DETROIT – Buick attracted more than 40 percent of its customers from outside General Motors in 2011. That number rose to more than one in two last month for the new Verano compact luxury sedan, which went on sale in December.
One of those new customers is Kevin Buick, an attorney in Sycamore, Ill.
“With my name, I’ve been asked if I drive a Buick for as long as I remember,” said Buick, a distant relative of brand founder David Dunbar Buick. “But the cars were never right for me. The Verano, though, is truly perfect in every way that I ask of a car. It honestly feels like it was made just for me, so it’s amusing that I get to step over my name embossed in the sill plate every time I get into my car.
“I couldn’t be more excited to finally have a Buick in my garage, instead of just having the name on my mailbox.”
Buick’s new Black Onyx Verano replaces a Subaru Outback and offers what he says is just the right combination of size and content. “I need some creature comforts, but I’m not interested in a larger, more expensive car. My Verano has a high quality level for the price. Small things like the heated steering wheel make a big difference.”
Verano is Buick’s first compact luxury sedan, offering a standard seven-inch Color Touch radio and other features at a starting price of $23,470 including destination. ”A lot of people want small, high-quality cars,” Buick continued. “It’s a little narrow-minded to equate luxury with size. I’m pleased, and proud, to see American car makers stepping in that direction.”
January sales of Verano tripled as inventory is still ramping up from the assembly plant in Orion Township, Mich.
The LaCrosse luxury sedan, which comes standard with Buick’s innovative eAssist light electrification powertrain, also reported a retail sales increase in January of 7.7 percent versus the same period in 2011. LaCrosse’s 4,013 sales topped the Lexus ES350 by approximately 1,400 units.
Overall, Buick retail sales were down 18.5 percent for the month, amid the phasing out of the Lucerne sedan. Despite the decrease, Buick outsold key competitors including Acura, Audi, Infiniti and Lincoln.
More than just Buick’s vehicles are changing. Some 1,900 of the brand’s dealerships around the country are in the process of updating their designs and business practices, adding customer lounges with Wi-Fi and new loaner vehicle programs. At Marquardt Buick in Barrington, Ill., Kevin Buick appreciated a “low-key, no-nonsense experience.”
“Buick is an evolving brand,” said Brian Sweeney, U.S. vice president of Buick and GMC Sales and Service. “As more consumers walk into our updated facilities to learn about our latest products like Verano and purposeful technology like eAssist, we expect to welcome more new members to the family.”
Yesterday, U.S. News and World Report named the Buick Regal the “Best Upscale Midsize Car for Families” and the Buick Enclave the “Best 3-Row Midsize SUV for Families.” In the Regal’s category, 19 vehicles were considered, while the Enclave topped a group of 23.
Buick is a modern luxury brand offering vehicles with sculpted designs, luxurious interiors with thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models, including the Enclave crossover, LaCrosse sedan, Regal sport sedan, Buick Verano sedan and the all-new 2013 Encore crossover. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick or at www.facebook.com/buick.
See Now: OnePlus 6: How Different Will It Be From OnePlus 5?