Marketing campaign at Buick credited for sales surge

Article by Christian A., on September 7, 2014

With sales surging 12 percent in the first seven months of 2014 – compared to the industry’s 5-percent hike in the period – Buick has proven that its marketing campaign is working right. The chief of Buick-GMC, Duncan Aldred, believes it too.

Aldred believes that the campaign, which has been on since March, has been able to Buick's false image as an old person's brand, he told Automotive News. He noted that according to Nielsen measurements, the current commercial is Buick's highest-rated spot in many years.

The campaign also allowed Buick to perform the best among General Motors’ four brands so far this year despite the lack of any major launches. Likewise, non-GM customers are beginning to flock to Buick’s showrooms. In fact, Buick’s was 32 percent in the second quarter of 2014, IHS Automotive data show.

That could be attributed to the popularity of the Buick Encore small crossover, which surged 80 percent in the first seven months of 2014. Buick sold a record 1 million vehicles globally last year, more than three-fourths of which were delivered in China.

Aldred has been tasked to sell more vehicles in the US, something that he has managed to achieve as sales in the country as so far outpaced that in China. But Buick can’t rely on marketing alone; it may need a fresh product to keep growing.

Sources told Automotive News that a US version of the Envision midsize crossover should arrive by late 2015. Buick would then launch a Buick-badged Opel Cascada convertible in early 2016.

IHS Automotive analyst Tom Libby remarked that Buick’s lineup is “moving in the right direction." He noted that Buick’s next step would be to more clearly define its position and target market.

Topics: buick, advertising

If you liked the article, share on:

Comments

Recommended

The BMW 7 Series is already highly sought after but nonetheless, the German marque is giving it a more exclusive variant for the Russian market, and they are calling it...
by - October 20, 2017
Several automakers including Porsche, Volkswagen, Smart and even Land Rover have all been victimized by cheap Chinese copycats. And if you haven’t seen it yet, the most recent one would...
by - October 20, 2017
The Mercedes-Benz G-Class has been around for quite some time now but to bid it farewell, the company has launched the Mercedes-AMG G65 Final Edition. Mercedes will only build a...
by - October 20, 2017
Have you ever wondered what you can you buy with $9,365 in your pocket? Well, you have quite a lot of options. In fact, you can even purchase a used...
by - October 20, 2017
The Audi A7 Sportback, whether you would like to call it a sportback or a four-door coupe, has always been a beautiful car. And this week, the 2019 model year...
by - October 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries