Age-old battle for Buick

[1957wildcat]

There are some interesting facts and figures presented in an article by Rick Popely and Jim Mateja for today's Chicago Tribune, "Age-old battle for Buick: Models aimed at younger buyers haven't helped the venerable GM brand reverse a long trend of its buyers being among the oldest in the auto industry -- at 65, nearly 20 years above the average."

In the article, it is stated that Global Insight forecasts that Buick will get a smaller crossover, a version of the Saturn Vue, in 2008.

The entire piece is at http://www.chicagotribune.com/busine...i-business-hed

[Psionic Wibbly]

Buick is a "damaged" brand and hould be put to rest in the USA like Olds. it should remain a "china only" brand the same as holden for australia or vauxhall for britain and opel for europe.

[Butz]

Nothing a GN wont fix.

[1957wildcat]

Butz: I don't think a GN is in the cards, but there likely will be:

Skylark (Delta II)
Regal (Epsilon II)
Enclave (Lambda)
Park Avenue (Global RWD)
Riviera (platform?)

As long as GM does a class-leading, head-turning job with each, Buick can and will be fine in NA, as in China.

Anyone: Given the "new face" of Buick, as shown on the Riviera concept, would it be fair to think the Skylark front might be similar to the 1992 Buick Sceptre concept?

[EldoFan]

Originally Posted by Psionic Wibbly

Buick is a "damaged" brand and hould be put to rest in the USA like Olds. it should remain a "china only" brand the same as holden for australia or vauxhall for britain and opel for europe.

Buick is an AMERICAN brand.......I don't think many NA GM loyalists would be happy to see it become another Communist-only product.....besides, you of all people should be smart enough to see that the Park Avenue is nothing more than a redone HOLDEN! (a Statesman, if I got my info. right)

Need I remind you that Cadillac was in the exact same position 13-15 years ago here? I read an article which stated the age of their customers "was somewhere between 65 and death". Look at them now.....competing (marginally at least) with the likes of BMW, Lexus et al.

Nevertheless, I'm inclined to agree w/the product plan proposed by 1957Wildcat......since that's what has been seen in the GMI writeup on the future of Buick.....

[t-rex]

Originally Posted by Butz

Nothing a GN wont fix.

While you're at it, make Buick salesmen don mullets and wear Lynyrd Skynyrd T-shirts.

[mikmak]

So what if the average age is 65. There are going to be a lot of affluent 65 y.o.s in the future. In case no one noticed, the world has an ageing population (ie longer life expectancy). Buick needs to attract MORE old people. Todays 65 y.o. is the quivalent of a 1980's 45 y.o. (<--I am aware of the irony).

[roteague]

Buick is a great brand, and needs to be strengthened like GM did with Saturn.

[cadillacpimpin]

Originally Posted by 1957wildcat

Butz: I don't think a GN is in the cards, but there likely will be:

Skylark (Delta II)
Regal (Epsilon II)
Enclave (Lambda)
Park Avenue (Global RWD)
Riviera (platform?)

with all the vehicles that are going to be on deltaII and epsilonII they better be able to style them considerably different. much different than the aura and G6, which look way too similar imo. and nothing like the cobalt and G5 twins.

[tom3]

Old people buy cars, lots of them. What's so bad about having appeal to older buyers? Why shun that market? Do we want older buyers driving Camrys? Leave well enough alone and build class leading, reliable cars. Buick is fine "as is" I think.

[vcs2600]

"Old people" aren't a problem, only "really old people" -- the issue is that many Baby Boomers are now entering retirement and don't find Buick appealing.

[Hitman1970]

Originally Posted by vcs2600

"Old people" aren't a problem, only "really old people" -- the issue is that many Baby Boomers are now entering retirement and don't find Buick appealing.

You will not get them back either. So start drawing in the next generation. Of course building the best vehicles you possibly can will help the cause as well.

[BrickTamland]

Well, trying to appeal to younger buyers with Tiger Woods and a car with a name that is a popular youth sport (that's a bit too young, not to mention its French Canadian connotation) is not going to change perceptions overnight after making these as staid as possible:


Note to Buick - any car that looks more like a Lexus is good for you. I know Lexus is Cadillac territory, but if associations are drawn between Buicks and Lexuses, it will be good for you, and that is why a decontented Chinese Park Avenue is necessary.

[page2171]

Originally Posted by Psionic Wibbly

Buick is a "damaged" brand and hould be put to rest in the USA like Olds. it should remain a "china only" brand the same as holden for australia or vauxhall for britain and opel for europe.

Killing Olds did nothing for GM but turn buyers toward Honda and Toyota. The same will happen if they kill Buick.

[Ssom]

Aiming for old people is one of the smartest things you can do with your brand. The population is getting older, not younger.

Buick will always be an old person brand, there's no way you can remove that stigma.