Continuing with its 60-day Satisfaction Guarantee program (aka May The Best Car Win), GM has released a new ad – this time for the 2010 Buick LaCrosse.
The commercial pits the LaCrosse against its main competitor – the Lexus ES350. The ES is a front-wheel drive luxury sedan that actually competes in the mid-size luxury class and appeals to those looking for luxury and comfort rather than luxury and performance.
The new ad has two taglines:
- “If perfection is what you pursue, this might just change your course” – which goes after Lexus’ “Passionate pursuit of perfection” slogan, and
- “Meet the new class of world class” – the new official tagline for Buick
Personally, I find both taglines catchy and appropriate for the market Buick is competing in (comfort/pure luxury). This is an aggressive ad that asks customers to compare the LaCrosse to the ES. Very simple and to-the-point.
The ad also continues GM’s Satisfaction Guarantee program, ending in “May The Best Car Win.”