Buick needs a new commercial

Marketing is so important because it helps the consumer make a purchase decision and create an image for the product.   This is especially important because a vehicle purchase is based on so much more than the simple need for transportation.  If it were, we would all drive four door sedans, with low gloss paint and low price.  A vehicle purchase is about needs and wants.  The need is usually practical, like space, price and efficiency.  The want is emotional.  It is what makes a person get a car that reflects their personal style.  The want is what makes someone chose a particular car brand over another.  Advertising is about triggering the want.

Sadly, Buick has chosen an ad campaign, while quaint, is doing no service for them as a brand.  In the ad, people are looking for a vehicle and cannot find it because the new product does not look like the traditional style.  The catch phrase is “That’s not a Buick!”   This is an attempt to demonstrate the new version and direction of the company and the cars it produces.  The message, unfortunately is lost.  By having a commercial that in effect highlights the old, it takes away from the new.  It does not make the new car intriguing or exciting, which is the purpose of a car commercial.  The marketing chief, Tony DiSalle says that there is a perception gap in what the new product represents and that there needs to be a change, but this is not the way to go.  

A better idea is to project the new image in the ads.  The new Buick Regal has a turbo performance engine, highlight that by showing the car on a winding road, trees rustling, leaves blowing and a driver with a beaming smile.  The Lacrosse is a full size sedan that is luxurious and associated with success.  Make that connection with it parked in front of a nice house, or better yet with people clamoring to ride in it on the way to an important event.   Create an image that the consumer can receive.   The new Cascada convertible is an image vehicle that is quite attractive, but if the customer isn’t convinced to want it, it will struggle to sell.   A good marketing campaign can make the difference.   Buick, you have some good cars, but your ads have to help people to find them, not show people looking around saying I don’t see them.