The performance emphasis is one more example of the same branding trend. 3.

While the decisions that were made are clear, the reasons behind these decisions are ore obscure and ultimately more uncertain. Generally speaking, the younger crowd (especially people in their mid-twenties to thirties, when jobs with salaries giving a high income and with mortgages and families still usually a few year off, meaning more of that income is expendable) is seen as an effective market segment to target and in addition building a strong identity with this demographic now could help to perpetuate Buick's brand identity as a truly luxury and performance-focused American car brand. A desire to move away from the current brand identity to one that addresses this younger population is likely a major impetus behind these decisions. The overall economic environment,...

Though Buick has always been an auto manufacturer and this is not truly a different type of product, the Verano is a purposeful and explicit departure from the typical cars that Buick designs and produces. As such, seeing this car as a simple line extension of the brand would be inappropriate, as it represents a real attempt to change brand image, not merely to capitalize on existing branding power. The Buick name is still very important, but the Verano is trying to take that brand image and give it newer and more effective qualities. This is what makes the Verano in all of its design features part of a brand extension strategy.