Quote Of The Day: California Dreamin' Edition

Edward Niedermeyer
by Edward Niedermeyer

You need to go to your toughest market. The state of California is the biggest nut to crack for Buick. Californians love their Toyotas, they love their luxury cars, their BMWs and their Priuses, Buick is not even on their radar screen. These people don’t know this Regal. Picking the L.A. Auto Show demonstrates some confidence we have in the product and in the brand.

So says GM’s Susan Docherty in the Detroit News. Of course, it also shows how screwed the Buick brand is. California on its own is one of the largest markets for cars in the world, and it’s also home to some of the most virulently anti-domestic-brand sentiment in the country. Which explains why Buick is trying to win over the Golden State with its first-ever imported model. But as Docherty says, “One car doesn’t transform a brand. You have to have a series of successes so one, plus one, plus one equals more than three.” Meanwhile, while Buick tries to convince Californians that they don’t actually want a Lexus, everyone who thought they knew and loved the Buick brand will just be confused.

Edward Niedermeyer
Edward Niedermeyer

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  • PeteMoran PeteMoran on Nov 13, 2009

    For once an idea from GM makes some sense but unfortunately this seems to have the ring of the "customer is stupid" again. Too stupid to realise greatness at GM. Can someone kindly tell Susan that she shouldn't speak to customers like that? You'd think over time they'd learn some lessons, especially out in the wacky CA west. Those Opels are nice but unless they can find a way to break the Buick stereotype it will fail in CA. (Maximum respect to the Governator - that's actually pretty hard to do!)

  • Mtymsi Mtymsi on Nov 13, 2009

    Something to keep in mind about California in general is the vast majority of the state's population is conservative which is why they have a Republican governor. The east coast media has for decades portrayed the state as being entirely populated with far left leaning radicals whom in fact comprise a very small percentage of the population but garner 99.9% of the media coverage.

  • VanillaDude VanillaDude on Nov 13, 2009

    Buick has an incredible history. Go retro. Create ads that will tie this car into what the Californians loved about their retro rides and classic cars. Eventually Toyota and Honda folks will remember their roots in America and when the right American ride comes along, they will indulge their retro cravings with an American car. The Japanese have saturated this market. Eventually driving an American car, the right American car, will be seen as cool again.

  • Nick Nick on Nov 13, 2009

    Where's Mikey? I want to know if this is going to be built in Oshawa is it going to displace the Impala? If so, is the Impala finished? The police are going to be in a bind...no Crown Vic, no Impala, probably no Chargers.