Buick Encore Compact Hits U.S. Showrooms

buick_encore2a

Detroit Free Press - January 23, 2013

General Motors hopes to carve out a new auto sales segment with the all-new Buick Encore compact crossover, new to the U.S. market.

Find out what sales strategy Buick has in mind.

General Motors hopes to carve out a new auto sales segment with the all-new Buick Encore compact crossover, which hit U.S. showrooms last weekend.

The automaker also expects the Encore to continue the brand’s momentum among younger buyers and people who don’t own a GM product.

The brand’s overall conquest average – the number of buyers who previously owned a non-GM vehicle – rose from 27% to 43% over the last half decade. More than 50% of Verano buyers are new to Buick.

“That’s part of the mission for this brand,” Tony DiSalle, vice president of marketing for Buick and GMC, said Tuesday. “Verano is really the conquest leader in the pack, so we’d anticipate Encore to also conquest well for the brand.”

Tags: