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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.

Nearly half of Buick dealers choose buyout over investing to sell EVs

In 2022, General Motors gave Buick dealers across the nation a simple choice: invest a significant amount of money to prepare for EVs or opt for a buyout. Over a year later, the brand has reportedly lost nearly half of its dealerships as it prepares to roll out its first electric cars. Trade journal Automotive News reported that the number of Buick dealers in the United States dropped by about 47% during 2023. At the beginning of the year, the network included 1,958 stores; fast-forward to December and that figure stands at approximately 1,000. More dealers could throw in the towel in the coming weeks, as the publication adds that the buyout program remains open and will continue. Dollar figures haven't been released, so we don't know precisely how much money a dealer who opts out can claim from General Motors or how much money a dealer needs to spend to stick with the brand. However, the latter figure falls somewhere between $300,000 and $400,000, Automotive News learned. Dealers notably need to invest in equipment (such as charging stations) and training. Buick doesn't seem fazed by the exodus. "I'm really pleased with where we are. The network, where we are now, is a good size. It's with dealers who are focused on the business, who've shown that they can recover the volume that the dealers who transitioned away were doing," company boss Duncan Aldred said. According to Automotive News, the dealers who chose to stop selling Buick models accounted for about 20% of the brand's sales in the United States. Buick told the publication that around 89% of the American population still lives within 25 miles of one of its dealerships. General Motors extended the same offer to Cadillac dealerships in 2020, and about 150 stores allegedly chose to leave. For context, the dealer network consisted of 880 locations in the United States before executives floated the buyout offer. The dealers who left received between $300,000 to $500,000, the report adds, while preparing to sell electric cars would have set them back by around $200,000. Related video:

2018 Buick Regal GS First Drive Review | More power, style and doors

During our test-drive of the 2018 Regal GS, Buick took us to Atlanta Motorsports Park and hired stunt drivers to teach us mild-mannered journalists how to do a J-turn. It's an emergency maneuver, also known as a Rockford, in which the car reverses at full speed, spins 180 degrees and takes off in the exact opposite direction from where it was headed. It symbolized perfectly Buick's hopes for the Regal GS, its most ambitious attempt yet at a bona fide American sports sedan. Buick is trying to shake off decades of stigma as a maker of grandpa-spec wafters. Since 2008, it has been rebadging the Opel Insignia, developed by GM's German subsidiary and built in Russelsheim, as the Regal. In 2012, Buick revived the Regal GS badge, providing power from a 2.0-liter turbo four, initially at 270 horsepower but then detuned to 259 hp in 2014 as AWD was introduced. Buick had high hopes of challenging the luxury greats, and while the previous Regal GS received good reviews as a genuine sports sedan, it never really caught on in the marketplace. Buick took a risk by redefining the brand, but ultimately, it wasn't quite successful enough to be uttered in the same breath as BMW, Mercedes-Benz and Lexus. The 2018 Regal GS doubles down on that lofty goal with a better-fleshed-out version of the outgoing car. It returns with improved styling and even more power, courtesy of a naturally aspirated 3.6-liter V6 generating 310 horsepower and 282 lb-ft of torque. In other words, the new GS is up 40 horses, but down 13 lb-ft with an engine that comes straight from the GM parts bin. Within GM, it is known as the "High Feature" engine, used in everything from Cadillacs to V6 Camaros to the GMC Acadia. Autoblog has knocked this engine on refinement but generally praised its power, so it's a mixed bag. On the Regal GS, though, the drivetrain exhibited a marked improvement on the refinement front. Buick spokesperson Stuart Fowle attributed this to the new nine-speed automatic it's mated to, a quick and smooth-shifting transmission well-programmed to keep the engine at optimal revs. The result deviates quite a bit from the Opel Insignia, which maxes out with a turbocharged 2.0-liter inline-four good for 197 horses and 300 lb-ft. With turbo 2.0-liter fours now the de facto entry-level engine for most luxury carmakers, having the 3.6-liter V6 makes the 2018 Regal GS more distinctive, a bit more American and less of a European copy-paste job than its predecessor.