2013 Buick Encore First Commercial: Dinosaur

2013 Buick Encore ad 1 photo
Photo: screenshot from Youtube
The 2013 Buick Encore is no dinosaur SUV. At least this is what General Motors wants us to acknowledge through the car's first TV commercial.
Already on sale with 1,571 units delivered in February, the Encore is showcased as the small and maneuverable crossover SUV that takes on the prehistoric "oversized luxury car". The ad, which is scheduled to make its television debut Sunday, features the Encore making its way through dinosaur-crowded city streets with a voice over motto that says "Clearly, the next big thing in luxury is small".

We know the company desperately wants us to notice that the car is being driven by a young couple, since they finally managed to lower the average age of Buick buyer from 64 to 57 years old in the last two years, so don't be shy and give them a hand.

"It really drives home this notion of maneuverability, the notion of Buick being a modern luxury brand and Encore being innovative in being able to bring luxury to the right size footprint," said Tony DiSalle, vice president of marketing for Buick and GMC.

The 2013 Buick Encore, which is sold under the Opel Mokka name in Europe, is being built in South Korea and China on the GM Gamma II platform.

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About the author: Ciprian Florea
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Ask Ciprian about cars and he'll reveal an obsession with classics and an annoyance with modern design cues. Read his articles and you'll understand why his ideal SUV is the 1969 Chevrolet K5 Blazer.
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