ENCLAVESuccessor Market Launching, Buick SUV Layout Speed up

   Date:2014/04/21

On 12 March, Shanghai Buick announces that Buick new ENCLAVE officiallylaunch market.

The car is geared with 3.6T engines, which includes two-wheel drive and four-wheel drive. Their prices are 509 thousands and 649 thousands CNY. Compared with original version, new ENCLAVE does not have any change on power, but on appearance and decoration. It gears with icy blue light band, and add 7 inches high definition touchable screen, 10 loudspeaker Bose speaker etc.

As the only middle high-end SUV product, ENCLAVE stands for brand reputation improve task of Buick. WANG Xiaoqiu, general manager of Shanghai GM tells reporter, as a 110 years history brand, Buick has entered China for 17 years. The company will focus on brand reputation build in the future.

In a long term, SUV is kind of shortage part of Buick. Up to now, it only has 2 SUV types: ENCLAVE which launched market 6 years ago, and small size SUV ENCORE. Buick has not stepped into middle class SUV segment, which competes the most offensively. Insider of Shanghai GM says “Shanghai GM will introduce a new middle size SUV. As it known, the SUV faces GAC- Toyota Highland and FAW- Toyota RAV4 etc.”

According to plan, Buick will introduce a new big size SUV into market, which will covers small size, middle size and big size three segments.

However, concentration ratio of SUV segment is already at relatively high level. The above plan is not easy to step onto floor. The top 10 modes of SUV already take more than 50% market share since last year. Meanwhile, SUV segment growth is slow down. According to statistics, in the first season this year, sales of SUV are 868.4 thousands, which has increased 37.08% over last year. Growth ratio has reduced 6 points.

SHI Hong says “Buick SUV comes too late. But it shall realize the truth, and shall stay calm and position every single car well. Build our SUV reputation is the key for its SUV development now.”

According to opinion of WANG Xiaoqiu, it is not enough to rely on high-end product only. Technologycreation is the key to step out. It will cooperate with GM North America and Opel further and push brand move forwards.

Source:Gasgoo

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