Name game: Why the Buick will be called Verano
Verano means "summer" in Spanish, though it could easily be a type of coffee or even a brand of crystal. But the idea behind the latest Buick was to snare an upscale-sounding name to lure to new customers to the brand.
Buick could have gone with an alpha-numeric designation, or even dipped into its heritage for a storied moniker from the past. But, in line with recent marketing efforts, the execs wanted something fresher and a bit trendy.
"We consider everything," Verano marketing manager Jennifer Nardicchio said.
The Verano is Buick's entry-level sedan and it shares underpinnings with the Chevrolet Cruze. Designers took care to distinguish the two cars, and the Buick has an upscale interior and different body style, complete with portholes and elegant touches such as the waterfall grille and blue halos that mark the headlamps.
Nardicchio was involved in choosing the name, and she said it's a surprisingly tricky process. The main criteria? Finding a name that's easy to pronounce that fits the vehicle and the brand.
Look for the Verano name to begin showing up in early marketing efforts ahead of the car's arrival late this year. Some cars could be on the road by Thanksgiving. It's a 2012 model.
"We didn't want to just launch the car and have the name grow on it," Nardicchio said.
The sedan gets a 2.4-liter Ecotec four-cylinder estimated to make 177 hp and is mated to a six-speed automatic. A turbocharged four-cylinder engine paired with a six-speed manual or automatic transmission will be available after launch.
Buick sales have been gathering momentum, and the smaller sedan is expected to help increase volume and appeal to a younger demographic. Sales have increased 51 percent this year to 18,413 units through April in the United States.