The Buick “Drive for your Students” program has already had a trial in six communities back in May, and will spread to ninety-four more by the end of this year. In essence, the program pairs Buick dealers with local high schools to host large test drive events, giving members of the community the chance to test drive the vehicles in Buick’s lineup, and giving high school students the opportunity to help plan, coordinate and host the event for some worthwhile real-world experience.
Buick will then donate a sum up to $10,000 per event to the host schools of a given event. It’s a win-win-win of a marketing strategy. “This program offers the opportunity for Buick and its dealers to build lasting relationships in the community,” says Nader Ozzie of Freeman Buick GMC in Grapevine, Texas.
The marque already has in its portfolio of charitable efforts the Buick Achievers Scholarship Program, which has awarded nearly $28 million in scholarships to graduating high school students nationwide to-date.