Buick sales are leading the pack in General Motors' push to gain customers from other brands, pulling in an impressive 40 percent of its sales from other manufacturers' customer bases. To keep the trend going, Buick brass say they need to continue to convince people that Buick doesn't just make retiree barges anymore.

Despite its lineup of the LaCrosse, Lucerne, Enclave and redesigned Regal, all non-barges in their own right, Buick is still hoping to dig more sales out of skeptical Americans. To help make that goal a reality, Buick is sending its dealers to the streets to show off its new wares and convince people that this ain't your daddy's LeSabre. The company is also working with Amazon.com, buying full-screen advertisements on the Kindle in hopes of reaching the younger crowd.

According to the brand's marketing chief Tony DiSalle, the measures are starting to work, with Buick seeing more sales in the Northeast and Southeast. Traditionally, the company has moved the most units in the Midwest. The next geographic hurdle, Buick says, is to break in to markets in areas like Texas and, of course, Southern California.


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    • 1 Second Ago
  • 32 Comments
      ramairjer
      • 3 Years Ago
      Not dumbing down the Regal GS would've been a good move for starters.
        Tone
        • 3 Years Ago
        @ramairjer
        Agree wholeheartedly with this. Seriously couldn't agree more...
      throwback
      • 3 Years Ago
      The Regal and the Lacrosse COULD get some younger folks into Buicks. The key is marketing. Too many folks under 40 view Buick as a retiree's car. I think a halo coupe (like the Riviera concept from China) would certainly help.
      • 3 Years Ago
      [blocked]
      billshoff
      • 3 Years Ago
      I agree with peteMT; Buick needs a better color selection, especially for the Regal. Too many earth tones make the cars look stodgy. A smaller grill wouldn't hurt either.
      • 3 Years Ago
      [blocked]
      jtk
      • 3 Years Ago
      I'm under 40 and drive a 10-year-old Regal currently. It's going to take more than "hitting the streets" and ads on Kindles to make me forget this thing and then continue on to buy another Buick. How about a Men in Black-style mind flash? And for what it's worth, my car is beige, and I did buy it from a grandmother.
        Hazdaz
        • 3 Years Ago
        @jtk
        So it sounds like you hate your 10 year old Buick, but apparently you have no intention of selling it. If it was such a terrible car, why even buy it to begin with? The New Buick doesn't need buyers like you. They need younger people that actually want to buy a nice car.... apparently, you're willing to buy any piece of crap that rolls down the street.
          jtk
          • 3 Years Ago
          @Hazdaz
          1. $3500 2. 14,000 miles 3. It was my own grandmother that I bought it from 4. I was influenced by my family (read: blinded by sentimentality)
        DrEvil
        • 3 Years Ago
        @jtk
        My point being, Buick needs to work more on their image before they win a lot people back. Did you mean this image? http://media.gm.com/content/media/us/en/news/news_detail.brand_GM.html/content/Pages/news/us/en/2011/Apr/0429_buick I really like both the car and the girl.
          DrEvil
          • 3 Years Ago
          @DrEvil
          http://media.gm.com/content/Pages/news/us/en/2011/Apr/0429_buick/_jcr_content/rightpar/sectioncontainer/par/download_0/file.res/BuickRegalOwnerJaclynYuppa02.jpg
      marcosc
      • 3 Years Ago
      If they're trying to convince people that Buick doesn't just make retiree barges anymore, go ahead and retire my grandfathers ties off your emblem. Nothing says "I'm retired" like Buick. Too many youthful choices out there to settle for a "look at me, I'm retire and sitting in my Buick rocking chair".
      Autoblogist
      • 3 Years Ago
      The Lucerne is definitely a barge.
        • 3 Years Ago
        @Autoblogist
        [blocked]
        Zoom
        • 3 Years Ago
        @Autoblogist
        So is the Enclave. Even the name sounds like a ship name.
      Nickoo
      • 3 Years Ago
      Until I can buy a Buick G8, I won't be buying a Buick.
      Shiftright
      • 3 Years Ago
      Still can't help but thinking of Medieval Times Restaurants when I see the badge. The 50's toothy grilles have to go before I buy one. Do like the Regal.
        styxmiko
        • 3 Years Ago
        @Shiftright
        hey shiftrite...you don't buy Porsche's either because of their medieval badge?? mo-ron!
      usa1
      • 3 Years Ago
      Note to AutoBlog, if you don't think the Lucerne is an barge, then Buick stopped making barges about 20 years ago.
        • 3 Years Ago
        @usa1
        [blocked]
      Mbukukanyau
      • 3 Years Ago
      It would be helpful if Buick brought the Entire Astra Range and the Insignia Wagon and gave us a Park Avenue in the next update instead of the Lucerne. Also the SRX should be a Buick and Cadillac can build its own RWD based Crossover. Just saying.
        Tone
        • 3 Years Ago
        @Mbukukanyau
        Only thing is, the SRX IS Cadillac's "own" crossover. Buick is getting it's "own" crossover to slot under the Enclave.
        • 3 Years Ago
        @Mbukukanyau
        [blocked]
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