General Motors Co.'s Buick brand did something over the past five years that no other automaker did in the U.S.: It lowered the average age of its customer.
In an industry that from 2007 to 2011 saw its average customer age grow by three years to 51, Buick's average customer's age fell from 62 to 59, according to market researcher R.L. Polk. & Co.
"They've changed their product portfolio, they're discounting the Lucerne — and the Regal has done quite well and they're targeting it toward a younger customer," said Tom Libby, a senior automotive analyst for Polk. Still, Buick has the second-highest average customer age, behind Lincoln. "Also the Verano was just introduced and is targeted toward a younger customer," Libby noted.
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