The New Buicks. An American Success Story
Back when I was too young to appreciate what made one car better than another, a friend's father took us along for a visit to a Buick showroom. Somehow, just by looking at the lines and getting a feel for the quality, I realised then that Buicks were special. I was delighted when the gentleman bought one. Since that time I've almost always had a good feeling about Buick, though I say "almost" because there were years when the brand let us down. In fact, just over a year ago there was speculation that the end was in sight for the venerable old marque when GM decided to cut its brands from eight to four.
Fortunately Buick made the cut and in a remarkable turnaround has become a success story. New and distinctive styling, high quality ratings and an emphasis on technology are making the difference. So, too, has a shift in buyer statistics from old to young. Now, I don't accept the philosophy that popularity with an older market is a car killer, though admittedly I'm part of that market. We're not all a bunch of falling down geezers, y'know! Besides, people age 55 and older tend to be more affluent (count me out on that one) and can afford to buy more costly, better-equipped autos. But survival demands that younger customers are essential to build and maintain brand enthusiasm.
According to an article in the Detroit News the average age of a Buick buyer has fallen from 72 several years ago to 65, and nearly 29% of new LaCrosse customers are under 55. That's twice the number from the previous model. The LaCrosse, with its handsome design, symbolises where Buick is headed; indeed, design must continue to play a major role if the brand's success is to continue. And success is very much on the rise with the LaCrosse increasing March sales by a whopping 236%.
Take a look at the photo of the 2010 LaCrosse, up top. Then look at this one, a Buick Skylark convertible from 1953. Can you see the similarity in that waterfall grille? 57 years later and instantly you know the LaCrosse is a Buick! Such brand identification is rare and I hope the division sticks with it because nothing pleases me more than to deliver good news about the American auto industry in carzz.org. It's been a long time coming.
[Photos: General Motors]
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