Buick counting on Greg and Laurie Robbins

Chrissie Thompson covers General Motors for Automotive News.
Meet Greg and Laurie Robbins.

They're in their early 40s. They have two kids. Together, they make $130,000 a year and live in a $363,000 house. And, GM hopes, soon they'll have a Buick in their garage where a Lexus used to be.

This imaginary couple represents Buick's target audience.

“Buick is a conquest brand,” Craig Bierley, Buick-GMC director of advertising and sales promotion, told GM employees at a briefing I attended last week. “The loyalists will find their way back.”

Greg and Laurie are Facebook fans of Target, Starbucks, Apple, J.Crew, Whole Foods and the Westin. So GM is paring back on golf ads and marketing Buick in culinary- and travel-related venues and on The Wall Street Journal's iPad application.

Buick is counting on its new vehicles and marketing to translate into sales that double in the next few years, said Brian Sweeney, the U.S. sales and service vice president for Buick. The brand sold about 106,000 units last year, down 25 percent.

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.