To the Editor:
We would like to make a few points that you failed to convey in your April 8 article on Buick's advertising campaign (" 'It's all good' tag not good enough for Buick").
Running with your idea that short-term sales are the result of an image ad campaign, the "it's all good" theme has been very successful. As you know, the better measure of marketplace success is retail sales, where individual customers walk into dealerships and buy vehicles.
Since the introduction of the campaign last year, Buick retail sales are up 24 percent, and in the first quarter of this year sales were up 15 percent. Your use of total sales rather than retail sales misrepresents business performance.
The 2002 Rendezvous was introduced exclusively with the new tag line, and it has become one of the hottest luxury crossovers on the market. In addition we sent consumer research to your reporter that demonstrated the campaign has received strong positive reaction from consumers.
In launching the Rendezvous and polishing the image of Buick, the campaign is doing the job. We will draw on the current success of the campaign as we consider future plans.
If we made decisions on advertising messages based solely on short-term sales results, we would not make a change. Buick is planning to move forward, however, with a new campaign later in the year. It will have a broader divisional focus and will include both current and planned products. Let's hope coverage of that story will be more accurate.