Buick Is 'The New Class Of World Class'

September 17, 2009

Bob Lutz has made his first stab at reinvigorating Buick's marketing campaign with a new tagline for the Buick LaCrosse: "The new class of world class".

You might recall that shortly after Lutz was installed (post-bankruptcy) as General Motors' chairman for marketing, he dismissed the most recent Buick campaign as ineffective and out-of-step with the image he wanted to foster. The tagline for those spots was "Take a look at me now" -- which is, admittedly, just terrible. It's something your grandfather might say after trotting out a new pair of wacky golf pants. Not stylish, not confident, and implicitly backward-looking.

Lutz's new tagline isn't a complete homerun either, but it's definitely an improvement, and it's in keeping with Lutz's goal putting the LaCrosse name on par with that of Lexus. His LaCrosse/Lexus battle recently went full-on thanks to a series of new LaCrosse billboards in Los Angeles featuring cheeky copy like, "Another thing for Lexus to relentlessly pursue" and "EX your Lexus". (And it looks like more of that sass-mouth is on the way.) Some of us have issues with naming the competition in an ad that's supposed to be all about you -- remember those Howie Long ads for GM that did more to brand Ford and Honda than GM? -- but we're willing to see how this plays out.

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