The project highlighted key areas that define the Buick brand character, including sculpted designs, luxurious interiors, quality, new technology and performance.
According to the company, Buick is now the fastest-growing major auto brand in the U.S.. At the current pace, Buick VP of Marketing John Schwegman expects the company to double its annual sales volume in the next couple of years
“We think the best way to grow the brand is by continuing to increase the entries product-by-product,” he said. “Our current lineup consists of the Enclave crossover, LaCrosse and Regal sedans, and within a few years we will add a compact sedan and small crossover.”
Those new models (the company did not release any exact details about the vehicles) will expand Buick’s market coverage, from just 14 percent of the market segments today to 46 percent after adding these new entries.
“The new product additions combined with other refreshments to the current Buick lineup, will make the 2011 Regal, a new sport sedan just now arriving in dealerships this spring, the oldest vehicle in Buick’s stable by 2013,” stated the press release.
Buick also outlined its future marketing plans, indicating that it will move away from large golf sponsorships to focus on the customer and their buying experiences. According to Bierley, the brand’s future marketing efforts will be aimed at grassroots efforts targeting consumers who “are looking for luxury without the luxury price”.
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