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.
