Buick tries 'aspirational yet attainable' image theme - Page 4

okfoz · 05-01-2006, 10:01 AM

THe problem with Buick IS:
Marketing SUCKS! Here is why:
A) I asked a local dealer district rep for GM Why the new Lucern did not have a GPS navigation system, his response seemed very canned, basically it came down to "The people who buy buicks do not like small buttons..." Here is my problem with that answer:
I) From his answer it was like he read it from a book, Apparently Buick is only trying to retain those customers it already has, unfortunately they are Dieing off faster than any other demographic.
II) Who cares what the people who are buying BUicks want, Who do you WANT to buy your cars, at least make GPS an option, if you don't want it, don't opt for it.

B) NOTHING to draw in a younger person:
I) IF you want younger buyers, make a younger mans car. Pontiac was dieing in the 60's there solution was to make a younger mans car... I believe the divisions manager stated it best at the time, " You can NOT sell a young man an old mans car, but you can sell an old man a young mans car..."
II) Make a 2 door version of the LeCrosse, and Lucern, Honestly Buick might not sell a handfull of them, but at least you might get some younger buyers in the door. I will NOT buy a new Buick until they can replace my 1995 Riviera. you read it here first. I am 33 and have no interest in a new Buick (Big shocker)... right now I would rather buy a G6, GTO or a Monte Carlo, because I do NOT like 4 doors. I think a good alternative would be introducing the small 3rd or 4th doors like the Saturn had/Has. When I sit in a 4 door, to be comfortable in the seat, the seat is so far back my head is usually parallel with the "B" Pillar, when I look over I have to lean forward to look around it. When I drive a 4 door The pillar sometimes will catch my attention, and I glance over thinking there is another car there, (I am not used to it) I imagine person behind me probably thinks I have terrets.
III) Its rediculous to think that a 4 door car appeals to yonger buyers, anyone under 40 would prefer a 2 door, because there more appealing, BUT when push comes to shove the family comes first and you have to get those extra ugly 2 doors to get the rug-rats in the back seat. FIRST you have to Get people in your showroom, and they will buy waht they need.
IV) Pontiac and possibly Saturn has something that many people now want, an inexpensive roadster. A recent personal experience is I went into the PONTIAC dealership to get information on the new Solstace, I can afford one if I want, Because I have 2 kids, I have had a heck of a time convincing the wife that I need the solstace and the kids could ride in a trailer or trunk (I am kidding of course). While in the dealership I actually looked at the G6 2 Door GTP, ITs not on the top of my short list for greatest looking cars, but its reasonably priced, resonably attractive, and reasonably functional for what i need. IF Buick is listening then read this: I HEAR RUMORS THAT A NEW 2 DOOR BUICK IS ON THE WAY. I HAVE READ IT MIGHT BE CALLED EVERYTHING FROM A "STATESMAN" TO RIVIERA. ITS SUPOSED TO ARRIVE IN 2008 OR 2009. WHEN THE TIME COMES AND M5 95 RIV ACQUIRES 200,000 MILES AND IT EXISTS I WILL BUY ONE, I AM SAVING MY PENNIES AS WE SPEAK. IF IT HAPPENS THAT THEY CANCEL THE PROGRAM AN NO 2 DOOR I WILL BUY ANOTHER BRAND, IT IS MY PROMISE. Of course it has to be attractive. A 2 door LeCrosse looking car would appeal to me personally. By the way the name "Statesman" was used by Money Aircraft in the late 60's it was the top Mooney model (most luxurious) for the period Model M20G to be precise. Unfortunately the name conjures images of my last cruise to Cosumel, my State Room... KILL THE NAME. Lucern was also a name of a concept car by Buick in the late 80's, the name is Ok, but does nothing for me. LeCrosse - I image the whole Duke thing in the news is doing wonders for the name with their LeCrosse Players...

C) I have stated this before: "Instead of trying to compete with Lexus, make Lexus compete with Buick." GM has the ability to make a Buick do a little Whoopbutt on lexus if they want to, Price DOES matter, if you make a $60,000 Buick Buick is most certainly dead. But If you can make a Lexus quality car with the styling and appeal of a lexus for Half the price, you will sell them faster than you can make them.
I) Buick needs to get on the Good side of the popular car mags.
II) make a FAST Buick, might not sell alot of them, but if it competes with a Vette, but looks like a luxury car (IE:Gran National/GNX) you will get coverage from the Car mags.
III) Make it attractive, Chrysler has it going on, I like the style, do something forward thinking. My 95 Riv is an exceptional car, I also have a 67 Riv, they look alot a like when parked next to each other and you can definately see the styling cues borrowed. Personally I think the 95 is Lackluster in appearance, I have owned it for 5 years, its a Great car, probably the best I have ever had, the Profile is BEAUTIFUL, But the front and rear looks like they simply ran out of ideas. Make it attractive, not rebadged. I do not care if it comes down the same line as something else as long as no one could tell...

If you made it this far in my your probably better than most...

Oh, One last thing for Buick... 1) get out of the board room, 2) Make an EXECUTIVE decision. 3) Keep the Quality. 4) Pull out all of the stops. 5) Do some reasearch, dont assume that because there not buying it now you cant appeal to whomever you want. 6) Dont become like Olds, I have a soft spot in my heart for Buick, probably due to my Locale, Flint, MI. 7) Get someone who cares about the brand to run it. 8) Dont let politics get in the way of making a great car.

John

F14CRAZY · 05-30-2006, 10:19 PM

Not many words needed here...

"Aspirational" applies here. Check out the car's lines (ignore Jessica's lines, for the moment at least). Buick needs something that stands out

GMFreak8 · 05-30-2006, 10:28 PM

Quote:

Originally Posted by F14CRAZY

(ignore Jessica's lines, for the moment at least).

Do I have too???

CobaltSScrazy · 05-30-2006, 10:35 PM

Quote:

Originally Posted by F14CRAZY

Not many words needed here...

"Aspirational" applies here. Check out the car's lines (ignore Jessica's lines, for the moment at least). Buick needs something that stands out

jessica's lines aren't bad. neither are the cars, buick WAS what lexus IS right now. thats the problem. To me, buick is basically and LTZ chevy with a trishield on the front. and a base buick is essentially an LT chevy. Not what it should be and thats why buick will never sell a car north of 50k. not until this changes and they get "worthy" products.

uboys · 05-31-2006, 12:07 AM

Quote:

Originally Posted by grumbles

I can say with 100% confidence that no, they won't.

Lexus is on the verge of offering vehicles in line with the A8, 7 series, and MB S-Class. RWD or AWD, of course.

The new GS is nothing short of incredible, and is RWD or AWD.

The IS is a small sport luxury sedan along the lines of the 3 series or the A4/S4. Also RWD or AWD.

Lexus has, I believe, one FWD car in their lineup (the ES350), and it's already miles ahead of the Lucerne.

I've said this in other threads, and I'll say it again.

Buick will never compete directly with Lexus. Do you honestly think Buick will be offering $100,000 sedans? $60,000? Even $40,000?

I don't see it, not now, not ever. Thats Cadillac territory.

edit; On top of all of this, Lexus is soon to have three hybrids in it's lineup. How many does Buick have? How many will they have in the near future?

On the verge?

black93sts · 05-31-2006, 01:29 AM

Buick CAN attract younger buyers. I'd drive a GNX in a minute, or a Gran Sport or a Riviera.

Buick can MAKE cars that young people want - they just aren't doing it. I mean, if they had a luxury version of Monaro/GTO, that thing would HAVE SOLD. They just aren't trying.

GMFreak8 · 05-31-2006, 09:19 AM

Quote:

Originally Posted by black93sts

Buick CAN attract younger buyers. I'd drive a GNX in a minute, or a Gran Sport or a Riviera.

Buick can MAKE cars that young people want - they just aren't doing it. I mean, if they had a luxury version of Monaro/GTO, that thing would HAVE SOLD. They just aren't trying.

Nothing happens over night. Buick has to try and appeal to younger buyers, while maintaining their current customer base.

black93sts · 05-31-2006, 10:37 AM

Quote:

Originally Posted by GMFreak8

Nothing happens over night. Buick has to try and appeal to younger buyers, while maintaining their current customer base.

I agree with you, but at the same time, look at Cadillac. They went for the younger group with the CTS, SRX, Escalade, etc. but still held on to the seniors with the DTS.

I'm not saying Buick has to get rid of everything. They could keep the LaCrosse and the Lucerne then pick up the Enclave and a luxury coupe...

Sandwich · 05-31-2006, 11:01 AM

A CXS, should come loaded, for 32k tops. Period. If you want options...Options should include, real wood, a super charged engine, maybe some fancy leather, you get my drift...exotic stuff. The automatic vehicle starter is standard on the Malibu for pete's sake!! Not a $500 option on a "top o' line" Buick.

On star? Woopdeedoo! They want to compete with Lexus in price, sure...who doesn't. But they've also got to deliver on their end. I'd say...they need to be to BETTER (let me say that again -- BETTER) than Lexus.

I think they'd like to be able to deliver on that, but they're going to have a hard time -- maybe close to impossible at making things both cheaper AND better. So in the meantime you'll have to drop a lot of your cash on Caddy or Buick to help them get there.

05-01-2006, 10:01 AM	#46 (permalink)
okfoz 1.8 Liter ECOTEC Join Date: Jul 2004 Posts: 41	Re: Buick tries 'aspirational yet attainable' image theme THe problem with Buick IS: Marketing SUCKS! Here is why: A) I asked a local dealer district rep for GM Why the new Lucern did not have a GPS navigation system, his response seemed very canned, basically it came down to "The people who buy buicks do not like small buttons..." Here is my problem with that answer: I) From his answer it was like he read it from a book, Apparently Buick is only trying to retain those customers it already has, unfortunately they are Dieing off faster than any other demographic. II) Who cares what the people who are buying BUicks want, Who do you WANT to buy your cars, at least make GPS an option, if you don't want it, don't opt for it. B) NOTHING to draw in a younger person: I) IF you want younger buyers, make a younger mans car. Pontiac was dieing in the 60's there solution was to make a younger mans car... I believe the divisions manager stated it best at the time, " You can NOT sell a young man an old mans car, but you can sell an old man a young mans car..." II) Make a 2 door version of the LeCrosse, and Lucern, Honestly Buick might not sell a handfull of them, but at least you might get some younger buyers in the door. I will NOT buy a new Buick until they can replace my 1995 Riviera. you read it here first. I am 33 and have no interest in a new Buick (Big shocker)... right now I would rather buy a G6, GTO or a Monte Carlo, because I do NOT like 4 doors. I think a good alternative would be introducing the small 3rd or 4th doors like the Saturn had/Has. When I sit in a 4 door, to be comfortable in the seat, the seat is so far back my head is usually parallel with the "B" Pillar, when I look over I have to lean forward to look around it. When I drive a 4 door The pillar sometimes will catch my attention, and I glance over thinking there is another car there, (I am not used to it) I imagine person behind me probably thinks I have terrets. III) Its rediculous to think that a 4 door car appeals to yonger buyers, anyone under 40 would prefer a 2 door, because there more appealing, BUT when push comes to shove the family comes first and you have to get those extra ugly 2 doors to get the rug-rats in the back seat. FIRST you have to Get people in your showroom, and they will buy waht they need. IV) Pontiac and possibly Saturn has something that many people now want, an inexpensive roadster. A recent personal experience is I went into the PONTIAC dealership to get information on the new Solstace, I can afford one if I want, Because I have 2 kids, I have had a heck of a time convincing the wife that I need the solstace and the kids could ride in a trailer or trunk (I am kidding of course). While in the dealership I actually looked at the G6 2 Door GTP, ITs not on the top of my short list for greatest looking cars, but its reasonably priced, resonably attractive, and reasonably functional for what i need. IF Buick is listening then read this: I HEAR RUMORS THAT A NEW 2 DOOR BUICK IS ON THE WAY. I HAVE READ IT MIGHT BE CALLED EVERYTHING FROM A "STATESMAN" TO RIVIERA. ITS SUPOSED TO ARRIVE IN 2008 OR 2009. WHEN THE TIME COMES AND M5 95 RIV ACQUIRES 200,000 MILES AND IT EXISTS I WILL BUY ONE, I AM SAVING MY PENNIES AS WE SPEAK. IF IT HAPPENS THAT THEY CANCEL THE PROGRAM AN NO 2 DOOR I WILL BUY ANOTHER BRAND, IT IS MY PROMISE. Of course it has to be attractive. A 2 door LeCrosse looking car would appeal to me personally. By the way the name "Statesman" was used by Money Aircraft in the late 60's it was the top Mooney model (most luxurious) for the period Model M20G to be precise. Unfortunately the name conjures images of my last cruise to Cosumel, my State Room... KILL THE NAME. Lucern was also a name of a concept car by Buick in the late 80's, the name is Ok, but does nothing for me. LeCrosse - I image the whole Duke thing in the news is doing wonders for the name with their LeCrosse Players... C) I have stated this before: "Instead of trying to compete with Lexus, make Lexus compete with Buick." GM has the ability to make a Buick do a little Whoopbutt on lexus if they want to, Price DOES matter, if you make a $60,000 Buick Buick is most certainly dead. But If you can make a Lexus quality car with the styling and appeal of a lexus for Half the price, you will sell them faster than you can make them. I) Buick needs to get on the Good side of the popular car mags. II) make a FAST Buick, might not sell alot of them, but if it competes with a Vette, but looks like a luxury car (IE:Gran National/GNX) you will get coverage from the Car mags. III) Make it attractive, Chrysler has it going on, I like the style, do something forward thinking. My 95 Riv is an exceptional car, I also have a 67 Riv, they look alot a like when parked next to each other and you can definately see the styling cues borrowed. Personally I think the 95 is Lackluster in appearance, I have owned it for 5 years, its a Great car, probably the best I have ever had, the Profile is BEAUTIFUL, But the front and rear looks like they simply ran out of ideas. Make it attractive, not rebadged. I do not care if it comes down the same line as something else as long as no one could tell... If you made it this far in my your probably better than most... Oh, One last thing for Buick... 1) get out of the board room, 2) Make an EXECUTIVE decision. 3) Keep the Quality. 4) Pull out all of the stops. 5) Do some reasearch, dont assume that because there not buying it now you cant appeal to whomever you want. 6) Dont become like Olds, I have a soft spot in my heart for Buick, probably due to my Locale, Flint, MI. 7) Get someone who cares about the brand to run it. 8) Dont let politics get in the way of making a great car. John

05-30-2006, 10:19 PM	#47 (permalink)
F14CRAZY 6.2 Liter LS9 Supercharged V8 Join Date: May 2006 Location: Dimondale, MI Drives: '89 Buick Reatta Posts: 6,654	Re: Buick tries 'aspirational yet attainable' image theme Not many words needed here... "Aspirational" applies here. Check out the car's lines (ignore Jessica's lines, for the moment at least). Buick needs something that stands out __________________ Extreme4x4:Fp comes in with his "new" math (1+1=3) and strawmen, Ramjet comes in on any bandwagon that could possibly show the Mustang in bad light, Simon tries to argue in any way that does NOT attract moderators attention, kneedrager argues logic against bias, wescoent inject logic in short phrases with some innuendo thrown in, and eaton changes the arguement to SRA sucks in every conceivable measure. The rest are pretty neutral, and most compliment the Mustangs, and Fords accomplishment.

05-31-2006, 01:29 AM	#51 (permalink)
black93sts Banned Join Date: May 2006 Posts: 331	Re: Buick tries 'aspirational yet attainable' image theme Buick CAN attract younger buyers. I'd drive a GNX in a minute, or a Gran Sport or a Riviera. Buick can MAKE cars that young people want - they just aren't doing it. I mean, if they had a luxury version of Monaro/GTO, that thing would HAVE SOLD. They just aren't trying.

05-31-2006, 11:01 AM	#54 (permalink)
Sandwich 2.4 Liter SIDI ECOTEC Join Date: Mar 2006 Posts: 140	Re: Buick tries 'aspirational yet attainable' image theme A CXS, should come loaded, for 32k tops. Period. If you want options...Options should include, real wood, a super charged engine, maybe some fancy leather, you get my drift...exotic stuff. The automatic vehicle starter is standard on the Malibu for pete's sake!! Not a $500 option on a "top o' line" Buick. On star? Woopdeedoo! They want to compete with Lexus in price, sure...who doesn't. But they've also got to deliver on their end. I'd say...they need to be to BETTER (let me say that again -- BETTER) than Lexus. I think they'd like to be able to deliver on that, but they're going to have a hard time -- maybe close to impossible at making things both cheaper AND better. So in the meantime you'll have to drop a lot of your cash on Caddy or Buick to help them get there. Last edited by Sandwich : 05-31-2006 at 02:13 PM.

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