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Rainiers Starting to Move
DETROIT, Oct. 31 /PRNewswire/ -- The Tiger Trap promotion introduced the name,
press reviews were positive, and national advertising started at the Emmys in
September. Now it's time to sell.
And looking at the way the first Buick Rainiers have moved off dealer lots, the
company's first truck-based SUV is reaching new customers and is well on its way
to a successful launch. As of mid-October, less than 5,000 Rainiers were on the
ground nationwide. That works out to about 1.5 Rainiers per dealer.
But here are a few stories of early sales of the $35,945 Rainier.
* With the official advertising launch still a month away, the first 2004 Buick
Rainier was sold Aug. 19. After researching the Rainier through GM's BuyPower
site, Phillips B. Hildner III took delivery of a silver Rainier from Martin
Buick in Fenton, Mich. A Fenton resident, Hildner, 22, is the owner of Hiltech
Computer Solutions.
* At Gambacorta Buick in New Castle, DE, the first customer on their call list
identified himself as being interested in a Rainier. That turned out to be the
understatement of the day. After a quick phone call, the man came in and
purchased the first Rainier the dealership had in the store. The dealer
actually asked him to wait seven days before driving it out just so they would
have one Rainier in his showroom for a week.
* At Eckenhoff Buick in Cherry Hill, NJ, a customer was looking for an SUV with
the Ford Explorer on top of mind. Somehow, the customer ended up in Eckenhoff's
parts department and saw Eckenhoff's first and only Rainier -- not even in the
showroom yet -- and bought it on the spot.
* Finally, at F.C. Kerbeck Buick in Palmyra, NJ, a couple drove their Jaguar
convertible into the dealership in early September looking to replace a Jeep
Grand Cherokee Limited. One of the dealer's two Rainiers was displayed with
other SUVs in front of the dealership. During the demonstration drive, the
husband was into the "power and gadgets" while the wife liked the "comfort and
ride quality." After driving another SUV for five minutes, the couple returned
to purchase the Rainier -- a vehicle they hadn't been aware of until they drove
to the dealership.
More about Rainier
The 2004 Buick Rainier offers a level of performance, ride, quiet and style that
sets it apart from other mid-size sport utility vehicles. Rainier, a
five-passenger, full-frame vehicle based on GM's award-winning mid-size utility
architecture, is the first truck-based SUV in the Buick line-up.
Rainier has an optional 290-horsepower all-aluminum 5.3 liter V-8, and comes
standard with a 275-horsepower 4.2 liter I-6. All Rainiers feature QuietTuning,
Buick's exclusive use of sound absorption practices to ensure a quiet ride.
More information on the Rainier is available at http://www.buick.com/ .
DATASOURCE: Buick
CONTACT: John Wray of Buick, +1-313-665-1478
Web site: http://www.buick.com/
http://media.gm.com/
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