New models, new campaign for Buick.(Buick Motor Div.)(Brief Article)(Statistical Data Included)

Advertising Age, June, 2002 by Halliday, Jean

General Motors Corp. is ready to revitalize Buick.

The division will get a new or totally redone model every year for the next four years starting in calendar 2003, said Roger Adams, general marketing manager of Buick. Those new models will have more powerful engines than current models, more elegant interiors and ``gorgeous inspired exterior styling,'' he said, adding ``what is new is our commitment'' to these traits.

The marketer will tout Buick's heritage and revitalization in a new divisional brand campaign, due in the fourth quarter from Interpublic Group of Cos.' McCann-Erickson Worldwide, Troy, Mich. ``You have to shape the image a little before you have [new] product. You can't expect to turn on a new ad campaign Thursday and expect people to...

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