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In a brilliant piece of branding/marketing, Buick is sponsoring test drive events with the goal of raising money for high schools.
Essentially the program brings together Buick and local high schools to host test drive events. The purpose is obviously to get people into Buick vehicles and allows the high school students to plan, coordinate and host. So free PR, nice.
Well not free, after the students put the event on Buick will donate $10,000 per event to the host schools.
Whats beautiful about this strategy is that Buick is reaching their target audience through a proxy. Who they want are the parents of these high school students. Buick allows their child to get involved with the brand and put on an event which helps break down the trial barrier built because of Buicks long standing stigma.
It may not come as much of a surprise given the past year or so of GM history, but GM has now recalled some Buick Encores.
Gm is recalling Buick Encores that were built in 2013 and 2014. The reason for the defect is pretty odd. There was a loss of power on a laser welding machine, and that means that some vehicles that were built between July 2013 and January 2014 may suffer from an incomplete weld on the seat hook bracket.
To be fair, the recall is fairly minor. GM says that only less than 1% of all models built in that time period are actually in need of service. Nevertheless, owners should bring their vehicles to their local GM dealership so that it can be inspected and, if necessary, there can be a replacement of the lower seat track.
It seemed for a while that Buick would be spared from the recall bonanza that Gm is going through right now, but I guess not. Along with the Buick Encore, these models are also affected by this particular recall: 2013-2014 Cadillac ATS, 2014 Cadillac CTS and ELR, 2014 Chevrolet Caprice and SS, 2014-2015 Chevrolet Silverado LD and HD, 2014-2015 GMC Sierra LD and HD.
If you haven't bought the Encore yet, does Gm's recall craze make you weary of buying a GM vehicle, and if you have bought the Encore already, how do you feel about being included in the recall parade now?
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