[6cylinder]

You’ve Been Hired As Buick’s New CEO: What Would You Do?

You’ve Been Hired As Buick's New CEO: What Would You Do? | Carscoops

Is Electra going to save the brand or do you have a better idea

www.carscoops.com

Feb. 23, 2023
Stephen Rivers

Perhaps the right move is to stay the course and focus heavily on all-electric SUVs and crossovers. That would certainly be seen as the safe move in a market completely dominated by those segments. At the same time, we see a lot of room for growth both in terms of sales and brand presence.

One thing that Buick hasn’t really had for decades is a hardcore flagship car that draws customers to dealers in droves. Go take a look at any one of the listicles focused on the best Buick models of all time and you’ll note that most were produced before 1990. Maybe it’s time that Buick looks back at its past to help determine its future.

Which car brands connect with women?

For mainstream automotive brands to show continued growth in challenging economic times, they must find traction across all demographics. The latest analysis from S&P Global Mobility shows that some brands are enjoying much more success with women buyers.

www.spglobal.com

Brands with highest female buyer representation

Buick 55% Mitsubishi 51.4% Mini 51.1% Lexus 50.4% Infiniti 49.6% Mazda 49% Kia 49%

Industry average 41.2%
Source: S&P Global Mobility CY 2022 vehicle registration data

Brands with lowest female buyer representation

Ram 17% GMC 28.7% Ford 31.1% Tesla 33.1% Dodge 33.9%

Source: S&P Global Mobility CY 2022 vehicle registration data

 

[Greg Burr]

I would exclude Ram from any comparison. With EV's coming, my first thought is I don't know WTH to do. Great question, though

 

[tripowergto Jan2003]

Easy peezy...

 

[wallus13]

Well I would work on branding number one. The fact that Buicks are extremely reliable needs to be shouted from the mountain tops. Although I think part of that is to do with demographics of who owns them. (the same advantage Toyota has)

I would add a minivan to the lineup, preferably the one from China but build it in North America. In terms of the cars, I focus on luxury with functionality. For example, if you want buttons instead of touchscreens, Buick should have you covered. Yes that leans into their current demographic but that's how it goes.

Me thinking about all of this makes me realize Buick has a long climb ahead of it.

 

[Greg Burr]

Can brands live on that alone? Maybe a Riviera?

 

[BlackGTP]

Review Buick's mantra and make sure it is focused on women as that is a core strength. And decide what demographic of women Buick will market to.

Make sure all product development, advertising, etc. is tightly focused on that.

Decide if we want to be a volume product or a low volume boutique brand. Being this is GM I'd say volume. So, no low selling two door coupes that very few will buy,

Make Buick as appealing to women as Dodge is appealing to men. I suspect big, safe feeling vehicles with high seating positions will most likely rule the roost, but I'd need a lot more information about what a female focused vehicle is. But I will look at what a fun car is for a woman - my gut is vehicle like the VW Beatle revival and Mini point in the general direction of that.

When I see 5 car brands where 65% or more of their buyers are men yet nothing close to the equivalent then that leads me to think women are underserved - there's money to be made! Or better understand what these statistics are telling us (possibly that men sign the paperwork for their wives' vehicles and these stats are skewed by that).

Success will be measured by the amount of hate heaped upon Buick on GMI as I'm certain no one on GMI will like where Buick ends up under my vision.

 

[rockyspaw]

Review Buick's mantra and make sure it is focused on women as that is a core strength.

Make sure all product development, advertising, etc. is tightly focused on that.

Decide if we want to be a volume product or a low volume boutique brand. Being this is GM I'd say volume. So, no low selling two door coupes that very few will buy,

Make Buick as hyper-feminine as Dodge is hyper-masculine. I suspect big, safe feeling vehicles with high seating positions will most likely rule the roost, but I'd need a lot more information about what a female focused vehicle is. But I will look at what a fun car is for a woman - my gut is vehicle like the VW Beatle revival and Mini point in the general direction of that.

Success will be measured by the amount of hate heaped upon Buick on GMI as I'm certain no one on GMI will like where Buick ends up under my vision.

 

[BORG]

I would shutter Buick in the US and expand GMC's luxury off-roader image (GM's Jeep). Buick customers should be shifted to Chevy and Caddy. There is just very little Buick can do to payoff any form of investment, the growth potential isn't there. They've been struggling for decades and have most recently been used as a prop for GMC dealerships (think Mercury/Lincoln). The difference is, GM already has three strong brands with way higher ATPs and growth potential than Buick. They just need to get moving already on GMC.

 

[SP1966]

I'd shut it down so GM can redirect the resources to Chevy and Cadillac. There is no longer a need for mid-range brands, nothing Buick can do cannot be done by Chevy.

 

[CaptainDan]

Put me in charge? Short GM stock because it's going DOWN!

 

[SP1966]

Easy peezy...

It's beautiful, no doubt. That said it should have been the 6G Camaro, and is not itself a justification for not killing off Buick.

 

[BlackGTP]

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Amazing how things change! Wasn't Pontiac an old women's car or something like that before they repositioned it as "excitement" in the 60's (I think around that timeframe).

 

[09W]

Tough for me, being a heritage Buick owner and well versed in the brand's long years of being aspirational.

Whatever the course of action... it has to be a carefully-chosen split between what the brand has/ does/ should represent, and what the market is demanding. I hate that it's all SUVs, and would love to see the Avista coupe... perhaps as a lower-volume premium brand; worrying about how many coupes are sold could be irrelevant.

GM 2023 is in a FAR different place than it was 15 years ago (nevermind 50), and the Company is no longer high-volume driven. And that's fine as long as the Company is healthy. That being the case, one cannot evaluate Buick 2023 & forward via Buick 50 years ago approach.

 

[09W]

Amazing how things change! Wasn't Pontiac an old women's car or something like that before they repositioned it as "excitement" in the 60's (I think around that timeframe).

Not "woman's" specifically, but it was rather stodgy, with old-school inline engines. '55 they brought out their V8 and in '56-57, started a factory racing / performance-bent approach. By '61, they were in 3rd place in US sales... and for the entire decade.

 

[mgescuro]

Buick is becoming irrelevant in the US market due to a non-compelling lineup.
They're marketed as an affordable luxury brand between Chevrolet and Cadillac. But they really haven't found a niche that makes sense for the brand.

Going 100% EV is not going to solve their problems.

Buick needs to solve their image and product problem. Otherwise, just build entry level Cadillacs and kill the brand in the US.

 

[TruckMan]

I'd rename the brand PONTIAC and only offer sports cars and sporty SUVs.

 

[Stéphane Dumas]

I'd shut it down so GM can redirect the resources to Chevy and Cadillac. There is no longer a need for mid-range brands, nothing Buick can do cannot be done by Chevy.

And how about sell Buick to another group like they did with Opel and Vauxhall?

 

[6cylinder]

Tesla on the guys list was a surprise. I expected Subaru on the gals list, but remembered they sell vape smoking guys a sedan/hatch and coupe.

 

[Jesda]

Quit.

 

[dannyg]

--GM is developing a new Malibu ICE for 2025, I'd tag along and get a midsize Buick sedan/fastback alongside it. Development costs shouldn't be too bad by sharing with Malibu.
--Introduce EVs slowly to the brand, if Caddy is the EV leader let Buick be the laggard. Note that Tesla is only 33% women buyers. I was surprised by that.
--Import the hybrid tech you are selling right now today in China for Buick. Make Buick "the hybrid brand". Make hybrid a reason to bump up from a Chevy. (Don't bother with Caddy, full speed ahead on EV for them). For example in 2025 you could buy a $25K Malibu regular ICE or bump up to a $30K Buick with more luxury and hybrid. Something like that. I see a LOT of women driving hybrid crossovers (Rav4 etc).
--Keep the focus on women, GMC is only 29% women. Sorry Pontiac fans.

That's my 2 cents...and worth every penny!