Editor's note: The date that Buick plans to start a 24-hour test-drive program was incorrect in an earlier version of this story.
DETROIT -- Buick is offering customers the chance to take test-drive vehicles home overnight, a move it calls a long-term brand builder rather than a quick-hit sales promotion.
Buick is encouraging dealers to enroll in the 24-hour test-drive program, which begins Wednesday. It will support the launch with a national advertising campaign, including TV commercials.
Buick brand chief Duncan Aldred called the offer "a long-term brand promise." He decided to roll out the promotion nationally based on positive customer feedback from a recent pilot program in the Phoenix area.