HOW NEW PROGRAM BROUGHT CUSTOMERS TO BUICK




The 2013 Chrysler 300 Glacier Edition

The 2013 Chrysler 300 Glacier Edition

GM’s Experience Buick leasing program – which comes with a two-year term with a single monthly payment that includes entertainment, safety and maintenance features – has led Buick to double its leasing business as a share of total sales over the last 12 months.

Launched in mid-March of 2012, Experience Buick leases come with such extras as SiriusXM satellite radio, OnStar Directions and Connections, designed to make the leases more attractive to the public.

According to customer data collected late last year, 55 percent of Experience Buick customers are new to the brand. That number rises to 63 percent for the Regal luxury sport sedan and 66 percent for the Verano compact luxury sedan. Including leases and sales, a higher percentage of customers in 2012 were new to Buick – 43 percent – than any year on record.

About 74 percent of customers polled said Experience Buick played a major role in their decision, and that each element – maintenance, two-year term, satellite radio and OnStar – were all among their top 10 decision factors.

Two-thirds of the customers indicated they would definitely consider another Buick for their next vehicle.

Content provided coutesy of Detroit Auto Scene. For more automotive news visit detroitautoscene.com.


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