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Buick Eyes Boomers In Resurrecting 'Super'

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Here's an excerpt from the full article at http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=57846

Buick is also rolling out its second crossover, the Enclave, which goes into production this spring as an early 2008 model, on sale this summer. Shannon said the company will lure a younger buyer to the brand. While the median age of Buick sedan buyers has been in the 60s, the Rendezvous, Buick's first, short-lived crossover nameplate that ceased production late last year, brought in a buyer some 10 to 15 year younger. Shannon expects that will be the case with Enclave as well.

GM's new distribution -- or channel -- strategy puts GMC, Pontiac and Buick together in dealerships. GMC, however, will also sell a crossover based on the same production template as Enclave. Shannon said he doesn't see a problem with GM selling GMC Acadia and Buick Enclave side-by-side in dealerships.

"GMC has so many years of truck heritage, and the Acadia is really more SUV-like. It is at a lower price point, as well, and will probably get a younger buyer, more families," he said. The Acadia starts at around $30,000 and ranges all the way to over $44,000. The Enclave starts at around $32,000.
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