To the Editor:
Buick has a new tag line: "The new class of world class" ("Buick takes another look at tag line," Sept. 21). It evokes the old Charlie Tuna ads: When you need to say you have class, well, you know....
Tsk, tsk, Bob Lutz. A LaCrosse poking fun at Lexus? Anyone who will ever come near a Buick showroom likely does not have "aggressive stuff," "road rage" or "road envy" in his lexicon.
Early road-test summaries are encouraging for the LaCrosse, but the Buick brand positioning is in chaos. Recall the (Oldsmobile) Aurora marketing? Great car, terrible Oldsmobile branding. Over time, "Oldsmobile" was deleted from Aurora badges. I hope no one at General Motors believes that LaCrosse is the brand and not Buick.
The late-1980s Buick team (Buick Motor Division and the Buick dealers) proudly acclaimed Buicks as "Premium American Motorcars." Please, Mr. Lutz, review that record-setting, profitable period in Buick's history. Why attack Lexus (and other luxury marques) in Buick advertising?
Lutz had it right with BMW as the "Ultimate Driving Machine." Simply drop the hubris and reinstate "Premium American Motorcars" to rebuild a great Buick brand.