General Motors Co.'s Buick and GMC lines have been appointed a new chief - Brian Sweeney - a former sales and marketing executive. Sweeney has been on the job for almost two weeks now.
The 42-year-old admitted that his greatest challenge would be to improve the performance of Buick and his key goal is to attract younger buyers to the brand. The average age of a new car buyer in the US is 52 but for a Buick, the average is 70.
To change this trend, Sweeney seeks to change the perception most new car buyers have of Buick.
Already, Buick's new models like the European-engineered 2010 LaCrosse have started to show some results. More than one-third of buyers of the new LaCrosse are 55 or younger. This is up from less than 10% for the previous generation model.
The next model that would be put to the test is the new 2011 Regal. In addition, Buick plans to increase the performance and dynamics of Buick vehicles, as well as add more technology.
Buick is also giving trials on new promotional techniques such as taking cars to coffee shops, art fairs and wine festivals in order to attract younger buyers as well as new types of buyers.