David Dunbar Buick began working on gasoline engines as early as 1895, but didn’t open the Buick Motor Co. until 1903. Industrialist William Durant took control of the company in 1904 and, building on Buick's success, created General Motors in 1908. Buick produces vehicles with, in the company's words, "premium American style." That means they tend to place a priority on a plush rather than sporty ride. Traditionally, Buick has attracted an older buyer. In an attempt to lure younger customers, Buick has expanded its offerings over the years to include SUVs and crossovers, experiencing limited success on both fronts.