Buick and the Boomers
March 29, 2007
Buick announced that they are continuing to use Tiger Woods as their spokesperson in their effort to convince everyone over age 50 (50?, try 70), that they are the car for this generation of consumers. According to Karl Greenberg in MediaPost, Buick is positioned for people that want a "quiet, comfortable ride. In other words " for "consumers who are grown-up." To make sure they meet this market need Steve Shannon from Buick launched a new line of Buick's called Super (I'm too young to remember that this is a resurrection of an old brand).
I'm impressed. Instead of pretending that their cars appeal to the young, Buick actually has locked in on their target....people that have bought Buick's their entire life and want to drive while sitting on a couch with wheels that can fit four golf bags in the trunk. My only issue is that the people they are talking about are 70, not 50. My dad loves Buick's for just these reasons. The only problem that Buick will have is that the next generation of retirees do not want a "quiet, comfortable ride." They want to blast off in a car that is symbiotic with their body. They want to drive fast. For Buick, I think the target choice is great. Tiger Woods, good spokesperson for a brand that moves your golf clubs around. Cars that promote having a quiet, comfortable ride that are for grown ups...shoot me when I'm attracted to that sales pitch.