In conjunction with the debut of Buick’s new marketing campaign in the United States, General Motors launched the Tri-Shield brand’s new “Exceptional by Design” tagline in Mexico.
The automaker’s Mexican subsidiary announced the launch of Buick‘s new Exceptional by Design advertising tagline in Mexico, the only country in Latin America where GM’s premium and oldest brand is officially marketed. The company says Exceptional by Design represents a new slogan, a new brand campaign and a new ethos that will carry Buick into the future.
“After bringing the Wildcat EV’s design language into production on the 2024 Encore GX and all-new Envista, we’ve found that beautiful design and quiet luxury sets Buick apart from the competition,” said Chief Marketing Officer, Global Buick, Molly Peck. “With the launch of ‘Exceptional by design,’ we are celebrating our brand’s storied history while looking to the future. From thoughtful technologies and intuitive luxuries to precise driving experiences, we’re providing an immersive and effortless sensory experience for our customers,” she added.
As such, Buick’s new Exceptional by Design tagline marks the next era in the brand’s history and completes the renewal of its corporate image that began in mid-2022 with the redesign of the iconic Tri-Shield logo, as well as the introduction of the new design language inspired by the iconic Buick Wildcat EV Concept. In fact, the slogan is precisely based on the sculptural form and aesthetic philosophy of the brand and its products.
The refreshed image and new communications strategy continue to reinforce the remarkable evolution of Buick, which ended calendar year 2023 as the fastest-growing major brand in the automotive industry, with nearly 70 percent of its sales coming from new customers. This year Buick’s North American portfolio will be completely updted with the arrival of the refreshed 2024 Buick Envision and the all-new 2025 Buick Enclave.
The new Exceptional by Design tagline and the entire Buick advertising campaign in Spanish are now available on the brand’s digital platforms in Mexico, simultaneously with the premiere of the communication strategy in English for the United States and Canada. In this way, Buick’s new marketing effort and visual identity are under way in each of the three North American countries.
Subscribe to GM Authority as we bring you the latest Buick news, GM advertising news, GM Mexico news, and ongoing GM news coverage.
Comments
Updates regarding 2024 Buick Envision Avenir availability, pictures and options.
New Taglines … will that fix all the “stop delivery” orders?
Love the red, white and blue emblems (not), when only 1 of their 4 models are made in the US.
Koreas flag also has red, white, and blue.
Who cares where they are made. Japanese cars are made in USA a lot for instance, its a global car market.
The front end of the “concept” Buick is absolutely terrible ugly.
Buick has gone so down hill in quality recent years I’m surprised that they’re still in business. We got rid of our ‘09 years ago now trying to sell a ‘19 for a friend and nobody wants it.