New Buick Brand Ad Campaign

During the NCAA Final Four Buick started a new add campaign featuring the new slogan, “You kind of Luxury.” Buick says this is not going to be a permanent slogan, but they are dropping last year’s slogan, “The New Class of First Class”. The brand will go without a permanent slogan for the future, but will continue to shift the perception of the once stuffy Buick brand.

The new 60-second ad does more than throw a new slogan into the mix, but it is Buick’s new brand anthem.. Buick sees the market shifting to a new form of luxury car. The luxury car of today does not need to be glittery, to be lavish. The new line of Buick’s do not flaunt their status as luxury cars, yet are more luxurious than the line has ever been. Buick is aiming to create a “Quiet” brand of luxury.

Buick ad chief Craig Bierley explains the company is going back to its roots. The image Buick established in the 50’s and 60’s was one of “Quiet” luxury. He said that if a doctor pulled up to a house call in a Cadillac, the patient assumed he was getting paid too much. If the doctor pulled up in a Chevy or Dodge, he might not have been making much money, so he probably wasn’t very good. However, if he pulled up in a Buick, the patient thought he was getting a solid doctor who charged a moderate price. A Buick showed subtle authority, with a touch of class.

The NCAA Final Four was the perfect unveiling because the audience watching is the demographic Buick is aiming for. The average age of a Buick buyer has dropped by 10 years since 2009. This is the direction Buick wants to move towards. They are seeking to make a brand that is perfect for old and young buyers. Buick placed the ad in the Final Four to appeal to the younger college graduate crowd. If Cadillac is built for sports super stars, Buick is the perfect car for the fans buying the tickets.

If you would like more information about Buick’s new line, come to Troy, Ohio and visit Dave Arbogast Buick GMC. We are your home for the ultimate luxury car experience. If you have any questions, are expert staff would love talk to you. Give us a call at (866) 975-3287. If you can’t make it, visit us online at. You can see all the details about the new Buick line-up from the comfort of your own home. Dave Arbogast Buick GMC is here to help you find, “Your Kind of Luxury.”