Buick Looks To Attract Younger Buyers With Verano

For this year’s North American International Auto Show, Buick gets small.

As part of GM’s comeback, Buick rolls out their latest model that is a departure of the larger sedans on the road. WWJ’s Ron Dewey covered the unveiling of the new Verano luxury compact.

Buick’s chief engineer of the Verano project Jim Federico says the Verano will have the traditional ride, styling and quality of the Buicks of old, and fills the luxury compact void in the domestic market, which will attract the younger buyer.

“In the old days maybe (younger buyers were) buying the previous Jetta, or going up to the Volvo or Audi. Now, we in the domestic world have a very good serious domestic competitor. In fact, we think when you drive it, compared to those, we win.” Federico said.

Buick Marketing Vice President John Schwegman says the Verano luxury compact helps give them a bigger footprint.

With voliatle gas prices, Schwegman says consumers want the fuel economy without the trade-off of luxury features.

The auto show will be open to the public Jan. 15-23.

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