Buick is a legendary American car brand, one of a handful of survivors from the portfolio of General Motors. Long perceived as the car of choice for well-heeled suburban professionals, the brand notched up its centenary in 2003. But a sharp decline in sales gave GM little to celebrate for most of the decade. Buick had attempted to reposition itself to attract a younger audience, completely overhauling its product range to include light trucks and SUVs. Unfortunately that move came too late, just as US buyer preferences moved away from gas guzzlers towards fuel efficient small cars. The fact that Buick survived GM's Chapter 11 cull in 2009 was mainly the result of its strong following in China, where more than 80% of its sales are made. Yet, the brand also emerged as one of the surprise winners in the post-recessionary US market, with sales growing at a faster rate than any other automobile brand.
Capsule checked 9th November 2018
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