What makes a Buick a Buick?
Onerous to imaging an promoting marketing campaign extra vital than one supporting the launch of an all-new product. And, this advert for the 1973 Century looks as if it could have been a giant deal. The query is, why does it seem just like the copywriters simply phoned this one in? Just a little backstory…
1973 Buick Century: Favourite Automobile Adverts
Historical past
With People nonetheless reeling from a brutal bout of inflation, in addition to rising gasoline costs, Buick, like most American automobile manufacturers, was searching for a option to realign its lineup in line with a nation searching for some fiscal reduction.
Buick Apollo
Buick added two automobiles to its lineup for 1973, the compact Apollo, and the midsize Century. Whereas the Apollo was nothing greater than a retrimmed Chevrolet Nova, the Century was an even bigger deal, because it changed the Skylark within the model’s lineup. What’s so fascinating—and in line with the instances—is how this early advert for the Century leaned totally on value. Right here’s an fascinating factor about that marketed value: It was for a reasonably well-dressed model of the Century–not a low-ball stripper.
Buick Century
The brand new Buick midsize automobile—supplied in coupe, sedan, and wagon physique kinds—actually began at simply $3057. However, the automobile, as seen right here, included a vinyl high, bucket seats, whitewall tires, deluxe wheel covers, an out of doors rear-view mirror, physique moldings, bumper strips, bumper guards, and vendor prep. I suppose it’s cool that each one that stuff might had for about $600. To not be whiny, however Buick customers of the day probably added an automated transmission, air con, and an AM/FM radio. Energy home windows and door locks may also have been a part of the deal. All advised, most Century coupes, as seen right here, in all probability listed for near $5000. However that’s not the issue with this advert.
In making the worth case for the Century, the writers of this add listed plenty of options designed to reassure would-be consumers that this new “reasonably priced” mannequin was as a lot a Buick because the luxurious full-size Electra. Besides—what the heck are these items?
Doubtful Options
To cite the advert, We’ve taken some massive Buick options and put them in a brand new smaller dimension. Some examples:
- AccuDrive: Buick-built for steady dealing with even on bumpy roads.
Okay, that type of seems like one thing. Kinda.
- Twin-rate physique mounts. To isolate automobile from highway vibration. For easy, quiet trip.
Ah, the duality of a physique mount. Spicy.
- Solenoid-Actuated Throttle Cease. For fast, certain engine shut-off.
Attractive.
- Time-Modulated Choke. For fast begins in chilly climate.
The chicks will dig this.
- Air Injection Reactor. For emissions management and easy, easy idling.
Not simply easy…
- Entrance Disc Brakes. For assured straight-line stops.
By 1973, vehicles ought to have had front-disc brakes.
- Laptop-Chosen Chassis Springs. For very good trip and dealing with, primarily based on the burden of the automobile you order.
I sort of doubt this. If there have been greater than two spring charges, I’d be shocked.
- Padded instrument panel, padded head restraints, padded solar visors.
I don’t know what a padded solar visor will get you.
- Inside fenders for added safety.
Unsure what an “interior fender” is, but when it’s only a wheel-well liner, that is sort of lame.
What’s odd is, Buick’s have been already identified for quietness, a function which appears worthy of being known as out. The Customary 350-cubic-inch V8 is sweet, and was Buick engineered. Additionally, the Century featured a coil-spring rear suspension, this whereas virtually each Chrysler-corporation mannequin was nonetheless fitted with antiquated leaf-springs. These have been the options to name out.
All advised, Buick cranked out greater than 100,000 Centurys in 1973, not unhealthy for the automobile’s first mannequin 12 months. In the meantime, the aforementioned Apollo discovered simply 35,000 consumers. Clearly, Buick consumers weren’t curious about a Chevy Nova with a Buick grille.
Why this advert is so boring we might by no means know. However the automobile seems to be fairly good, even from the unconventional rear view not often seen in adverts. The Century title wouldn’t be retired from the Buick till after the 2005 mannequin 12 months, when it was changed by the like-size LaCrosse.
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1973 Buick Century Photos
(Click on under for enlarged pictures)
