Changing the Game

2011 Lincoln MKZ Hybrid

Lincoln made waves with the introduction of the 2011 MKZ Hybrid sedan not because the car's 41mpg was the highest in the luxury field, but because customers could choose between the V6 engine or the Hybrid powertrain with no cost penalty. This was a radical departure from the traditional automaker business model, which relies on a ladder of trim levels and engine options.

Now, Buick is poised to follow suit with their 2012 Lacrosse sedan, allowing customers to chose between their 182hp 4 cylinder engine with "E-Assist" (GM's BAS mild hybrid technology) or the 280hp 3.6L V6 engines with no cost difference. This pricing structure effectively allows customers to pick between excellent mileage and moderate performance or excellent performance and moderate mileage. 

2012 Buick Lacrosse

Buick is also taking an idea from other luxury marquees by eliminating trim levels from the Lacrosse sedan range, instead grouping popular options into packages. While this setup simplifies the ordering process, it does limit the customer's choice to find the car equipped exactly as they like it.

Buick eAssist

These types of small changes are integral to long term health of automakers, as they continually adapt to our increasingly customer-centric society. What are your thoughts? Do you like having different engine choices as no-cost options, or are you a fan of the traditional ladder set up?