Buick has quietly launched a marketing initiative aimed at rebuilding its image among African-American auto buyers. Launched in Atlanta last month, it follows up on research showing that there is a significant "reservoir of good will" among the black community for General Motors' troubled brand, according to General Manager Steve Shannon. Buick decided to test the waters with a multimedia marketing campaign that features singer/performer Isaac Hayes, known for activities ranging from the song "Shaft," to his former role as the voice of Chef in the popular cartoon series South Park. Shannon declined to discuss the budget for the project, nor would he reveal specific results, suggesting the campaign is still in its early stages, but Buick dealers are reporting a definite uptick in showroom traffic, he said, adding that if the Atlanta project succeeds, Buick would likely follow up in other markets with a large African-American community.
The troubled brand clearly needs a momentum builder, Shannon acknowledged, during an appearance at the Specialty Equipment Marketers' Association (SEMA) convention in Las Vegas . It is the first time Buick has participated in the high-profile aftermarket event, fielding eleven concept vehicles crafted by high-profile customizers, such as California-based Performance West. Buick sales have been steadily eroding, to the point where GM will sell more Buick-badged vehicles in China this year than in the U.S. That's led many industry observers to speculate that without a turnaround soon, the automaker might have to abandon the Buick brand, at least in North America.
Souce: Car Connection
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