GM Plans to Make Buick a Global Brand
Traditionally, automakers have been known to sell essentially the same vehicle across the world, with a change the packaging. Some cars are known by different names, while others are being sold under a different brand entirely.
Take the Buick Encore for example. In the U.S. and even in Asian, consumers know the compact luxury sedan as the Buick Encore, but shoppers in Europe would recognize the vehicle as the Opel Mokka. General Motors has announced plans to change this global identity crisis.
Perhaps following Ford’s global “One Ford” campaign, GM will soon be selling all of its vehicles under the same nameplate across the planet. The Detroit automaker has already begun this transition with its Chevrolet and Cadillac brands, and Buick should not be far away.
The Encore has experienced substantial success in China, where experts are predicting a rising middle class will be the next grant frontier from which to capture consumers. A globally-branded Buick could more easily build on that success, and turn the luxury nameplate into a force to be reckoned with.