The sleekest, most stylish, spacious luxury automobile that also delivers thrifty gas mileage.
Data isn't available, but sales were slow because of World War II.
GM in total spent nearly $13 million
A lot of print, with $10 million in magazines. Newspapers got the rest.
Patriotic themes touting its war-goods manufacturing. "When better auto- mobiles are built, Buick will build them."
Buick pitched buyers that the brand was roomy and high-performance with sporty elegance.
By the mid-1960s Buick's market share hovered at about 5.4%.
The automaker spent $16 million
Those who remember the Buick jingle are likely recalling it from radio, not TV.
"Wouldn't you really rather have a Buick?" was tailored to models. For its muscle car, Wildcat, Buick asked, "Wouldn't it be fun to drive one of these babies to Riverside?" English fashion models appeared in print ads.
In 1985, Buick positioned the brand as high-value transportation, and aimed for upscale buyers.
Unit sales climbed from 20 years prior, but share grew only to 5.5%.
$42 million for Buick alone
More than half of the total budget, $29 million, went to network TV.
The GM brand still asks consumers whether they wouldn't really rather have a Buick and shows them what the Buick lifestyle is. A TV spot for the entry-level Skyhawk, aimed at the 30-and-younger set, was shot on a beach with cute girl singers and the car slaloming beach umbrellas. Buick Century ads, aimed at older drivers, portrayed as the model as "one of the rewards you get for playing the game and winning." Electra sedan magazine ads focused on how "one of America's finest boulevard luxury names" performed in the rugged Australian Outback.
Buick touts itself as a quality vehicle that is aspirational, yet attainable.
Not too many folks are attaining Buicks; the brand has only a 1.7% share.
$116 million in the first half for Buick
Buick lavished $43.7 million on network TV. Some print, Internet.
Buick uses "Dream Up" as a tagline, a riff of the Aerosmith song "Dream On." The marketer begins a print and online ad effort to change consumers' perceptions of the car's quality with the pitch that "At Buick we know that quality makes the difference between a car you like and a car you love." Golfer Tiger Woods continues as spokesman, and in a TV spot he escapes paparazzi in a LaCrosse to show off its 240 horsepower and agility. Buick also became the exclusive sponsor of AOL's weekly video online recap of ABC's hit series "Desperate Housewives."
Source: Automotive News, Ad Age archives, "The Buick: A Complete History," BAR/LNA Multimedia Sevice, TNS Media Intelligence