Buick parties to announce 24-hour test drives

LOS ANGELES -- Buick, seeking to freshen its image and appeal to younger buyers, launched a new sales tactic Wednesday at a celebrity-studded party.

The General Motors brand plans to give prospective buyers the chance to borrow one of its vehicles for 24 hours at a time in order to show them how good the product has become.

To underscore its "24 hours of happiness" campaign, Buick kicked off the event here with a party at a studio space that had a distinctly L.A. vibe -- a bank of massage therapists, waiters passing around bottles of juice and canapes topped with macadamia-nut cheese, and lots of talk about yoga.

"We want to get a lot of buzz," explained Buick/GMC brand chief Duncan Aldred. After saturation television advertising to hammer home the message that Buick is no longer a fuddy-duddy brand, the goal now is to get consumers in vehicles so they can see for themselves.

The wellness theme fits Buick well because it's a brand that says it aims to lower customers' stress level with vehicles that are quiet, easy and comfortable, says Tony DiSalle, vice president of marketing for Buick. "It's about the enjoyment of life," he said.

Buick's target, he says, are "passionate experientials" who look for intrinsic value and enjoy discovering new things. They are grounded and well balanced, according to DiSalle. "That mindset goes with wellness."

Buicks are "effortless," Liz Wetzel, director of Buick design, told the crowd. With soft-touch interiors and expressive design, "it puts you at ease."