Ad strategies aren't exactly GM's strong suit. The debacle that followed the launch of Saturn's L Series midsized sedan in 1999 caused its ad agency to go back to the drawing board.
Cadillac's effort to attract younger consumers with its Catera flopped in 1996. But Cadillac still maintains its luxury status and older buyers remain loyal to the brand.
While Buick remains a strong brand for GM, like Oldsmobile, it can't seem to capitalize on the younger demographics. That could change by the second quarter of 2001 when Buick releases its first sports utility vehicle. The 2002 Rendezvous has already sparked interest in over 400,000 potential buyers.
But Buick faces an interesting challenge. Once consumers tire of their Rendezvous, they must have other appealing vehicles available or they'll end up in the same position as Oldsmobile.
Experts predict the Rendezvous will be a sales success. The vehicle's sister SUV, the Pontiac Aztek is another story entirely. In fact, sales are so miserable, the company ordered employees to drive the vehicles around town just so they'd be seen.