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August 2, 2010
Buick Regal Naming and Branding Turns to Social Media to Attract Younger Buyers
I am watching the reinvigoration of the Buick Regal name with some interest.
This is a brand name that is being essentially relaunched to reach a younger demographic, with a heavy focus on the 35-40 age group, moving away from the traditional Buick target market, usually double that age bracket.
There are two ads: Autobahn and Discover Beauty that essentially position the car as an American BMW, since much is being made of the car's German engineering.
Most importantly, the car drives beautifully, according to one reviewer.
On Friday the Wall Street Journal Driver's Seat blog posited that the ads really hearken back to the Regal commercials and positioning of the late eighties, that featured the "The American Road Belongs to Buick" tagline.
The Regal name might actually have a few miles on it with younger customers, not least because GM is intelligently, throwing "Buick Remix" parties where people get assigned Flip™ cameras and are asked to record their impressions of the car (good or bad) for eventual posting on the affiliated Moment of Truth campaign website.
Some cynics say that the site may be moderated to some degree, but it does look like Buick is laying it on the line here.
I'm expecting good things - the format of the campaign already has properly positioned the brand name to move forward.
Not to mention, the car itself looks pretty spiffy. It will be interesting to see the kind of reaction and increase in sales this has for the Buick brand.
Technorati Tags: Buick, Regal, Positioning, Buick Remix, Discover Beautiful, rebranding, Autobahn, naming, Moment of Truth
Posted by William Lozito at August 2, 2010 8:56 AM
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