• Sep 16, 2009
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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  • 64 Comments
      • 5 Years Ago
      I saw this car driving on the L.I.E yesterday in Silver. It did not look good. it had a plasticy appearance and looked "thin" and plain - nothing like the pictures on the internet.
      • 5 Years Ago
      I really like the look of that car, it bugs me the cheat line is stolen right off a Charger, but I guess I can get over that.
        • 5 Years Ago
        The "cheat line" is called the sweep spear and it's been a Buick trademark design for over fifty years.
      • 5 Years Ago
      Only if the tagline was somewhat related to the true "class" of buicks haha
      • 5 Years Ago
      The Enclave and LaCrosse have improved Buick's reputation. The new Regal and the Astra based small car are also expected to be very good cars.
      • 5 Years Ago
      I really think Buick's image stateside would be helped immensely by them bringing out a modern halo car. Something that the younger generation would at least take notice of and not think of as an "old guy car." Maybe a new Grand National?

      It doesn't seem like it would be that hard to do either. Take a camaro, give it a slightly larger greenhouse to make it feel bigger inside, change the interior a little to make it more modern, change the exterior styling a little, and give it a turbo version of the 3.6L V6 making around 400hp. At least then people would have a reason to even give Buick a second glance.
      • 5 Years Ago
      Buick should be more like Audi, and Cadillac more like BMW. I'm not too impressed over this vehicles...
      • 5 Years Ago
      "Buick: In lieu of Oldsmobile."
      • 5 Years Ago
      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.
        • 5 Years Ago
        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.
        • 5 Years Ago
        I like the ad I saw in Los Angeles the other day - "Here's something else for Lexus to relentlessly pursue."
        • 5 Years Ago
        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.
        • 5 Years Ago
        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.
      • 5 Years Ago
      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.
      • 5 Years Ago
      When will GM learn that no one wants Buick's geriatric crapboxes?

      Lucerne? Just a DTS with even less prestige.

      Enclave? A big, slow, lard-ass CUV with so much fake wood inside you could make a plastic forest.

      LaCrosse? Quality problems already (!) Looks good at first, but touch the interior materials and they're crap.

      Go sell it to the Chinese. After all, they're used to state-run corporations.
        • 5 Years Ago
        No one wants them? Good God man, you are dense!

        People are obviously buying their cars, especially in China.

        LaCrosse quality problems? Please eloborate.

        It pains me to say this, I actually do agree with you on the Lucerne. BUT, given the fact that the current generation Lucerne is at the end of it's life-cycle, you're "When will GM learn" comment does not apply.

        By the way, if you are not sure what "elaborate" means, feel free to take a few minutes and look it up. It really isn't that big of a word, but I get the feeling that you have trouble with words that contain more than two or three syllables.

        It's very telling that the only place this car gets "bad press" is from "experts" on internet blog sites. I don't know why people feel so threatened when GM actually manages to build a good car.
      • 5 Years Ago
      I'm a person in my early thirties and I've put Buick on my radar for my next car purchase....ok well only if that's the only way to get an Opel Insignia...

      But my point is I'm not turned off by the Buick name...cars and brands can evolve.



      • 5 Years Ago
      2 of 6 words are "class"? Terrible new slogan.
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