Buick's Focus Will Be Mid-sized Sedans
Buick, identified by GM as one of its four core brands (along with Cadillac, Chevrolet and GMC), will focus on its future “sweet spot”-the mid-sized sedan segment. The 2010 Buick LaCrosse, which debuts at the 2009 North American International Auto Show in January, will occupy this segment for Buick.
GM has been eager to talk up design of the all-new 2010 Buick LaCrosse, which is based on the Buick Invicta concept. The new Buick was designed with both the North American and Chinese markets in mind. Buick does very well in China, where it sells three market-exclusive vehicles: the Buick GL8, Buick HRV, and Buick Park Avenue.
Buick currently sells three vehicles in the North American market: the extremely successful Enclave crossover, the mid-size LaCrosse sedan, and the large Lucerne sedan. According to Buick-Pontiac-GMC vice president Susan Docherty, there are no plans to replace or redesign the Lucerne. The full-sized car segment “has declined 35 percent this calendar year. Bringing more entries into a declining segment wouldn’t necessarily be smart,” she said.
Sales of the Lucerne were less than 51,000 units through the first 11 months of 2008, down over 34 percent compared with 2007. The Lucerne replaced the LeSabre, which reached sales upwards of 150,000 during its best year, in 2005. The Lucerne’s most successful year was 2006, with 96,515 units sold.
Source: Automotive News