There’s no question General Motors seeks to transform public perception of its Buick brand. Gone are the bland, outdated designs that dominated the division’s lineup not long ago. But what good is a hot new sedan like the 2010 LaCrosse if the marketing can’t effectively back it up?
Buick ’s current slogan, “Take a Look At Me Now,” emphasizes improved products, but it’s not nearly as edgy as Lexus ’ “Pursuit of Perfection.” To rectify that problem, Buick will introduce a new tag-line: “The new class of world class.”
The announcement came at a media event earlier this week, according to Automotive News. Marketing Vice Chairman Bob Lutz said the new tag-line is part of Buick’s reworked advertising, which contains some decidedly “aggressive stuff.”
Earlier this summer, Lutz made it clear he was unhappy with Buick’s current advertising campaign. “I think you will very quickly see a drastic change in the tone and content of our advertising,” he said.
