The picture at Buick is much brighter than the sales numbers indicate. Buick numbers did drop last year, roughly the same plunge Pontiac took, but the brand had fewer models than in 2004. It also went nearly 2 months without a full-size model offering during the LeSabre/Lucerne switchover.
Optimism is high at GM for Buick for the following reasons:
1. Retail sales are up from 2004 as fleet sales are reduced.
2. Lucerne sales are off to a good start. In the month of December, the first full month of Lucerne production, more people bought Buick Lucernes than bought all 6 models from the entire Saab Division.
3. Despite nearing the end of its run, Rendezvous sales figures were up.
4. Buick was the only GM division whose truck sales were up in 2005, with the exception of Hummer.
5. LaCrosse outsold both vehicles it replaced, Century and Regal. In some monthly head to head sales, it outsold the Chrysler 300, America's best selling luxury sedan. While LaCrosse sales continue to grow, sales of both LaCrosse's sister vehicles the Gran Prix and the Impala fell in 2005.
6. Buick garnered more quality awards in 2005. It is GM's highest ranked quality brand beating out everybody but Lexus, BMW and Porsche.
7. Buick continues to outsell competing premium brands in the U-S, such as Acura, Infiniti, Jaguar, Volvo, Mercedes, Saab, Lincoln, and was just barely eclipsed by Lexus, which has more models.
8. The average age of the Buick buyer is falling, partly due to sales of the Rendezvous and Terrazza.
9. RWD is on the way at GM. Buick is likely to get a version, that could be a Velite or other halo car.
10. The Enclave was a huge hit at NAIAS Detroit, and hits showrooms next year. People have written on this site and others that this is the first Buick that has appealed to them in a long time.
11. Buick is a huge hit in China, the world's fastest growing nation. The Chinese think it is cool to drive an American icon. As a global brand, Buick outsells Saab and is a bigger name globally.
12. The LaCrosse and Lucerne, as has been reported on this site, are due for "Super" or "Reserve" versions in the not so distant future.