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Buick Back for an Encore

Maker targets emerging compact luxury crossover market.

by on Jan.11, 2012

The Buick Encore making its debut at the 2012 Detroit Auto Show this week.

It wasn’t all that long ago that most analysts were ready to write off the Buick brand, many being shocked by General Motors’ decision not to abandon the long-struggling nameplate – as it did Pontiac, Saab, Saturn and Hummer – when it emerged from bankruptcy.

Senior officials said that was something they were loath to do considering Buick’s strong success in China, where it has been greatly out-selling the U.S.  But sales in both market are on the rise and a wave of new products, such as the Regal and recently added Verano can explain.

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But now Buick is hoping to be out in front, rather than lagging behind rivals as it continues its push to develop a niche it has been describing as “affordable luxury.” And the latest model to target that self-defined segment is the Buick Encore which is getting its world debut at the 2012 Detroit Auto Show.

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