Buick has spent most of its advertising muscles to reintroduce the affordable-luxury marque to American consumers, after years spent in nursing home doldrums. The ads have produced enormously positive results, per the brand, and have made consumers rethink what Buick means.
The more approachable, dare we say youth like approach, will continue, according to Wards Auto. Tony DiSalle, Buick CMO, explained the ads have been extraordinarily effective with consumers.
“The campaign has worked well and has shown us that there now is a higher opinion of the Buick brand than there had been, a higher buying consideration of the brand than there had been and a greater acceptance of the brand then there had been – all this as we prepare to launch new products.”
Meanwhile, the narrative of the ads will begin to change. Now that Buick has built the base for a change in perceptions, the brand will focus on what it has to offer for consumers.
“We now can move on from, ‘Is that a Buick?’ to explain what Buick vehicles have to offer. And new ads are coming. We’ll be in the March Madness basketball tournament to debut some new ads,” DiSalle stated.
Couple all of this momentum with 50-percent of Encore buyers being new to the brand, and prospects look good for one product in particular: the 2016 Buick Envision.
“The word at Buick today is momentum, and our momentum is unprecedented right now.”