Blog # 4 Buick Repositioning (STP)
Feb 5th, 2024 by John DeGraff
Question: Why does the Buick Century have that name?
Answer: Because that’s the average age of the car’s owners. 🙂
For decades, Buick was positioned for older customers. Though the above joke was an exaggeration, Buick’s reputation as an old man’s car was widely held for many years. As of May 2022, Statista reports that Buick has a higher share of 50-64 year old’s than other car makers.
After narrowly escaping the brand’s end altogether, the company is now building on success in the Chinese market to try and attract a new target market here in the U.S.
Who are these customers based on the links below to the recent ads? Using ideas reviewed in the book related to demographics and lifestyles, how has GM segmented the market, what target have they picked for Buick, and how are they positioning themselves for that target market?
Please post in 150-300 words what segmentation and targeting decisions Buick seems to have made, and provide a brief description of the positioning that they’re presenting for this market. Who does the target market appear to be? What kind of marketing vehicles (TV, Radio, Social Media, Mobile, Events…..) would you use now to reach the target audience? Why do you think this would work? Feb 18th before 11:30 pm worth 10 points
Watch video’s below before writing the paper
Recent ads:
A longer video about Buick’s history and its power in the Chinese market:
When I think of Buick’s I think of the kind of car your grandpa would drive, But they’ve been shaking things up to draw in a crowd that’s a bit younger, think people who are into the latest tech and want a bit of luxury without breaking the bank. They’re looking at the people who are probably in their 30s to late 40s, who have a decent job and want a car that feels fancy but is also smart and reliable for everyday life. Now, they’re looking into younger families or professionals who want a car that’s got all the cool features, looks sharp, and is comfy for both a quick city trip and a long road adventure. Buick’s telling these people that their cars are not just about luxury but they’re also packed with the latest tech, and practical for most occasions. To get their message across, I’d say Buick should really dive into social media, because that’s what the younger generation uses. Apps like Instagram, YouTube and facebook could advertise what the cars can do, and post some events where people can come and see the cars in person. This way, they’re hitting all the spots where their new crowd spends time and showing them Buick isn’t just for the older generation anymore.
Buick is a car brand that has been traditionally associated with older and affluent customers. However, in recent years, Buick has tried to appeal to a younger and more diverse market segment by shifting their market to foreign countries such as China.
Specifically, In China, it tries to come off as a luxary car brand. Unlike in the US, there is a general consensus or impression among the Chinese that Buick is not a brand that is age-dependant.
Buick uses the slogan “That’s a Buick?” to emphasize the surprise and delight that customers experience when they discover the new features and benefits of the brand. Buick also uses the tagline “Experience the New Buick” to invite customers to try out the brand and see for themselves how it has changed and improved.
To reach this target audience, I would use a combination of marketing vehicles that can create awareness, interest, desire, and action among the potential customers. At the same time, what vehicle is used is dependent on the target audience. When targeting senior citizens (in the US audience), it would be best to focus on specifically TV and radio advertising.
– TV: I would use TV commercials that showcase the different models of Buick and their features, such as the spacious interior, the advanced technology, the smooth ride, and the stylish design.
– Radio: I would use radio ads that highlight the benefits of owning a Buick, such as the quality, reliability, safety, and prestige of the brand.
John DeGraff MKT 311-22
To start, it is important to understand the terminology. Positioning is the process of creating a distinctive image for a brand. Buick is positioned as a luxury and premium car brand that provides quality, reliability, and safety at a reasonable price. Although Buick had originally been marketed for older customers, in recent years, the brand has attempted to appeal to a younger market segment by marketing its vehicles to other countries such as China. The advertisements of the Buick in other countries are marketed as luxurious and for all ages, not just the older generation. The Buick ad campaigns are changing the way individuals view the brand because they replace the outdated look of the cars with a more modern look which young individuals gravitate towards. The cars have new features, look modern, and feel luxurious at a reasonable price. Buick has segmented its market based on demographics and psychological behavior. The commercials illustrate young individuals who are on the go, professional, and those with families. The positioning appeals to a younger market segment that values quality and a luxury feel with new technology at an affordable price.
There are many marketing vehicles such as TV, radio, social media, and so on. If I were marketing the Buick and wanted to appeal to the target audience, a diverse and younger crowd, I would use a variety of marketing vehicles. Social media such as Instagram, Twitter, and YouTube are great ways for the company to reach a younger audience. Events such as car shows can also bring in a diverse group of individuals. Using TV and streaming advertising can gain new customers as well because many young individuals use these devices regularly. I believe using these marketing vehicles will bring in a younger audience because many young people were born into the digital age in which social media, TV, events, and streaming devices are used on a daily basis. These marketing vehicles also build brand awareness, reputation, and customer loyalty.
John DeGraff MKT 311-22
A few years ago, I would have said that Buicks were for Grandpas and only people above the age of 50 drove them. My perception of Buick has shifted and I believe Buick is a car driven by people of all ages now. The view of their cars looking “grandpa-ish” has also shifted and they now are offering sporty SUVs targeting a younger audience. In the advertisements shown in China, Buick is portrayed as a luxury vehicle option that offers younger people a stylish but affordable car. The commercial “Quadruple Take”, is a prime example of Buick’s targeted audience. They have recognized that they are not making sales with an older audience and have shifted to target younger individuals. They even make fun of themselves, as people in commercials don’t know what Buicks are so they have used that to their marketing advantage. Advertisements show young people who are professionals, on the move, and busy parents, “who don’t know how to parallel park”.
If I were marketing Buick, I would talk marketing tips from China, to turn the tide. If they are selling 1 million in sales each year we should too. I am promoting Buick as a luxury, sporty that is suitable for everyone. Social media will also be a priority because in order to reach the younger audience having a large social media presence will be substantial. There was an emphasis in the second video that Buick has no customer loyalty, so establishing that through persistent marketing will be key. Continuing commercials and radio will also be important because as we are trying to establish loyal younger customers we are also trying to retain the customers who have been purchasing Buick cars their whole life. This marketing strategy will help establish customer loyalty and build brand reputation.
John DeGraff MKT 311-22
I had always through of Buick as a car that only old people drive. After watching these recent ads my view of Buick has changed. They seem to have shifted their focus on the younger crowd. Here in the U.S. they have included recent technology to appeal to a younger crowd. They added things like massaging seats, apple car play to make listening to music easier, and cars that have wi-fi. These shifts are in the targeting stage, where they determined that the younger crowd was worth perusing so they changed features in their vehicles to draw in business from the younger crowd. In china, they are focused on young customers that want a luxury, yet affordable car. They must have targeted their audience much better in China because they have 16 models that they sell because they are so popular. With this being said, Buick is doing a very good job segmenting its markets very well based on demographic. They have noticed that people in the U.S. want a car that has all of the latest tech, and in China people want a luxurious looking car that is affordable.
To reach this target audience I would use T.V. commercials to showcase what each new model has to offer. Such as technology features, interior design, and overall look.
I would also use social media to draw attention from the younger crowd by promoting younger people driving these newer, more advanced cars with all of these new tech features on social media apps such as twitter and Instagram
John DeGraff MKT 311-22
Buick used to be seen as a car brand mostly for older folks, but they’re shaking things up. In their recent ads, they’re trying to attract a younger crowd, specifically people in their 30s to 50s. The ads highlight a fresh and modern design, advanced tech features, and an urban, stylish vibe. Buick wants to be the go-to choice for both families and professionals who are looking for cars that balance practicality with a touch of sophistication.
To reach this new audience, Buick needs to get savvy with their marketing. Social media platforms will be a big player in engaging with the younger demographic and showcasing the brand’s modern features. Online ads and mobile marketing can further broaden their reach and connect with potential buyers. Participating in events that align with the vibrant lifestyle they’re promoting, alongside traditional TV and radio ads, can reinforce the brand’s transformed image.
The shift in strategy aims to break free from Buick’s previous image as a brand favored by older individuals and position it as a modern, stylish, and tech-forward choice for a broader market. This transformation is not only crucial for staying competitive but also for expanding Buick’s appeal to a more diverse audience, not just in the U.S. but also on a global scale. It’s all about showing that Buick is not just your grandparents’ car but a cool and modern option for a wider range of people.
John DeGraff MKT 311-22
Just like many other cars, Buick has technologically advanced in order to appeal to people, or some may say they want to be appealing to younger people. Buick has done a great job of positioning itself to younger societal members. They have created a look for themselves that make Buick look technology advanced, including features that people would want in their car, looks sporty and sleek, and have luxury car features. They have younger people in their ads to show to the viewers that this car is something a younger person will want to drive.
To reach Buicks target audience, I would most definitely use social media. I would use apps like Youtube, TikTok and Instagram to showcase our ads because that is where most of the younger viewers tend to spend their time. This would work because I know from experience that you get most of your business from places you see ads. If I see an ad on my social media, I will most likely be influenced by the ad rather than seeing it on TV or on a billboard. Reaching a younger audience will be easy if Buick takes their promotion to social media.
Marketing 311-22 John DeGraff
Buick is a make of cars within the company General Motors, based in Detroit, Michigan. Historically, Buick was a high quality vehicle in the U.S. that many people wanted to drive. However, Buick has transitioned to a demographic of 50-65 year olds and they are not performing well in the United States.
Thanks to the market in China, Buick has been able to survive their struggles in the U.S. market. Back in the 1950s, powerful leaders in China would be seen riding in a Buick. This lead to Buick feeling elite and exclusive. Seeing these traits, Buick decided to invest in the Chinese market by starting to manufacture vehicles in China and partnering with a local brand “SAIC”. This decision in the 1990s helped build Buick to becoming the 8th largest car manufacturer in China. Their demographic in china is people under the age of 35, and Buick specifically makes upscale minivans for wealthy people. These kinds of adaptations and demographic reach make some people think that Buick could still find their way to success in the American market.
Buicks plan, to make their vehicles more sporty and to advertise to a younger audience. Their most recent commercial features a young actress in the car with 3 other people. These people are other phases of this young women’s life. Buick is appealing to the lifestyles of young people in America. The features of the vehicle that are highlighted are: a massage seat to help after a “brutal spin class”, wireless Apple CarPlay to play music, built in WiFi to get work done on the road, and parallel park assist to fit into small spaces. These are specific marketing choices to appeal to the lifestyle of a young professional woman. This television ad is also shown on certain streaming platforms and YouTube as well. I would imagine that Buick will be focused on Social Media advertising as well to continue to advertise to the young demographic of professionals in America.
John DeGraff MKTG 311-22
In this ad, Buick specifically used benefit segmentation. They described how the assets of the Buick (Wi-Fi, hands-free parking, and Bluetooth) could benefit its customers, specifically the ad’s target market. In this ad, it was middle-aged professional women who typically have many things to do and take care of at once. For the positioning they’re presenting for this market, they are using the salient attributes of the Buick. To this target market, it is important the car contains all the necessary features to live an efficient lifestyle. They are individuals who are very busy and live the go-go-go lifestyle. With the specific features outlined in the ad, the target market can see how each one will benefit their lifestyle.
TV, social media, and being at events would target this market the most. For a woman in this demographic, I assume she would stream TV off of a service with limited advertisements, so the TV ads would need to be short and effective. She probably uses social media a lot for work and for her family, so she could be influenced by those platforms, too. When working, we can assume she has to attend conferences and travel for business, so proper brand positioning at those events would benefit Buick.
John DeGraff MKT 311-22
Traditionally, Buick is seen as a brand that is predominant in the elderly community, but recently, they have been working to change that. They are attempting to reach a younger audience with new features such as massage seats, Apple Car Play, and built-in Wi-Fi. They want to reach a younger audience who wants some luxury in their life without sending them into debt. They are also targeting younger families with the comfort and space that these vehicles bring with them and also the safety of them. In order to market this correctly, they need the correct vehicle. That vehicle would most likely be social media. If they want to break into a new, younger market, they have to use the method that younger people use, such as social media. Younger crowds are constantly on social media. I myself was on it way too much in the past. Another method that would be effective would be TV, as many ages watch TV. It would not only be effective for younger groups, but it would still bring attention to the older groups as well.
Degraff Marketing 311-22
When I think of Buick, I think of a company that had primarily marketed itself to an older generation. But, in more recent years, they have tried to make themselves more appealing to the younger generation. This was evident when watching their Ad videos. People my age have fun features in their car that make it more personable and allow it to have. Especially their Apple car play and built-in wifi. This is a feature directly targeted at the younger generation since our lives centers around technology. It makes our driving experience more efficient. This I associate with the ads target market, which is evidently the younger generation. I know I have seen this Ad prior on social media and Youtube, which is a good platform to reach a younger audience. I also could see Buick trying to position itself to be functional for the US. The majority of Buicks consumers originate from China. Their sales in China are greater than in the US. This is because of business partnerships with GM, and sold models specifically for the Chinese Market. In comparison, Buick has 16 models in China, while the US only has 3. But, in order to capitalize the most profit possible, Buick should advertise themselves in the US, as they do in China.
John DeGraffMKT 311-22
Buick’s recent repositioning efforts show a shift in segmentation and targeting decisions, aiming to attract a younger demographic. The brand appears to have strategically chosen consumers aged 25-45 as their primary target. This decision reflects a change from Buick’s historical association with an older target, as evidenced by the stereotypical “old man’s car” image. The segmentation is based on lifestyle considerations, emphasizing modern design, advanced technology features, and a sense of adventure. Buick’s marketing messages portray sleek and stylish vehicles equipped with cutting-edge tech, signaling a move towards a more dynamic and tech-savvy consumer base.
To effectively reach the target audience of individuals aged 25 to 45, Buick should use a marketing approach leveraging social media platforms like Instagram and TikTok for appealing content, digital advertising for targeted online engagement, and influencer collaborations to provide endorsements.
When I saw a Buick I always thought of it as an “old people car” but I never really understood why. It was definitely interesting to learn about the history of Buick and how it is thriving in China. The commercial provided I have actually seen many times before. I never really thought of why they made the commercial that way, but this assignment made me think more about it and it makes sense. In the 30-second ad, we are shown four great aspects of the Buick that are helpful in everyday life and cater to certain lifestyles. This ad falls under psychographic segmentation due to this. Someone watching the ad can identify each aspect they focus on and can think about how that could impact their life. For example, when I watched it, I thought about how nice it would be to not have to parallel park since the car does it for you! The target market is going to be younger to middle-aged people who are looking for ways to make their lives easier. They show this through the activities in the commercial (spin class, need for wifi to work in the car, wanting to play music remotely). I think the best way to target this audience would be through TV, Instagram, or Facebook. These are things people in that demographic typically use and would be a great way to advertise the new look and capabilities of Buicks like the commercial does.
John DeGraff MKT 311-22
When I would think of Buicks I would think of them being old people cars. They look like old person cars and my grandpa’s definitely smelled like an old person car. They have done a very good job at changing their demographic in the last few years, though. They seem to be appealing to people in their 30s or 40s. The advertisement portrayed young people doing young person things like spin class, wifi, and bluetooth, sounding confident using technology. They have new, complicated technology that not only appeals to younger people, but may scare off older consumers in order to really make sure their demographic shifts. For example, even I would not trust the technology to parallel park for me while my hands are off the wheel. There is no way that most older people would want or use a car that does that either. The Buicks also look especially modern. I now think of Buicks as what used to be old people cars but are now kind of cool.
John DeGraff MKT 311-22
The reputation of Buick, as it relates to its most common customers, is definitely older aged people and especially older aged men. So the “Quadruple Take” commercial is an attempt by Buick to target the opposite of its usual customer. This commercial features 4 younger-aged women showing off the many new features the Buick SUV has to offer. So clearly they are trying to target younger people with this ad, and especially younger women since that isn’t a group they’ve reached very well in the past. I think this TV commercial was a good attempt at trying to reach this new audience, but I think the best way to reach younger people would be to advertise on social media. That goes for Buick and pretty much any company, if you are trying to reach a younger target market than advertising on social media is the best way to do that in today’s world.
MKT 311
Even though Buick has had a history of having an older demographic, they have made an attempt to market to a younger demographic that is in their 30’s and 40’s. In the commercial, it gears some of the conversation around features that are related to the technology that car has, which would obviously be geared towards a younger consumer base since older people are not known for being that tech savvy. I remember my childhood friend who lives in Thailand saying to me not that long ago that rich people are known to have Buicks in Asia. Maybe this is why they had Shaquille O’Neil on a commercial. I think focusing on social media outlets like Instagram and Facebook would be key, as well as commercial ads in-between shows that are watched by their intended demographic.
John DeGraff MKT 311-22
If you were to ask me about the brand Buick I would have told you it’s fitter for older people, My grandparents have Buicks, and these vehicles are what I grew up around. With this being said I think Buick appears to have strategically shifted its target market. The company seems to be targeting younger people, possibly in the age range of 30-50, aiming to shed its reputation as an “old man’s car.” They are doing this by showing new modern designs, advanced technology features, and dynamic lifestyles showcased in their advertisements. Doing so by offering sporty-looking SUVs, wagons, and even convertibles. In the advertisements shown in China, Buick is portrayed as a luxury vehicle option while still being affordable. Buick’s segmentation strategy likely involves identifying consumers who value a blend of style, technology, and performance in their vehicles. The target market could be professionals or young families seeking a balance between practicality and sophistication. Buick seems to position itself as a brand that offers both luxury and innovation, appealing to a more diverse and dynamic consumer base. To reach this target audience Social media platforms like Instagram and Facebook would be effective for visually showcasing Buick’s modern designs and features. I also think they should stick with TV commercials and radio and continue to hit the customers they already have. By utilizing a diverse set of marketing vehicles, Buick can effectively communicate its new image and appeal to the identified target market.
John DeGraff MKT-311-22
I think with this recent Buick ad and similar ones, Buick is looking to brand itself as more of a luxury brand. With the style and design of the model in addition to features like parallel park assist, Buick is giving off a more luxury feel. Further with its price range and more modern features, Buick seems to be marketing towards younger-middle aged people around 30-50 years old. This is because these age ranges can more comfortably afford a Buick they perceive as luxury. This is also reinforced by there ads being primarily shown on TV, which would reach people of that age range better than those who are younger. Finally, with this ad, and the model being an SUV, it seems to be marketed towards women. This makes sense as a woman may be more likely to buy an SUV compared to a man who may rather have a truck or nice car.
Buicks are known for their longevity and are an economical alternative to the Cadillac. Buick seems to have revamped the stigma of their brand being only for the older generation. Buicks longevity and dependability has put them in the third luxury brand of vehicles. The younger generation would more than likely be encouraged by their parents and grandparents to purchase a Buick known as an extremely reliable car. Buick would be able to appeal more to the younger generations if they advertised on social media such Facebook, Instagram, TikTok and Twitter. Buick could advertise at concerts, streaming platforms, radio and bill boards to target the younger generations. I believe that this type of marketing would actually work for several reasons. The older generation have more convincing influence on the younger generation, as often they are helping them with the down payment and even co-signing for them. The other reason is Buick has a wonderful reputation which would influence the consumer’s decision. Return customers are those who are dedicated to the Buick brand, comparable price and sleek classy look.
After watching both videos about the history of Buick and their recent advertisement it appears that Buick has two different types of markets for the US and China, which I found particularly interesting. In China it appears that they’re targeting younger businessmen and women as the average age of a Buick owner is 35 years old. This rivals the US with the average Buick owner being roughly 50-64 years old! However, as the Donut Media video points out, Buick has an exclusive deal with Shanghai Automotive Industry Corporation (SAIC) that provides Buick with the opportunity to make vehicles exclusive to the Chinese market. Also, it’s important to mention that in China, minivans (which are part of the exclusive deal) are seen as more useful for traveling around with multiple adults than limousines are in the US. Therefore, it’s easier for Buick to target this demographic with luxurious minivans and other vehicles for comfortable travel and luxury. Additionally, the sales numbers in China versus the US speak “volumes” about the success of this exclusive deal with Buick selling over 1.1 million vehicles versus selling 202,000 vehicles in the US. In the US it seems as though they are trying to also cater to younger demographics, probably also around the 35-year-old mark (if not slightly younger), and/or professionals, with things like massage seats, Wi-Fi, automatic parallel parking, etc., (the latest technologies) and I believe this idea is reinforced because their advertisement states it’s the SUV (S-You-V) designed around you.
If I was Buick, the channels, or platforms that I would utilize to target the 35-year-old businessman or women would have to be modern forms of entertainment and social media such as TV (including streaming), radio, YouTube, Instagram, and Facebook as these platforms have great success with this demographic. Furthermore, I believe that having Buick’s at car shows or sporting events might also generate interests within these crowds as they might already have families or are seeking vehicles that provide modern technologies with comfort.
John DeGraff MKT-311-22
Based on the videos and the information presented, I believe that Buick is pivoting its marketing strategy towards the younger generation rather than its historically older generation. With the younger people in that advertisement along with a lot of features such as carplay and automatic parallel parking, the appeal is shifting more to a younger audience. To capture that younger audience I believe that going through mediums such as advertisement and social media is the best strategic approach because the younger generation spends a lot of time on those platforms. I would stay away from radio and even TV because the younger generation does not use the radio as much as the older generations and a lot of the younger generation tends to stick to streaming services compared to cable TV. I think going more of the EV or hybrid route would work too as I know a lot of people are looking to that for of vehicle as trendy and also cost-efficient with gas prices.
Buick in the past has traditionally been viewed as a car for older men above the age of 50 years old. Sales for Buick in the United States have been on a steady decline throughout the years. However, in China, Buick is thriving. In China, the average consumer for this car is someone around the age of 30. Since this brand is more popular there than in the U.S., they also provide more models there compared to the three types they have provided here. In the commercial shown, I would say the target audience is the younger generations, especially with all the features they highlighted. Since this is targeted towards the younger generation I would stray away from the radio as it is not used as much as the older generations. I would focus more on social media as the younger generations tend to spend more time on those apps and it can remind them more of this brand while scrolling through social media.
John DeGraff MKT 311-22
At the beginning of time, Buick has been marketed towards an older generation because the average consumer was 50-64 years old. However, they realized that their brand did not have much loyalty because most people didn’t recognize the brand. Therefore I believe that they chose the demographic segmentation to change their stereotype. In the commercial presented above, the people in the commercial were a younger generation of women. They marketed it towards a younger group by adding technology features such as Bluetooth Apple Music, massaging seats, wifi, and self-parking additions. This entices a younger generation with a higher income because of the advances the car has. Then I believe the used Benefit Positioning to that market because of the easier additions to the car that seemed to cause issues before like parallel parking.
The way I would market Buick is by using social media. If they want to branch away from just being “the older person car”, they need to use prominent younger generation platforms to market.
MKT 311-22
Growing up I always saw Buick as the “old man’s car,” but they seem to be undergoing a radical makeover. With low US sales, they’re leveraging their Chinese market success to target a younger generation with techy and stylish vehicles. The ads lead me to believe the focus now is on Millennials or younger (Gen Y and A) compared to their traditional base in years past. This demographic is known for adapting to the rapid rise of the internet and digital technology. They’re also likely considering lifestyle and personality, aiming for individuals who value technology, style, and convenience. The target market would be modern young professionals or families who appreciate the finer things in life. Who are not just looking for a car; they’re seeking a reflection of their tech-forward outlook and active lifestyle.
Buick is strategically repositioning itself as a forward-thinking brand with modern & stylish designs. The “old man” image is replaced with sleek designs and modern features. For example, the “Buick Envision” commercial highlights tech features like Apple CarPlay and self-parking, emphasizing their understanding of modern needs. They also feature massaging seats that add a touch of luxury and ease to everyday driving. During the 1950s the Buick was one of the most purchased vehicles. Nowadays, they face the challenge of changing deeply ingrained perceptions. However, if they play their cards right the opportunities are vast.
Buick has as we all know has been a brand that has captured the elderly generation over the decades but in this day in age with a more luxurious design with new technology such as the self parking, Bluetooth settings such as Apple Pay and WiFi it has been targeted to appeal to younger and middle aged generations as shown in the commercial. For example for my first car my dad which is older recommended me to get the Buick lacrosse in which I didn’t find appealing so the newer model would be more intriguing. The kind of marketing tool I would use for this would be tv and social media because majority of people watch tv and the most influence besides social media would be tv but the younger generation is more hooked into social media on websites such as TikTok or instagram so putting quick ads would help.
Buick is a very well known brand, its funny to me that it was branded as an older person car for awhile because I have gone my whole life without knowing that. I remember that my first year on campus my buddy had a buick that I thought was sweet and a smooth drive. I would always take it because I enjoyed his car so much. If they were trying to appeal to a younger crowd they have definitely done a good job of achieving that.
Buick has historically positioned itself as a premium brand targeting affluent, middle-aged consumers who prioritize comfort, luxury, and reliability in their vehicles. Segmentation likely involves targeting specific demographics such as middle to upper-class individuals aged 35 and above, with a focus on professionals or retirees seeking a blend of luxury and practicality. In terms of recent marketing efforts, Buick may be leveraging digital platforms extensively to reach their target audience. Social media advertising, particularly on platforms like Facebook and Instagram, could be effective for reaching middle-aged consumers who are active on these platforms. Additionally, targeted online display ads on websites catering to luxury lifestyles or retirement planning could also be part of their strategy.
Buick obviously seems to be going for a younger market of car buyers. The main character in the ad is a younger woman, and she is leaving a spin class which I think is an activity that is usually done by younger people. The ad also highlights apple car play and in car wifi, which are both features that definitely target younger people. I think the ad does a good job targeting that market, showing a young, active, and on the go person enjoying their Buick. I would suggest they keep going with the tv ads, but you have to use social media as well if you want to target young people. I think there is a big opportunity with influencer marketing for Buick. Send a car for influencers and car reviewers to use so they can show their followers all the benefits of a Buick. Influencers have people who trust their opinion, so if they enjoy the rejuvenated Buick, their followers will likely think about a Buick when shopping for a car.
John DeGraff MKT 311-22
The target market for Buick based on the links provided is younger, middle-aged people. I say this because of the high technology features and the parallel parking feature that is usually catered towards or draws attention of younger people. This is also an example of how GM has segmented the market; making TV commercials geared towards a younger audience. Tv and streaming services would be the way to go to reach the anticipated audience. As far as the selected target for Buick, the ads are geared to everyone’s interests, there is no specific age or gender. Within the first video example it was younger women doing day-to-day activities; this targets both women and middle aged/young women as the audience. The slogan at the end of the video was “The SUV built around you… all of you.” representing the Buick being for all demographics. The second video explained how Buick built and designed cars catered to the demographic in China being affordable luxury cars, making them successful and Buick can do that now in the United States.
John DeGraff MKT 311-22
Based on the recent ads, the target audience for Buick is people under 35 years old. That being said, the end of the ad also said, “The SUV built around you, all of you.” This suggests that, although the actors in the ad are younger, they want to engage in business practices with all ages, outside of the average age of 59 years old. Therefore, it is fair to assume that the target audience is anyone looking for a more luxurious SUV with convenient features but not too high-end.
Buick’s clearest and most relevant market segmentation is the location priority, where they sell about five times as many vehicles as they do in the US. In comparing the two, Buick has only three styles of cars to choose from in the US, while China has 16 models. Buick has found success in the Chinese market, allowing them to open up a wider catalog of vehicles that expand outside of the SUV market.
Social media such as Instagram, X, Facebook, and TikTok are necessary to reach the target audience that Buick desperately needs here in the US. Considering the percentage of young adults using these social media platforms, it offers exposure to a brand that can be overshadowed and forgotten about due to the competition. Making catchy and entertaining videos for this demographic allows Buick to expand the number of eyes on their product, potentially leading to sales.
John DeGraff – MKT 311-22
In the U.S., historically Buick’s customers have been primarily older individuals, aged 50+, and has been consistently falling behind in terms of sales performance especially when compared to many of GM’s other brands, with Buick only remaining due to it’s success in China. Due to this, Buick seems to have taken on a new initiative to segment, target, and position themselves within the U.S. market to appeal to new customers and hopefully improve their sales performance within the U.S.
Based on the “Quadruple Take” ad, we can see a dramatic shift in the segment and targeting on behalf of Buick’s marketing. Buick has shifted away from their older aged demographic, and instead is focusing on a much younger generation. Demographically speaking the segment contains younger adults, targeting those in their early/mid 20s, with a decent/established education and enough income to spend on a new car, a Buick. Buick is positioning themselves to appear as a luxurious, attractive, feature-packed car option with all the necessities (such as automatic parallel parking) that a younger demographic would find to be the most attractive for a new car. Overall Buick seems to be going in a much more trend-oriented direction with the design and overall features included in their car, again primarily targeting specifically for that younger generation of customers seeking a luxurious, trendy car, extremely similar to the marketing/STP they have had success in with in China.
For targeting a younger generation of customers Buick will have to carefully decide which marketing platforms they should use. Social media such as X, Tiktok, and Instagram immediately come to mind as viable platforms which would encase their desired demographic, although these platforms may also include customers who are too young for the ads to be effective and fall out of their intended segmentation. Radios are a potential option since the potential customers of radios would be slightly older, and currently the primary time that people tend to listen to the radio is when they are driving, meaning the product is more likely to be applicable to their current needs or if they have been thinking about/wanting to get an upgrade.
John DeGraff – MKT 311-22
Based on the ads and Buick’s target market demographics, it seems GM is aiming at younger people, maybe between 25 to 45 years old. They’re trying to make Buick seem cool and modern by showing features like wireless Apple CarPlay and fancy designs in the ads. This suggests Buick is trying to attract younger, tech-savvy folks who care about comfort and convenience.
To reach this audience, Buick would probably use social media, mobile ads, and digital platforms. Social media like Instagram and Facebook could help show off Buick’s stylish cars and cool features to younger people. Mobile ads could catch people’s attention when they’re on their phones, highlighting Buick’s convenience and tech features. Buick might also collaborate with influencers or sponsor events to get the word out.
This approach should work because it matches what younger people like. They’re always on social media and their phones, so advertising there makes sense. By focusing on features that matter to younger buyers, like cool tech and modern design, Buick can make itself seem like a relevant and attractive choice in the car market.
John DeGraff MKT 311-22
what segmentation and targeting decisions Buick seems to have made, and provide a brief description of the positioning that they’re presenting for this market. Who does the target market appear to be? What kind of marketing vehicles (TV, Radio, Social Media, Mobile, Events…..) would you use now to reach the target audience? Why do you think this would work?
Based on the recent ads from Buick, they use geographical segmentation, considering their strong presence in China. Buick offers many affordable luxury cars, which cater to the demographic in China. They also use demographic segmentation to target middle- or upper-class age 25–35-year-olds. Buick uses young actors in the ad shown to target this audience better. Buick also works to offer newer technology in their cars that cater to the wants of a younger generation.
I think social media is a good channel for Buick, especially Instagram, X, and TikTok. TV could also be a good channel to reach a younger audience. Personally, I have seen many Buick commercials on streaming services like MAX and Hulu. Marketing using these channels allows Buick to appeal to a younger audience at a much higher rate than if they were to use Radio or Events. Some events may be an appropriate channel, too, depending on the demographic of the audience.
DeGraff 311-22
While Buicks have been thought of as cars for older people, they seem to have shifted their targeting to be directed at the younger generation of Americans that can afford luxury vehicles. They do so by advertising the modern features of their models such as Wi-Fi and massage seats. Because these are luxury features, the marketing segmentation factors Buick is focused on are age and income. By depicting young actors in their vehicles, Buick is attempting to change their previous image as a company that sells cars to “old people”.
Social media and TV are likely the best outlets to advertise through to reach Buick’s target audience. Younger generations use social media the most out of these outlets to consume entertainment and news; therefore, social media ads will reach more young Americans than radio would, for example.
Buick appears to be looking for a younger and more active customer base, moving away from its historical affiliation with an older demographic. The latest advertisements highlight performance, style, and technology with sleek and contemporary car models. A goal to establish a connection with a wide range of viewers, including families and younger professionals, is suggested by the use of lively music, vibrant graphics, and a variety of scenes. This transformation is consistent with the lifestyle shifts and demographic trends seen in the car industry. The focus on modern design and technology suggests that the vehicles will appeal to buyers who value innovation and style. Buick appears to be aiming to draw in customers who would not have paid much attention to the brand in the past, in an effort to separate itself from the older market and draw in a more varied and modern clientele.
John DeGraff MKT 311-22
Buick is a car brand I do not normally think about whenever I have a conversation about cars. I’ve always associated Buick with an older demographic and at times have forgotten it is still around in the US. GM did a great job of taking the Buick brand, which has been declining in America, and repositioning it in China as a high-end brand. Selling over a million Buicks a year and appealing to people under the age of 35, it has done a 180 compared to their market in the US. Their commercials in China clearly depict who they want their target audience to be. They want the Buick brand to be associated with style and success. That is why they have people dressed stylish or in suits. Since the target demographic in China is people age 35 and younger, social media and mobile advertising would be best since they are more likely to engage with their phones than watch television or listen to the radio. I believe GM is attempting to use their China strategy in the US. The commercial “Quadruple Take” from Buick shows a professional young woman driving the Buick while talking about features like Bluetooth and Park assist.
Why would Buick Century have that name? I think the interesting thing about Buick and what comes to mind when you hear the name is a vehicle brand that for centuries created a car that an older crown preferred because of its comfort rather than its looks on the outside. As Buick has developed and changed over the years, they have been reaching a broader crowd of people, also reaching the younger generations. Because of the comfort that Buick prides themselves on, they can be considered a luxury vehicle brand that uses comfort and this is apparent in the advertisements from China. Ultimately, they mention that they aren’t creating the sales they used to with the older audience and are now targeting a younger audience. They argue that their vehicles are best for people who are always on the go, such as young adults and parents. In order for Buick to continue to reach the younger audience, they need to create a marketing strategy that allows them to reach the younger generation. For example, creating Tik Toks or interacting on other social media platforms will reach this group of people. Arguably, I think that mobile marketing would play a large role in Buick’s transformation and sales to a younger audience.
John DeGraff MKT 311-22
Based on the Buick Envision ad provided in the material, it appears Buick used the benefit and psychographic segments as it displayed what the vehicle can do for its users as well as the lifestyles commonly found here in the US. Features such as wi-fi, hands-free parallel parking, and massaging seats were shown as important pieces of this ad. The commercial also displayed the actress in four different seats of the vehicle, all with different attire and concerns, which implies that her lifestyle is busy and that this SUV can support all desired functions. It is safe to say that Buick used the saliant attribute positioning method and that the targets of this ad are Independent, professional women, who may be in their thirties, have a busy schedule, and are looking for a vehicle that can aid in making life just a little bit easier. If it were left to me, I would use the market vehicles of social media and TV, specifically showing celebrities that women in their 30s admire driving these vehicles to enhance the “cool” factor.
John DeGraff MKT 311-22
When I think of Buick I do think of an older consumer base. This is due to personal connections with the brand such as my grandparents driving Buicks, as well as seeing them out and about, typically they are older drivers. Based on the Buick ad provided for the Buick Envision, it seems that Buick is trying to market to the younger generations. This is apparent by using younger actors, as well as highlighting features that the younger generation cares more about, such as Apply Car Play, automatic parking, etc. GM had taken the buick brand and making it popular again in China, and I believe they are trying to do the same thing in the US. By aiming towards a new audience of younger consumers, they will be able to sell more cars as that is the area where new drivers in need of cars are most apparent. I would use TV, Social media, and mobile to reach this new target audience. Most younger people don’t use the radio but rather streaming services, so I would try to stay away from that for that specific demographic. I believe this would work as these are things that younger people are already using and could hjelp get them talking about the Buick brand in order to increase sales and bring the demographic down to the younger generations
Buick was once the old man’s car here in the US. They fell off due to lack of anything new, and were considered boring. Due to an early entry into the Chinese market, Buick has stayed afloat and has a very successful image and marketing model in China. In terms of getting back into the US, it seems they are going for a fairly similar target audience as back in the day. The segmentation of vehicles they fit into are comfort, convenience, and a hint of luxury cars. All of the technology featured in the Buick commercial falls into one of those categories. The massaging seats are comfort and luxury, the wifi and wireless carplay are convenient and the parking assistance would fall into all 3. The car seems a little too technology oriented to be “the old man car” anymore, but I would say their target audience is still on the fairly older side. Adults 35-55 with a middle to upper middle class income is who Buick seems to be targeting in the United States nowadays. Buick’s positioning is a reliable and convenient car with a clean and simple look. If they succeed in sort of revamping their popularity in the US, I could see them becoming the old man car again in maybe 10-15 years, once the older generation is more keen on technology.
Based on recent advertisement by Buick, it is clear to see that they are trying to shift their marketing strategy to a younger generation to more millennial/gen Z approach. It seems that after finding success in China, they want to see how their strategies could overlap onto American soil.
The segmentation decisions Buick has made a decision to get the attention of individuals who focus more style, rather than old fashion. In the commercial, it shows a person who is tech-savvy, which would not relate to those of older generations.
By targeting these younger generations, Buick plans to have these customers for a longevity. The younger people (Gen Z, Millennials) may have overlooked Buick in the past. Now that their message is clear that they are “tech-savvy” and willing to be innovative towards the future, it opens the door for those customers.
For the target market of the younger generations, it would be best to advertise on social media platforms, and TV commercials. Young people are always on their phones, so it would be smart to place advertising that relates to them on their platforms.
John DeGraff MKT 311-22
In the first ad, it is apparent to see Buick’s goals. They are trying to target the younger market. They do this by discussing features that a younger generation of drivers would like. These things include Wi-Fi in the car, Apple Car Play, and massaging seats. This targets the more youthful generation because it is things that we not only grew up with, but when looking at the older market, they might think, why would I need those features turning them away from the car. These features give the car a modern, sleek impression to younger customers. This is also some of what they are trying to do with the Chinese car market. Buick was established in the United States as a car brand for older people; however, that is not the case in the Chinese market. Buick now has a new market they can target with modern features and a sleek look to give the impression that they are a luxury car brand. The geographic segmentation plays a significant role in how and what they market to people of the same ages in the United States versus China. If they want their target audience to decrease from the current age, they should be advertising on social media platforms and television. They should refrain from radio due to the decrease in listeners of the younger generation. If they want to advertise on music platforms while people are in the car, they should focus on other music platforms such as Spotify.
Buick has been an older person‘s car for centuries, but based on itsnew commercials, I see that there is a shift in the target audience. these commercials exhumed multiple features that will be ideal for a younger driver. As a 21-year-old the first thing that caught my eye was the wireless CarPlay. CarPlay is always an ideal feature in any car that is for the younger generation, and it being wireless is a plus. Another addition was the massage chair; this feature tries to catch the eye of younger, as well as elder purchasers. The younger generation might need it after the gym or daily workouts, while the older generation might be needed for simple, back pains or muscle stiffness. this ad tries to target the daily lifestyle of a “Gen-Z purchaser.” The biggest feature was the self-parallel park; this will help elders and it is also a shining star in attracting younger buyers. The targeting decision that Buick touched on that i paid attention to was the modern sleek look to the new vehicle. As well as trying to push that this new car will make a young driver, happier, as well as be more convenient in our day-to-day life. If I were in a position of advertising for Buick, I would use social media as well as big social events to reach my target audience. I think this will work because that’s where the younger generation spends most of their time; as well as they can be easily convinced via trends on the internet.
It seems the market audience for the first commercial is marketed towards a younger to middle aged audience, with special features for the cars parking and more. It shows off its miraculous parking feature which would be helpful for an older audience. The car is quite luxurious looking and seems to have a lot of features. For me to reach a younger audience, I would take a multi-channel marketing approach and spread ads around apps like tik tok, instagram, etc. These apps are generally used by the majority of the younger population. This strategy would likely work because it aligns with the preferences and lifestyles of the chosen target market. I would also take advantage of advertisements online based on consumer behavior. The marketing game has expanded since there is pretty much ads in everything now, there are even ads on streaming services. You can utilize a lot of these services for your vehicle brand.
John DeGraff — MKT 311-22
Based on the ad provided, it appears Buick’s objective is to attract a younger clientele in the U.S. market.
A brief SWOT analysis based on the “Donut” piece might look something like this:
Strength — Buick has name recognition in the U.S. based on previous eras of market success.
Weakness — Buick’s U.S. product lineup has shrunk substantially over the last two decades (both in number and variety of models) and it no longer has a definable brand image.
Opportunities — Buick can learn from the formula it used to attract Chinese consumers and re-establish itself as a player in the U.S. market.
Threats — For the most popular vehicle types, there are already numerous established brands vying for market share.
Market segmentation and targeting (in a semi-combined step, for brevity) would make sense as follows:
Geographic — U.S.
Demographic — 30–50 years old; female without excluding male interest; middle to upper-middle class; college education within household
Psychographic — Busy people (individuals and families); people who are in control yet appreciate convenience; respectful, forward-thinking, curious
Benefit — luxury-style features at a reasonable cost
Behavioral — N/A
Assuming overall segment attractiveness, it could be divided into smaller target markets as part of a differentiated strategy. For each sub-segment, different model types could be offered — base-model SUV and crossover aimed at “bang for your buck” buyers; upscale SUV and crossover targeted at luxury buyers who may be able to get equivalent quality for less; sedan for single professionals; sporty model for nostalgic Buick fans and/or car enthusiasts.
In terms of positioning, Buick has focused on three discernible value propositions:
1. Modern tech features for busy working adults with or without families (i.e., convenience and versatility)
***Broad-level salient attribute: “smart” features”***
2. A middle ground between economy and luxury that projects quality without ostentatiousness.
***Positioned between the entry-level luxury brand and an upgraded economy model***
3. Appreciation for the driver and their unique identity (i.e., the brand embraces diversity and positive self-image).
***Target consumers who don’t feel attachment to other brands and are looking for something new that feels like “theirs”***
John DeGraff — MKT 311-22
Forgot to include portion on marketing vehicles (no pun intended):
For this target market, a few ideas come to mind including ads on podcasts and free audiobooks; advertising on hiring websites in search of capitalizing on new entries to “career” roles; and marketing through pre-existing brand recognition — perhaps running ads at collegiate sporting events aimed at alumni. As far as social media goes, this overall segment probably uses Instagram and Pinterest more than other segments, while also remaining current with YouTube and TikTok. I would also throw in ads on free-versions of TV streaming services since this target market watches less cable than older generations, but more “standard” programming than younger ones.
Overall, this target demo sees themselves as individuals first and foremost, who deserve a comfortable and premium vehicle based on their college education and tech savviness. They are socially connected but also very much in the thriving adult phase of their life. The outlined forms of advertising tap into these specific preferences.