Buick automobile design and history

¶ … product being offered is the convenience and the performance of the car; it is convenience and efficiency that tend to make compact cars preferred by certain buyers, and Buick cannot boas of its cars efficiency, thus the convenience factor is a core value as it is in any car purchase and especially when it comes to compacts. Performance is also an identified core product for the Buick brand. The actual product is, of course, the Verano itself, which is the compact car that Buick will be (at the time the article was printed; most likely is at the current time) offering for sale. The augmented product includes many elements, including the pricing/value of the car and any service packages or warranties that might come with the purchase. Brand identity and the status that'd conferred through ownership of this luxury brand would also be a part of the augmented product for many consumers.

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A series of clear and important branding decisions were made by Buick in this case and are outlined in the article. The decision to make a compact luxury car was in itself a branding decision, trying to move the Buick brand to a younger and more fast-driven crowd than the brand is currently identified. The pricing of the Verano was also a key branding decision, placing it below many other luxury makes but above more "average" cars, again appealing to a younger set with aspirations that are perhaps more luxurious than their budgets. By providing a slightly cheaper alternative to current popular luxury compacts, Buick is hoping to brand itself as the luxury car of tomorrow y getting in on the ground floor with young adults today. The performance emphasis is one more example of the same branding trend.

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While the decisions that were made are clear, the reasons behind these decisions are ore obscure and ultimately more uncertain. Generally speaking, the younger crowd (especially people in their mid-twenties to thirties, when jobs with salaries giving a high income and with mortgages and families still usually a few year off, meaning more of that income is expendable) is seen as an effective market segment to target and in addition building a strong identity with this demographic now could help to perpetuate Buick's brand identity as a truly luxury and performance-focused American car brand. A desire to move away from the current brand identity to one that addresses this younger population is likely a major impetus behind these decisions. The overall economic environment, which remains uncertain, could also be an influential force in the pricing decision and certain other choices.

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