"Doesn't Look Like A Buick" Ads Generating Sales At Dealerships

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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chewy - 9/19/2014 2:41:02 PM

+3 Boost

I think this is the worst ad campaign ever. But perhaps if you blast it with the amount of money GM is using for it then it has some reach.

TehShibbs - 9/22/2014 10:31:04 AM

+1 Boost

Remember when GM made the commercial about the beige Malibu/Classic and the bank robbers?
GM's not afraid of bashing itself.

TheSteve - 9/19/2014 3:04:23 PM

+3 Boost

Looks like a Buick. And not in a good way.

JDMUSMuscle - 9/19/2014 4:36:17 PM

+2 Boost

Two things. One is, when people think it doesn't look like a Buick, that's correct. Because it's just an Opel dressed up as a Buick, and technically Buick is dead a long time ago. Just like how the American engineering has gone down the toilet.

And by making commercials like those, it means Buick themselves know that their brand is a piece of junk. "Oh it doesn't look like a Buick. Because the old piece of crap is Buick. But um, ya, take a look at the new models of ours, they kinda look better, don't they?", this is practically all that GM is saying about their own brand. That's it? This is why Buick is never considered a serious player. It should be compared to Hyundai.

But then again, at the end of the day, practically most of American brands are a joke.

The only thing America really can be proud of, would be McDonald's. I'm sure many would agree.

JDMUSMuscle - 9/19/2014 4:38:41 PM

+1 Boost

I mean, even Burger King ran away to Canada to avoid taxes. The United States should be glad that there "still" are companies remaining in the U.S. soil.

chewy - 9/19/2014 5:26:33 PM

+1 Boost

Lacrosse and Enclave are USDM

MDarringer - 9/19/2014 8:31:35 PM

+1 Boost

more+on that later

MDarringer - 9/19/2014 8:19:41 PM

+1 Boost

Spoofing your brand is a great way to get attention. The Conan Obrien spoof the the Matthew Mahkonahay Lincoln ads I would argue would be better for Lincoln than the stupid gibberish they created for him to say.

kingsley - 9/23/2014 4:22:27 AM

+1 Boost

the death of the American car industry. No originality, no more beautiful classic designs. No more bravado, no more strut. Just shame, recalls, copycat designs. Sad.