Buick Knocked By UAW After Featuring Foreign-Made Cars In Super Bowl Ad
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The Super Bowl brings dozens of commercials to television sets across the United States, making it a collective chance for brands to truly get a message across. Buick found success last year and aimed to pull a repeat during Super Bowl 51 with its “Pee Wee” advertisement.
However, not everyone was loving it. In fact, it’s already been subject to criticism by the United Auto Workers union. Specifically, Cindy Estrada, vice president in charge of the union’s GM department, voiced her displeasure on Twitter over the ad.
Can’t believe GM would feature foreign made vehicles on all-American Super Bowl @UAW
— Cindy Estrada (@CindyEstrada174) February 6, 2017
Estrada called out the brand for not featuring vehicles built in the United States, but rather, chose the 2017 Buick Encore and 2017 Buick Cascada. The Encore is built in South Korea, while the Cascada is built in Poland.
From a marketing standpoint, the vehicle choices do make sense, though. The Encore has become a white hot seller in a market craving for crossovers. Meanwhile, the Cascada remains the poster child for the “That’s a Buick?” motif.
General Motors builds both the 2017 Buick LaCrosse and 2017 Buick Enclave in the United States, sourcing the rest of Buick’s portfolio from Opel and abroad.
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Right so she actually want Buick to show a 9 year old Enclave on the ad?
Foreign made but the profits come back to America to pay for those American union contracts. Maybe next year that don’t advertise and they loses buyers requiring to stop shifts and lay people off. Biting the hand that feeds you, it doesn’t matter she has a golden parachute profited from the backs of the skilled labor she supports.
Well, if you’re going to go down that path, Cam’s co-star was ‘made’ in Australia. And if you freeze- frame through the stands, you’ll likely find a multi-ethnic audience. And ‘Estrada’ – sounds suspiciously Hispanic.
Please.
Can we just back off the xenophobia for a day or two? Sheesh.
Advocating for UAW workers is her job, especially with the new LaCrosse doing poorly. But, they picked the right, more youthful appealing models. They also could have set up more shots with background cars. People watching shouldn’t be able to forget it’s a Buick ad.
Does any one have sales figures for the Camaro and Impala in Korea and Poland or elsewhere? The Camaro catching on overseas would help.
yes the Lacrosse Is doing poor – when was the last time you saw a advertisement for one ?? and it is over priced and the same for the Enclave. yes I agree all models should have included in the commercial . when was the last time you saw a good commercial from GM ,, their marketing department is asleep , you don’t need stars to sell a product , you need to talk about the product , don’t they see other manufactures advertisements where they bring out how great it may be on cornering , braking , gas mileage, fun to drive, powerful engine , safety rating , get the picture !!! Most of all Buick is a American brand and also sells world wide BUT all should be assembled in AMERICA .
Last time I checked the US Workers get profit sharing from GM and it includes cars not built here in the US.
Maybe if Americans bought smaller cars that were smart for the future instead of big stupid buses for their small handed egos and Texas sized butts —
— we wouldn’t be having this conversation.
Reason for picking these two Buick vehicles make sense in that the Encore is a CUV and this is the hottest sales segments in the industry while the Cascada is something new and not something a typical buyer might expect to be available from Buick.