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Buick Targets Buyers Who Are Younger Than 60 Or 70

Brian Sweeney, a 42-year-old sales and marketing executive at General Motors who became general manager of Buick-GMC on Dec. 17, says his greatest challenge will be to attract a younger clientele -- by which he means whippersnappers in their 40s and 50s, to the Buick brand. GMC is doing fine, he says.

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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