You may already know that Buick has brought back overnight test drives for the “24 Hours of Happiness” experience event, but that’s not all it’s doing. In fact, a team of “leading experts” on happiness and well-being has been brought together by Buick, and they “used the beauty, calm, and refined comfort of Buick vehicles to inspire their specialized content.” Intriguing, isn’t it?
The idea behind this is that driving can be stressful, a recent survey commissioned by Buick shows that 57 percent of participants are interested in learning how to reduce their stress while driving. There is also a recent report by AutoTrader that showed 88 percent of participants would not buy a car without test driving it, and that they also wanted more convenience during the test drive, and less pressure.
Some would have thought that pesky car sales reps were part of the car-buying experience, but Buick aims to change that, for the most part. And according to the data in recent surveys and report it seems like the smart thing to do. We obviously can’t say for sure how much of an affect this ‘happiness and relaxation’ approach will have in terms of sales figures, but it should definitely get more folks behind the wheel of a Buick, and sometimes that’s all it takes.
How much do you think this will help Buick, if at all? Let us know in the comment section below.