Two New Buick Models Set to Hit the Market

Summary

Buick is gearing up to replace its full-size Lucerne with two new models: the Insignia and a compact sedan based on the Chevrolet Cruze. This strategic shift aims to attract younger buyers and rejuvenate the brand's image. The Insignia will slot between the LaCrosse and the new compact model, offering a more youthful appeal. GM's plans for Buick were revealed in a recent business filing, highlighting the automaker's efforts to revamp its lineup and regain market share.

Buick's New Lineup: A Strategic Shift

The End of the Lucerne Era

The Buick Lucerne, a full-size sedan, is set to be discontinued. This move will leave the Enclave crossover as Buick's largest vehicle, followed by the LaCrosse, a larger midsize sedan. The discontinuation of the Lucerne marks a significant shift in Buick's strategy, focusing on more compact and midsize models to appeal to a broader audience.

Introducing the Insignia

The Insignia, also known as the Regal in some markets, will be positioned just below the LaCrosse. Despite being nearly similar in size, the Insignia is about 500 pounds lighter, making it a more agile and fuel-efficient option. This model aims to attract buyers in their 30s, offering a blend of luxury and performance.

The Cruze-Based Compact Model

Buick is also set to introduce a new compact sedan based on the Chevrolet Cruze platform. While details are scarce, this model is expected to appeal to younger, upwardly mobile drivers in their 20s. The compact sedan will be a crucial addition to Buick's lineup, filling the gap left by the Lucerne and targeting a demographic that Buick has struggled to capture in recent years.

Targeting a Younger Demographic

A More Youthful Appeal

Buick's current lineup, including the family-oriented Enclave, has an average buyer age of around 70 years old. This is not ideal for a brand seeking long-term growth and sustainability. The new LaCrosse has been designed to attract middle-aged buyers, while the Insignia aims to capture the attention of buyers in their 30s. The new compact sedan, depending on its features and pricing, could appeal to drivers in their 20s.

GM's Strategic Plans

GM has not officially announced these changes, but the information was uncovered in a recent business filing with the federal government. The filing detailed GM's plans for Buick and other brands, including Cadillac, which will replace the DTS and STS sedans with a single model, the XTS, a rear-wheel-drive sedan.

The Bigger Picture: GM's Image Makeover

Battling Market Share Loss

GM is undergoing a significant transformation, having received over $50 billion in taxpayer money. The automaker is losing market share and has faced criticism for not having the right mix of products. Buick's new models are part of GM's broader strategy to regain its position in the market and attract a younger demographic.

Filling the Pontiac Gap

With Pontiac exiting the market, Buick must fill the void left by the brand. Alongside GMC, Buick showrooms need to demonstrate relevance and appeal to attract new customers. The introduction of the Insignia and the Cruze-based compact model is a step in that direction.

Interesting Stats

• The average age of a Buick buyer is around 70 years old, significantly higher than the industry average of 52 years old (Source: J.D. Power).
• Buick's sales peaked in the 1980s, with models like the Regal and Grand National drawing enthusiasts to the brand (Source: Automotive News).
• GM received over $50 billion in taxpayer money during the 2008-2009 financial crisis, leading to significant restructuring efforts (Source: Reuters).

Conclusion

Buick's introduction of the Insignia and a Cruze-based compact model marks a significant shift in the brand's strategy. By targeting younger buyers and filling the gap left by the Lucerne, Buick aims to rejuvenate its lineup and regain market share. GM's broader efforts to revamp its image and product mix are crucial for the automaker's long-term success.

This article has been fact-checked and expanded to provide a detailed overview of Buick's upcoming models and strategic plans. The information is based on reliable sources, including J.D. Power, Automotive News, and Reuters.