Buick, the fastest-growing major automotive brand in the United States, finished 2010 with its best sales month of the year, delivering a 40 percent year-over-year increase in total sales for the year.
December marked Buick’s 15th consecutive month of retail sales gains with a 48 percent increase over 2009.
With each passing month, Enclave, LaCrosse and Regal increasingly attract new customers to the brand. Approximately 41 percent of Buick buyers come from non-GM brands, of which 27 percent come from imports. Each of the three models earned Consumer Digest’s “Best Buy” award in 2011 – the year when MOTOR TREND magazine declared “Buick is Back.”
“The accolades and awards that Buick earned in 2010 were great, but winning new customers and giving them a reason to remain loyal through our improved dealer services was the key to Buick’s growth in 2010,” said Brian Sweeney, U.S. vice president of Buick & GMC Sales and Service. “We expect the brand to grow even stronger in 2011 with the arrival of our all-new luxury sport sedan, the 2012 Buick Regal GS.”
Enclave had its best retail month since its launch, with its retail sales up 40 percent versus December 2009 and up 27 percent year for the calendar year. Likewise, total sales for the luxury crossover were up 22 percent for the month and up 28 percent for 2010.
LaCrosse continued to excel in 2010, attracting non-GM and import buyers at the same rates as the brand overall. LaCrosse’s retail sales soared 112 percent in 2010, and total sales were up 120 percent for the calendar year.
Regal had its best month in December since its launch last spring, surging 54 percent in both retail and total sales compared to November, sparked in part by the recent arrival of the Regal CXL Turbo.
“Regal’s dynamic driving experience and intuitive, personal technologies offer customers a premium sport sedan for great value,” said Roger McCormack, Buick Marketing director. “The all-new CXL Turbo’s Interactive Drive Control System takes Regal’s performance to a whole new level by enabling the driver to choose between standard, touring and sport driving styles.”
Said George Peterson, president of AutoPacific, a marketing research and consultancy firm: “Buick’s solid 2010 performance has been helped by pulling former Pontiac buyers into the brand – since many or all shared dealerships – and because Buick has a critically acclaimed lineup of vehicles – LaCrosse, Regal and Enclave. Buick’s future performance looks promising as well with new products added to broaden the appeal of the brand.”
