uick is proving that when brands poke a little fun at themselves, they can generate marketing buzz.Once known as "the doctor's car" (to look prosperous, but not ostentatious) and then for its elderly customer base, Buick is enjoying a surprisingly solid year despite no new products. And the biggest reason is a fresh marketing campaign that acknowledges the elephant in the room: Buick had an image problem.
But empowered by fresh products in recent years — particularly the Buick Encore compact crossover — the brand launched an advertising campaign in the spring showing people surprised when they see one of the brand's vehicles because it "doesn't look like a Buick."
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