Buick Focuses On Design With New Slogan

Buick is launching a new tagline and campaign that emphasizes the brand’s attention to detail. 

“Exceptional by design” aims to reflect the sculptural form and aesthetic philosophy of the Buick brand, according to the General Motors division.

With products like the 2024 Buick Envision and 2025 Buick Enclave launching this year, Buick will have an entirely refreshed portfolio. The campaign builds upon the new portfolio and 2023’s sales momentum. 

The tagline will debut via a digital video that celebrates the brand’s design history, while giving a glimpse of what lies ahead. The campaign will extend through all Buick channels, including social media, Buick’s website, future broadcast spots and other creative materials.



The tagline and video were primarily created in-house, including to a Buick spokesperson. Buick marketing and design collaborated on the overarching theme, and shot and developed the video.

Leo Burnett, which remains Buick’s lead creative agency, helped with some of the editing and strategic process, per the spokesperson. Buick’s other agencies include Dentsu (digital media), Carat (media buying), Jack Morton (event marketing) and Weber Shandwick (public relations). 

With nearly 70% of Buick sales last year coming from new customers -- while still maintaining strong customer loyalty -- Buick is now focused on the embodiment of vehicle design, attention to detail and vehicle quality, according to the automaker.

The campaign celebrates the brand’s history while looking to the future, says Molly Peck, Buick and GMC global CMO. 

“After bringing the Wildcat [concept vehicle’s] design language into production on the 2024 Encore GX and all-new Envista, we’ve found that beautiful design and quiet luxury sets Buick apart from the competition,” Peck says in a release. “From thoughtful technologies and intuitive luxuries to precise driving experiences, we’re providing an immersive and effortless sensory experience for our customers.” 

One of the top three reasons consumers choose to purchase a new Buick vehicle is vehicle quality. Year after year, Buick ranks highly in the J.D. Power Initial Quality Study and Sales Satisfaction Index study. 

In 2023, Buick was ranked No. 1 for customer satisfaction with the dealership sales experience among mass market brands for the second year in a row, according to the J.D. Power U.S. Sales Satisfaction Index Study. Buick also ranked third in initial quality among mass market brands in the J.D. Power U.S. Initial Quality Study in 2023.

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