n his 1977 film, Annie Hall, the character played by Woody Allen remarked, “Ther
ID: 427731 • Letter: N
Question
n his 1977 film, Annie Hall, the character played by Woody Allen remarked, “There’s a spider in your bathroom the size of a Buick.” But Buick’s image of a maker of “land barges” suitable for drivers with plenty of gray hair is changing. Roger G. McCormack, Buick’s product director, describes Buick’s new positioning as “approachable luxury.” Slick, adventurous styling, along with a recognition that its 70-plus market was no longer buying Buicks, is driving the change. Darrell Bostic, age 30 with a wife and young chil- dren, recently bought a Buick Lacrosse, choosing it over Toyota’s Camry and Nissan’s Maxima. “The look of this car really got us,” says Bostic, a U.S. Navy man based in Corpus Christi, Texas. Buick’s sales, up 60 percent in 2010, make it the fastest-growing auto brand in the United States. Remaking a brand’s image is never easy, though, and Buick’s job is not yet done. Depart- ing from its geezer history is the best way for Buick to go, says CEO Jeremy Anwyl of the Edmunds auto website, “It’s better than where they were.”
Buick a division of General Motors used to known as a old mans car. Its target market was 70+ consumers which is a segment that would not drive sales increases in cars. Buick is trying a new positioning strategy "Affordable luxury". Additionally, Buick sells more cars in China then it does in the US.
1. Are Buick sales still increasing in 2016 vs. 2015? Why?
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Explanation / Answer
Buick sales have been soaring high in the year 2016 because of the tapped potential in China. The Chinese market has shown an inclination for Buick cars, thus resulting in the total sales of Buick’s cars in China, being 5 times that of the total sales of Buick’s cars in the USA. There are currently 6 models of Buick in USA while around 9 models in the Chinese market. The market value of Buick cars has considerably improved in the year 2016, when compared with the previous year. The positive inclination of Asian markets for the company has kept its sales increasing.
https://www.usatoday.com/story/money/cars/2016/10/18/gms-buick-see-sales-soar----because-china/92363996/
https://www.freep.com/story/money/cars/general-motors/2017/01/04/gm-general-motors-auto-sales-december/96148352/
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