Convertible buyers are a fashion-conscious bunch who aren't big on brand loyalty and have a tendency to flock to what's new.
That's the buyer profile that's driving Buick's hopes for its coming Cascada, the first droptop from the brand since it rolled out the Reatta more than 25 years ago.
With a clear target audience in its sights, Buick is ready to position the Cascada as a brand halo that could draw attention in "smile states" such as California and Florida, said Tony DiSalle, U.S. vice president of Buick and GMC marketing.
"Cascada is less about overall volume and more about the ability to conquest new customers and the ability to offer a halo vehicle for the overall brand," DiSalle said.
The Cascada is expected to go on sale in early 2016.