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GM needs to press the quality message over and over and over until it is imbedding in everyone's (target customers or not) head. Ask the average consumer about Lexus or Toyota and the first thing they say is "Quality". Buick needs to be in this group too if the're to have any chance of surviving.
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I'm not impressed with GM's advertising strategy. It's only marginally different than what we've seen before. GM needs a clear, striking, jump out of the TV kind of ad that trumpets GM quality, and yes, even lashes out at the competition when needed. People will tune out lukewarm typical advertising and fall back on old stereotypes like your brother. How many people know that Buicks are often ranked for quality above Toyota brand cars? Not many. Not enough. GM's quarterly shifting strategies and fire sales don't help their image, either.
If I was in charge of GM, I'd risk controversy by having a Buick on top of an aircraft carrier, with a "we won't go down without a fight, and our quality (cite real ratings and show numbers above Toyohondassan, don't just say "JD Power blah blah") and know-how will take us to victory", with heavily America flag-waving image. Why not? Toyota touts how "American" it is with assembly plants all over the US.
One reason why this might not happen: Wagoner is a kum-ba-yah bridge-building weenie who would rather shake hands with Toyota top management and cut deals with them to build more GM badged Corollas than actually compete with steely eyed resolve and biting ads that resonate with consumers and get the message out. Anything to avoid rocking that Toyota-engineered, UAW-built NUMMI boat.