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Buick Bringing Back Overnight Test Drive Program

Motor Trend logo Motor Trend 7/21/2015 Megan Stewart

Back in the early 2000s, General Motors offered a program where customers could test drive a GM product for 24 hours. While that promotion was short-lived, Buick is bringing back a version of this marketing strategy this week, with a national ad campaign to support it.

2016 Buick Enclave Tuscan edition 001© Provided by MotorTrend 2016 Buick Enclave Tuscan edition 001

Dubbed the "24 Hours of Happiness," the new marketing strategy will be offered nationwide, and Buick brand chief Duncan Aldred said in a memo to dealers describing the new program that, "Because this is a brand building act, we expect it will build over time rather than instantly driving showroom traffic."

When GM previously offered a similar promotion, over 500,000 extended test drives were generated during the year it ran. Nearly 190,000 sales were also attributed to the campaign, according to Automotive News. However, Buick's program will have an evaluation after three months to see if it will become a long-term offer.

Customer perspective for the brand isn't what it used to be, and Buick hopes to bring in more customers to give it a much-needed sales boost. In the first six months of this year, deliveries have already fallen 6.3 percent, translating to only 106,314 vehicles sold. Some of the sales decline can be attributed to a car-heavy lineup in a market where crossovers are the hot ticket. One thing that might help sales is a planned 50-percent increase in production of the Encore at the Korean GM plant where the small crossover is built.

Source: Automotive News (Subscription required)


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