We have all heard the age-old adage “Not your grandfather’s Buick.” Some might think this phrase is a bit overused, but with Buick’s current lineup, which includes some not very Buick-like models such as the Regal GS and Encore, it might just be truer than ever.
The brand’s latest ad somewhat plays off of the “Not your grandfather’s Buick,” line. The 30-second spot features three different people who have skewed ideas as to what a Buick looks like. The owner of the Regal GS shows the car to his grandmother, who refuses to believe a car like that could be made by Buick. Another is a Valet, who can’t for the life of him find the Buick he is supposed to bring his client. So to those Buick owners out there, let this commercial serve as a warning, you might have to explain to people that modern Buicks aren’t quite what they used to be. Check out the spot below and let us know what you think of it in the comments.
Comments
That’s weird… no verano?
True, why no verano? Still very nice ad.
I love Buick, but I don’t see it going anywhere. Sure there will be new models, but how will they stack up to the competition (Acura, Infiniti, and Lexus) without falling behind? I am putting my hands in General Motors..
Huh…Buick already had stronger sales than Acura or Infinity
Also, even though Buick is not a performance brand but instead like old Lexus with soft luxury, the Regal GX bests anything offered by Acura.
GM is lucky in that Buick+Caddy equals the ability to chase two distinct sorts of premium buyers.
I think you will be impressed by the next gen of Buicks, too.
Evan, Buick will get the updates, refinement, and lineup expansion it so badly deserves soon. GM engineers have had a lot on their plate recently, and more than likely have a new Buick model to work on, or two, or three. GM is not going to update GMC, Chevy, and Cadillac while forgetting Buick, especially when its models are selling light hot cakes in china.
Buick has stabilized at this point just buy using old models like the Lacrosse and Enclave and some shared older cars from Opel.
Buick and Opel are in for a good number of products that will not be updated but replaced with products that will post date the bail out in development.
Now like Cadillac has done these new products will make them on part of possibly better than companies like Acura as and Lexus as these cars have no soul and for the most part have never really made that great divide from the Honda and Toyota. In the case of Buick GM has done a better job of platform sharing and the changes will make them even farther from Chevy.
Then once the new product arrives like Cadillac you have to give time for the public to learn and trust the new models. It is a slow grow way but you can not force perception change over night.
From what I have seen the change in Buick styling wise will be very dramatic. They will never be mistaken for a Chevy or Cadillac. In the show Velocity did on Rick Hendricks car collection they had a drawing of a Opel coupe that if it comes as I expect will be an amazing addition to the line. I suspect it may be a hint as GM would have not shown it on TV if they did not want anyone to see it.
The clues are here as GM has been dropping them in advertising and on TV. Many times they are in the background but you can get a good idea of where this is heading.
Now that Opel will see some of this too since they were involved with the styling of one of the cars this will only help these cars in the global market.
Now do not complain if they get a little more expensive but Buick has to fill that gap and let Chevy have room to grow.
The only real disappointment in sales from them right now is the Verano as while it is doing ok there is still a many day supply and slower turn over rate for the car. I think some styling changes will help the car. But also consider this is also a new segment for GM as few have tried a luxury compact car. More my try it. Even Audi will try to take a A3 discontent it to try to sell it at $29,000 to try to catch the folks who are down sizing in this economy. Now in this case many will have to live with no heated and power seats and 17″ wheels. Audi used to be this way but I am not sure people will take discontented or take to smaller lower priced cars.
I agree with most everything in your post however it WA writer before Chevy left the EU, before it was decided that Opel would be GMs “mainstream” offering in the region.
With these changes, do you still think the Opel & Buick mash up makes sense? As mainstream offerings, I can’t help but think that Chevy and Opel are now the two brands that should be tied. This only creates problems in the CIS, a region that well vetoed down due to sanctions for a long time and where Chevy can be sourced.
This would make it possible for Caddy and Buick to work together. Such a move would help Opel, too, providing the brand with a few entry luxury autos on par with Hyn/Kia Genesis, Aztera, K900.
I would take more than the American models of Opel after all it would take to increase profits, and other producers and customers. it is beneficial for all GM
I love it! And I still have my own (a 1995 Regal).
What a huge step backwards.
After a few years of brand-building with the LaCrosse and Regal and Verano and Enclave, Buick takes a very defensive,, apologetic position?
They keep playing this commercial on the NCAA finals, and all you see is old people and Buicks.
Incredibly weak effort.