Buick marketing director confirms new compact sedan, crossover
Following the LaCrosse and the upcoming Regal, Buick’s revolution will continue with what marketing director Craig Bierley calls a “timeless proposition of understated luxury.” Bierley says that Buick is working on a compact sedan and a new compact crossover.
The compact sedan will be built on the Chevrolet Cruze platform but with unique styling and a different powertrain lineup. Bierley says that “you”d be hard pressed to know they”re on the same architecture.” We recently caught a glimpse of the upcoming compact sedan, which is to be called Buick Excelle.
Up next will be a compact crossover due out in 2012. The model will share its platform with the Chevrolet Equinox, GMC Terrain and the Cadillac SRX.
Buick’s current lineup of two large sedans, the Lucerne and LaCrosse, and a large SUV, the Enclave, technically compete with 14 percent of new models in the U.S. market. When the new Regal, Excelle and the compact SUV hit the lineup, Buick estimates to compete with 46 percent of the market.
By 2014-2015, expect a couple of new models, expanding Buick’s presence in some 60 percent of segments.
– By: Omar Rana