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It's the same old story, it seems like every automaker is trying to attract younger buyers that will continue to buy from the brand for years to come. As an automaker's age demographic increases they run the risk of eventually running out of buyers. It's a simple argument when we are younger we have many more years to buy cars as we age those "years" decrease. If your average buyer is 65 or above the chance of them returning to buy another car is a lot smaller than if they are in their 30s.
Buick is the latest automaker who is searching for younger buyers. For years Buick has been seen as the brand for individuals in their 60s and 70s. With their newest model, the 2008 Enclave, Buick is hoping to attract buyers in their 40s and 50s.
An article posted by Laura Clark Geist on AutoWeek.com documents and interview with a Buick executive. The article describes how the automaker is trying to market the new SUV to individuals that have worked hard all their life and are in their 40s to mid 50s. They also plan on marketing heavily to the African-American market, which has been a strong market for them in the past.
Will all of this work? The new Enclave is a great looking vehicle for the brand, but it remains to be seen if younger buyers will buy this over its Japanese and European competitors.

Comments (13)
I would never buy this car, its UGLY and probably sloppy just like the other buicks.
Posted by Mike | April 22, 2007 6:38 PM
Posted on April 22, 2007 18:38
Man this vehicle is just Godawful!!! How can Buick ever expect to attract young buyers with this ugly beast? Maybe if you expect to be picked on. I would never buy this for my kids unless it's for punishment.
T
Posted by Tanooki | April 27, 2007 1:21 PM
Posted on April 27, 2007 13:21
I love how Buick articles are about marketing, not cars (or SUVs). You know, it's always "Tiger this" or "Focus group that". Not "Engine", "Tires" and "Leather".
Posted by Obviously DaMinority | May 16, 2007 2:53 AM
Posted on May 16, 2007 02:53
Not sure I understand why every car brand thinks it has to attract younger and younger buyers. Mitsubishi ran into this problem when they discovered 18 year-olds don't have any money. As long as Buick continues to satisfy the needs of the over-55 crowd, they will always have a loyal following, and they are the ones that have the money! The trouble is that Buick cars are still aimed at what 55 year-olds wanted 20 years ago. My father has a 1994 Olds 88 and a 2004 Buick LeSabre. Basically, they are the same car under the skin, but the Olds actually seems more up to date than the Buick, as far as road feel and interior refinement. I don't think the older crowd wants the wallowing land yacht anymore. From what I have read, the Enclave is likely a step in the right direction, but SUVs won't solve all Buick's woes.
Posted by Warren | June 11, 2007 3:07 PM
Posted on June 11, 2007 15:07
I think the Buick Enclave and GMC Arcadia are the best looking SUVs out there besides the Cadilac Escalade which I test drove and ride more like a car than the other rough riding SUVs by other auto makers.They dont look so cheap like the other ones with all the chrome and love the interiors.Everone I talked to like the looks of these also no matter what age they are.A woman had one at the store the other day and had a crowd of people looking it over and one woman said she was going to trade her Honda Pilot in on one.
Posted by Mike | August 4, 2007 10:47 AM
Posted on August 4, 2007 10:47
I've always hated Buicks. In fact, I prefer never even to grace a GM lot of any make with my presence. However, I have to admit that the Enclave/Acadia are the better looking vehicles by GM in a long time. Particularly because they FINALLY dropped those A-pillars some, thus making a friendlier and more comfortable driving position instead of that knees-in-the-chest, chopper-like sitting positon that I've always despised in their vehicles. HEY GM--do that to the rest of your autos! Also, the general did away with all the goofy interior styling and has finally made something with some taste!
However, the Enclave still looks like an old person's SUV. That said, there is still an obvious market for it. Personally, give me the Acura MDX!
Posted by Scott | October 14, 2007 10:42 PM
Posted on October 14, 2007 22:42
I'm considering purchasing an Enclave later this year. I'm 36 currently. I don't think the Enclave is an old person's vehicle any more than a Chevy Cobalt is a young person's car. I can't believe people actually think certain vehicles appear as old people's vehicles, or young people's vehicles. It's totally rediculous. Rather, they are targeted towards people that need what they offer. An individual that is 60 years old, no family, no friends, and single, wouldn't necessarily purchase an Enclave just because it's a Buick and people 60 and over must buy Buicks. The fact that it seats 7 or 8 would be the reason it wouldn't be the vehicle for that person, it may be too much for what they need . Just like most "20 something" year old wouldn't need that much room. Rather, families will like this vehicle because of the room. I would buy a Lucerne if I didn't need more seats. Bottom line is, don't put vehicles in "age boxes", based on perception. Anybody can buy any vehicle. (same thing goes for, "man cars", or "women cars"....totally rediclous claims...cars don't have genders or ages, they are THINGS!)
Posted by paul | January 11, 2008 12:12 AM
Posted on January 11, 2008 00:12
just bought one (CLX) Love the ride.
Posted by dan west | January 18, 2008 11:15 PM
Posted on January 18, 2008 23:15
I hate buicks. I find that these cars have no more their place here.
Posted by paul | February 1, 2008 10:48 AM
Posted on February 1, 2008 10:48
I think all you people who hate buicks can go fuck off
Posted by Mike | February 16, 2008 6:20 PM
Posted on February 16, 2008 18:20
I think all you people who hate buicks can go fuck off
Posted by Mike | February 16, 2008 6:21 PM
Posted on February 16, 2008 18:21
Let me tell you. Buicks are the best and in the snow they are the best. I had an ugly Buick Skylark the 1993 model with the 3.3 motor. 212,000 miles and still lasted. I was young and stupid and used to race it and beat the crap out of it and it still lasted!! You tell me any car out there that had over 200,000 miles and got 30+MPG or better and didn't burn oil.Not bad for a V6. Your just jealous that these cars are still around because there is a reason you ignant people. Get a life. I sold it because I needed a truck for my business but that buick never let me down even in the snow at 1 foot high up a decent high up hill.
Couple mechanics told me the reason why they stopped making that motor was because they didn't break. I used to rev the crap out of it. Neutral drop it and on the high way I would punch it was 75MPH all the time.
Posted by Demetre | February 19, 2008 3:03 AM
Posted on February 19, 2008 03:03
Those of us who love Buicks know a secret that many young drivers don't know. You can drive a full size auto, with all the comfort and a great ride, that's great on miles per gallon or you can drive a small garbage can. My 2001 Buick Park Avenue gets about the same mpg as my Honda. Honda make a great vehicle, but when it comes down to a comfortable ride, my Buick wins, hands down.
Buick needs to stick with the "people that brought them to the dance." Some bright boy has decided to leave the older generation behind and go after the younger generation. If Buick doesn't stop this new way of thinking they will take the same road as Oldsmobile. I have had a Buick in my family since 1979, but I WILL NOT buy their new offerings. The next time I am in the market for another car, I will search for the "old" style used Park Avenue.
Buick, WAKE UP, you are "asleep at the wheel".
Posted by Mike | June 23, 2008 3:35 AM
Posted on June 23, 2008 03:35