The entry-level luxury brand, Buick, is gaining sales momentum and using it to expand its lineup. Following the success of the 2010 LaCrosse (sales up an astonishing 214%) and the Enclave (sales this year have jumped 30%), Buick has revealed at the Buick Immersion Program at the Tech Center a plan to come out with a compact car and small crossover which would round out their lineup. As of right now, Buick models stand at the Regal entry-level luxury/sports sedan, the LaCrosse mid-size luxury sedan, Lucerne full-size luxury sedan, and Enclave full-size luxury crossover. Before we see smaller Buicks driving around, we will get to feast our eyes on the all-new midsize Regal due to come in the next few months. Brian Sweeney, U.S. Sales and Service Vice President for Buick GMC says the new models from Buick will allow them to utilize 47% of the market.
"We are starting to gain some traction in sales," said John Schwegman Buick’s U.S. marketing vice president, Buick-GMC, "but we’re not declaring victory yet."
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Victory will probably come when these new models are unveiled and with Buick’s new-to-them idea of eliminating trim-level badging which follow along the lines of BMW and Mercedes. Craig Bierley, director of Buick GMC advertising and sales promotion, states that trim-level badging implies there is a hierarchy of the premium vehicle. Packages will be offered to include the features found on the trim levels previously that will allow the customer to customize their luxury vehicle.
Next to nothing is known on the future models of Buick that will hopefully be brought out by 2013, but they aim to provide some stiff competition for Asian luxury car brands such as Lexus, Acura, and Infiniti. As for right now, Buick is taking its time to ensure they grow at a healthy pace.