GM Inside News Forum - View Single Post - GMI's Revitalization in Action

2648562 · 06-30-2006, 02:10 AM

They're all nice and each have the potential to attract new buyers to Buick. But guess what? None of those cars are going to appeal to today's Buick buyer. NONE.

Before you design any more Buicks that will never see the light of day (like the Velite) you need to think a little bit about your typical Buick buyer (and I mean beyond age). Your typical Buick buyer is above all else value conscious! They're affluent, but they're not the type that's going to spend four bucks on a cup of coffee or $500 on a new purse (your Buick buyer isn't some loud mouth Mark Cuban type... he's your Sam Walton, work his butt off most of his life/neighbors didn't know he had money and he would rather they think he didn't kind of guy) . That's not to say Buick buyers don't want quality (this they appreciate as well), they just don't need to announce their success or arrival the way a Cadillac or BMW owner does. Are they into flash (bling on a small scale)? Well, yes they appreciate design. But they're not buying Buicks to be seen (they want comfort and practicality more so). And they're certainly not into blue tooth or complicated and unnecessary gizmos (less is more is kind of true, but only up to a point). Practicality is king. No two seat Buick is going to sell worth a darn (I don't care how fast or powerful it is). No convertible is going to sell worth a darn. You might find a salesmen who could sell a buyer a 32 valve V8 powered Lucerne, but put that engine in a Charger-like RWD performance sedan and it ain't gonna happen! Buick buyers want safety and security--if you can't do AWD just stick to FWD. There. I'm tired now. But I'll say it all again (or try and say it a little clearer): 1. Value (where have we heard that one before) 2. Safety and security 3. Style minus bling, but more importantly comfort 4. And finally dependability--no unproven or unnecessary anything. There are other factors, but I honestly feel those matter most.

There are exceptions to every rule. And there is a need to attract newer/younger buyers to Buick. But the products have to make perfect sense like the Enclave or Buick will do an Oldsmobile and vanish.

06-30-2006, 02:10 AM	#18 (permalink)
2648562 4.4 Liter Supercharged Northstar Join Date: Apr 2003 Posts: 2,255	Re: GMI Feature: Revitalization in Action; The Dream Buick Lineup They're all nice and each have the potential to attract new buyers to Buick. But guess what? None of those cars are going to appeal to today's Buick buyer. NONE. Before you design any more Buicks that will never see the light of day (like the Velite) you need to think a little bit about your typical Buick buyer (and I mean beyond age). Your typical Buick buyer is above all else value conscious! They're affluent, but they're not the type that's going to spend four bucks on a cup of coffee or $500 on a new purse (your Buick buyer isn't some loud mouth Mark Cuban type... he's your Sam Walton, work his butt off most of his life/neighbors didn't know he had money and he would rather they think he didn't kind of guy) . That's not to say Buick buyers don't want quality (this they appreciate as well), they just don't need to announce their success or arrival the way a Cadillac or BMW owner does. Are they into flash (bling on a small scale)? Well, yes they appreciate design. But they're not buying Buicks to be seen (they want comfort and practicality more so). And they're certainly not into blue tooth or complicated and unnecessary gizmos (less is more is kind of true, but only up to a point). Practicality is king. No two seat Buick is going to sell worth a darn (I don't care how fast or powerful it is). No convertible is going to sell worth a darn. You might find a salesmen who could sell a buyer a 32 valve V8 powered Lucerne, but put that engine in a Charger-like RWD performance sedan and it ain't gonna happen! Buick buyers want safety and security--if you can't do AWD just stick to FWD. There. I'm tired now. But I'll say it all again (or try and say it a little clearer): 1. Value (where have we heard that one before) 2. Safety and security 3. Style minus bling, but more importantly comfort 4. And finally dependability--no unproven or unnecessary anything. There are other factors, but I honestly feel those matter most. There are exceptions to every rule. And there is a need to attract newer/younger buyers to Buick. But the products have to make perfect sense like the Enclave or Buick will do an Oldsmobile and vanish. Last edited by 2648562 : 06-30-2006 at 02:15 AM.