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wildcat

Business Week: Marketing [ Buick ] in the Time of Bankruptcy

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In mid-June, GM will change from its present TV message to promoting Buick, according to David Welch and David Kiley in Business Week.

"The primary focus is on hooking younger buyers who have zero loyalty to GM vehicles. Buick, while popular in China, has come to be considered a fogy brand at home (average buyer age: 66). Americans love a makeover, so that is the theme Buick has latched on to. One ad has a plastic surgery spin with the catch line: 'Nip. Tuck. Weld.' To reel in younger buyers, ads for Buick's curvy new LaCrosse sedan will feature its array of Lexus-caliber gadgetry, including a hard drive for music, a system that alerts drivers if someone is in their blind spot, and a retractable rear sunshade. And where Buick used to advertise alongside televised golf games—watched mostly by middle-aged people—it will buy time during National Football League games, which skew younger. 'We need to be relevant, and we aren't today,' says [ Susan ]Docherty."

Here is a link to the entire article.

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Now if GM will learn that Buick doesn't need to be selling stripped down CX models with plastic wheel covers and no foglights or auto dual zone climate control, then GM might actually show the public that it understands Buick's potential and market position. I was shocked to see the 2010 LaCrosse CX equipped in such a matter on a recent visit to the brand's website.

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GM needs to bring in buyers not loyal to GM, because it has chased away all the buyers who were loyal to GM. GM certainly has a mountain to climb, and I don't really see it happening.

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Now if GM will learn that Buick doesn't need to be selling stripped down CX models with plastic wheel covers and no foglights or auto dual zone climate control, then GM might actually show the public that it understands Buick's potential and market position. I was shocked to see the 2010 LaCrosse CX equipped in such a matter on a recent visit to the brand's website.

EXACTLY :yes:

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GM needs to bring in buyers not loyal to GM, because it has chased away all the buyers who were loyal to GM. GM certainly has a mountain to climb, and I don't really see it happening.

Agreed.

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Now if GM will learn that Buick doesn't need to be selling stripped down CX models with plastic wheel covers and no foglights or auto dual zone climate control, then GM might actually show the public that it understands Buick's potential and market position. I was shocked to see the 2010 LaCrosse CX equipped in such a matter on a recent visit to the brand's website.

ah, but what will they sell to the fleets?

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