Buick, the venerable General Motors Co. brand long maligned as catering to elderly buyers, is enjoying a rebirth in the United States and drawing younger, more affluent buyers, thanks to improved quality and styling. Just a year ago, the brand was headed for the scrap heap until then-GM Chief Executive Fritz Henderson convinced President Barack Obama's auto task force that Buick was worth saving, particularly in the booming Chinese market, as the automaker shrank from eight to four brands.
"They are making definite improvements in the U.S.," said Aaron Bragman, research analyst with consultant IHS Global Insight in Troy. "They made the right decision. To kill Buick would have been crazy. It's one of the most important brands in the Chinese market."
Last month, Buick sales in the United States rose 76 percent, and market share of the new Buick LaCrosse sedan climbed to almost 17 percent in the large-car segment, a one-two punch that is meeting Chairman and Chief Executive Edward Whitacre Jr.'s mandate that GM boost sales and market share after bankruptcy.
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