Editor/Reporter - CheersandGears.com
March 15, 2012
Despite having one of the freshest lineups in the industry, Buick has seen its sales slip. Since last fall, the brand hasn't posted a year-over-year increase. The news is even worse when in February, Buick posted a 17% drop in sales to 24,231 vehicles.
To help get the brand out the slump, Buick has announced a new 24-Month lease offer called Experience Buick. Experience Buick includes scheduled maintenance, Sirius XM satellite radio and OnStar as part of the 24 month lease for all Buick cars. Usually, OnStar and Sirius XM are included for three to six months, while maintenance is left up to the owner. The maintenance covers 24,000 miles of basic maintenance that includes oil changes and tire rotations but not wear and tear items.
Press Release is on Page 2
DETROIT – Buick is announcing a new initiative that supports the brand’s mission to redefine itself as a modern luxury automaker and leader in customer satisfaction. Experience Buick offers the security and convenience of a 24-month lease that includes routine maintenance, an OnStarDirectionsandConnections plan and SiriusXM radio, all bundled into one simple monthly payment.
Buick sales have increased two years in a row with four all-new or significantly revised products introduced during the same period. At the same time, many Buick dealerships across the country are in the processofmakeovers. Experience Buick is available on all models – the EnclaveluxurycrossoverSUV and the LaCrosse, Regal and Veranoluxurysedans.
“New drivers continue to find the Buick brand,” said Brian Sweeney, U.S. vice president of Buick and GMC Sales and Service. “The vehicle lineup has never been stronger, and our dealer network continues to modernize its facilities. The Experience Buick program represents the next step in the brand’s reinvention by providing buyers two full years of all-inclusive, worry-free driving.”
Also included in every Experience Buick lease is a bumper-to-bumper warranty for the duration of the lease and beyond – four years or 50,000 miles (whichever comes first). Routine maintenance includes services like oil changes and tire rotations.
Experience Buick should help build lasting relationships between customers and dealerships, according to DMEautomotive, a marketing solutions and research provider in Daytona Beach, Fla.
“Programs like this are a strong strategy for raising customer retention rates,” said Doug Van Sach, DMEautomotive vice president of Strategy & Analytics and author of “The Changing Service Loyalty Landscape” white paper. “By removing cost from the decision about where to service a vehicle, Buick is creating the opportunity for dealers to establish a service relationship with their customers based on expertise and workmanship rather than on discounts and promotions.”
“Because the leases are all-inclusive, younger buyers, who are more price sensitive, will be inclined to return to a dealership for their service needs,” Van Sach said.
The Experience Buick lease is offered through Ally Financial.