Buick Commercials Imply a Move Away From Passenger Vehicles

The actors communicate Buick’s message via mistaking a Buick for a passenger vehicle: Buick is changing, folks. Image changes are bound to happen with long-lived companies, but few try to sell it as hard as Buick is. With SUVs on the rise and passenger sedans on the decline, it makes sense that Buick wants people to see its relevance in areas outside of sedans. Indeed, Buick’s sales in the SUV sector are seeing the same buying trends nationally that other companies are seeing, so buttering up the customers to show off their good side makes good business sense.   When Buick launched its “That’s Not a Buick” advertising campaign a few years back, it was to highlight the new look that the Buick line had adopted. Buick’s most recent advertisement, entitled “Mistaken Identity,” employs a similar theme of misidentifying Buick vehicles. Yet, while the old advertisements broadcasted the new design portfolio of Buick’s vehicles, this latest commercial seems to signal another change for the Buick line: a shift away from sedans. [...] All of the cases of mistaken identity featured in the ad have one thing in common: onlookers mistake someone’s Buick for a traditional Buick sedan. Ultimately, it is the utility model that serves as the desired vehicle. Click here to continue reading

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