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GM: Buick To Compete With Asian Luxury Autos, Cadillac To Rival The Germans

 
4 716 views Apr 5, 2011
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General Motors is being clear about positioning of its upmarket Buick and Cadillac brands, explaining that Buick is designed more for drivers who want understated luxury whereas Cadillac is more about dynamic performance and style.

Speaking with Automotive News, GM marketing chief Chris Perry explained that the luxury segment can be divided into two main categories--those who want to be noticed and those who don’t. He went on to explain that Cadillac lines up more towards the German brands, such as Audi, BMW and Mercedes-Benz, whereas Buick fits in more with the likes of Lexus, Acura and Infiniti.

2012 Buick Verano live photos. Photo by Joe Nuxoll.

2012 Buick Verano live photos. Photo by Joe Nuxoll.



In keeping with this positioning, GM is developing two very distinct marketing campaigns for Buick and Cadillac. Buick's marketing will appeal to "introverts" while the Cadillac campaign targets "extroverts," Perry said.

Some concepts for Cadillac ads, for example, include the theme of “red-blooded luxury” and are targeted at buyers who are individualistic and entrepreneurial. Buick’s ads, on the other hand, is more about carefree cruising and feel feature more driving through countryside scenes.

[Automotive News, sub req’d]



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Comments (4)

  1. fb_100001663981238 avatar Daniel Chavez Moran Posted: 4/5/2011 10:13am PDT

    I know Cadillac has been trying to compete with the Germans for a while now, but Buick going up against Asian luxury brands is going to be a difficult marketing challenge. I wish Government Motors the best, but I still wouldn't buy one.
     
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  2. By detfan Posted: 4/5/2011 1:41pm PDT

    Buick sales have already exceeded Lexus sales. The 2010 Buick Lacrosse was such a major overhaul of the product, it took over leadership in the segment. The Buick Regal is selling very well just under the Infinity G37. The upcoming Buick Verano, will give Buick a luxury compact, and when Buick delivers a relacement of the Lucerne, Buick will establish itself as top dog.
     
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  3. Chaz avatar Chaz Posted: 4/5/2011 7:39pm PDT

    Introverts want ventiports?
     
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  4. Chaz avatar Chaz Posted: 4/5/2011 7:39pm PDT

    Introverts want ventiports?
     
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