Buick is embarking on a new era with the launch of its first new tagline in over 15 years: "Exceptional by Design." This tagline, accompanied by a brand campaign and ethos, signifies a renewed focus on design, craftsmanship, and quality, aiming to attract a new generation of customers.
Inspired by the brand's meticulous attention to detail and its signature "sculptural form and aesthetic philosophy," "Exceptional by Design" underscores Buick's commitment to delivering a premium automotive experience. This focus is particularly evident in the design language seen in the recently launched 2024 Buick Envision and the upcoming 2025 Buick Enclave.
Buick's impressive growth, achieving the title of the fastest growing mainstream brand in the industry in 2023 with nearly 70% of sales coming from new customers, underscores the success of their evolving brand identity. Choosing to forgo the traditional trappings of luxury brands like BMW, Buick seeks to establish itself as a distinct option, offering exceptional design, quality, and value.
The new tagline was carefully chosen after extensive consumer research and focus group testing. Its debut will be integrated as part of a larger marketing campaign, beginning with a short digital video and culminating in a more comprehensive marketing push next month. This multifaceted approach signals Buick's commitment to reaching a wider audience and solidifying its position in the automotive landscape.
Comments
Post a Comment