By Leftlane Staff
Thursday, Nov 17th, 2005 @ 8:24 am

Buick will focus its national advertising and nearly one-fourth of its budget on the new Lucerne sedan in the first quarter of 2006. The Lucerne is a “very big part” of Buick’s advertising budget for next year, Steve Shannon, Buick general manager, told Automotive News. Shannon said that Buick has “something exciting planned in the first quarter involving this car and Tiger Woods.” The advertising mix includes traditional TV spots, a lot of print and a shift to more promotion-oriented marketing, Shannon says. “You’ve got to get people in the car,” he adds. “The Tiger Woods thing will get people in this car.” The advertising will spell out the Lucerne’s features, such as heated windshield-washer fluid that melts ice, dual-stage driver airbag, quiet interior, standard OnStar and a four-year/50,000-mile warranty. The Lucerne is part of GM’s value pricing strategy starting at $26,990, including shipping.

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