Buick is launching 24-hour test drives as it aims to attract new customers.
A new ad featuring the “24 Hours of Happiness Test Drive” will begin airing Thursday on broadcast TV, in theaters, on digital outlets and in social media, said Molly Peck, Buick marketing director. Buick said about 1,000 dealers are participating across the U.S.
“We look at this primarily as a brand promise and a way to reach new consumers,” Peck said in an interview.
Peck said General Motors Co. hopes to introduce new potential buyers to the luxury brand. Right now, the 24-hour test drive has no end date, she said.
“The ‘24 Hours of Happiness Test Drive’ is meant to give consumers a way to experience Buick on their terms, their schedule, their leisure and experience the vehicle how it would fit in their life,” Peck said.
Other brands have done versions of overnight test drives in the past. Buick also has done an extended, overnight test drive as part of a GM promotion across all brands in 2003 and 2004. That test drive featured a financial incentive to participants if they purchased a rival automaker’s vehicle after testing a GM vehicle overnight; this promotion does not have any financial incentives.
The Detroit News