DETROIT -- Buick is targeting Asian luxury brands in its quest to win buyers, setting Cadillac free to chase European brands such as BMW and Mercedes-Benz, a top Buick-GMC marketer says.
"Our formula is really pretty simple," says Craig Bierley, Buick-GMC director of advertising and sales promotion. "Build a vehicle as good as the Asian luxury imports, and price it at a discount relative to them."
General Motors Co. also must resolve another potential conflict between its brands. As Buick's and GMC's lineups expand to a likely target of six or seven vehicles for each brand, Buick-GMC showrooms could have potentially competing vehicles in two segments, says John Schwegman, the brands' chief marketer.
That's already the situation with the Buick Enclave and GMC Acadia large crossovers, and future crossovers also could compete in one other segment, he says.