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Buick Seeks to Close Quality Perception Gap in New Print/Web Advertising Campaign

Source: GM Media Release
Date: May 15, 2005

Buick today released the first in a series of ads designed to address the critical gap in consumer perceptions and actual facts of Buick’s quality.

The print ads direct readers to Buick’s quality micro-site (www.buick.com/quality). There, a special report is available to view from J.D. Power and Associates highlighting Buick’s focus on quality and long-term dependability. Among facts called out are:

  • Buick ranks second in long-term dependability, behind only Lexus.
  • Buick is among the industry’s top five in initial quality.
  • Buick ranks second in customer satisfaction.
“We’re in the midst of a complete product makeover,” said Buick Marketing Director Margaret Brooks. “Our quality – as rated by a number of consumer groups – remains among the highest in the industry, but consumers don’t know this. With quiet confidence, we’re just looking to remind people of our high quality performance.

According to Brooks, a line from the ad sums up Buick’s perspective: “At Buick, we know that quality makes the difference between a car you like and a car you love.”

Print ads began appearing across the nation today in a variety of outlets, including The Wall Street Journal and USA Today. Buick’s national advertising agency, the Detroit office of McCann Erickson, created the campaign.

Last fall, the 2005 LaCrosse mid-size sedan and 2005 Terraza crossover sport van began arriving at Buick dealerships. With premium interiors and Buick’s exclusive QuietTuning, these vehicles are among the quietest in their segments. Currently, LaCrosse is outselling the two vehicles it replaced in the Buick line-up.