Buick’s latest campaign takes a philosophical turn as it adopts a new tagline, “Exceptional by design,” which replaces the previous line, “Buick. The craft of modern luxury,”
The brand emphasizes the visual artistry of its vehicles, with the new motto said to “reflect the sculptural form and aesthetic philosophy” of its “beautiful new vehicle portfolio.” Referencing its 1954 tagline, “the beautiful buy,” Buick continues to emphasize the aesthetics and quality of its vehicles. Chief Marketing Officer Molly Peck stated that “beautiful design and quiet luxury set Buick apart from the competition.”
Buick pointed to examples such as incorporating the design language of the 2022 Buick Wildcat EV concept into production models like the 2024 Encore GX and all-new Envista. Interestingly, imagery of the Buick Proxima Design Concept, a concept vehicle from GM China featuring gullwing doors, was used in the announcement rather than Wildcat images.
The new creative, led by Sharon Gauci, executive director for design, crafted the spot to align closely with Buick’s forward-looking approach. is accompanied by audio from a 1960 speech by Alan Watts, a renowned scholar and interpreter of Eastern philosophies.
Titled “The Dream of Life,” the 73-second spot reflects Zen philosophy and resonates with Buick’s vision for the future of driving and vehicle ownership. Watch below:
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The automaker’s new tagline will be part of a larger campaign by Leo Burnett scheduled to debut in March, coinciding with March Madness, where Buick is an NCAA sponsor.
The introduction of the Envista, a subcompact crossover, reflects Buick’s efforts to attract younger buyers. The Envista has achieved the highest percentage of customers aged 18 to 35 among all GM brands, with approximately 70% being first-time Buick buyers.
Buick aims to transition to an all-electric fleet by the end of the decade, signaling a commitment to sustainability and innovation in the automotive industry.
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