Buick: An Iconic Brand That Made Changes – and Thrived

Buick: An Iconic Brand That Made Changes – and Thrived
Mike Speranzini, brand director of Buick Canada General Motors
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Founded in 1899 in Jackson, Michigan, Buick is one of the oldest automobile brands in the world—and the oldest in North America. Traditionally built for a discerning customer who desired the prestige of a premium marque but were not quite able to achieve the once-hallowed heights of aspiration originally reserved for Cadillac owners, Buick carved out a very nice niche for itself.

Times—and Appetites—Changed

As a part of venerable General Motors, sales and general demand for the brand had faltered in recent years; there was always a belief that this brand could and indeed would undergo a change, a metamorphosis that would soon see Buick back in the good graces of the parent company. Through a focused and concerted effort, today Buick is hitting sales targets that are the envy of many mainstream brands.

Epoch Auto sat down recently with a man who has made his career within the General Motors family for close to 32 years—Mike Speranzini, brand director of Buick Canada. A few years back, Speranzini was invited to take the reins of Buick Canada and the successful turnaround of a once-staid brand continues.

Mike Speranzini, brand director of Buick Canada (General Motors)
Mike Speranzini, brand director of Buick Canada General Motors
David Taylor
David Taylor
Author
David Taylor is an independent automotive lifestyle writer based in Barrie, Ontario who is fascinated by innovation and technology which enhance the overall driving experience.
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