GM's Buick challenge

While much has been written about what General Motors needs to do to succeed, I found this story in The Wall Street Journal interesting: "

While much has been written about what General Motors needs to do to succeed, I found this story in The Wall Street Journal interesting: "GM Seeks Younger Fans for Buick"

My first car was a Buick, which I bought with my own money. I was 16, and I loved the car. No, it was not the '50s - it was the mid-1990s.

The average Buick owner is a reported 70 years old, but with the launch of the "sportier LaCrosse," GM hopes the Buick brand will hit the affluent 40- to 60-year-old crowd, the Journal reports.
Like many of GM's dilemmas, the Buick challenge largely comes down to image. "It isn't that people aren't aware of the brand," said Susan Docherty, chief of the Buick-Pontiac-GMC sales channel. "You talk to people in their 40s and 50s and they know it. But they say, 'This isn't for me.'"

I imagine trying to turn a brand image around must be one of the most difficult challenges marketers and communicators face. It will be interesting to follow how GM handles it. Perhaps it should go after irony-seeking hipsters that recall Buicks in a different light than their Baby Boomer parents?

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