Buick's New Tagline: "The new class of world class"
2010 Buick LaCrosse - Click above for high-res image gallery
When Bob Lutz came to General Motors, he was charged with turning around the company's unimaginative product development. In Maximum Bob part deux, GM's most senior leader is turning his attention to marketing, where the Detroit automaker has been less than cutting edge. Lutz appears to be spending a lot of his time focusing on Buick, a brand turning the corner in terms of product while also simultaneously messing the bed with those awful "Take a look at me now" commercials that have drawn the praise of absolutely nobody.
Blogger Bob is set to unveil an all new marketing campaign for Buick titled "The new class of world class," which aims to sell new products like the critically acclaimed 2010 LaCrosse. Lutz has said that he wants the new commercials to better convey the design and function of the Buick lineup. He seems to like what he sees from the new spots, which have yet to be aired. Automotive News quoted Lutz as calling the spots "aggressive stuff." We're looking forward to to seeing them ourselves, as long as they don't involve an annoying guy with a bull horn and an Enclave by the pool.
[Source: Automotive News, sub. req'd]
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Reader Comments (Page 1 of 5)
Andy 11:23AM (9/16/2009)
Not for nothing but isn't "GM's most senior leader" its CEO, Fritz Henderson?
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Invisible 2:37PM (9/17/2009)
I can just see the play on words now.
A new class of world class low class.
Invisible 2:38PM (9/17/2009)
And now, GM's most senior leader would be Obama followed by Ron Gettafinger.
PatPurr 12:09PM (9/18/2009)
Andy, I think it was a play on Bob's age...
ryuryuryturtuy 11:23AM (9/16/2009)
Hyundai Equus clone?
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Sal Collaziano 11:54AM (9/16/2009)
Are you kidding? Equus clone?!
In any event, this all SOUNDS really good - but I think you're all going to be disappointed by this new "World Class" LaCrosse.. It's really, really good - but if this is GMs idea of "World Class", then they just don't get it.
Don't get me wrong - I think the LaCrosse is going to sell really well. I like it. It looks very nice inside and out - but there are a few things about it that just don't add up to anywhere near "world class"... Not even close.. But very, very nice...
Sal Collaziano
http://www.buickforums.com
Taglane 1:36PM (9/16/2009)
Everything this dude comments on is about a Hyundai... I've learned to let it go.
I sort of agree w/ Sal. The Lacrosse is by far *one* of the best Buicks ever, but it's not world class. Also, I think the new Tagline is stepping on Cadillac's purpose. Maybe it should have been "New Class of Luxury" or something to that effect.
jmo
alex 2:22PM (9/16/2009)
i think you're taking the slogan a bit too seriously. is a BMW more of an ultimate driving machine than say a Zonda, Lambo, etc? of course not, but BMW's slogan still gets the point across and so will Buick's.
BigWill 3:59PM (9/16/2009)
"i think you're taking the slogan a bit too seriously"
That's precisely the point, If GM isn't serious then why should buyers bother to take GM seriously?
alex 4:41PM (9/16/2009)
ok, well you better scratch BMW off your list because it's not the ultimate driving machine, so they must not be taking things seriously. Don't ever buy a pair of addidas shoes, because their slogan of "impossible is nothing" is clearly not serious. Don't buy a DeBeers diamond ring because diamonds aren't REALLY for forever... they have a half life like all organic matter and will decay, so DeBeers isn't taking their product seriously. And don't ever get a Visa card because they aren't serious either. I absolutely love strip clubs and they don't take Visa, so it isn't "everywhere you want to be".
anonymous j 8:39PM (10/30/2009)
silly qook
Adrien 11:29AM (9/16/2009)
Really nice I find. Echoes the "Standard of the world", which is true was beaten to a pulp at Cadillac with the 8-6-4, the diesels and the Cimarron but eh it still meant something at some point, meaning this kind of simple statement, when backed by a strong product plan, is spot on.
Plus, Buick is one of GM's successful global initiatives with its presence in China.
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PJ 1:24PM (9/16/2009)
The fact that the new slogan *is* so similar to "Standard of the World" ought to have GM execs questioning whether the two separate brands are needed. When the clearest statement of brand identity you can come up with is (in effect) "our cars are good," it's kind of a red flag.
IMO, GM is unnecessarily dividing is resources making over Buick to be more like Cadillac, when they've already got Cadillac to worry about.
Adrien 1:51PM (9/16/2009)
Well, I dunno, I'd say sometimes, when you cut to the chase and just tell people your cars are good, it means a lot more to them than fancy PR twists like "New doors opened" and other things. On that note one that I love, but that's cause I'm biased to begin with too hehe, is Lincoln's "Reach higher." slogan.
As to the contents, well, aren't Cadillacs of then closer to what Buick wants to be now, than to what Cadillac now is? If that makes sense?
I mean, then it was about class, not understated luxury, far from it, but I don't know if there was what would today be the bling. It was for "respectable gents", not hooligans in muscle cars, about great quality, for those who knew how to appreciate it. That's probably close to what Buick tries to be now and probably has the means to become. It's about establishing a stable standard.
And then Cadillac since the Arts & Science turn, is more of an extrovert, going further, higher, always, pushing the limits of GM's technology and strategy, its skills. It's an Autorama in and of itself.
PJ 2:21PM (9/16/2009)
This is all true. I'm mostly thinking of efficiency (which I have greater personal investment in, literally, now that our money has been spent to keep GM afloat). Creating and maintaining a brand identity means continuously "arguing your case" to consumers, and it eats up a lot of resources--you can imagine how much time was spent in the boardroom (and how many consultants were paid for) to come up with this slogan alone.
And while Buick and Cadillac do cater to somewhat different demographics (though, I suspect, less than GM imagines), Lexus has done very well for itself appealing to multiple audiences--the IS for sport-sedan intenders, the ES for retirees, and so forth--and united them all under a simple, consistent brand message of *quality.* They don't squander resources trying to market a sport identity for one brand, a comfort identity for another brand, and then shuffle around and "reinvent" themselves every 10 years.
It's not that Cadillac needs to become another Lexus, or that I'd be glad to see Buick go, but it seems like GM could learn a lot from them on the business end, especially since these slogans they're juggling are essentially trying to send the same simple "quality" message as Lexus.
future-autos.blogspot.com 7:50PM (9/16/2009)
I like the ad I saw in Los Angeles the other day - "Here's something else for Lexus to relentlessly pursue."
Luis 11:35AM (9/16/2009)
lame slogan. come on, i could do better than that.
Buick: Re-defining Old Age.
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fixitfixitstop 5:15PM (9/16/2009)
You'd use a slogan in which you'd put a hyphen in "redefining"?
Danimal 6:35PM (9/16/2009)
Haha!
Luis = owned
Good job fixitfixitstop
knitevulture 11:36AM (9/16/2009)
I saw this car cruising around downtown houston the other day, the car looked PHENOMENAL in person. it has manufacturer plates and all, i thought it was a lexus, but when i got closer holy jeebus it was sexy.
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