I’ve decided to begin devoting Friday’s to failure. Call it reverse psychology if you’d like, but if my other posts showing successes aren’t working, perhaps failures will.
First up? Marketing the Buick Enclave.
Buick is busy launching the Enclave, their new entry into the growing crossover market. Being in the car business myself, I’ve seen early press on it for some time and it’s getting good reviews. I’m also mindful of the challenges faced by GM and the importance of a successful launch for Buick.
And then I read this: “Buick Enclave, the finest luxury crossover ever. Starting MSRP $32,790”
Oh really? Buick makes finer luxury crossovers than Mercedes, BMW, Lexus, Acura, Land Rover and the many other custom coach builders in the world? Please. What brilliant ad agency thought of this? What brilliant person at GM gave the approval?
Whether or not the Enclave actually is the finest luxury crossover or not doesn’t matter, the tagline simply isn’t credible. We already know who makes the finest luxury vehicles in the world and we know that the finest luxury vehicle ever has to cost more than $32,790.
But the problem goes beyond credibility, the ad creates negative emotions. The result of the mental gymnastics I just described (think about luxury vehicles, who makes them? Buick? No. Can I buy one for $32 grand? No.) leaves me thinking “no”. And no is a negative. In five words and a sticker price, GM has succeeded in associating a negative emotion with their vehicle.
Brilliant.
Oh, and one more thing. The words are empty. What does finest mean anyway. How ’bout luxury? Ever? In addition to everything I’ve discussed, the reality is these words say nothing. The whole thing is a mess.
So what about you? What are you saying about you? Is it credible? Are you creating a positive or a negative? Are you saying anything at all?
Buick would have been much better off just being true to who they are and what they do and then telling us about their new vehicle. And the same is true for you.
