Well, they did it again. Buick marketing doesn't know its own lineup. UPDATED

"AMC/Renauledge" (n2skylark)
11/23/2016 at 12:15 • Filed to: None

Ce n’est pas un Enclave. C’est un Envision.

In the past, I’ve written posts sniping at Buick’s social media efforts when they get their own !!!error: Indecipherable SUB-paragraph formatting!!! or !!!error: Indecipherable SUB-paragraph formatting!!! wrong in their advertising. I’ve used those discussions to ask open questions about what mistakes like these mean for a marketing team that is tasked with relaunching a once storied, yet recently stale brand like Buick to a whole new generation of buyers. Here is a new example that Buick’s marketing isn’t terribly focused.

C’est un Enclave

Buick’s CUV’s have a running theme with their names: En core, En vision, and En clave. This naming strategy is much like the “family resemblance” design strategy: establish identifiable continuity between your brand’s products. The problem is, it can also create buyer confusion. Which “En” model is which? Good marketing should help answer that question for buyers.

C’est un Encore

However, what do you do when your own social media marketing department demonstrates that same level of ignorance and confusion? Time and again? It kind of makes me wonder if better marketing could have better attracted enthusiasts to Buick’s 5-year re-entry into the !!!error: Indecipherable SUB-paragraph formatting!!! , as well.

UPDATE: !!!error: Indecipherable SUB-paragraph formatting!!! .