Will Buick Be GM's Downfall?

Lutz on the warpath

Reinvigorated by his decision to remain at GM, Lutz attacked Buick's marketing strategy, claiming that it should reflect the brand's redesign as a direct competitor of Lexus. In particular, Lutz and CEO Fritz Henderson criticized Buick's new TV commercial called "Photo Shoot," which was supposed to bring attention to the new 2010 LaCrosse sedan, as well as the Enclave.

Buick seems to have a long way to go in winning over Lexus buyers, only 1% of which even consider buying a Buick (according to J.D. Power & Associates). That being said, it's scary to think the fate of GM is tied to a brand purchased by individuals with an average age of 62. No matter how fantastic a product Buick makes, if they can't break the stigma that it is a brand for old people than it won't have much chance for becoming profitable.