By on November 18, 2008

As GM’s CEO tires to find federal cash to feed his company’s conflagration, his minions are busy throwing furniture into the fire. The AP reports that Buick has yanked courtesy car provision from its PGA sponsorship. “Buick will no longer supply include the U.S. Bank Championship in Milwaukee, the AT&T National in Washington and the Transitions Championship outside Tampa, Fla. The Shell Houston Open remains hopeful of keeping its Buick courtesy car deal.” Talk to Larry… “We’re taking a hard look at everything right now,” admitted Larry Peck, golf marketing manager for Buick. Ah, the good old days… “In some cases, the company provided 180 courtesy cars and a cash donation, receiving spots in the pro-am for Buick clients, car displays throughout the golf course and hospitality tents on the 18th green. At the John Deere Classic, Peterson said Buick donated a car for auction in its “Birdies of Charity” program.” And now…

Gerald Goodman, tournament director at the Transitions Championship, said Tampa Bay is the 10th-largest market for Pontiac-GM-Buick dealers and he usually had more than 200 cars. Now he is working with 14 local dealers, hopeful that GM might still offer incentives for the dealers to provide them to the tournament, then advertise them at reduced prices with minimal mileage. Otherwise, he might try to strike a deal with a rental company, especially with the tournament coming less than two months after the Super Bowl in Tampa.”

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10 Comments on “Tiger, Tiger, Not So Bright: Buick Pulls Cars from PGA...”


  • avatar
    autonut

    Oh paaleeese, like they can’t sell those cars fast enough. What they going to do with all that metal scrap? Most of Buick customers in US already fulfilled their “bucket list” and Buick cars weren’t on it.

  • avatar
    Cicero

    That GM actually had a position called “Buick Golf Marketing Manager” on its payroll says a lot about its current dire circumstances.

  • avatar
    TEXN3

    Time for Lexus to jump in…wouldn’t surprise me one bit if they do.

  • avatar
    highrpm

    I was just thinking the same thing about Lexus – seems a good fit for them.

    Memo to GM and the Golf Marketing Manager – Nobody that’s younger than 60 cares about your cars. They will never care about your cars. Buicks are seen as the official cars of retirees.

    Don’t believe me? OK get on the highway, and when you see a Buick what’s the first image that pops in your mind when you think of the driver? It’s not a suave Tiger Woods looking guy like you’d expect in a bimmer. Nope, you’re thinking 75 year old gray haired guy swerving in the left lane at 10mph below the speed limit. That’s what Buick means to America.

    When I’m cruising along and start coming upon what I recognize to be a set of Buick tail lights, I roll my eyes immediately because I know that I’ll have to take action in order to get around the car (most likely driven by a very old person). That’s my first reaction. Once in a while I’m wrong and it’s not an retiree that’s driving the car. Point is that my initial reaction, and probably others’, is that it’s just an old guy’s car. Not that it’s a nice car or the American Lexus or whatever. I do not associate the Buick name with any prestige whatsoever.

    Sorry for the rant. I’m not sure if it’s the Buicks I’m frustrated with or the drivers they attract. Or both.

  • avatar
    Detroit-Iron

    That relationship was totally wasted. Old people like Buicks and golf, but young people also like golf. It should have been the perfect opportunity to shift their demographic away from the grave. Unfortunately, the most important element was missing-cars that people who don’t collect social security would actually buy.

    One of GM’s many problems is a complete loss of brand identity. Cadillac should not be competing with Lexus (good ’cause it isn’t), it should be competing with the higher end of Mercedes line, Aston, and Bentley (stop laughing). Buick should be competing in the Lexus/Infiniti space (I mean it, stop laughing). If they had actually come out with some worthwhile products while Tiger was under contract maybe they would have managed to get some people who have yet to receive a “lordy lordy guess who’s forty?” birthday card in the showroom.

  • avatar
    tedj101

    While Buick may well be the official cars of retirees, golf is the official game of retirees ! It’s a match made in heaven!

    Regards,

  • avatar
    Simpson

    Well, I have to say some of the comments about the Buicks are guilty of seeing the GM of 20 years ago. I’m far far away from my 60’s and gray hair but I just bought my first buick — a buick enclave for my family. Old man’s car? Are you kidding me….have you looked at that car? You can’t be that blind… It’s the most beautiful large car on the road. Check the interior..you won’t find that on a Lexus or a BMW. And have you seen the new buicks coming? The concept Riviera and Invicta that is now going to be the new lacrosse. Did you see who desgined them? Young hip Chinese designers….No way you look at those cars and see a blue hair behind the wheel. If you don’t like Buicks…that’s fine for now. But with the Enclave and those coming after…you will.

  • avatar
    dastanley

    highrpm:

    Hilarious! And true.

    In addition to Buicks, it’s also those damn Lincoln Town cars that have been around since the 80s. My step-Grandmother lives in a retirement home in SC and the parking lot is full of Buicks, Lincoln Town Cars, or the odd older car that has never been traded in or scrapped, like a Ford Falcon or Chrysler Imperial with push-button transmission or something.

  • avatar
    nevets248

    for what huge pile of $$$$ they pay Tiger, shouldn’t they, (the BPG Group) whiz kids in marketing “re-discover” the “I’m Harley Earl and I’;m going to build you a great car” campaign form a few years ago??

  • avatar
    shaker

    highrpm:
    “When I’m cruising along and start coming upon what I recognize to be a set of Buick tail lights, I roll my eyes immediately because I know that I’ll have to take action in order to get around the car (most likely driven by a very old person).”

    Around here in PA, a Buick with a “AAA” sticker trumps even that — If you end up behind one on a two-lane, you’re in for a slog…

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