Everyone knows what the perception of Buick was just 10 to 20 years ago. However, very quietly, Buick has gone from being a brand mostly known for catering to older folks to becoming a more youthful brand that is closer in quality to luxury automakers like Lexus and Cadillac. Here is how Buick is changing their image.
One thing that has changed significantly is the marketing campaign being run by Buick. Whereas they focused on older generations in the past, they have shifted their marketing efforts to a younger crowd as a way to alter perception of their cars. Their ‘That’s Not a Buick’ campaign acknowledges their history and presents the brand in a different light.
However, it has been more than just advertising that has changed perception of the brand. Buick has actually reworked the style of their cars to make them more appealing to a younger crowd. It has essentially been a complete overhaul of Buick vehicles. From the shape of the exterior to the the modern technology and available features in the interior, Buick has successfully lowered their demographic.
It will be interesting to see how far Buick takes this. For now, it’s enough to enjoy the high-quality cars that Buick continues to send out.