Can the Younger Side of Buick Save GM?

Posted on September 25th, 2009 by Cordell and currently 7 commenting.

Watching football last weekend, I saw a commercial for the new 2010 Buick LaCrosse. I couldn’t tell you what the commercial said, because I was in shock looking at a car that I found hard to believe was a Buick. All car commercials are basically the same, but, despite the droning ad speak, this car was something new. At least it appeared to be.

Now, for decades Buick has produced cars that I imagine were designed by a committee of tired, old, white, golfing buddies who never actually worked in the same room at the same time. The cars looked more like adequate results rather than ambitious, intensely focused statements.

So where did THIS car come from?

I went for my laptop to Google the car. Was it really as cool as it looked, or was it just a glamor shot Malibu with extra chrome?

Before I actually clicked on the Buick site, I stumbled across a video on YouTube called 2010 Buick LaCrosse eVent: Younger Side of Design. Now there are three words I never expected in the same statement. “Younger,” “Buick” and “Design.” I watched the video and though it was somewhat predictable, I was surprised to see that the new LaCrosse was designed not by old guys, but by passionate young designers. Not only were they young, they really cared and I sensed they felt they were on a mission. They talked about “creative freedom” and “opportunity for design.” I’m thinking “Wow, where have these guys been? Why is Mr. GM announcer guy talking when they need to make rock stars out of these guys?” I actually believe THESE guys and can connect with people who are passionate about creative freedom. One of the designers said something about simply wanting people to be able to open up their garage everyday and really like their car. I want a new LaCrosse based on that statement alone because it came from a real person. Sincerity speaks volumes.

Okay, at this point I’m falling in love with Buick. I’m thinking they’ve got something real to build on. They can create an underground movement. They can come out of nowhere and surprise everybody. I’m gettin’ all tingly. Then I clicked onto the corporate website. For cryin’ out loud! Who’s responsible for sterilizing Buick? All the soul, passion, and energy is nowhere to be found. Where is the story? Where is the creative freedom? Where is that youthful design rebellion? Where is the sincerity? Where are the real people? Show me the Genuine and Meaningful in GM.

Buick can be as much a people and passion story as engineering and design story. GM can offer return policies and guarantees all day long, but as we have preached from mountains all around the globe, people trust people, not corporations and certainly not automobile advertising. Remember “This isn’t your father’s Oldsmobile”? WTF? Did they really think we’d fall for that?

Buick, you can make a real difference for GM. I know, because I saw it. You don’t need bailouts, you need buy-in.You can be famous for the people who love you, starting with the real people who build the cars. Buick has a chance. It may not last long and it may be their last, but they have a chance.

May the most passionate win.

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