Buicks Are ‘In’ This Season in Trend-Setting Miami

Buick’s October retail sales were the highest since 2006, putting the brand on track for its best retail sales year since that year. Year-over-year sales to individual customers increased for the sixth straight month, up 15 percent. Total Buick sales, including those sold to executive fleets and other commercial customers, also grew by 15 percent.

Miami – a city dominated by luxury and import vehicles – is among the places where Buick is growing rapidly. More than twice as many metropolitan Miami car shoppers chose Buick in October compared to 2011, with retail sales up 117 percent.

“Miami is a unique and challenging market,” said Greg Ross, Buick regional zone manager for Florida. “Luxury brands often outsell more affordable brands and the mainstream segments are import-oriented, too. Buick’s growth in this image-conscious market is all about great products, advertising and dealers.”

Mark Naszradi, general manager for Williamson Buick-GMC in Miami, credits Experience Buick for attracting new customers to his showroom. “The new approach to leasing has really helped us,” Naszradi said. “Miami is a big leasing area.”

Experience Buick is a 24-month lease that includes SiriusXM satellite radio, OnStar Directions and Connections and oil changes in the monthly payments. Since launching in mid-March, lease penetration has grown from 47 percent of Buick sales in Miami to 65 percent in October.

Nationally, leasing has more than doubled since the introduction of Experience Buick.

The new 2013 Enclave luxury crossover is now arriving at dealers with many new standard features, including the industry’s first front center air bag and an IntelliLink voice command system. Enclave retail sales were up 1 percent year-over-year in October.

 

Courtesy of GM News