Buick Offering 24-Hour Test Drives To Build Brand, Not Sell Cars

Mark Stevenson
by Mark Stevenson
We’re committed to finding, researching, and recommending the best products. We earn commissions from purchases you make using links in our articles. Learn more here
buick offering 24 hour test drives to build brand not sell cars

Buick is tossing the keys to prospective customers for sleepovers in their driveways as part of a brand-building exercise the automaker says isn’t meant to sell cars immediately.

According to Automotive News, the program — dubbed “24 Hours of Happiness” — gives customers the chance to live with a Buick vehicle for 24 hours starting this coming Wednesday.

“Customers thought it showed that we have a real confidence in our vehicles,” Duncan Aldred, Buick brand chief, told AN.

“It’s more of an image builder,” he continued. “Some people can’t believe that Buick has the confidence to send them out in a car without a salesperson sitting next to them to tell them how great the car is.”

Mark Stevenson
Mark Stevenson

More by Mark Stevenson

Join the conversation
6 of 88 comments
  • Louis XVI Louis XVI on Jul 20, 2015

    I really think the phrase "24 hours of happiness" should be reserved for something better than a long Buick test drive.

    • See 1 previous
    • VolandoBajo VolandoBajo on Jul 21, 2015

      @RideHeight "Great for people who have time and money"? Just because I have time and money, why would I want to expend either of them on an unreliable vehicle that requires frequent fixing? Perhaps you meant "...have time and money, but lack common sense." Otherwise, it does not follow that a person with time and money would want to go down that path. It's sort of like what someone told me when I was younger and commented about how many people with money didn't like to spend it. "How do you think they ended up having money?" was the reply. You don't have money because you spend it on things needlessly, as would be the case here.

  • Wheatridger Wheatridger on Jul 20, 2015

    It's not just Buick. Recently a Denver Jeep dealer responded to my curiosity about the new Renegade by offering me the car for a day. There was no sales presentation and a minimum of paperwork (and only one followup call afterward). I had to stay within a 50 miles radius. Eight hours later, I returned it with 175 miles on the clock and mud on the rear fender. I had enough time to know that I didn't want the car, but my impression of Jeep dealers was greatly improved.

  • Davefromcalgary Davefromcalgary on Jul 20, 2015

    Thats probably the most flattering picture of the Encore I've yet seen.

  • Wheatridger Wheatridger on Jul 20, 2015

    Late edit- I meant to say "75 miles on the clock."