Buick is currently in the process of revamping its product portfolio, integrating new design language across its lineup, and striving to carve out a distinct market presence. The latest step in that process is unveiling a new slogan: “Exceptional by Design.”
GM’s second-tier luxury brand, positioned just below Cadillac, explains that the tagline was selected to underscore its “sculptural form and aesthetic philosophy.” This unveiling comes on the heels of Buick’s recent badge update and the integration of design elements from the Wildcat EV concept into models like the Envista and the Encore GX. The refreshed design will soon be rolled out to the Envision and the Enclave, updated versions of which are slated to launch later this year.
This is the brand’s first new tag line since 2008, and was chosen after consumer focus group testing, reports Autonews. The automaker is trying position itself as a brand that offers a premium automotive experience without the trappings of a luxury brand like BMW.
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“It’s time for us to tell consumers exactly what we stand for, and to tell them in a way that’s very fresh and exciting, signaling that something big is happening at Buick,” said Molly Peck, Buick’s chief marketing officer.
Peck admitted that younger buyers don’t know the brand very well, but described that as giving it a “blank slate.” She described her mission as “quite refreshing,” because those buyers aren’t as brand loyal as older buyers.
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Buick has been capitalizing on this absence of brand loyalty. The company asserts that nearly 70 percent of its customers were first-time buyers to the brand in 2023. Moreover, the Envista boasted the highest proportion of buyers aged 18 to 35 among GM vehicles.
To continue that trend, Buick’s new tagline will be rolled out as part of a new ad campaign that starts with the short digital video below, followed by a formal marketing campaign next month that will run during March Madness.