These are some of the new print ads that General Motors will use to hype its all-new 2011 Buick Regal [a.k.a. the N.A. version of the European Opel Insignia] to U.S. buyers. The Detroit automaker agency has readied several messages, including one that says "Listen Closely and You May Detect a German Accent" and another one stating "We Didn't Start With a Clay Model. We Started With the European Car of the Year" - both hinting at the Regal's German roots.
"We want consumers to discover the 2011 Buick Regal as a compelling performance sedan," said Craig Bierley, Buick advertising director. "We are presenting the Regal in a variety of ways that are unexpected and providing relevant personal stories to allow consumers to draw their own conclusions about our newest Buick."
The full advertising campaign with TV spots and print ads in newspapers as well as weekly and monthly magazines, kicks off in July.
17 Comments:
This car is a joke. Buick offers this as a Euro Car of the Year, but in fact the Euro Car of the Year was equipped with a 355HP V6 engine and six speed manual which Buick somehow forgot to offer here in the States.
The proposed Regal GS sold here has a 260 HP I-4, which was the cheap option overseas. Buick must be desperate to make CAFE standards, cause the Regal we get is definitely very little more than a cheap money and mileage grab.
To Dansett: The Euro Car of the Year it's also sold, in Europe, with a 1.6 engine:S
And what will they say next yr when it's made in Canada?
VW sort of does this with the Jetta when its made it Mexico
Listen closely and you may detect a marketing line of bullshit. GM misinterpreted, make that, hasn't given a rats ass about its customers intelligence then and now. GM and its misguided supposed American revolution. Guten tag.
I still don't understand why GM is marketing this great car (Vauxhall Insignia) as a Buick Regal - I drove two Buick Regal hire cars, one in the 90s and one 10 years later and both were absolutely shocking! Why tarnish a new release with shoddy heritage - what's the profile of the name to US bloggers?
I don't know what you mean, guys. It's Opel/Vauxhall Insignia, European Car of the Year. What do you want? Insignia has get that prize not for engine, interior or suspension, Insignia has get that prize for it's overall. Buick's front looks worse than Opel or Vauxhall's one, anyway, that's all possible changes between them. I belive, Buick will release 355HP version, too.
Buick become German-American?
Or rather it's a multi-national automaker that can do whatever the fuck they want to their products and that everyone above is bickering too damn much over one car.
Everyone gets so worked up and fussy over some advertisements. I would think that the purpose of these ads is to get your attention and get you talking about the car, so in regards to the comment about their marketing department, I believe they did their job.
I suppose, some people just have to b**** about anything...personally I think its good form to emphasize that this car was not developed in the US. Now wether the original Opel, as a car or as a badge would be a better idea, seems to be of secondary importance, but I guess thats just me.
Guten tag, I vas sinking that Opel Insignia vas ugly enough, yet I vas clearly mistaken, ze Buick version is viel worse, and marketing it as something german is not going to help.
alles gutes,
Zee German ;-)
That's just another way of GM acknowledging/conceding that German engineering is of a superior nature..hence using the line entice customers...
the only problem is that Buick buyers want an "American" product...people that value German engineering buy VW, Audi or BMW...GM may possibly risk turning off their buyer base with this ad.
I work with GM and those guys don't get it, they don't understand branding to save their lives. They had a chance during the recession to dump it, instead they hooked it up to life support. They could've added to the GMC brand, which is still fairly strong, and trully differentiate it from Chevy instead of running two parallel product lines with different sheet metal.
Buick is dead, it was dead 5 - 10 years ago but because some old timers have 'fond memories', they kept it going despite declining overall demand. Just like Mercury over at Ford, that was dead in the 90's; in the flurry of premium/luxury entrants and no clear direction, it fell to the wayside because it never carved out a market...sort of reminds me of pontiac which left it's roots in an effort to 'maximize' profits and became irrelavant.
Let's face it, Caddy is a total joke and has fallen so far behind the germans, and even the Japanese for that matter, I put them in the same realm as Saab - no one really buys them unless you want one. So if the flagship brand is a joke how can anyone take buick seriously? The guys at GM are trying to get 40 year olds into Buick...the same guys who cross shop Audi, BMW, Lexus, Infiniti...let's see how that turns out.
Buy American folks. Buy GM!!!
Right..........
Great marketing strategy. It makes sense... finally, GM!
I worked at gm test tunnels put good crap in take good crap out $ at a time. bottom line crap.bought an audi a4 quality car,got tired of vehicles living at dealerships. buyer beware
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