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Buick Lures New Buyers with Attractive Lease Deal

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author photo by Jeffrey Archer March 2012
  • Buick hopes to attract new buyers with lease deal
  • Experience Buick offers 24-month leases with $0 down
  • Extras include no-charge satellite radio and free maintenance

Although many car shoppers remember Buick for staid, conservative family sedans, the brand is making radical changes to its lineup - and looking for new buyers to go along with its new image. The automaker recently announced the "Experience Buick" program, a 24-month lease deal that touts reasonable monthly payments, nothing due at signing and other extras designed to attract new buyers.

The 2-year Experience Buick lease deal is available on each of the brand's models, from the all-new Verano compact to the upscale Enclave SUV. Lease rates range from $339 per month for the Verano to $489 per month for the Enclave, and each deal is offered with no money due at signing - an easy way to lure buyers away from the large down payments required on leases from other automakers.

But the Experience Buick program offers more than just an attractive lease rate and no money down. According to Buick, the special offer also includes some extra incentives designed to further sway customers, including free scheduled maintenance for the entire lease term, a 4-year bumper-to-bumper warranty and 2 years of SiriusXM satellite radio at no extra charge. The automaker is also including 2 years of OnStar service, an information system that provides assistance for things like remote door unlocking, turn-by-turn directions and even automated crash response.

"New drivers continue to find the Buick brand," said Brian Sweeney, Buick's US vice president of sales and service. "The Experience Buick program represents the next step in the brand's reinvention by providing buyers two full years of all-inclusive, worry-free driving."

According to Buick, the program will help new buyers build relationships with their dealers, which could lead to long-term customers when the leases mature. It could also help the brand build sales momentum, which peaked last year with the arrival of new models like the Regal and LaCrosse. Last month, Buick was one of just two domestic automotive brands that reported a decline in sales compared to the same period in 2010, with its 11 percent drop attributed mostly to a sharp decline in Enclave sales.

Buick says dealers will begin marketing the "Experience Buick" program this month, although the automaker hasn't announced how long the special offer will be available. We think the program is likely to prove successful for Buick - and while the automaker has yet to confirm it, we wouldn't be surprised to see a host of exciting new models arriving in dealerships two years from now as, just the first Experience Buick leases wrap up.

What it means to you: The new Experience Buick lease deal makes the brand's cars difficult to pass up for buyers interested in a premium vehicle.

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Buick Lures New Buyers with Attractive Lease Deal - Autotrader