To be successful, companies must innovate, and that’s what Buick has been doing now for 110 years. For Buick, 2013 is about bringing to market substantial innovation in the form of new products. Our newest vehicles include the luxury crossover Enclave, the Verano compact luxury sedan and the all-new Encore luxury small crossover. These vehicles are helping to positively influence the way Buick is seen by consumers.
What we are hearing from our customers is that they are drawn to Buick because of the new exterior styling and vehicle designs. We are also hearing that people love the way their Buick drives and they appreciate that they are still receiving the quality and value for which Buick has always been known. Because of these factors, we have seen significant growth in 2013 sales thus far.
Buick’s first quarter total sales in the U.S. were up 28% and March was the 11th consecutive month of year-over-year increases in sales to retail customers.
Leasing has doubled as a percentage of total sales in the last year. Part of this is due to the unique leasing offers we rolled out in March of 2012 as a key component of “Experience Buick” –The Experience Buick lease is a two-year term with a single monthly payment that includes SiriusXM satellite radio, OnStar Directions and Connections and routine maintenance such as oil changes and tire rotations. It’s another way we aim to please customers and provide the quality service they expect from Buick.
At Buick, we are listening to consumers and creating vehicles with attributes that are important to them. Our new vehicles are beautiful, quiet, comfortable and loaded with innovative, purposeful technologies. The 2014 LaCrosse and Regal we introduced at the New York International Auto Show in March for example, include next generation IntelliLink infotainment and a host of advanced camera- and radar-based safety systems.
Customers are also noticing the value that Buick has to offer. Buick was recently named the Best Value Luxury Brand in Kelley Blue Book’s brand image awards as voted on by customers while visiting KBB.com.
Buick’s growth, fueled by the redesign of our complete lineup in the past few years, really puts the brand in a new light. However, with all of this change and innovation our dedication to providing customers with beautiful, high quality, comfortable, and luxurious vehicles remains the same.
Tony DiSalle became U.S. Vice President of Buick and GMC Marketingin 2011. In this position, he provides senior leadership and strategic direction for U.S. Buick and GMC marketing functions, including marketing, communications and product strategy.