Buick is continuing its challenge of creating its own vehicle segment — “approachable luxury” — by introducing another industry pioneer: the 2013 Buick Encore crossover.
The Encore will launch early next year as one of the first entries in an emerging class of compact luxury crossover SUVs. So far, it has no real competitors, although Audi and BMW are also expected to add little SUVs to their lineups in 2013.
“It’s fun to be out in front of something, rather than a follower,” said Craig Bierley, who oversees Buick’s advertising.
The Encore is the fifth new entry from Buick in five years, as the brand seeks to remake itself for younger, luxury-minded buyers. Its new product has helped give the brand two straight years of U.S. market-share gains. Buick’s new marketing positions it as “your kind of luxury” — beautiful, but not flashy like a Cadillac.
Buick had leaned on big, soft sedans, struggling with its identity for decades. The brand now stands for beauty, quiet and refinement, said Mark Reuss, General Motors’ North American chief, in an interview last week.
Reuss, 48, who joined GM at its Buick City operations in Flint, said the past couple of years marked the first time in which he was able to articulate what a Buick was.
The Encore picks up Buick’s signature “beauty” cues. Its headlights and waterfall grille look like those of its older sibling, Buick’s strong-selling full-size Enclave crossover.
Hockey stick-shaped character lines along the sides mirror the look of newer Buick Regal and Verano sedans, while upswept rear quarter panels give the five-passenger Encore a sporty look.
At 168.5 inches long, the Encore is 6 inches shorter than the Volkswagen Tiguan. Buick says its 36.7-foot turning radius is tighter than the smaller Mini Countryman.
Its petite size means the crossover is aimed at singles and married couples without children, along with the growing number of baby boomers now empty nesters and ready to give up minivans.
The Encore has a 140-horsepower 1.4-liter turbocharged engine and six-speed automatic transmission. It’ll come with front- or all-wheel drive. The front drive should get better than 30 m.p.g. on the highway.
Source: [Detroit Free Press]>Click Here To Go Back |
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