Buick Encore Compact Hits U.S. Showrooms

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.”

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