Buick to get rid of trim levels, will offer packages instead

Buick

Buick will eventually get rid of the somewhat confusing CX, CXL and CXS trim level badging in the 2012 model year. Instead it will opt for what is called “stair-step” packages instead, said Craig Bierley, Buick-GMC director of advertising and sales promotion.

“It isn’t befitting a premium brand. No other premium brand has those designations,” Bierley said. “It implies a hierarchy — that there’s a cheap one, a middle-level one and a really, really nice one.”

He said Buick will offer a few packages with increasing content level that builds on each other.

“When you get the second package, you get everything that’s in the first package, plus the second package,” Bierley explained. “You can’t go in and layer on the stuff that’s in the third package on the first package. You have to walk up the ladder.”

He said that customers will be able to add a select few options to each package including sunroofs, navigations or larger wheels. The base models will also include more content than they do today but buyers will have to pay a little price increase, Bierley said.

– By: Omar Rana

Source: Automotive News (Subscription Required)