What makes a Buick a Buick?
Laborious to imaging an promoting marketing campaign extra essential than one supporting the launch of an all-new product. And, this advert for the 1973 Century looks like it might have been a giant deal. The query is, why does it seem just like the copywriters simply phoned this one in? A bit backstory…
1973 Buick Century: Favourite Automotive Adverts
Historical past
With Individuals nonetheless reeling from a brutal bout of inflation, in addition to rising fuel costs, Buick, like most American automotive manufacturers, was on the lookout for a approach to realign its lineup in step with a nation on the lookout 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 a much bigger deal, because it changed the Skylark within the model’s lineup. What’s so fascinating—and in step with the occasions—is how this early advert for the Century leaned fully on worth. Right here’s an fascinating factor about that marketed worth: It was for a relatively well-dressed model of the Century–not a low-ball stripper.
Buick Century
The brand new Buick midsize automotive—supplied in coupe, sedan, and wagon physique kinds—actually began at simply $3057. However, the automotive, as seen right here, included a vinyl prime, 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 buyers of the day doubtless added an computerized transmission, air-con, and an AM/FM radio. Energy home windows and door locks may additionally 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 numerous options designed to reassure would-be consumers that this new “inexpensive” mannequin was as a lot a Buick because the luxurious full-size Electra. Besides—what the heck are this stuff?
Doubtful Options
To cite the advert, We’ve taken some huge Buick options and put them in a brand new smaller dimension. Some examples:
- AccuDrive: Buick-built for secure dealing with even on bumpy roads.
Okay, that type of appears like one thing. Kinda.
- Twin-rate physique mounts. To isolate automotive from highway vibration. For clean, quiet journey.
Ah, the duality of a physique mount. Spicy.
- Solenoid-Actuated Throttle Cease. For fast, positive 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 clean, clean idling.
Not simply clean…
- Entrance Disc Brakes. For assured straight-line stops.
By 1973, automobiles ought to have had front-disc brakes.
- Laptop-Chosen Chassis Springs. For very good journey and dealing with, primarily based on the load of the automotive 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.
- Internal fenders for added safety.
Unsure what an “inside fender” is, but when it’s only a wheel-well liner, that is sort of lame.
What’s odd is, Buick’s had been already identified for quietness, a characteristic which appears worthy of being referred to as out. The Normal 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 had been the options to name out.
All advised, Buick cranked out greater than 100,000 Centurys in 1973, not unhealthy for the automotive’s first mannequin yr. In the meantime, the aforementioned Apollo discovered simply 35,000 consumers. Clearly, Buick consumers weren’t excited by a Chevy Nova with a Buick grille.
Why this advert is so boring we could by no means know. However the automotive seems to be fairly good, even from the unconventional rear view hardly ever seen in adverts. The Century identify wouldn’t be retired from the Buick till after the 2005 mannequin yr, when it was changed by the like-size LaCrosse.
Hearken to the Automotive Stuff Podcast
1973 Buick Century Footage
(Click on beneath for enlarged pictures)
