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Buick prepares Super Bowl ad blitz to introduce Cascada

Super Bowl 50 will kick off on February 7, and Buick will use the big game's massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online. Buick hasn't released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the "Experience the New Buick" campaign, which aims to position the brand to appeal to a younger demographic. The brand also has Ellie Kemper, the star of Netflix's hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick's new convertible. The spot tries to capitalize on the quirky charm of the actor's Kimmy Schmidt character. Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers' reactions to Kemper's commercial have been "totally positive" so far. First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski Latest "Experience the New Buick" ad spotlights new Cascada convertible 2016-01-26 DETROIT – Buick's first-ever Super Bowl ad will bring the brand's award-winning "Experience the New Buick" campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers' false perceptions of the brand. The 30-second spot, scheduled to air during Super Bowl 50, features Buick's all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products. The Cascada, Buick's first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down. Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.

GM laying off 500 workers to slow Chevy Sonic production

Due to slow sales of the Chevrolet Sonic and Buick Verano, General Motors is cutting a shift at the Orion Township plant that builds the pair. The move lays off about 500 workers, but most of them are expected to get offers to transfer to other factories, Automotive News reports. The move came just a day after GM announced adding 1,200 employees to the Detroit-Hamtramck plant. GM has been trying all year at the Orion Township factory to align production of the Sonic and Verano with their demand. The automaker first attempted idling the plant several times and eventually resorted to laying off about 100 workers. It also reduced the production rate there. With the huge rise in popularity of crossovers, demand for the plant's small cars is on the downturn. According to Automotive News, there's currently a 116-day supply of Sonics and 100 days of Veranos to sell. Delivers tell a similar tale because the Chevy is off 35.2 percent from January to September, and the Buick does little better with a 27.2 percent drop from the same period last year. While the situation at Orion Township might look rough now, big things are on the horizon. Soon, the new Chevy Bolt electric vehicle will be built there when it hits the market around 2017. Plus, the plant will also get a $245-million upgrade and 300 new jobs for another, unannounced vehicle.

Little-bit-bigger 2020 Buick Encore GX gets two three-cylinder engines

Ford broke the ice on selling three-cylinder engines in the U.S. with the 2014 Fiesta, then followed up with the EcoSport. Buick is about to widen that supermini-sized crack in the ice with the 2020 Encore GX. The semi-subcompact crossover will come in three trim levels that mix-and-match two turbocharged three-cylinder engines, two transmissions, and two drivetrains. The smaller engine is a 1.2-liter three-pot with 137 horsepower and 166 pound-feet of torque. This comes in one horse and 18 lb-ft of twist beyond the 1.4-liter four-cylinder in the smaller Encore. This engine will only be paired with a CVT and front-wheel drive in the Preferred, Select, and Essence trims. The meatier motor is a 1.3-liter three-cylinder with 155 hp and 174 lb-ft. That's down on the 163 hp and 177 lb-ft that the same engine produces in the Chinese-market version of the Encore GX. However, it gets buyers close to the 1.4-liter turbocharged four-cylinder that used to be optional on the smaller Encore, producing 153 hp and 177 lb-ft. This engine can be optioned on the front-wheel drive Select and Essence trims, where it would be mated to the CVT. The 1.3-liter three-cylinder is standard on all trims optioned with all-wheel drive, where it gets paired with GM's nine-speed automatic. GM does say the horsepower figures are estimates at the moment, so don't be surprised at any slight changes before deliveries begin next year. The Encore GX will serve buyers who would love it if the Encore had a bit more room but don't want to step up to the Envision. For a price GM hasn't announced yet, the Encore GX will reward those buyers with five more feet of cargo space, and some extra power for all those who decide to level up further. The junior Encore weighs just over 3,200 pounds, it's likely the Encore GX will shade that some. The Encore GX does ride on GM's new VSS-F platform, though, so the advanced architecture could provide an overall superior experience even with the lesser three-cylinder. GM has also said that the Encore GX will come standard with safety kit like forward collision alert and lane keep assist with a lane departure warning, features that are cost extras on the Encore. The Encore GX will also include automatic emergency braking, which can't be had on the Encore at any price.