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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.

Buick begins offering 24-hour test drives

Even as the year's sales charts show a decline, Buick says its brand image is improving. To bolster that soft metric while it works on overhauling its lineup - consumers are clamoring for more crossovers - the brand will begin offering overnight test drives as of July 23. Buick trialled the program in Phoenix and got a good response, so it rolls out as an ad-supported nationwide campaign called "24 Hours of Happiness" as of July 22. The push is on probation for three months while Buick evaluates it, but they expect it to continue beyond 90 days. Cars will be sourced from the loaner fleets that dealers offer customers whose cars are in for service, so only dealers with such fleets will be able to participate. General Motors did the same thing in 2003 and 2004, at the time saying it led to more than 500,000 "extended" test drives and close to 190,000 sales. That program had a cash component, in that buyers were offered $250 if they chose a non-GM vehicle after their test drive. 24 Hours of Happiness won't come with any inducements; Buick is taking the long view, positioning this as support for the brand instead of as bait for immediate returns. The Phoenix dealer who ran the program first said that it got fewer bites than he expected, but that customers who took a car home "were far more likely to buy the vehicle." Cue the Regal GS hooning in three, two... Related Video:

2022 Buick Envision mostly costs a little less than in 2021

When Buick gave the world the second-gen Envision for the 2021 model year, the brand also gave Buick shoppers big discounts, cutting $1,700 from the entry-level Preferred trim's price compared to 2021. Buick's done the same on a smaller scale for 2022, albeit this time the brand made it an exchange, not a freebie. Pricing for the 2022 Envision after the $1,195 destination charge, as well as the differences from 2021, is: Preferred FWD: $32,695 ($300 less) Preferred ST FWD: $34,140 ($180 less) Preferred AWD: $36,345 ($1,550) Preferred ST AWD: $37,790 ($1,670) Essence FWD: $36,795 ($400 less) Essence ST FWD: $38,290 ($230 less) Essence AWD: $38,595 ($400 less) Essence ST AWD: $40,090 ($230 less) Avenir FWD: $41,045 ($550 less) Avenir AWD: $42,845 ($550 less) Buick's publicized list of changes for the 2022 Envision are the addition of a new Sapphire Metallic exterior color, and the Sport Touring package now including the "ST" logo embroidered on the front seat headrests and alloy pedals for all trims, plus contrasting red stitching on the Essence ST trim. What Buick left out, as GM Authority reports, is that some previously standard equipment is now optional, explaining the discounts of a few hundred bucks. Buyers need to buy a new $200 Safety Package to get blind spot and rear cross traffic alerts, which used to be standard with the Driver Confidence Plus suite. Powered lumbar for the driver's seat is also a new option that was formerly standard, bundled with different items and costing a different amount depending on trim. The real shocker is the four-figure price leap tacked onto the Preferred all-wheel-drive trims. In 2021, it cost $1,800 to send power to the rear axle. For 2022, it costs $3,650 to get AWD on the Preferred, but the AWD option on Essence and Avenir trims hasn't budged from $1,800. We aren't clear on the reasons for the change. Every Avenir is powered by a 2.0-liter turbocharged four-cylinder with 230 horsepower and 258 pound-feet of torque, shifting through a nine-speed automatic transmission. Related video: