Buick Lucerne Is Now "A Good Thing"

[Perian]

Link: http://media.gm.com/servlet/GatewayS...=2&docid=21000

Buick and Martha Stewart Join Forces to Introduce 2006 Buick Lucerne to Upscale, Sophisticated Audience

Business as usual doesn’t cut it today in marketing’s fiercely competitive arena. Campaigns that create an aura of unique excitement and intelligent suspense are required to garner interest and cut through the clutter. General Motors’ Buick Division will do just that when the all new 2006 Lucerne becomes the featured product on the “The Apprentice: Martha Stewart” reality show.

First airing on NBC from 9:00 – 10:00 p.m. EST on November 30, two apprentice teams will design an in-dealership launch showroom display to entice and excite potential Buick Lucerne buyers. The influence of the winning team’s creation, selected by Martha Stewart and Buick executives, will be experienced by prospective customers on December 13, when participating dealerships host a Lucerne V.I.P. Premiere Night. Viewers of the November 30 episode can RSVP for an invitation to a Lucerne V.I.P. Premiere Night party in their area via an online registration process and will be directed to Buick.com during the show.

In addition, elements of the Lucerne V.I.P. Premiere Night party will be teased on Martha Stewart’s daytime show on December 1, 2005. Here, the party-planning diva will showcase her influence on the upcoming Lucerne VIP Premiere Parties, from flowers and napkins to punch and hors d’ oeuvres, and will create a scene right out of the “Perfect Party Handbook”– a 20-page guide to entertaining brought to you by Buick and Martha Stewart Living.

“Buick’s partnership with Martha Stewart to introduce the luxurious Lucerne reaches those consumers interested in upscale brands who might otherwise be unaware of the Lucerne ’s potential,” said Margaret Brooks, Buick marketing director. “By joining these two powerful brands it gives us a new opportunity to reach this ever-changing customer whose interests and tastes are as diverse as the people who view her programs.”

[Chronos97]

oh my...gm marketing division needs to reorganize...they need to have employees under the age of 60. jail time and buick...beyond precision.

[dav305z]

I saw this car in the dealer yesterday. It took me a second to realize that it was a new car. The interior is great looking, but the exterior just looks so dull and dated.


I hope others disagree with me enough to buy the car.

[Quickening]

I saw one on the road, I thought it was stunning at all angles. I might pressure my g-ma to upgrade from LaCrosse, which she loves, to the Lucerne..

[CompG_Dude]

Too bad Martha's show wasn't "a good thing." It is being cancelled after the finale on December 21st. Let's hope the Lucerne does a little better than that...

[LAMRONH]

Originally Posted by Perian

Link: http://media.gm.com/servlet/GatewayS...=2&docid=21000

Buick and Martha Stewart Join Forces to Introduce 2006 Buick Lucerne to Upscale, Sophisticated Audience

Business as usual doesn’t cut it today in marketing’s fiercely competitive arena. Campaigns that create an aura of unique excitement and intelligent suspense are required to garner interest and cut through the clutter. General Motors’ Buick Division will do just that when the all new 2006 Lucerne becomes the featured product on the “The Apprentice: Martha Stewart” reality show.

First airing on NBC from 9:00 – 10:00 p.m. EST on November 30, two apprentice teams will design an in-dealership launch showroom display to entice and excite potential Buick Lucerne buyers. The influence of the winning team’s creation, selected by Martha Stewart and Buick executives, will be experienced by prospective customers on December 13, when participating dealerships host a Lucerne V.I.P. Premiere Night. Viewers of the November 30 episode can RSVP for an invitation to a Lucerne V.I.P. Premiere Night party in their area via an online registration process and will be directed to Buick.com during the show.

In addition, elements of the Lucerne V.I.P. Premiere Night party will be teased on Martha Stewart’s daytime show on December 1, 2005. Here, the party-planning diva will showcase her influence on the upcoming Lucerne VIP Premiere Parties, from flowers and napkins to punch and hors d’ oeuvres, and will create a scene right out of the “Perfect Party Handbook”– a 20-page guide to entertaining brought to you by Buick and Martha Stewart Living.

“Buick’s partnership with Martha Stewart to introduce the luxurious Lucerne reaches those consumers interested in upscale brands who might otherwise be unaware of the Lucerne ’s potential,” said Margaret Brooks, Buick marketing director. “By joining these two powerful brands it gives us a new opportunity to reach this ever-changing customer whose interests and tastes are as diverse as the people who view her programs.”

This is a joke, right?
Will they be handing out The Donald combforward wigs on the same show?

[Ultra Magnus]

They are needing to find a younger demographic to market to other than the apprentice. Come on, that is putting one foot in the grave already.

[yoblues]

Sorry no one that is looking at a Lexus, Acura, Infinity is cross shopping Buicks. Buicks demographic is between 70 and dead. You do not fight Japan Inc with OHV engines, 4 speeds and ex cons.

[Hotspur]

The only thing Buick owners cross-shop is the local nursing home.

[63cat]

I'm 35 and am thinking of trading in my Mercedes for a Lucerne. I want to buy an American car and Buick beats Mercedes, Acura and Infiniti in all the reliability and satisfaction surveys.

[CRBoyd91]

Originally Posted by 63cat

I'm 35 and am thinking of trading in my Mercedes for a Lucerne. I want to buy an American car and Buick beats Mercedes, Acura and Infiniti in all the reliability and satisfaction surveys.

That's really great. You must be a good person to be realizing to buy American!

[VivienM]

Originally Posted by CRBoyd91

That's really great. You must be a good person to be realizing to buy American!

Hey, I'm 22 and I'd happily buy one of those things in a few years (no money now...), if it wasn't for the lack of rear folding seats, mostly... and the worry about the image problem.

Oh, and GM, put an LS4 in that thing. An American car needs an American (read: pushrod) engine, not some foreign wannabe OHC thing.

[ByTheLake]

Originally Posted by dav305z

I saw this car in the dealer yesterday. It took me a second to realize that it was a new car. The interior is great looking, but the exterior just looks so dull and dated.

I couldn't have said it better. I've parked next to a few of them, and the overall shape is quite dated, with long overhangs, etc.

I am sure that the Lucerne is a nice enough vehicle, but GM can not afford to have 'nice enough' vehicles ... they must redefine every segment in which they compete, and Lucerne doesn't come close to redefining anything.

I still hate cheap, fake wood, which is all over the Lucerne's interior. Doesn't look or feel upscale at all.

[Quickening]

TBH, I'm 17 and wouldn't mind driving my G-mas LaCrosse(Wish it was CXS, not CXL) or a Lucerne.

[63cat]

Thanks. If 30,000 Americans getting laid off from GM should encourage more of us to buy GM.