Sunday, June 28, 2009

Will Buick's new ads help change brand perception, sell cars?



A few weeks ago, I wrote about Buick's new sports sedan, the eye-catching LaCrosse. I think it's a car that could really turn GM's fortunes.

Buick has long appealed only to old folks, right? Well, here's a car that goes straight after the Lexus/Acura-driving crowd and, to my 42-year-old eyes, it's the best looking design on the market right now.

The car is set to hit showrooms in the next two weeks -- full of techno gadgets like bluetooth and an available mile-per-hour meter that registers in the windshield so you don't have to look down to see how fast you're going (we've got to include that, right, because this is a blog about games and gadgets).

I have read some places where people questioned the opening ads (as seen above) for the LaCrosse and Buick's excellent Enclave crossover, which I think is the best-looking SUV/crossover on the market right now along with Toyota's Venza. I liked the new message in the spot of having a hip young movie director, however quirkly, really falling in love with Buick, the old man's brand.

"You've changed," he says as the appropriately titled "Here Comes The Hotstepper" plays in the background.

I think that's a great message to put out now. Buick's reliability ratings are up and the new LaCrosse has gotten plenty of positive press for almost everything except its smallish 13 cubic foot trunk. As I said before, I think this is a car that can help save GM, along with the upcoming Chevy Cruze hybrid and the electric Volt. The LaCrosse is the kind of car, if it drives and maintains as well as it looks, that will attract foreign car buyers and younger buyers to the brand (especially if there are some incentives attached).

One of these days, I'm going to trade the old Honda, and for the first time in my life, I think I might consider the old man's brand. It's like guy in the commerical says, Buick has changed.

17 comments:

Anonymous said...

I'd rather buy a BMW.

Anonymous said...

Way too little car for the price.

Buick is a dead brand.

Anonymous said...

Langston, I like the comments on cars. I hope to see you do more. As for this Buick, I'm 37 and I definitely want to drive this vehicle. My lease is up next summer in a Nissan and I'm wanting to support our country. The commerical got me. Thanks for that.

Anonymous said...

LW, what do you know about the FOrd Fusion vs. say teh Toyie Camry hybrid? I want to go American, too?

Anonymous said...

nice looking car. how much ?

Vincenzo said...

It would be nice to see American built cars take a stronghold over imports, for the right reasons... reliability, comfort, mpg, etc.

I forwent a new car after moving back to Charlotte a few years back.. driving an older pick up in lieu of payments and high ins. rates when the economy seemed to be headed for a ride of unknown destination and duration . That plan worked, and am ready for comfort.

Now I'm in the market again, preferring like the others to stay American I agree the Buick seems to have something to offer. The only problem is in doing research to find what percentage of it is actually built in the U.S. Evidently it is to be assembled in Kansas.



http://www.gminsidenews.com/forums/f74/2010-buick-lacrosse-save-gm-80099/


this blog is top spot.

Anonymous said...

Buicks have always been the most reliable and solid of the GM cars. Not flashy for sure (although the late Riviera and new Enclave sure don't fit that mold) but old people aren't stupid...these are good American cars. Glad to see the Lacrosse get this makeover. If I could afford one I'd buy one. I'm one of the few people in the world that have owned both Buick and BMW, and yes you get what you pay for with a BMW...and you pay a LOT, as well as a lot to maintain it. I'll take another Buick any day, especially a Lacrosse.

Anonymous said...

A windshield speedometer display cannot compensate for Buick and GM's big problems: Inferior quality parts and poor records of long term reliability. If you think Detroitosaurus GM is going to revive from $40,000 electric Volt vehicles or windshield speedometer display that will stop working after the car is 3 years old, you're delusional. GM has already cost the taxpayers $60 billion and it will cost taxpayers another $60 billion before politicians come to their senses and pull life support on this loser of a business.

Anonymous said...

once a Buick always a Buick.......still my daddy's "duce and a quarter!"

Anonymous said...

The car certainly has inproved its design, but it is still a Buick. They may have started to catch up with the times, but it is to late in a market where most vehicals now look the same. To me the name is still associated with free AARP memberships and handicapt placards with purchase. I'd rather buy a Lexus or a BMW as others have stated.

Anonymous said...

Buick's are great cars. Mine has over 140K miles, runs great, gets decent gas mileage, and all I've ever had to do mechanically is standard maintenance that needs to be done at certain checkpoints.

John Keels said...

I think it is a common misconception that buicks are typically unreliable. In fact, they have a very reliable reputation.

However, I don't care how reliable they are if they drive like crap. The most awful driving car I have ever driven was a 1990 and a 1991 model Buick LeSabre.

Both of them were darty on the highway and scared the crap out of me. Also, they had no handling at all. It was a joke.

Now I am sure this particular model is a far cry from that. I think they will not be able to overcome the old man's image of the brand. I think they need to change the brand to something that doesn't look or sound like buick in any form. It will work better.

John Keels said...

A british auto editor on a popular british car program put big slushy american cars like this while being driven "imagine being stuck in a waterbed with a baboon doused in itching powder"

John Keels said...

LOL, check this out.

http://www.youtube.com/watch?v=pjzpx_jUUA0

hahah!

Anonymous said...

will it be available in metallic mint green paint and with a posi traction rear end?

Anonymous said...

Don't stop posting such articles. I love to read articles like that. By the way add some pics :)
SteaveTheMighty

Anonymous said...

Nice article you got here. It would be great to read something more concerning this matter. Thnx for sharing that info.
Joan Stepsen
Indian London escorts