Buick is proving that when brands poke a little fun at themselves, they can generate marketing buzz.
Once known as “the doctor’s car” and then for its elderly customer base, Buick is enjoying a surprisingly solid year despite no new products — and the biggest reason is a fresh marketing campaign that acknowledges the elephant in the room: Buick had an image problem.
But empowered by fresh products in recent years — particularly the Buick Encore compact crossover — the brand launched an advertising campaign in the spring showing people surprised when they identify a new model that “doesn’t look like a Buick.”
Source
Detroit Free Press