There are a few automotive brands in the midst of changing their identities for the consumer. One of those is Buick.
Currently, the brand’s advertising message is resonating very well, something Tony DiSalle, Buick Vice President of Marketing, says it will continue to work at.
Automotive News sat down with DiSalle to understand why the brand’s current message has been received so well, and where the marketing will head in the future.
DiSalle touches on what the Buick brand means in the U.S. today, where he mentions its “white space” theme once again, something the brand loves to play with. He feels the brand has a great spot between the higher-end of the mainstream, and the lower-spectrum of luxury.
When asked why the current “That’s A Buick” campaign has been so successful, DiSalle had this to say:
It’s so down-to-earth. It’s extraordinarily honest. It’s driven off of a singular consumer insight and the reality that there is false familiarity out in the marketplace. A lot of people misperceive Buicks to be outdated in terms of their designs and not necessarily relevant to [them]. “It’s for older people, it’s not for me.” We saw that with crystal clarity. When you have a consumer insight that is that precise, it makes it a little bit easier to focus on.
He also states the campaign, along with the fun, catchy Matt & Kim song, was designed to make the brand feel more much more approachable for all ages and demographics, and reports Buick has the highest conquest of women consumers for any U.S. brand. He’s also very pleased with the buzz surrounding mobile traffic, a clear indicator of which generation is busy shopping for Buicks.
DiSalle has much more to say, so check out the entire interview at the link here.