Buick Execs Optimistic About Brand's Future

With Production of the Redesigned '10 LaCrosse sedan ramping up at General Motors Co.'s Fairfax, KS, plant, Buick is planning a bigger launch budget than the original model received in 2005, says Cheryl Catton, general director-advertising and promotion for Buick and GMC.

“Yes, we have the resources to launch our coming products,” she insists, despite the fact GM has cut her division's advertising budget in half. She says the campaign is “designed to change the perception of what Buick is.”

There will be a “huge” budget for the LaCrosse launch on both conventional and cable TV networks. It won't be exclusively in prime time, she says. Buick ads will run on “smart dramas,” such as “Grey's Anatomy,” “Bones” and “House.”

Additionally, Catton promises more product integration in story lines. One upcoming episode of “Trust Me” will have a LaCrosse built into the story line of the drama.

Although Buick only will have two sedans and one CUV in its portfolio by December, Catton says the brand's lineup will mirror that of luxury-brand competitors, such as Acura, Audi and Infiniti.

Catton also expects the LaCrosse to compete with the Lexus ES 350.

Catton is aware of the recent criticism of Buick's advertising by GM Vice Chairman Bob Lutz, whom she says has not met with her on the matter. But she insists Buick has no plans for an advertising-agency review at this time.

Buick delivered 47,223 units as of June 30, down 33.6% from year-ago, according to Ward's data. The vast majority of the 6-month tally was retail units. Fleet sales have been kept under 10% deliberately.