Buick Introduces 3 New Models, Drops Trim Levels for 2012

Buick’s solid forward motion continues with the dual announcement that it will eliminate individual trim levels for its vehicles as well as expand its lineup with three brand new models in the near future.

Currently, those shopping for a new Buick car can choose from the 2010 Buick LaCrosse sedan, the 2010 Buick Lucerne sedan or the 2010 Buick Enclave crossover vehicle. Almost, but not quite ready for prime time is the 2011 Buick Regal small mid-size sedan, which is planned to go on sale before the end of the spring. This sporty four-door automobile is designed to nip at the sales of Acura and BMW by providing motorists with a driving experience that is far removed from the brands previously stodgy image. That being said, the Buick Regal will also continue to offer customers the quiet and comfortable luxury ride that the brand has used as the foundation of its new image.

By the year 2012, customers will find two additional new Buick cars taking up showroom space. Another small four-door sedan will join the Buick Regal, although it will not be quite as sporty and will target a slightly different demographic. The automobile will be built on the same platform as the upcoming Chevrolet Cruze, and it will most likely slot in as a fuel-saving premium compact. A new crossover vehicle will also debut for the brand, and it will also assume an entry-level roll as a compact SUV based on the Chevrolet Aveo platform. Currently, Buick’s chief competitor – Acura – has no similar model in its lineup, indicating that the domestic brand may be able to break new ground in the premium compact crossover market.

2010 will also mark the beginning of a new strategy at Buick that will see it eliminate the concept of vehicle trims from its lineup. According to the company’s director of advertising and sales promotion, Craig Bierley, the notion of trim levels cheapen the brand by implying that each model offers a hierarchy of quality. Buick instead plans to roll out a series of options packages which can be outfitted to a vehicle on an ‘a la carte’ basis and which won’t carry any external badging. Individual options will remain available, giving new Buick car buyers the chance to personalize their automobiles to a greater degree. Bierley also maintained that customers found the current trim scheme, which consisted of CX, CXL and CXS editions, to be confusing.

Each of these moves – the addition of new models and the dropping of all trim levels – is part of an overarching strategy from Buick to help maintain the momentum it has managed to develop thanks to the positive reception of the Buick Enclave and new Buick LaCrosse. By the year 2013, company executives claim that the ‘oldest’ design in its lineup will be the 2011 Buick Regal, indicating that a series of progressive platform refreshes and new product introductions will power the brand’s resurgence. Other elements of the plan include shifting advertising away from its previous PGA Tour sponsorship and upgrading dealerships through property renovations and better training of personnel. Ultimately, Buick plans to double its sales within a very short period of time, a lofty goal which may well be in reach of GM’s most surprising marque.