That’s a Buick!
Over the past year, starting with the North American International Auto Show (NAIAS) in Detroit in January, I’ve had the opportunity to explore the many facets of Buick – a brand I previously had very little interest in and to which I had limited exposure. One of the main reasons that I decided to work with Buick on their fresh new marketing campaign was because of their ability to indulge in a little self-deprecating humor and their willingness to admit that they had an image problem.
The purpose of the year-long #ExperienceBuick adventure was to unlearn the associations I had come to attach to the brand over the years and understand its new rebranding efforts, and to learn about the long exhilarating process, from design to manufacturing to marketing, that brings the car to life and to which the average consumer is not privy.
Starting in January 2015 in Detroit, the year-long education of the new Buick brand kickstarted at NAIAS, during which two new Buick models were unveiled: 1) the Cascada—Buick’s first sports car that hits the market in January 2016, and 2) the Avenir—a sleek concept car emblematic of the future of Buick. We returned to Detroit in June 2015 to get a better sense of Buick’s design and manufacturing process – this was one of the most fascinating parts of the experience. To round out the year, the brand came full circle at the Los Angeles Auto Show in November and unveiled yet another model—the next-generation LaCrosse—and its new tri-color insignia.
To further learn about the brand’s value system, we were invited to see how the brand is shedding its previous “old-man” associations by aligning itself with trendy social and cultural events such as the Final Four tournament in Indianapolis in April, 24 Hours of Happiness wellness event in Los Angeles in July, and the New York City Wine and Food Festival in October. All three events couldn’t have been more different, but each revealed a new lifestyle element of the brand, emphasizing the importance of community, the role of wellness, and the inspiration of the culinary world.
While I appreciated the insider access to some of GM’s most exclusive and secretive facilities and the opportunity to become more well-versed in the automotive processes, in the spirit of Thanksgiving, I’m most grateful to Buick for introducing me to one of my new favorite cities in the U.S. – Detroit. Considering Detroit was never on my radar before my trip in January, it’s likely that I may not have made it there for years, if at all. What a shame that would have been, as it’s truly a unique treasure trove of cultural pleasures and historical gems. If you’re still not convinced about the Motor City, I invite you to take a look at my previous posts, replete with guides, photos, and personal anecdotes – it’s the Detroit you’ve probably never seen.
As a millennial urban gal to the core, purchasing a car does not rank high on my priority list. So while my experiences over the past year have piqued my interest in the brand in unprecedented ways, I’m still on the fence on whether I would purchase a Buick myself – both for its utility in my life and its alignment with my own lifestyle. Next month, while home in Los Angeles for the holidays, I am looking forward to test drive its most luxurious model – let’s see what way the scale tips.
Thank you, Buick for a fantastic year full of laughter, learning, and friendships!
For more information on: Detroit | #ExperienceBuick
Disclosure: I’m part of the Buick Media Influencer program, but all opinions are my own and accurately reflect my thoughts of Buick and the #ExperienceBuick program.