Buick Enters Compact Luxury Market

General Motors thinks the world is ready for a compact Buick, and will show off the new Buick Verano at the upcoming North American International Auto Show.

"We do see in the market, a considerable amount of customers who are downsizing," said Buick marketing manager Roger McCormick.

McCormick telling WWJ AutoBeat Reporter Jeff Gilbert that the Verano could bring in buyers who hadn't considered a Buick before.

"You could see someone who chooses a Verano being maybe a young single, or a young married couple just starting a family."

"Verano expands our lineup, continues Buick's momentum and gives us a great opportunity to attract a new generation of customers with a product that delivers on their expectations for design, performance and technology," said John Schwegman, vice president of Buick marketing, in a statement issued by the company. "It is a smart choice that delivers unexpected luxury in a compact sedan – and it will compete head-to-head with competitors from Audi and Lexus."

A press release from General Motors gave this detailed description of the Buick Verano:

• Sculpted design – Refined styling with a sporty profile, blending Buick's signature cues – including a black chrome waterfall grille, blue translucent projector beam headlamps, portholes and chrome accents.
• Luxurious interior – Premium seat comfort and support redefined for a compact sedan and matched with upscale, soft-touch materials and premium leather – all complemented by leading-edge infotainment and ambient lighting.
• Quiet tuning – The quietest compact sedan on the road – quieter than many midsize and full-size cars – Verano's quietness is supported by acoustical laminated glass, triple door seals, refined chassis dynamics and specially manufactured 17-inch standard forged alloy multi-spoke wheels, which minimize road noise.
• Refined and responsive performance – Powerful and efficient Ecotec 2.4L/six-speed automatic powertrain matched with a refined, responsive suspension system, including a sophisticated Watts Z-link rear suspension and four-wheel disc brakes with standard anti-lock brakes, full-function traction control and StabiliTrak electronic stability control.
• Purposeful technology – Convenience and safety features that enhance the driving experience and are rare for the segment, including 10 standard air bags, a next-generation radio, touch screen navigation and advanced connectivity technologies powered by OnStar.

The Buick Verano will reach the market toward the end of 2011 as a 2012 model. It will be built at GM's Orion Plant, which will also build Chevrolet's new sub-compact, the Sonic.

With fewer brands, GM has been adding models to Buick. The big Lucurne will be going away, leaving the Lacrosse, the Regal, the Enclave crossover, the Verano and new Buicks that haven't been announced yet.

"With the broadening of the portfolio, we have the ability to offer consumers a choice at different stages in their life stage," said McCormick.

Luxury brands, McCormick says, need smaller vehicles that still offer all of the attributes that buyers have come to expect in bigger cars.

"If you look at the social environment, the economic environment, the idea of offering all the luxury of if you will a Lacrosse, all the things that make the Lacrosse great, in a compact size, I think will appeal to a lot of people."