Buick recently welcomed a new customer from outside its traditional General Motors (GM) loyalist base: Mr. Kevin Buick, an attorney from Sycamore, Illinois. Despite his surname, Mr. Buick had never owned a Buick or any other GM vehicle until the release of the new Buick Verano, which changed his perspective entirely.
Buick and GMC, branches of General Motors, are known for attracting customers who were not previously loyal to the brand. In 2011, over 40% of Buick's customers came from outside the GM family. This number surged to more than 50% in January 2012, following the release of the Buick Verano compact luxury sedan (source). However, one customer Buick never expected to win over was someone who shares the brand's name.
Kevin Buick, a distant relative of Buick's founder David Dunbar Buick, had never considered purchasing a Buick vehicle. "With my name, I’ve been asked if I drive a Buick for as long as I remember," said Mr. 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."
Mr. Buick previously drove a Subaru Outback, which he replaced with his new Buick Verano. He is thrilled with his purchase, citing the perfect combination of size and features. "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."
The Buick Verano is the first compact luxury sedan in the Buick lineup, featuring numerous luxuries, including a seven-inch ColorTouch radio. "A lot of people want small, high-quality cars," said Mr. Buick. "It’s a little narrow-minded to equate luxury with size. I’m pleased, and proud, to see American carmakers stepping in that direction."
Sales of the Buick Verano skyrocketed in January 2012, and it wasn't the only Buick model experiencing a surge. The LaCrosse luxury sedan also saw a sales increase of over 7% in the same month. In fact, Buick outperformed its closest competitors, including Acura, Audi, Infiniti, and Lincoln (source).
"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."
The story of Kevin Buick purchasing a Buick Verano highlights the brand's ability to attract new customers, even those with a historical connection to the name. With its evolving lineup and focus on quality and luxury, Buick continues to redefine its place in the automotive market.
This article is a testament to Buick's evolving brand and its ability to attract new customers, even those with a historical connection to the name. With its evolving lineup and focus on quality and luxury, Buick continues to redefine its place in the automotive market.
Cutting Off Access for Oral Bacteria May Be Key to Preventing Tooth Decay
The journal of Microbiology recently published a study containing results which suggest that we may now have the keys to preventing gum disease and tooth loss. The study says that if we can strip some oral bacteria from being able to access the other pathogenic oral bacteria then we may be able to use them to help prevent decay and loss.
New Oversight Means New Rules for Credit Collectors
Recently a major consumer finance watchdog released reports that the government has plans to regulate previously unregulated financial firms. Now these debt collectors and credit reporting agencies are preparing themselves for the worst.
Green Beer? Try Green Teeth
This Saint Patrick’s Day thousands of people across the U.S. will be going out to celebrate with lots of delicious green foods like green cakes, green cupcakes, green chocolate, green eggs and ham, and even the popular Saint Patty’s Day hit green beer. But all this green food has one thing in common: green food coloring. In small doses green food coloring can be a fun way to brighten up your food or play along for Saint Patrick’s Day, but after eating green food coloring all day a person’s teeth will quickly start to show that green dye.
