• Oct 5th 2006 at 3:56PM
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Like a dad descending the basement steps and asking in on a round of Halo 2 with his son and his buddies, Buick will be showing up at SEMA this year with no less than 11 customized Lucernes. It will be the first time in the event's 43-year history that General Motors' elder-brand will appear on the show floor. Just to give this some perspective, the median age of a Buick buyer is 65, which happens to be a decade shy of the life expectancy for males in this country.

If you're expecting to see 11 Lucernes that look like part of an Xzibit rental fleet with woofers, LCDs and automatic Red Bull dispensers, you'll likely be disappointed. The Lucerne's will reportedly be customized in the "VIP style" that's popular in Japan right now in which vehicles forego the bling for modifications that enhance their luxury and status. We say good luck to Buick in its efforts to be hip and immerse itself in youth culture, because we know how serious those kids take their Halo 2.

[Source: BrandWeek]

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