Cheryl Catton, general director of advertising and sales promotion for Buick, GMC and Pontiac, told Autonews that the spot first aired in Detroit on June 12 during the Stanley Cup playoffs and when nationally on June 14 during "60 Minutes".
"It's an invitation for people to take another look at Buick," she says. "We underwent a dramatic transformation starting with Enclave. It's a fun spirited way to invite people in -- if you think about the transformation of when someone loses weight or gets a new hairdo, you say, 'take a look at me now.'"
"We have support from our leadership to make sure we have the voice and support behind the product," Catton says. "Certainly, I would not be blind enough to say (bankruptcy) isn't going to have an impact on us, but I would hope our message and our brand would speak to the way we're headed in the future."
The new Buick comes with a choice of two engines, 3.0- and 3.6-liter, plus a six-speed automatic transmission, particularly aimed at reducing fuel consumption and providing a smoother ride. It will be offered in three different versions, CX, CXL and CXS, each of them providing more or less standard features. The CX will be the cheapest version, $27,835, while the CXL and CXS will be sold for $30,395 and $33,765 respectively.
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