Buick Sales Surge into Overdrive in December

This press release came across my desk this morning and I thought I would share it with you! Exciting things are happening with the Buick brand, and this article proves it. I’m excited to see what the new year will bring for the new and improved Buick brand.

Buick sped to the finish line at the end of 2010, posting a 40% gain in year-over-year sales in December and overall retail sales growth of 48% over 2009. Sales were led by the Buick LaCrosse, which posted a retail sales gain of 112% for the year.

Buick Enclave retail sales grew by 40% in December and 27% for the year. The completely redesigned 2011 Buick Regal had its best sales month since its launch, growing month-over-month retail sales by 54%.

In one of the most significant statistics, Buick saw impressive growth in “conquest” sales, which represent purchases by customers who are new to the Buick brand. Nearly 41% of consumers who chose a Buick in 2010 had previously owned non-GM vehicles, and 27% of those buyers left an import brand in favor of Buick.

“Getting a buyer to switch car brands is a very hard thing to do,” said Tony Dillberg, general manager of Manchester Buick dealer Quirk Buick GMC. “There’s really only one reason why people switch, and that’s because they think a different brand offers better value for their money. Buick is simply doing a better job than the competition at building great cars that consumers want.”

During 2010, Buick pushed back against its reputation as a car for the elderly, outfitting the 2011 LaCrosse with youth-oriented amenities like Bluetooth connectivity, a USB port, XM satellite radio and a 280-horsepower six-cylinder engine.

Buick will make an even stronger play for younger buyers this year with the release of its new compact luxury sedan, the Verano. Aimed at entry-level luxury buyers who typically favor Audi and Lexus, the Verano is a smaller, nimbler version of the popular new Regal, featuring the same 2.4-liter V4 and turbocharged 2.0-liter engines and driver controls patterned very closely after the Regal’s instrument stack.

Buick has set a goal of building the quietest compact-car cabin on the market, adding additional sound insulation throughout the design, including a sound-absorbing foam that expands when the car’s paint is baked on and fiberglass batting in the Verano’s triple-sealed doors. New Hampshire Buick Verano owners can choose to break that silence with Pandora Internet Radio, which is integrated into the navigation screen.

“The new Regal has been a huge success for Buick, and they’ve put all of its best features into the Verano,” Dillberg said. “The Verano is a compact without compromise. It’s for buyers who want high-end luxury in a package that respects their wallet and the price of gasoline.”

The 2012 Buick Verano, which will be built at Buick’s assembly plant in Orion Township, Michigan, was unveiled at the Detroit International Auto Show in early January. The compact luxury sedan arrives at Buick dealerships in the fourth quarter of this year.