CHRISSIE THOMPSON

2011 Buick Regal: Kevin Bacon and the Autobahn

Chrissie Thompson covers GM for Automotive News
The first TV spot for the 2011 Buick Regal -- essentially a rebadged Opel Insignia -- focuses on the sedan's German roots. Catch the ad tonight on "NBC Nightly News" or tomorrow during the ESPYs -- or just view the video below.

The commercial praises the Regal's engine without mentioning that it's a four-cylinder and highlights a feature that allows the driver to shift the automatic transmission manually. The voiceover is by Kevin Bacon, although I doubt most listeners will figure that out right away -- or care, if they do figure it out.

Note the small but clear price information at the end. This lines up with what John Schwegman, Buick-GMC's top marketer, told me last month: People need an idea of what a Buick costs these days. It's not an ad for a discount.

Still to come: more Regal commercials and, in a few weeks, the "Moment of Truth" Web site Schwegman told me about.

(Read that story here: www.autonews.com/article/20100621/RETAIL03/306219992)

25

Shares

ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Newsletters