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Customer LoginsBuick: a surprising resurgence
It was not that long ago that Buick was dismissed by most auto analysts. Not only had Buick's share dropped to less than 1%, but it seemed that every Buick driver was either on Social Security or close to it. There was a general consensus, reinforced by comments from GM executives, that Buick had been retained during the GM bankruptcy process merely because the make was thriving in China.
Times have changed.
Through the first three months of this year, Buick's new registrations are running 41% ahead of a year ago, the largest year-over-year jump of any domestic make, the seventh largest in the industry, and more than twice the overall industry increase. Much of Buick's success is due to strong consumer acceptance of the all-new Buick Regal; this model has had almost 10,000 registrations in the first quarter, comprising more than 20% of all Buick registrations. The Lucerne has enjoyed a 37% jump in registrations, and the Enclave is up by 20% as well. Only the Lacrosse has slipped, but this model's 7% retreat is quite modest given that it is positioned, based on size, closest to the fast-selling Regal.
Even more impressive than these year-over-year gains is the fact that these are mostly retail gains, not driven by fleet. Buick's retail business has climbed more than half, while its fleet business is up just a hair. The fact that Buick is improving via actual individual retail sales is surprising and impressive.
In the near future, Buick will get a compact car derived from the Chevrolet Cruze, as well as a small crossover. These should help the make maintain its positive momentum, assuming the new models are sufficiently different from their GM cousins and not merely re-badged Chevrolets.
Posted by Tom Libby, PolkInsight Advisor, Polk (05.27.2011)