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Riding a wave of hot products and renewed interest in the brand, Buick has seen sales surge since the start of 2010, with the average age of a Buick buyer dropping slightly.

“Finally not every customer who comes into the showroom is using a walker or a cane,” said Ron Charron, COO of Boulevard Buick, told the Los Angeles Times. Buick sales in California are up 336 percent this quarter, while up 50 percent nationwide. Sales of the Lacrosse sedan and Enclave crossover are driving the resurgence, and the upcoming Regal sports sedan is expected to add another choice for buyers who are wary of driving a larger car, long a stereotype of Buick products. The average age of a Buick buyer has fallen from 64 to 61, but archrival Lexus attracts a customer that is in their early 50s, something Buick must do or else its customer base will literally die off.

More: Buick Sales Up, Average Age Of Buyers Down : Auto News on AutoGuide.com
 

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I heard today that Buick is now focusing its marketing on buyers who shop at Ikea and Whole Foods and buy their coffee at Starbucks.

That's pretty interesting - I wonder how that will play out for sales in big cities. Most people I know who drink Starbucks and live in the city, don't drive... they use public transit or walk/bike because everything is so accessible.

That said, I think it's great that Buick is trying to reach a younger crowd, and marketing it to that demographic is definitely a start in the right direction.
 
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