Buick has allocated almost a quarter of its advertising budget and has called in the big guns (aka Tiger Woods) to push the newest model in its lineup, the Lucerne, in early 2006. The campaign will focus on the features of the Lucerne, including its heated windshield wiper fluid, dual-stage driver's side airbag, QuietTuning system, standard OnStar and a four-year/50K mile warranty.
Buick execs say that the Tiger Woods promotion will be a big deal. They haven't announced any details, but apparently it's a program that will encourage people to take test drives, the key to making the sale, according to Buick. Assuming the Lucerne impresses in person, this would mark the first time since perhaps the Grand National that test driving a Buick actually contributed to a sale.


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