In an effort to support sales for the luxury brand, Buick announced this week a new lease offering aimed to support the brand’s mission to “redefine itself as a modern luxury automaker and leader in customer satisfaction.”
The 24-month lease program called Experience Buick is being offered through Ally Financial and includes routine maintenance, an OnStar Directions and Connections plan and SiriusXM radio, all bundled into the consumer’s monthly payment. Experience Buick is available on all models – the Enclave luxury crossover SUV and the LaCrosse, Regal and Verano luxury sedans.
Buick sales have increased two years in a row with four all-new or significantly revised products introduced during the same period. At the same time, many Buick dealerships across the country are in the process of makeovers, the company said in a statement. “New drivers continue to find the Buick brand,” said Brian Sweeney, U.S. vice president of Buick and GMC Sales and Service.
Here’s a look at Buick’s recent sales numbers:
|
Feb. 2012 Total Sales |
Total Change vs. Feb. 2011 |
Feb. 2012 Retail Sales Change vs. Feb. 2011 |
CYTD Total Sales |
CYTD Total Sales Change vs. 2011 |
CYTD Retail Sales Change vs. 2011 |
|
|
Buick |
14,023 |
(11.3%) |
(3.6%) |
24,231 |
(16.7%) |
(10.4%) |
Source: www.GM.com
Also included in every Experience Buick lease is a bumper-to-bumper warranty for the duration of the lease and beyond – four years or 50,000 miles, whichever comes first. Routine maintenance includes services like oil changes and tire rotations. According to marketing solutions and research provider DMEautomotive, Experience Buick should help build lasting relationships between customers and dealerships.
“Programs like this are a strong strategy for raising customer retention rates,” said Doug Van Sach, DMEautomotive vice president of Strategy & Analytics and author of “The Changing Service Loyalty Landscape” white paper. “By removing cost from the decision about where to service a vehicle, Buick is creating the opportunity for dealers to establish a service relationship with their customers based on expertise and workmanship rather than on discounts and promotions.”
As the average age of a vehicle currently stands at 10.8 years, the initiative may also drive customers back into the market in just two years with a slightly used Buick, assisting the used car market and releasing pent-up demand.
