This is a question Daniel and I were asking ourselves the other day. The conversation started while we were driving back from lunch. We both turned to see the sleek little ride that pulled up beside us at a stoplight. The light turned green and we were both shocked to see that the fancy little ride we were admiring was a….Buick?
In fact, this particular car was a Buick LaCrosse. As we drove on we started to discuss whether we would purchase the car over the other options on the market. Would we bypass an Audi, Acura, BMW or Lexus to grab the new hot Buick? The answer was no, for both of us. Even though we both admired the car, neither of us could get past the fact that it was a Buick. Unfortunately for Buick, we both associated the brand with an elderly person.
Part of my reasoning probably goes back to the sweet hand-me-down Buick Lesabre I had to drive during high school (yes, I’m being sarcastic, it was not sweet). But, whether my reservation is fair or not, Daniel shared the same perception. And whether both of our perceptions are fair or not, they would keep us from purchasing a Buick. The honest truth is that we were stuck on who we thought should be driving a Buick…and it wasn’t us.
The conversation then took a turn. We began to discuss the power of brands and how they’re built upon perceptions. Look at this example: the Buick LaCrosse is a beautiful car, it has been marketed with great commercials and it is competitively priced. However, none of these facts could overcome our perception of their brand.
How do they overcome this perception? We started bouncing around a few ideas. One idea was too fun and we have to share:
Bring back Tiger Woods as the Buick spokesperson. Show Tiger driving down the street in a Buick with crowds of beautiful women chasing him. Buick needs a little controversy. They need to ruffle some feathers and say we’re not your grandmother’s ride.
Or, put out some press releases apologizing for getting Tiger into this situation. Take all of the blame for killing his marriage because Buicks are just too sexy. Just imagine how fast a statement like this would catch on and spread. They need to get people past the loveable grandparent view of their brand.
Ok….this is probably a little too far, and I think the wounds are a little too fresh for Tiger to parody his situation. But, you get the idea. Buick needs more than beautiful product design and great commercials, they need to shake things up and alter perceptions of their brand.
So we ask, would you buy a Buick? Please do answer honestly.
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{ 8 comments }
Until this conversation, Buick has gotten ZERO press in my head. Maybe because they ignored me, they never wanted my attention… until now. Good luck… It’s gonna take more than an ad campaign with Tiger and some hot chicks to give me BUICK fever.
Buick is entrenched as an old man’s brand. It will take years and millions of dollars of crafted brand identity management to change this. Cadillac has successfully made the transition but Buick would have a much tougher road. GM would be better off re-branding the LaCrosse (a very nice car by all accounts) under a newly developed badge targeted at the new crop of 35-65 demographic it seeks to attract.
You’re correct. I definitely agree that they are facing an uphill battle. It’s tough to change perceptions. I also agree that they should refocus on a new model.
However, I’d like to see them take the PBR (Pabst Blue Ribbon) approach. Take steps to become a niche/cult brand and market from the bottom up, instead of top down. Avoid mass media buys, expensive TV spots and for the love of Pete…golf tournament sponsorships. Instead, redesign the logo & icon, find a small (but influential) group to target and get genuinely involved with their culture.
Buick FEVER! I love it….that should be their new model.
I, too, had the same experience. Turning my head to see that hot new car – and it’s a Buick. Buick has come way up in styling and quality and amenities, but for me, it’s not the right car. I wouldn’t buy one for the exact reason you’ve stated. The cars looks hip and sporty, but the brand fails to project neither hip nor sporty. So since cars tend to be an extension of our persona, it seems those of us who fancy ourselves rather hip, if not sporty, aren’t going to purchase a Buick.
Good points. Based on the reactions so far, it looks like Buick has a tough road ahead.
Thanks for contributing.
My mother got one of these around christmas time and I would have to say after sitting in it I would buy one. Its much nicer than the Lexus it replaced. If Buick has to overcome a stigma this is a great step in the right direction.
A good argument for Buick to do whatever it takes to get people in the car.
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