| 2005/29/11 : Buick and Martha Stewart Join Forces to Introduce 2006 Buick Lucerne |
Business as usual doesn’t cut it today in marketing’s fiercely competitive arena. Campaigns that create an aura of unique excitement and intelligent suspense are required to garner interest and cut through the clutter. General Motors’ Buick Division will do just that when the all new 2006 Lucerne becomes the featured product on the “The Apprentice: Martha Stewart” reality show.
First airing on NBC from 9:00 – 10:00 p.m. EST on November 30, two apprentice teams will design an in-dealership launch showroom display to entice and excite potential Buick Lucerne buyers. The influence of the winning team’s creation, selected by Martha Stewart and Buick executives, will be experienced by prospective customers on December 13, when participating dealerships host a Lucerne V.I.P. Premiere Night. Viewers of the November 30 episode can RSVP for an invitation to a Lucerne V.I.P. Premiere Night party in their area via an online registration process and will be directed to Buick.com during the show.
In addition, elements of the Lucerne V.I.P. Premiere Night party will be teased on Martha Stewart’s daytime show on December 1, 2005. Here, the party-planning diva will showcase her influence on the upcoming Lucerne VIP Premiere Parties, from flowers and napkins to punch and hors d’ oeuvres, and will create a scene right out of the “Perfect Party Handbook”– a 20-page guide to entertaining brought to you by Buick and Martha Stewart Living.
“Buick’s partnership with Martha Stewart to introduce the luxurious Lucerne reaches those consumers interested in upscale brands who might otherwise be unaware of the Lucerne ’s potential,” said Margaret Brooks, Buick marketing director. “By joining these two powerful brands it gives us a new opportunity to reach this ever-changing customer whose interests and tastes are as diverse as the people who view her programs.”
About Lucerne
Built “Beyond Precision,” the Lucerne is Buick’s third new vehicle in just over a year, following the LaCrosse midsize sedan and Terraza crossover sport-van.
Lucerne offers an array of options, including a V-8 or V-6 power, three trim levels – the well-equipped CX, elegantly appointed CXL or the luxurious, performance-oriented CXS model. Standard on every Lucerne are OnStar, Quiet Tuning – Buick’s exclusive process to eliminate unwanted cabin noise – and a four-year/50,000 mile warranty. The sedan has a base manufacturer’s suggest retail price (MSRPs) ranging from $26,990 to$35,990.
Lucerne is engineered to meet a wide variety of customer preferences and compete across a wide range of domestic and import entries in the premium midsize and luxury segments.
www.gm.com |
| 2005/21/11 : GM to Slash 30,000 Jobs, Close 9 Plants |
DETROIT - General Motors Corp. will eliminate 30,000 jobs and close nine North American assembly, stamping and powertrain plants by 2008 as part of an effort to get production in line with demand and position the world's biggest automaker to start making money again after absorbing nearly $4 billion in losses so far this year.
The announcement Monday by Rick Wagoner, GM's chairman and CEO, represents 5,000 more job cuts than the 25,000 that the automaker had previously indicated it planned to cut.
United Auto Workers union leaders called the cuts "extremely disappointing, unfair and unfortunate."
The 30,000 job cuts represent about 9 percent of GM's global work force of about 325,000 people.
"The decisions we are announcing today were very difficult to reach because of their impact on our employees and the communities where we live and work," Wagoner told employees. "But these actions are necessary for GM to get its costs in line with our major global competitors. In short, they are an essential part of our plan to return our North American operations to profitability as soon as possible."
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news from news.yahoo.com
Update; Doraville Atlanta Georgia Plant has closed one of Nine. |
| 2005/19/11 : Buick Set To Launch Television Advertising For All-New 2006 Lucerne |
DETROIT – “Beyond Precision,” a new brand positioning and advertising campaign for the Buick division of General Motors, will break with television commercials on Nov. 21 for the 2006 Lucerne, an all-new luxury sedan. The campaign focuses on Buick’s quality by showcasing Lucerne’s luxury features and benefits including QuietTuning and other technical innovations.
The advertising’s new tagline – “Beyond Precision” – speaks to the care and exactitude the designers and engineers put into the Lucerne. “Beyond Precision” exemplifies qualities that resonate with people who want a car to reflect their intelligence and that thrives on scrutiny with compelling attributes.
“The people who design, engineer and manufacture Lucerne are some of the best in the world, and have a near-fanatical way of looking at Lucerne’s details,” said Margaret Brooks, Buick marketing director. “We want advertising that shows the fruits of their labor and spotlights some of Lucerne’s finest details.”
Three new television commercials from Buick’s national advertising agency, McCann Erickson’s Birmingham , Mich. office, were created. The commercials, focused on product attributes, are:
“Precision Millimeter” (craftsmanship) – From its gracefully sculpted exterior design to its smooth yet responsive ride, Lucerne reinforces Buick’s reputation for attention to detail inside and out. In this execution, a camera slowly pulls out from inside a tight panel gap to reveal the Lucerne . The voiceover says, “Someone understands the difference even a single millimeter can make in the way a car looks, drives and feels… And we just wanted you to know… You’re not alone. ” The voiceover relates the fanatical approach of the Lucerne ’s engineers to the high level of quality today’s demanding new car buyers also seek.
“Snowflake” (heated wiper fluid) – A delicate snowflake meets its demise in this spot featuring the Lucerne ’s heated windshield washer fluid dispenser. The wiper fluid is heated to 149 degrees and eliminates the inconvenience of scraping ice and grime from windshields, a problem that has afflicted drivers since the invention of wiper blades 75 years ago.
“Mr. Aachen Head” (QuietTuning) – An “Aachen HEAD” (pronounced Ah-Kin) is a digital recording tool that hears sounds inside and outside of a moving vehicle. Buick Lucerne engineers regularly use the Aachen Head, which mimics a human head of an average-sized man, to capture sounds within the Lucerne ’s interior. Lately though, “Mr. Aachen Head” hasn’t been very busy, because Buick’s QuietTuning greatly reduces sound levels inside the vehicle, as “heard” in this spot.
“The new spots tell the inside story about the engineering of the Lucerne in all its obsessive, brilliant glory,” said Marianne Fey, executive vice president and group managing director of McCann Erickson’s Birmingham, Mich. office. “We wanted to highlight compelling product attributes that show this discerning target what separates a true quality vehicle from the rest of the pack.”
New Buick commercials will be seen on a variety of news and lifestyle programming.
A series of print ads will launch on Nov. 22 in USA TODAY and Nov. 23 in the New York Times and Wall Street Journal; and will run throughout the year in a variety of magazines and newspapers. Interactive inserts, coined “Buzz Prints,” that feature product attributes of the Lucerne will begin running in publications in February. Additional campaign components include online advertising and promotional placements on some of primetime’s hottest shows.
About Lucerne
Built Beyond Precision, the Lucerne is Buick’s third new vehicle in just over a year, following the LaCrosse midsize sedan and Terraza crossover sport-van.
Lucerne offers an array of options, including a V-8 or V-6 power, three trim levels – the well-equipped CX, elegantly appointed CXL or the luxurious, performance-oriented CXS model. Standard on every Lucerne are OnStar, QuietTuning – Buick’s exclusive process to eliminate unwanted cabin noise – and a four-year/50,000 mile warranty. The sedan has a base manufacturer’s suggest retail price (MSRPs) ranging from $26,990 to $35,990. Lucerne is engineered to meet a wide variety of customer preferences and compete across a wide range of domestic and import entries in the premium midsize and luxury segments.
More information about Lucerne and the entire Buick line-up is available for media at http://media.gm.com and for consumers at www.buick.com. |
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