Why Does Buick Attract Only Seniors?

What was once The General's aspirational luxury brand ("it's 'this close' to a Cadillac") has fallen on hard times, as anyone who has followed Buick's sales figures in the past few years -- or decades -- can attest.

Recently, in the past several years, GM has introduced a raft of new models, all with the aim of reducing the average age of Buick buyers from 63 to something a bit lower.

They have succeeded in changing the average age, so perhaps the new models assisted in altering the figure. However, the average age is now 65. We suspect that's not what the folks in Flint were after.


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Loki123 - 6/19/2007 11:18:50 AM

+5 Boost

Buick attracts only seniors because:

A) Buick has been around for a long time - since these seniors were born - it's a brand they have known their whole lives

B) Old people like a big, soft, fairly inexpensive cars that are easy to get in and out of (have you ever seen an older person climb inside a VW Golf - no)

C) Seniors still have the old school mentally to buy domestic

Will_ - 6/19/2007 11:28:46 AM

+1 Boost

With an ever-increasing trend with seniors buying small Japanese cars, I feel for Buick. Cars like the Honda Fit and Scion tC are becoming more and more popular among seniors looking for an affordable, easy-to-maintain vehicle. One of my neighbors recently got rid of her Lincoln Towncar and got a new Honda Civic sedan. She has other cars, but the Towncar was her daily driver. It just sucks for me now having to see it every time I open my garage...

Will_ - 6/19/2007 12:22:52 PM

+3 Boost

I think most luxury car buyers in general would be completely happy in a Buick, we all just have something called personal taste.

Anthony - 6/19/2007 6:35:45 PM

+3 Boost

Why could I see this discussion coming from a mile away?

AMGC55 - 6/19/2007 12:16:00 PM

+1 Boost

it attracts CHINESE too, in china

Loki123 - 6/20/2007 1:43:12 PM

0 Boost

Chinese in China you say - go figure?!

gsh23 - 6/19/2007 1:52:34 PM

+1 Boost

yah, buick as a brand is very well received in asia. in china i think they are the #1 luxury brand. granted, im sure they get far better cars the we do in the US.

but seriously, whats with the lexus cracks. who has tiger woods as their spokesman? nothing says old like an ad selling you a car based around the game of golf.

PlanB - 6/19/2007 2:06:51 PM

+4 Boost

The Enclave is the 1st Buick EVER that I've seriously looked at as a possible purchase.

Caddyman07 - 6/19/2007 3:45:56 PM

+3 Boost

Why did you get de-boosted? I agree...

johannas - 6/19/2007 3:17:08 PM

+1 Boost

If it's good enough for Tiger Woods...

LexSucks - 6/19/2007 4:08:16 PM

0 Boost

They (buick) pay Tiger Woods to associate himself with the brand.

Caddyman07 - 6/19/2007 4:16:45 PM

+2 Boost

Duh, of course he wouldnt do it for free...

Monk - 6/20/2007 1:54:03 AM

+1 Boost

Tiger Woods is young enough that he should've gone with MB, BMW, or Audi - NOT Buick

Htay7500 - 6/22/2007 10:28:32 AM

+1 Boost

http://www.autospies.com/news/NHTSA-Expands-Investigation-Into-GM-Supercharged-Sedan-Fires-16624/
so theyll forget this too?

Htay7500 - 6/22/2007 11:49:41 AM

0 Boost

lol no wonder u dont reply.

EnnNorak - 6/20/2007 10:03:11 AM

+1 Boost

I'll be 70 next year so I guess I'm a "senior". I want a Buick Lucerne because I can order it with the efficient Cadillac Northstar DOHC V8 at a reasonable price. The Lucerne V8 combines luxury and performance with reasonable fuel economy. Unfortunately, it still has FWD which I don't want and my wife thinks it is a bit too big anyway.

bwee - 6/21/2007 6:51:21 PM

0 Boost

UM THE ENCLAVE IS HOT I WOULD BUY IT

ellives - 6/21/2007 10:15:17 PM

+2 Boost

Maybe it's just that "old people" appreciate the idea of buying where your stuff is built and the profits land - and decent wages are paid. Novel concept, isn't it?

keyzi747 - 6/25/2007 3:47:39 AM

+1 Boost

I'm not a senior and if I were in the market for a large people mover, the the Enclave will likely get my vote. It just looks damn good and drives good as well. Oh, I'm 33!

moto - 6/25/2007 5:27:13 PM

+1 Boost

Interesting - lots of young folks here would buy the Enclave because its "hot".

My guess as to why seniors prefer Buick is because GM has been busy marketing Pontiac at the younger crowd and, to be honest, haven't done any Buick marketing except getting Tiger Woods to drive one in front of a camera every now and then.

Buick would probably earn a much larger market share if it toned down the chrome and offered Gran Sport packages again. Tasteful cars...

edinaman - 6/27/2007 5:09:56 PM

+1 Boost

I see more and more young people driving Buicks. Of course, their grandparents are dying. Their parents don't want the Buick, so the kid gets it.