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Buick, Big in China, Seeks to Recapture U.S. Glory

By Jim Henry | Mar 23, 2010

Buick wants to double its U.S. sales, starting this spring with an all-new Buick Regal. Even if it succeeds, though, the brand will continue to be a bit player in its home market.

Buick is a big success in China, which is the key reason the Buick brand survived bankruptcy restructuring for parent General Motors. GM dumped Hummer, Pontiac, Saab and Saturn, but kept Buick, Chevrolet, GMC and Cadillac.

In a recent press get-together Craig Bierly, Buick U.S. product marketing director, wouldn’t state a specific volume goal or timing, but he said the brand’s goal is to increase U.S. sales at least “100 percent.”

Buick has to start somewhere. In terms of percentage increase, it’s off to a good start this year. In the first two months of 2010, Buick’s U.S. sales were up 45.7 percent, to 19,182, according to AutoData Corp. In 2009, U.S. sales for Buick were only 102,306, down 25.4 percent from 2008.

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