General Motors is looking to reposition its Buick near-luxury brand to a decidingly different group than its traditional 60-plus buyers.
To that end, the world’s largest automaker had the brand’s flagship, the Lucerne, heavily modified by aftermarket companies which they proudly displayed at a company-sponsored party earlier this month. The vehicles had also been displayed at last year’s SEMA. (Pictured is the Lucerne CXX.)
General Motors originally became interested after being contacted by the magazine, Dub, well known for its custom cars and urban and primarily black male readership. Buick later hosted a "Urban Media Roundtable" to get inside the urban mindset. The brand now displays its vehicles—specifically the flagship Lucerne--at nightclubs and movie premieres.
More details of General Motors marketing plan can be found at the link. Our take? Wait and see. Buick’s marketing strategy, especially with golfer Tiger Woods as the most well-known “spokesman” of the brand, seems at odds with a populace that favors alligator-leather upholstery, lowered suspension, and 22-inch doors.