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Buick’s Ad Campaigns Reversing, Improving Public Perception

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Still from 2016 Buick Cascada wedding commercial, "that's not a Buick!"

A scene from the latest commercial in the “That’s Not a Buick” campaign

Buick has spent a great deal of effort over the past several years tempering its perception in the mainstream among younger car buyers. The brand and the people behind it understood its perception among a younger generation as being a company whose products are tailored for older people, and rather than moan about it and tell the millennials to get off their lawn, they instead opted to reverse that sentiment.

The resulting “That’s Not a Buick” ad campaign has been quite successful, and there is perhaps no person more qualified to speak to the success of that campaign than Tony DiSalle, Buick’s Vice President of Marketing. Speaking with Wards Auto, DiSalle said that the campaign has been thus far quite effective in changing the way that the brand is viewed.

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“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,” said DiSalle.

Buick will launch three new vehicles in the United States in 2016 alone. The Envision crossover will be imported from China later this year, and the new-look 2017 LaCrosse should be hitting dealerships before the end of the year. Buick began rolling out the new Cascada convertible in January, and it was the focus of the brand’s first-ever Super Bowl commercial in February as well as a new spot in the “That’s Not a Buick” campaign.

“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.”

New Vehicle Research: 2016 Buick Cascada trims and specs

News Source: Wards Auto