Buick unveils its latest brand campaign, “Exceptional by design,” a mantra that encapsulates the automaker’s dedication to detail and aesthetic sophistication. This new direction is marked by an updated tri-shield badge and a design language inspired by the Wildcat EV concept, set to redefine Buick’s entire product line.
The evolution of Buick is not just about aesthetics; it’s a strategic move to enhance its vehicle portfolio and cement its status as the industry’s fastest-growing mainstream brand in 2023. Buick’s sales boom, with nearly 70% of its sales coming from new customers, demonstrates its appeal and sustained customer loyalty. This success is attributed to its focus on design quality, detail, and overall vehicle excellence.
Molly Peck, Global Buick and GMC’s chief marketing officer, emphasizes the distinctiveness of Buick’s offerings: “Beautiful design and quiet luxury sets Buick apart from the competition.” The “Exceptional by design” campaign not only honors Buick’s rich heritage but also its forward-looking vision, promising an unmatched blend of technology, luxury, and driving precision.
Buick’s commitment to quality is evident in consumer choices and industry accolades. It consistently ranks high in the J.D. Power Initial Quality Study (IQS) and Sales Satisfaction Index (SSI), with notable recognition for dealership sales experience and initial quality. These achievements highlight Buick’s prowess in delivering top-tier customer satisfaction and product excellence.
The 2024 Buick Envision and 2025 Buick Enclave are next in line to adopt this innovative design language, signaling a comprehensive refresh of Buick’s vehicle lineup. This evolution is showcased in a new digital video that traces Buick’s design legacy while teasing its future, ensuring the brand’s message reaches audiences across various channels, including Buick.com.
Buick’s approach to luxury is characterized by sculptural designs, refined performance, and modern interiors, backed by an award-winning customer service. With the introduction of the Avenir trim, Buick continues to attract new buyers, offering a unique blend of luxury that is both attainable and exceptional. For more information, visit buick.com.
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