About 10 years ago, my wife and I encountered an elderly woman in a snowy mall parking lot looking lost.
We asked if she needed help, and she said she couldn't find her car. The only description she could provide at first was that it was red.
My wife began listing car brands she could think of to help narrow down our search. Sensing that this could go on for a while, I quickly jumped in: "Is it a Buick?"
"Yes, that's it!" the woman exclaimed. I located the car, indeed a red Buick, a few aisles away, and she drove off, grateful for the help.
Buick has come a long way in the past decade, but ask anyone who doesn't work for General Motors or one of its dealerships to describe Buick customers, and you'll probably hear two words: "old people."
But like most things involving Detroit (you may know it as "America's most miserable city") and its automakers, Buick's image is largely outdated. The average age of its buyers has fallen from 64 years old in 2007 to 57 today. Considering that the average person who was 64 years old in 2007 is 69 today, that's an impressive decline.
In fact, Buick was the only brand to have its average buyer's age decline from 2007 to 2011, according to Polk. Still, Buick had the second-oldest buyers in the industry, behind only Lincoln (whose customers have aged even more waiting for their new MKZ to show up).