What makes a Buick a Buick?
Laborious to imaging an promoting marketing campaign extra necessary than one supporting the launch of an all-new product. And, this advert for the 1973 Century looks like it could have been a giant deal. The query is, why does it seem just like the copywriters simply phoned this one in? Slightly backstory…
1973 Buick Century: Favourite Automotive Advertisements
Historical past
With Individuals nonetheless reeling from a brutal bout of inflation, in addition to rising gasoline costs, Buick, like most American automobile manufacturers, was on the lookout for a solution to realign its lineup in step with a nation on the lookout for some fiscal reduction.
Buick Apollo
Buick added two autos 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 so attention-grabbing—and in step with the instances—this early advert for the Century leaned solely on value. Right here’s an attention-grabbing, factor about that marketed value: It was for a quite well-dressed model of the Century.
Buick Century
The brand new Buick midsize automobile—provided 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 rearview mirror, physique moldings, bumper strips, bumper guards, and supplier prep. I assume it’s cool that each one that stuff may had for about $600. To not be whiny, however Buick customers of the day doubtless 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 informed, 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 huge Buick options and put them in a brand new smaller measurement. Some examples:
- AccuDrive: Buick-built for steady dealing with even on bumpy roads.
Okay, that type of appears like one thing. Kinda.
- Twin-rate physique mounts. To isolate automobile from highway vibration. For easy, quiet experience.
Ah, the duality of a physique mount. Spicy.
- Solenoid-Actuated Throttle Cease. For fast, positive engine shut-off.
Horny.
- 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, automobiles ought to have had front-disc brakes.
- Pc-Chosen Chassis Springs. For very good experience and dealing with, primarily based on the load of the automobile you order.
I type of doubt this. If there have been greater than two spring sorts, 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.
- Interior fenders for added safety.
Unsure what an “inside fender” is, but when it’s only a wheel-well liner, that is type of lame.
What’s odd is, Buick’s have been already identified for quietness, a function which appears worthy of being referred to 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 nearly each Chrysler-corporation mannequin was nonetheless fitted with antiquated leaf-springs.
All informed, Buick cranked out greater than 100,000 Centurys in 1973, not dangerous for the automobile’s first mannequin 12 months. In the meantime the aforementioned Apollo discovered simply 35,000 consumers. Clearly, Buick consumers weren’t focused on 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 identify 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 Footage
(Click on beneath for enlarged photographs)
