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.”
Buick will introduce the refreshed 2017 Encore at the New York International Auto Show next week, and the 2017 Buick LaCrosse will arrive at dealers this summer.
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.”
Comments
Sound like Mr. Ellinghouse, the CMO at Cadillac, can learn a few things from Mr. DiSalle, like how to hire a competent advertising agency that can develop an effective ad campaign that actually sells cars.
numbers don’t lie. us Buick auto sales 2014 = 228,963 and 2015 =223,055. Look at it yourself http://www.autonews.com/article/20160105/RETAIL01/160109995/u.s.-auto-sales-break-record-in-2015
Cadillac’s dare greatly add campaign has been way better than Buick’s in my opinion.
I’m not sure what effectiveness metrics they use, but declining sales usually doesn’t equate to ‘enormously positive results.’
Why the continued body style of the Buick enclave …..????? Don’t you know when you have used it up ?
How do you mean used up? Sales have been generally increasing year over year.
Enclave sales were negative, year on year, 2015 vs 2014. Which is odd, in the year of the SUV/CUV, and the Enclave is nice.
Anyway, Encore was way up. Not Enclave.
I don’t know if anyone from Buick actually reads these conversations. I am so sick of the music they use in the commercials for at least the 3 past years. Everytime one of their commercials comes on, I mute the TV. The Christmas commercial is so ridiculous also. Everyone has at least $30,000 to $40,000 to spend on a car at Christmas to buy for “myself”. Get a realty check. Change your commercials to some without the annoying music.