As Sales Growth Continues, Buick Verano Becomes TV Star

Buick Verano sales continue to grow quickly three months into its public life. On March 11, the new luxury sedan will get the “Celebrity Apprentice” treatment when it is the subject of teams competing to create a consumer launch event.

When the episode ends, host Donald Trump will famously yell “You’re fired!” to the celebrity who contributes the least to his or her team.

Viewers at home will be able to “co-view” the episode through a Celebrity Apprentice app available in Apple and Android stores. The app uses sound activation technology to hear the television and guide the viewer along in real time with the show, asking questions and offering special features along the way.

Downloading the app allows viewers to enter a sweepstakes to win a 2012 Verano, along with two tickets to the live finale of Celebrity Apprentice in New York City, complete with two first-class airline tickets, a two-night stay in a luxury hotel, and other perks. More information can be found at Buick.com.

During the show, Buick will debut two new 30-second TV spots showcasing Verano’s advanced features. “Tour Bus” focuses on the IntelliLink infotainment system, while “Quiet World” highlights QuietTuning technology. Each is available for viewing online.

The first commercial, “Tour Bus,” will feature indie rock band Neon Trees. A free song from the band will be available for download through the Celebrity Apprentice app during the show or on the Buick Facebook page after the episode.

Verano sales in February were 1,688 units compared to 265 in December, its first full month on sale. At times, more than one in two buyers have come from outside General Motors.

USA Today recently called Verano  “a compact with big car hush.” and “came away impressed on all counts.” In January, Verano topped an AutoTrader.com list of vehicles with the largest month-over-month increase in reader interest.

“Already, Verano is building a strong fan base among media and consumers alike,” said Brian Sweeney, U.S. vice president of Buick and GMC Sales and Service. “Early sales momentum shows the desire for Buick’s luxury content and quality in a smaller vehicle.”

LaCrosse, Buick’s top-selling model in February, posted a year-over-year retail sales gain of 24.9 percent. Interest in the eAssist model, which consistently outsells hybrid competitors from Lincoln, Infiniti, and Lexus, continues to grow. A midsize luxury sedan that doesn’t sacrifice space to achieve 36 highway mpg, the eAssist model represents about 25 percent of LaCrosse sales.

Buick retail sales – those sold to individual buyers – were down 3.6 percent in February.

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