Four in 10 Buick Enclave Owners Returning for New Model
New and returning customers opting for more luxury amenities
DETROIT--March 28, 2013: The redesigned 2013 Buick Enclave luxury crossover is the brand’s best-selling model through the first quarter with retail sales up almost 40 percent. And it is a second-time-around choice for nearly four in 10 owners trading in a first-generation Enclave.
As it builds Buick brand loyalty, the Enclave also continues to pull in first-time Buick buyers as it has since being introduced in 2007.
“The new Enclave is the first model in the second generation of the modern, rejuvenated Buick brand,” said Tony DiSalle, vice president of Buick Marketing. “In previous years we’ve talked about the new, younger, luxury-minded buyers coming to Buick for the first time. With the redesigned Enclave, we’re still seeing those new buyers, but we’re now also seeing the buyers who gave us a try with the first Enclave stay with us.”
When the Enclave launched in 2007, customers taking surveys gave reasons like “value/price” and “familiarity with dealer” among their top reasons for buying the brand’s other vehicles. Enclave owners consistently list things like “overall quality of vehicle,” “ride comfort” and “overall exterior styling” as their top reasons for purchase.
First time and repeat Enclave buyers are choosing more luxurious amenities. In fact, 8 percent more owners select the top-level Premium Group. And standalone options like 20-inch wheels, Rear Seat Entertainment, Bose audio, sunroof and navigation are more popular. For example, 15 percent more Enclaves have been ordered with navigation so far in the 2013 model year.
Since the new model arrived at dealers in November, Enclave had its best retail sales month on record in December, followed by year-over-year retail growth of 57 percent in January and 22 percent in February.
“If you want a bellwether for the where the Buick brand is heading, look no further than the Enclave,” said DiSalle, “It’s a very modern, very smart crossover that delivers what our luxury-minded customers want.”