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.”
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