While the average age of a U.S. car buyer is 52, the average age of a buyer of
a Buick sedan is 70, Craig Bierley, Buick's product marketing director, tells Chrissie Thompson. But progress is being made -- more than a third of the new 2010 LaCrosse buyers are 55 or younger, up
from fewer than 10% previously.
Much of the Buick's advertising will be experiential marketing, Bierley says. The LaCrosse, for example, is making appearances at coffee shops, art fairs and wine festivals.
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