A first-ever Super Bowl commercial for Buick introduces a new convertible.
GM’s Buick brand is enjoying outstanding success, even if those accomplishments aren’t as apparent in its home market. Worldwide sales topped 1.2 million units sold in 2015, a record, thanks largely to a Chinese market that has long-embraced GM’s premium brand.
Two all-new models are being added to the tri-shield make’s line this year. Auto Trends looked at the Buick Envision recently, a compact SUV made in the same land where Buick’s sales are foremost: China.
Three New Buick Models
Another model, the Buick Cascada, is poised to be released, a 2+2 convertible developed in Germany and built in Poland. Originally finding life as the Opel Cascada, the model name is also ascribed to two other brands: Vauxhall and now Buick.
And that’s not all: a third model, the 2017 Buick LaCrosse, will bow this summer. The new Lacrosse will represent the latest generation of Buick’s flagship sedan.
Super Bowl 50 Ad Spot
If the Buick Cascada name is new to you, then you aren’t alone. However, if you tune into this Sunday evening, Buick’s drop top will take center stage. You’ll probably want to take your bathroom break after the spot finishes.
Specifically, Buick will feature the Cascada in a 30-second spot for the brand’s first-ever Super Bowl commercial. With tens of millions of American households tuning in, the Cascada will receive a quick, but hopefully memorable debut. Helping matters out are a pair of stars — New York Giants’ wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski.
“With sales surpassing 1.2 million vehicles globally for the first time ever in 2015, the Buick brand has never been stronger,” said Duncan Aldred, vice president, Global Buick Sales, Service and Marketing. “Super Bowl 50 represents a perfect opportunity for us to showcase our newest vehicles in a spot that delivers a mix of light-hearted humor and star-power to a global audience of millions of consumers.”
Aldred went on to explain that the two stars were chosen as they represent “attributes of the Buick brand and design philosophy.” Odell brings with him performance and Ratajkowski adds style; together they embody the Cascada’s design and adventurous spirit.
Continuation of a Successful Ad Campaign
The Super Bowl ad is Buick’s first new ad of 2016. It’s part of a “Experience the New Buick” advertising campaign launched in 2014 and was the recipient of the best luxury car campaign by Nielsen for two consecutive years. Buick is in the running for the award again this year.
Besides its sleek design, the Buick Cascada will rely upon a 1.6-liter, turbocharged four-cylinder engine to move this model. The diminutive engine is packed with ample power, delivering 200 horsepower and 207 foot-pounds of torque. It also has an overboost function, enabling it to bang out an additional 14 foot-pounds of torque on demand. This Ecotec engine comes paired with a 6-speed automatic transmission. Sorry, no manual gearbox is available.
Other standout features include a soft-top capable of dropping in 17 seconds, 20-inch alloy wheels, and an IntelliLink infotainment system with a 7-inch color display.
The Buick Model Line
The front-wheel drive Buick Cascada enters Buick-GMC showrooms this spring and will be followed by the other two models this summer. With the start of the 2017 model year, Buick’s North American lineup will be seven models strong and composed of four cars — Cascada, LaCrosse, Regal, and Verano — as well as three crossovers — Enclave, Envision and Encore.
A possible eighth model derived from two concepts cars — the Avenir sedan and the Avista coupe, may follow. Regardless, the Buick brand is better poised than it has been in a long time to capture new customers stateside.
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Photo copyright GM Company.