There is something fittingly ironic about having dinosaurs star alongside the compact Buick Encore in its first TV commercial, as the automaker has built some of the largest and softest luxury cars in the industry. During our 2013 Buick Encore First Drive, the automaker said the compact luxury crossover is trying to change that image and is marketing it to 30-something professionals and empty-nesters who wanted to downsize but not downgrade their luxury car.
2013 Buick Encore dinosaur commercial image 4 300x187 imageIn the commercial, the Encore dodges large, lumbering dinosaurs as the announcer proclaims: "The age of the oversized luxury car is about to give way to a smarter, more nimble breed..."
The Encore is Buick's latest entry into an entry-level luxury segment, but not its first. The Cruze-based Verano sedan competes with the Acura ILX and is offered with naturally aspirated and turbocharged four-cylinder engines. In other markets, Chevrolet sells a mechanically related car called the Trax. The base-model 2013 Encore starts at $24,950, while an Encore with leather seats will cost $27,460. All Encores are powered by a 138-hp turbocharged 1.4-liter I-4 mated to a six-speed automatic, and are available in front- and all-wheel drive.
Buick claims that the Encore has a smaller turning radius than the Mini Countryman and the front-drive model's EPA-estimated 33 mpg highway rating is the best of any domestic crossover. A seven-inch infotainment screen and IntelliLink connectivity is standard, while heated leather seats and steering wheel, rain sensing wipers, and Forward Collision Alert are available.
Check out the commercial below and tell us what you think of the new 2013 Buick Encore crossover.