Future Buick Will Have Five Nameplate Lineup/ No Trims
May 7, 2010 by William Maley
Buick Regal, Buick Enclave, Buick Lucerne and Buick Lacrosse
Buick is cutting trim levels on all its cars for the 2012 model year and expanding its vehicle lineup with a fuel efficient compact luxury vehicle, crossover and midsized car in the years to come.
Craig Bierley, director of Buick, GMC marketing explained “[Trim levels] imply there is a hierarchy of the premium vehicle.” Buick is following in the footsteps of BMW, Mercedes and Acura by replacing trims with a hierarchy of vehicle equipment packages.Customers coming into dealers were confused with the CX, CXL, and CXS trims.
Buick Verano
Buick’s sales have soared so far this year, with a 50.4% increase in overall sales year-to-date. Sales of the Lacrosse are up 214% this year. Most Importantly for GM’s bottom line is the current model is selling for $8,000 – $9,000 more than the old Lacrosse. Buick will also be targeting a new set of consumers – focusing on grassroots marketing campaigns and looking for new Buick buyers at places such as Starbucks, Whole Foods and Ikea.
This is a part of Buick’s plan for continued growth. Another aspect is the addition of three new nameplates in the coming years. The first to show up is the Buick Regal, which will target Mercedes, Audi, and BMW buyers. A new compact sedan, allegedly called the Verano is also in the works. The Verano will be based on the Delta II platform which underpins the new Chevrolet Cruze and Opel Astra. People who’ve seen the new compact have called it a “baby Lacrosse”. The Buick Verano will begin production in 2011. Buick is also planning a “baby Enclave,” allegedly called the Encore. The Encore will be based on the Gamma II platform, which will underpin a GMC crossover and the Chevy Aveo. The Encore is expected around 2012.
Source: The Detroit News and GMinsidenews.com
