Buick Bets On Premium Design To Boost Image And Lure New Customers
Revitalizing Buick’s Lineup
Despite being the oldest surviving American automaker, Buick is making waves in the North American market with its fresh lineup of SUVs. The company is focused on increasing brand awareness and attracting new customers by adopting a premium, design-focused approach to stand out in a competitive landscape.
Premium Features and Differentiation
Buick aims to differentiate itself from the competition by offering premium features in its SUVs. The lineup includes four new or facelifted models, with the flagship Enclave leading the way. By providing a unique and luxurious driving experience, Buick hopes to drive increased sales and capture the attention of consumers.
Targeting a Balance Between Luxury and Mainstream
Seckin Mart, Associate Director of Buick brand, Advertising & Media at GM, explains that Buick’s market positioning is aimed at striking a balance between mainstream and luxury. The brand wants to meet customers where they are and provide them with exceptional design and features that resonate with their needs and desires.
New Advertising Campaign for the Enclave
Buick plans to launch a new advertising campaign for the Enclave in October. The campaign will highlight the SUV’s technology and driving experience, aiming to boost consumer awareness. Through targeted outreach on TV, social media, and digital platforms, Buick hopes to capture the attention of potential customers.
Challenges and Competition
Revitalizing a brand with a long history like Buick is not without its challenges. The company has worked hard to shed its image as an “old man’s car” and attract younger buyers. However, the SUV market is crowded with small and midsize crossovers, making it difficult for Buick to stand out. Despite this, Buick remains optimistic about its refreshed lineup and premium positioning.
Pricing and Availability
The Buick Enclave is available in different trim levels, with prices starting at $46,395 for the base Preferred trim and going up to $59,395 for the fully loaded Avenir trim. The SUV offers a generous feature set, including a 30-inch screen, ventilated and massaging seats, a panoramic sunroof, animated lighting, and 22-inch wheels.
Overall, Buick’s focus on premium design and features, along with its comprehensive advertising campaign, aims to boost the brand’s image and attract new customers. While the road ahead may be challenging, Buick remains committed to providing exceptional vehicles that meet the needs of modern consumers.
