LAS VEGAS - Buick is retiring the "Dream Up" marketing tag line it introduced barely a year ago to appeal to younger, wealthier buyers, according to dealers.
Buick's new slogan is "Beyond Precision." Dealers say Buick's marketing general manager, Steve Shannon, announced the tag line at General Motors' 2005 Dealer Business Conference here last week.
Dealers say that the change will take effect in November or early December and that Buick will drop the Aerosmith song "Dream On" from its TV commercials. A Buick spokesman would not comment.
The new tag line is designed to convey the message that Buick exceeds customers' expectations through precision engineering, says John Pitre, general manager of Motor City Buick-Pontiac-GMCin Bakersfield, Calif.
"'Dream Up' was a perception-changing campaign," Pitre says.
Buick wants to use the campaign to position itself "just below Lexus but head to head with Acura," he says.
Adds Dana Tidwell, sales manager at John Rogin Buick in Livonia, Mich.: "The reason they're doing this is to show that Buick is going one step further and giving (buyers) a little more than what they're asking for."
Dealers say Buick executives showed them a rough cut of a new "Beyond Precision" TV spot. Tidwell says it has "a Cirque du Soleil feel."
Pitre says the spot shows a Buick Lucerne in a hangar. Lights shine on the car from every side. The car barrels toward the viewer and speeds away.
The commercial's narration emphasizes that Buick is concerned with maintaining engineering and design tolerances on the car as close as 0.5 millimeter.
Pitre says the commercial reminds him of a spot that ran this year for the Acura RL sedan.
The base price of the 2006 Lucerne is $26,990, including shipping.
The Lucerne, which is replacing the LeSabre this fall, is key to a Buick turnaround. For the first nine months of 2005, Buick sales are down 7.4 percent from the year-ago period.
Pitre says Buick's emphasis on renewing its car line suggests that "cars might be important again" to the brand.
Says John Rogin, president of the Michigan dealership that bears his name: "We're a little sorry to see the Aerosmith ads go away, because they were contemporary and a lot of fun. But there was a lot of excitement in the meeting to see this 'Beyond Precision' for Buick."