Buick's Changing Lineup

Buick Cascada
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Luxury or Not?

Buick's position in the market is rather unique. It has higher-quality interior materials and more features (along with a higher price) than most mainstream brands, but it's also down market from traditional luxury brands like Mercedes-Benz, BMW, and Audi. Its market position gives buyers a step up from the Toyota Camrys or Chevrolet Traverses of the world without paying luxury car prices.

DiSalle is confident in Buick's middle-of-the-road position, since "you see a lot of mainstream brands in the industry trying to move up into that space on a vehicle-by-vehicle basis. And you also see luxury brands trying to move down into that space. I like to talk about the fact that we're not trying to do that. We put our brand right there. Our logo is centered right there. That's who we are."

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