General Motors is making a move to extend Buick’s “That’s a Buick?” advertising campaign with a slight twist. The original campaign began over a year ago but it’s still holding strong among viewers. The twist here is that the campaign will switch to key vehicle features rather than models that are out-of-production.
“There are people who know Buick, people who don’t know Buick and people who think they know Buick,” said Tony DiSalle, vice president of marketing at Buick-GMC. “We targeted people who think they know Buick, but have a false familiarity.”
Considering that 80% of Buick vehicles on the road today are no longer being built, that’s an enormous task. The campaign, which took a pair of Nielsen awards for favorable impressions with viewers, may just be up to the challenge. Shifting away from older models, like the LeSabre and Century sedans, to the new lineup is the future of Buick.
Buick saw an 11.4% sales increase last year. Although sales are down by 4.7% so far this year, that’s no fault of the campaign. Many customers are heading towards the fast-growing CUV segment. With a sedan-heavy lineup, Buick was bound to feel the pressure. That said, Encore sales are up over 30% through April, making it the bestselling model in the lineup. The Enclave CUV isn’t far behind.
We here at Warsaw Buick GMC are sure an advertising campaign focused on the modern features of a Buick will set sales at a steady increase!