“It isn't befitting a premium brand. No other premium brand has those designations,” Craig Bierley, Buick-GMC director of advertising and sales promotion was quoted as saying by Autonews. “It implies a hierarchy -- that there's a cheap one, a middle-level one and a really, really nice one."
The hierarchy envisioned by Buick is not all that dissimilar to the current trims. Each of the package will build on the one preceding it, adding more and more features. The difference is that a customers can chooser to add pretty much whatever they want to the package of choice.
The elimination of the trim levels means that entry-level Buick of the next generation will have a bit more to offer than today. Obviously, an increase in price for the base models is to be expected.
"When you get the second package, you get everything that's in the first package, plus the second package, You can't go in and layer on the stuff that's in the third package on the first package. You have to walk up the ladder," Bierley added.
“It isn't our stated goal to raise all our base prices over time,.but to give customers the content they want is absolutely key."
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