It’s hard to overstate the importance of Buick’s new Encore compact crossover-utility vehicle.
Buick, which many didn’t expect to survive parent General Motors’ 2009 bankruptcy, has been struggling to redefine itself in a market where it had, for the past several decades, become increasingly irrelevant. But there have been signs of revival and along with several other recent additions to the line-up, the maker will use the new Buick Encore to target young buyers who until now might not have even considered the brand.
“We’re going to see new folks…coming into the showroom,” promises Encore marketing manager Lloyd Biermann, adding that, “They’re going to be younger, as well.”
Or so the maker hopes — and counts on — as it struggles to keep pace with the rest of the rebounding U.S. auto industry.