Buick's Marketing Message Prevailed While I Drove A 2015 LaCrosse - GM Authority (blog)

So, I soldiered it up to my local Buick GMC dealer and, after diagnosing the problem, I was told it would take a week for parts to arrive and have them installed. The dealer provided me with a complimentary loaner vehicle for the time being: a shiny-new 2015 Buick LaCrosse. Fully loaded, and packed to the gills with the latest from Buick, including OnStar 4G LTE wireless. Was I thrilled to be driving a 2015 Lacrosse for a week. Normally this is where we would begin going over specifications and sprinkling our opinion in about the Lacrosse, but what I learned after driving the 2015 Lacrosse wasn’t about the car itself, but Buick’s latest branding strategy. Everyone has seen Buick’s “ That’s Not A Buick ” advertisements, normally featuring protagonists who are shocked when they learn the car in front of them is indeed a Buick. Everywhere I went in the 2015 LaCrosse , there was somebody referencing the ad campaign. “That’s not a Buick. But think about it: there are some brands that would kill for that kind of brand recognition. Immediately after that brief exchange of mimicking the same ads many poke fun at, whoever I happened to be with. Source: gmauthority.com