Buick Seeks Younger Crowd With New Cascada Convertible
|   Monday, January 12, 2015
Based on Opel's convertible platform, Buick Motors was to introduce the Cascada convertible today at Detroit's North American International Auto Show. The automaker is trying to crack a younger marketplace with the sleek, new drop-top.

Buick's first convertible since its Reatta, the new ragtop is a conscious attempt by the automaker to shake its stodgy image. Duncan Aldred, vice president and general manager of the automaker, said in an interview with Bloomberg news that the Cascada is "designed to generate excitement for the brand .
. Our advertising has challenged the old perception of what people think the Buick brand is. That gives us an opportunity to bring in a car that can act as a halo to the brand."

The sleek four-place Cascada -- called a 2 + 2 seater -- is powered by a turbocharged 200-horsepower four-cylinder engine. The rear seats are small and are likely best for limited use -- an around-town run rather than a long-distance jaunt. In a nod to technology, the automaker has also included a wi-fi hotspot as standard.

Aldred sees the convertible as a lower-priced alternative to the Audi's A5 convertible. Though no exact pricing was released today, the price of the A5 starts at $40,000.

Bloomberg speculates that the raison d'etre for the new model is an attempt to wrench its image to a younger audience. Today, Buick is seen as a vehicle line for retirees, even though its latest entries in the car wars have state-of-the-art styling and a host of standard features that are more attuned to a younger audience.

Buick is trying to shake that image with a series of smart ads that feature a riff on an old tagline that the brand is not "you father's car anymore." (That line came from an old Oldsmobile commercial.)

Quoting a Boston automotive analyst, John Wolkonowicz, called bringing in the Opel model a good, cost-effective move. Calling it an "image-builder," he also noted that the automaker isn't likely to sell many of them and that it isn't likely Buick isn't expecting to. The Cascada is a cost-effective way to boost its image because it is already on the market in Europe and it doesn't cost a great deal to bring it here.
Comments:
Name required * Email required Email not valid *
Comment required *

Latest news
Sunday, August 19, 2018 10:30:31 Nissan is present at the Detroit Auto Show with a compact concept SUV called...
Saturday, August 18, 2018 10:25:17 Another Hyundai premiere at the Detroit Auto Show is the new Veloster N,...
Friday, August 17, 2018 10:20:24 The South Koreans from Kia presented at the Auto Show in Detroit the new...
Thursday, August 16, 2018 10:15:59 After a massive promotion campaign, the US subdivision of Hyundai has officially...
Wednesday, August 15, 2018 10:05:55 Acura boasted that the new RDX is 100% made in the United States and is...
Tuesday, August 14, 2018 09:54:10 At the core of the new VW Jetta is the MQB platform, which is already used...
Tuesday, August 14, 2018 09:50:38 General Motors held the world premiere for the new generation Chevrolet...
Monday, August 13, 2018 09:45:39 The Ram Trucks brand, currently belonging to Fiat Chrysler Automobiles,...
Sunday, August 12, 2018 09:39:52 Ford brought the new generation mid-size Ranger pick-up at the Detroit Auto...
Saturday, August 11, 2018 09:34:13 At the Auto Show in Detroit, American car manufacturer Ford celebrates the...