With the preview of the new Buick LaCrosse GL concept, the General Motors brand is rethinking luxury from the inside-out.
Buick’s strategy for winning over new customers has been to emphasize inviting design and warm colors — an approach already showing a payoff as the once-dying brand begins to reverse years of losses. And Buick officials intend to put even more of an emphasis on styling during the brand’s news conference at the upcoming L.A. Auto Show where it plans to reveal the LaCrosse GL show car.
High fashion and its stark choices doesn’t work for Buick customers, who are more interested in sharing their experiences with friends and family than making a bold statement, stressed David Lyon, Buick executive director of design, discussing plans for the Los Angeles show. Lyon also said Buick customers want to get away from the ‘beige, gray, black” interiors that have characterized interiors of cars over the recent years.