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Buick aims for younger, "luxury SUV" customers with newest model

2013-Buick-Encore-001L.jpg
The 2013 Buick Encore

GM unveiled the Buick Encore, the latest all-new Buick, at the Detroit Auto Show Tuesday.

The Encore rounds out Buick’s revamped line-up, which also includes the Verano, LaCrosse, and Enclave.

GM is trying hard to ditch Buick’s “older” image and market the brand to younger customers.

GM Vice President for design Ed Wellburn said the Encore will increase Buick’s appeal to younger buyers—and women—because it’s part of a trend toward what he calls “premium small SUVs.”

“This is really on the leading edge of that trend,” Wellburn said. “We firmly believe there are great opportunities there, and it expands the Buick portfolio.”

The Encore will go on sale in early 2013. The car will be manufactured in South Korea—a nod to the fact that GM plans to market the car heavily in China—where Buick is a popular brand--as well as North America.

“We’re a global company with a global footprint,” said Roger McCormack, Buick’s product marketing director. “When you look at the picture in total, this was the right [manufacturing] decision for us.”

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