. He stated that Buick is the "fastest-growing brand in America"¹ and is a "great success story."

Buick sales have been dropping in the past 25 years but in July 2010, the brand sold 137% more units than July 2009. From January to July 2010, sales were up by 60% over the same period last year. GM is on track to sell over 148,000 Buicks in the US this year.

This represents a significant increase from the 102,306 units sold last year and the 137,197 units sold in 2008.

The Buick has long held a reputation of being a "senior citizen's car" but it was able to make a rebound because it has a "design that appeals to younger people," according to Charles Krome, a writer and analyst for Autotropolis.com.

He explained that the brand offers models that are "comparable" to what's available in the market and GM has been focusing on marketing to younger customers. [via autonews]

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