Buick rolls out fixed-price sales strategy in China

Sino-US joint venture SAIC GM has started a "fixed-price" sales strategy for its Buick marque, in an effort to boost its appeal amid intense competition in the Chinese vehicle market.

The transparent, non-negotiable pricing approach, inspired by direct-sales strategies used by new energy vehicle makers, will be rolled out gradually across its entire product line-up, said the carmaker on Friday.

Xue Haitao, deputy general manager of SAIC GM, emphasized that as the industry's shift to electrification accelerates and competition intensifies, traditional car manufacturers must innovate and adapt their marketing strategies.

"The 'fixed-price' model aims to reduce consumer uncertainty when purchasing a vehicle. It is not merely about competing on price but ensuring that customers receive genuinely fair and transparent treatment," Xue said.

He added that Buick will encourage customers to visit dealerships by offering incentives such as test-drive vouchers. This approach will also allow the company to ensure the service quality at its 4S dealerships.

The Regal is the first model of its fixed-price strategy, launching at a starting price of 106,900 yuan ($14,679.43), as the first mid-sized sedan from an international brand priced below 110,000 yuan.

Buick expects the Regal, along with the upcoming 2025 LaCrosse, to strengthen its saloon line-up and enhance its market competitiveness.

Buick will launch four all-new models and six updated models in 2025, covering the saloon, SUV, and MPV segments. It also intends to introduce at least two new-energy vehicle models in each of these segments.

All these upcoming vehicles will utilize SAIC GM's latest integrated vehicle architecture, featuring advanced driver-assistance systems, a smart cockpit, and modern electrification technologies to bolster their competitiveness.

In the first half of 2025, Buick plans to introduce a full-size, seven-seat plug-in hybrid MPV.

By the end of the year, a brand-new SUV is expected to debut, further expanding the marque's SUV line-up.

Through such pricing reforms and a strong push toward electrification, Buick is demonstrating its commitment to transformation in an increasingly competitive market.

As of now, Buick has over 14 million customers in China, with cumulative sales expected to surpass 15 million units within this year.