In an effort to shed its image as the brand of choice for “old people,” Buick is throwing a series of “remix” parties in five cities.

The parties, called “Regal Remix” give guests a chance to look at the Buick lineup (all of its three vehicles!), have some drinks, and enjoy a live band performance. A video of one of the events show attendees checking out the Tri-shield’s new lineup and changing their perceptions on the fly. One person said,

“I thought it was a BMW when I walked up to it. So, it’s beautiful, beautiful.”

Buick product marketing director Roger McCormack said about the parties:

“Ultimately, we want to sell cars, but the immediate return is buzz. It’s positive consumer opinion, awareness and buzz. The long-term payoff is to “get us in the stream of consciousness of some consumers who hadn’t considered us before.”

Will this help Buick’s quest to welcome younger buyers? Time will only tell us that, but you can tell us what you think in the comments without so much as a waiting period.

[Source: Brandweek]