The New York Times reports that Buick is using your hard-earned taxes to try to get you to drive beautiful. The new campaign (also at buick.com) asks you to rethink the damaged brand because “[e]verything you thought about Buick just went boom.” Question: how long before Buick goes “poof”? Anyway, what do you make of the new tagline “Take a look at me now”? According Leo Burnett’s general director for advertising and promotion, Buick’s motto is completely unrelated to the Phil Collins song. Yeah, sure. I believe that. But speaking of guilt by association, did anyone at Buick or Leo Burnett actually listen to the song? Sample: “Ooh take a look at me now, well there’s just an empty space. And you coming back to me is against the odds and that’s what I’ve got to face.” Roger that. Just for fun, full lyrics after the jump.
How can I just let you walk away, just let you leave without a trace
When I stand here taking every breath with you, ooh
You’re the only one who really knew me at allHow can you just walk away from me,
when all I can do is watch you leave
Cos we’ve shared the laughter and the pain and even shared the tears
You’re the only one who really knew me at allSo take a look at me now, oh there’s just an empty space
And there’s nothing left here to remind me,
just the memory of your face
Ooh take a look at me now, well there’s just an empty space
And you coming back to me is against the odds and that’s what I’ve got to faceI wish I could just make you turn around,
turn around and see me cry
There’s so much I need to say to you,
so many reasons why
You’re the only one who really knew me at allSo take a look at me now, well there’s just an empty space
And there’s nothing left here to remind me, just the memory of your face
Now take a look at me now, cos there’s just an empty spaceBut to wait for you, is all I can do and that’s what I’ve got to face
Take a good look at me now, cos I’ll still be standing here
And you coming back to me is against all odds
It’s the chance I’ve gotta take
Not a pretty picture! An outdated FWD sedan, an overweight huge CUV, and a gorgeous new midsize sedan. Sounds like business as usual at GM!
Where’s the drop dead sexy convertible? A coupe? How about a true flagship – even if it is FWD?
dwford
Does anybody still buy convertibles?
I do agree the newest is a beaut.
I hope it does well.
I wonder how many other GM cars this will become.
I was amazed to see that they finally figured out how to get more than 4 speeds in a Buick transmission. Might be time to sell that 10 year old Park Avenue! (unfortunately it doesn’t qualify for cash4clunkers)
Is it any worse than Jaguar using a song about the apocalypse?
http://en.wikipedia.org/wiki/London_Calling_(song)
I took a look, Buick. The Lucerne looks even more dated next to the new LaCrosse (or is it LACROSSE?). Delete the former and devote those resources to the latter, and you may have a chance.
The Lucerne may be FWD and have a crappy name, but I would submit that the folks that want a large sedan with a big trunk could care less about FWD or corner carving. Same as the DTS for a lot less money. I drove a couple last year with the V8 – virtually no torque steer and rode very smoothly.
Grow some balls and make another Lacrosse Super and we’ll talk….
Buick or Leo Burnett actually listen to the song?
Mitsubishi was using an Iggy Pop tune that’s really about scoring heroin.
Price out a Lucerne CXL loaded – over $46k!!!! Ack!
I’d have been a bit more generous, by highlighting the last lines:
“And you coming back to me is against all odds
It’s the chance I’ve gotta take”
Of course, that assumes that highlighting desperate hope is more generous than highlighting resignation to looming defeat….
paulie:
How about a rebodied G6 convertible with the new LaCrosse interior and front end?
bolhuijo:
That apparently hasn’t trickled up to the Lucerne yet!
I have no problem with Buick being a FWD version of Cadillac. Both lineups need to be fleshed out. Hope it happens…
dwford, not the worst idea. If they used only the “high feature” V6, offered a manual, had a decent interior, and styling, they could make it work. Besides, with Pontiac gone, this could take over on the G6 line. This of course makes to much sense, and that means GM won’t do it.
Using the word “BOOM” in a car ad for a company with a history of spotty quality?
Ford stock is looking better every day….
Actually, over the last 8 years or so Buicks do pretty well at JD and CR in terms of reliability (read, quality). Of course, some of that is due, perhaps, to their demographic base being a little less picky, having lived through WWII and all like that.
They chose such a hip song for the youngsters to relate to.
Buicks have only been scoring well in JD power type reports because their platforms and drivetrains are usually a thousand years old. The last stop before the graveyard is a stint in a Buick product. Lets see how this newer stuff does in the ’11 and ’12 VDS reports.
pleiter, I think you have touched on the biggest flaw in these quality surveys. Somebody who is willing to settle for a Buick, is way less picky than somebody who buys a Lexus. The Lexus buyer already rejected the Buick.
Of course, some of that is due, perhaps, to their demographic base being a little less picky, having lived through WWII and all like that.
I’ve wondered that myself, but the methodology of the JD and CR surveys – both of which I’ve taken – is pretty objective. They simply ask you to check off boxes of “problem areas” that have caused you to bring the vehicle in for service. Of course, if your aged memory fails you, that’s another matter entirely…but you could also argue that retirees have more time to obsess over nitpicks with their vehicles.
As for moving the G6 over to Buick…don’t! Small- to mid-size cars should be Chevrolets, and mid- to full-size cars should be Buicks. At most, have a one-model overlap, size-wise (those models being the Lacrosse and Impala). Anything that resembles a truck should be branded as a Chevy truck or GMC (despite my hatred of seeing these redundant nameplates).
I do worry a bit about the base 3.0L V6 going in the new Lacrosse.
It makes 255hp, but only squeezes out 217 ft-lbs of torque. That is really low for this class. Add to that, it has a sky-high 6900RPM redline. I don’t know if people coming out of 3800s, ES350s, Azeras, and MKZs are going to like the performance characteristics of the 3.0L.
Maybe GM is trying to court the Acura crowd.
Not the G6 sedan, just a convertible based off of it. With an improved interior and looks.
Not the G6 sedan, just a convertible based off of it. With an improved interior and looks.
Yes, that’s what I meant. The G6 convertible is similar in size to the Volvo C70 and the new Lexus IS convertible, BMW 3 series etc.. Given the new reality of higher gas prices and higher CAFE fuel economy rules, size is going to be less important to quality of materials etc.
Gee, maybe they can get something like this into production:
chevelles.com/elcamino/ec_gn.htm
So if Buick is ‘Against All Odds’ why the hell is it NOT being killed in the re-org? Another thing in common, Both Buick and Phil Collins have been putting out irrelevant crap since the late 80’s.
Now that, thanks to Comrade Obama, I’m “giving at the office,” i.e., donating to the UAW every week via involuntary taxes, I’ve no interest in voluntarily giving to them by purchasing a UAW-assembled product.
There are plenty of good alternatives to Government Motors and welfare-queen UAW – most of which with better quality to boot.
Richard Duff = win.
http://www.idsketching.com/2009/04/27/interview-richard-duff-from-gm/
Buick is still just God’s Waiting Room on Wheels.
All America needs anymore for her domestic car industry is the inventor of automotive mass-production, a Greco-Roman god, and our Sixteenth President.
Suggesting a coupe, convertible, or manual transmission as a solution–that’s the kind of thinking that bankrupted GM. They did all three with the G6.
By George, I think we have a hit on our hands!
Between the new goatse American Leyland logo and now this…”Take a Look at Me now”…
Yes, by God…let us all take a GOOD look…haha.
This tragedy gets better by the hour!!
BuzzDog:
Your perceptions of the CR and JD Power surveys are incorrect. Sadly, such misperceptions are common.
The reality: both surveys are far from objective.
JD Power’s isn’t too bad: it asks about all things perceived as issues. It does not matter if the problem was fixed, or is even fixable. It can be something like the user unfriendliness of BMW’s iDrive. Bottom line: owner perceptions of what counts as an issue are still a major factor.
CR is much worse: it asks people to report “problems you considered serious.” Many people report rattles as “serious problems.” Many others don’t report transmissions. One explanation I’ve come across: “the warranty covered it, so it wasn’t serious.”
My full critique of CR’s survey is here:
http://www.truedelta.com/pieces/cr_survey.php
There is only one reliability survey in the U.S. that focuses on all problems that resulted in trips to the shop, regardless of how owners’ various biases, and that were fixable, and that’s TrueDelta’s.
http://www.truedelta.com/survey.php
I had the displeasure of following an Enclave earlier today. They should have named it the Big-Ass-Bertha. Does it exist principally to make the back end of the other Lambdas look svelte by comparison?
Will they still use (or did they ever use) “Drive Beautiful?” That’s not a bad slogan. It’s better than, “Take a look at me now,” which causes me to immediately fill in the blanks with, “I no longer suck, I promise!”
I think one of the keys for a luxury (or near-luxury car) is to pretend that you are desireable, have always been desireable and always will be desireable. Asking for a revisit implies none of that.
Roy Orbison’s “It’s Over” wasn’t available?
You’re absolutely right KixStart….the “please revisit me” theme is right up there with a 2-bit hooker. You know the type- the one with the exaggerated red make-up all over her face hiding the fact she’s pushing 60.
“Change you can live with” is a bit too obvious, isn’t it?
Great interior on the new Lacrosse, it looks like. Must see it in person! Camry did the ice-blue interior lighting like… in 2006, MY 2007. So it’s not ambient, so what?
The movie “Against All Odds”, using Collins’ song as its theme music, starred Rachel Ward, who was 1981’s… Mercury Girl.
Hopefully Jill Wagner won’t start shilling for Buick.
Prado :
…Another thing in common, Both Buick and Phil Collins have been putting out irrelevant crap since the late 80’s.
Well I kind of was considering the new LaCrosse, until I read here about the “Take a Look At Me Now” unintended Phil Collins connection. Now it all makes sense. I’ve been to many big name, very loud live concerts, but Phil Collins was the only one that ACTUALLY PUT ME TO SLEEP! Or maybe it was something in the air that night–all the smoke, back when people still snuck joints into concerts. They don’t do that anymore, right?!!
I guess Buick wants to be the same…drive beautiful, but sleepily. Buick always did seem to me like Pontiac on Seroquel.
“Take a Look At Me Now” is a very bad choice. Too reminiscent of Phil Collins, which means potential buyers are still “old” if they remember Phil Collins. Buick shoulda used something hipper and cooler…look what Kia did with the Rio commercial (the hamster bit) and the very hip song by Goldfish. That was inspired…the recent Buick taglines are just kinda sad–look, I’ve had work done, take a look at me now!–like someone with too much Botox, plastic surgery, and an expensive makeover.
Take a LOOK at me NOW:
http://jessmo.files.wordpress.com/2007/01/old-lady.jpg
BABY DOLL!!!! I can’t WAIT to get you into my Lucerne!!
Is it just me, or does “everything you thought about Buick just went boom.” sound like a setup for a Mythbusters episode.
Mythbusters: Exploding Car – Hollywood vs. Real Life
Buick has a pretty strong lineup right now. The Enclave is a very high quality, very efficient SUV, the new LaCrosse is just stunning…Ford should take note. The only weak spot is the Lucerne…but even that is a great car. Very efficient and it has options that even the EgoBoost MKTaurus does not have.
The 2010 Lacrosse is on my short list…despite the V6/FWD or AWD.
The problem with the G6 wasn’t the concept of a coupe with a folding hard top and a manual option. It was the fact that it was ugly, slow, inefficient, and the interior was such crap, that it would make an ’80s Hyundai driver feel good about his.
Who makes this crap up, and how much are they paid?
Buick goes Boom. Must be the same guy who came up with Pontiac is Car. Freaking idiots.
Take a Look at me Now, but without a deal with Collins? So now Buick gets to be associated with the gilted lover song AND gets to fight with fellow Septuagenarian Phil Collins in court.
Obviously they haven’t fired enough of the right (wrong about everything!) executives yet.
Buick remains a brand without a meaningful market in the US. The doctors, lawyers and other working professionals who were Buick’s core buyers in its heyday have all moved over to the Germans and Lexus now. Heck, the perennial Japanese also-ran pseudo luxury brand Acura outsells Buick, and does so with almost zero fleet sales.
http://www.hondanews.com/categories/1097/releases/5026
http://media.gm.com/servlet/GatewayServlet?target=http://image.emerald.gm.com/gmnews/viewpressreldetail.do?domain=2&docid=54740
Buick is doing exactly nothing to lure meaningful numbers of upscale working professionals back. Buick Goes Boom isn’t going to move the needle. Buick could have three of the world’s best vehicles in its showrooms and still almost nobody would care. Brands are not built in a day and are not destroyed in a day. Thirty years of brand suicide is an incurable disease.
Not to be outdone by Buick, It is rumored that GM’s Hummer division will feature the lyrics of the Genesis song Dodo/Lurker in its next ad campaign. ‘Too big to fly, dodo ugly so dodo must die’
The G6 is very attractive. Far better looking than the current Camry. Its interior was not up to Japanese or Korean competition. Its steering, while not bad, is not world class either. It handles well (I just test drove one), rides well, is quiet, and the four cylinder engine will win noise, vibration, harshness control awards.
Brands can be brought back from the dead in a short time if they have the right product. Pontiac, before its heyday with Smokey Yunick and John DeLorean, was a dead brand. Give Buick the G8 and let Buick race NASCAR, yes it could be done. Can Fritz do it? Oh, now that is scary.
“Buick: Contemporary Performance – Come Drive One.”
Do I get the job?
Uh, no.
What won?
“Take a Look at Me Now”.
You don’t have your zipper down, DO YOU?
GM: “Everything You Thought About Buick Just Went Boom”
Buyer: “Where’s my Aricept?”
Maybe a photo of someone my age grabbing my crotch saying “How Do You Like Me Now?”
There are nice cars there – now sell them properly.
Someone re-did the ad here:
http://i87.photobucket.com/albums/k148/WaaaaHoooo/autos/NewBuickAd.jpg
Is that the World Trade Center site in the background, just above the reference to everything going boom? Even if it isn’t, I’d change the graphic.
Guys (and girls)…not everyone wants/needs a Corvette, nor do they all want/need a Cadillac. And what in the heck is wrong with catering to a group of people that probably are in the best financial position to truly buy a car? What…after 55, you should just quit driving? I’m (only) 39, and after driving a 16 hour cross-country dash to make my son’s graduation ceremony, even I could appreciate something like a Lacrosse instead of my washboard Jeep Liberty (there’s a used 2006 Impala SS for sale here that is somehow curiously interesting to me). I, for one, hope Buick makes a real run at it. Chevy for the lower-priced entry vehicles (save the Corvette), Cadillac for those who want luxury and Buick for those who are conservative with their money but want something a step up. It could work, provided GM doesn’t gum it up…oh, wait a minute…
Sort of retro isn’t it? Didn’t Mercury do something similar in the past : “Take A Look At Mercury Now ” or something like it?
Howzat worked out for em?
BTW: Buick has been at or near the top of a long running # of reliabilty lists for the past 20 years, even to the extent of warranting an article in Time Magazine. The LeSabre was the best car GM built at that time [1988 IIRC] and it’s been giving a respectable showing ever since.That would suggest at least some consistency in product quality.
Compare:
“Wouldn’t You Really Rather Own A Buick?”
“When Better Cars Are Built Buick Will Build Them.”
“Everything You Thought About Buick Just Went Boom ” ??????????
Wonder what Buickman’s take is on this….
1. As long as the Commies buy the cars that were not our father’s oldsmobiles because they were Buicks, then Buick will go neither “poof” nor “boom.”
2. The most interesting thing about the ad is how they’ve distorted the shapes of the cars to make them look sleek and new.
The only reason BUICK has survived is because the NAME is so revered in China, a huge booming market. GM could throw a Buick badge on an old Vega and it would be a hit. GM could care less if we like or buy Buicks or not. They just had to save face buy not letting the name die. How would that look to the Chinese?
Now, that being said, why isn’t the G8 being picked up by Buick? They need another Gran Sport badly!!!!
Lastly, I want my Roadmaster back.
The only reason we are even discussing Buick is because of China. What am I taking a look at exactly? A dying brand that has been wittled down to only 3 car lines? An overpriced, overweight lard ass CUV with odd exterior styling, a dated full sized FWD sedan with a 4 speed automatic, anemic power output of only 227 HP for such a large engine at 3.9 liters and the mediocre newcomer with the dumb name, bloated Lexus rip off styling, a trunk that would be embarresed by some compact cars at only 13.3 cu. ft. a base engine with no torque, wrong wheel drive on base and top trim CXS trim lines, lack of interior color choices and that odd looking center stack in the dash. I will give Buick a few more years in NA tops before there dealers go bust.
I agree with Michael Karesh that Consumer Reports’ surveys are flawed. I would go further. I think Consumers Union in general is afficted with the same form of organizational malaise that helped to sink General Motors. They have too many lifers who are out of touch with the real world. There is a certain upper-middle-class East-coast regional and cultural bias that pervades the enterprise and appears to be getting worse.
That reminds me of the unfortunate song selection in the Mitsu Gallant commercial a couple years ago: Do You Realize by The Flaming Lips.
“Do you realize? …everyone you know, someday, will die.”
“…and the mediocre newcomer with the dumb name, bloated Lexus rip off styling, a trunk that would be embarresed by some compact cars at only 13.3 cu. ft. a base engine with no torque, wrong wheel drive on base and top trim CXS trim lines, lack of interior color choices and that odd looking center stack in the dash.”
LMFAO
Seriously, tell us how you really feel.