What makes a Buick a Buick?
Exhausting 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 like it might have been an enormous deal. The query is, why does it seem just like the copywriters simply phoned this one in? Somewhat backstory…
1973 Buick Century: Favourite Automotive 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 technique to realign its lineup consistent with a nation searching 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 a much bigger deal, because it changed the Skylark within the model’s lineup. What’s so attention-grabbing—and consistent with the occasions—is how this early advert for the Century leaned totally on value. Right here’s an attention-grabbing factor about that marketed value: It was for a quite well-dressed model of the Century–not a low-ball stripper.
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 rear-view mirror, physique moldings, bumper strips, bumper guards, and vendor prep. I suppose it’s cool that each one that stuff may had for about $600. To not be whiny, however Buick buyers of the day possible 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 instructed, 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 various options designed to reassure would-be patrons that this new “reasonably priced” 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 large 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 form of appears like one thing. Kinda.
- Twin-rate physique mounts. To isolate automobile from street vibration. For clean, quiet journey.
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 clean, clean idling.
Not simply clean…
- Entrance Disc Brakes. For assured straight-line stops.
By 1973, vehicles ought to have had front-disc brakes.
- Pc-Chosen Chassis Springs. For excellent journey and dealing with, based mostly on the burden of the automobile you order.
I type 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 “interior fender” is, but when it’s only a wheel-well liner, that is type of lame.
What’s odd is, Buick’s had been already identified for quietness, a characteristic which appears worthy of being known as out. The Normal 350-cubic-inch V8 is good, 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 instructed, Buick cranked out greater than 100,000 Centurys in 1973, not dangerous for the automobile’s first mannequin yr. In the meantime, the aforementioned Apollo discovered simply 35,000 patrons. Clearly, Buick patrons weren’t all in favour of a Chevy Nova with a Buick grille.
Why this advert is so boring we might by no means know. However the automobile appears to be like fairly good, even from the unconventional rear view hardly ever seen in adverts. The Century title wouldn’t be retired from the Buick till after the 2005 mannequin yr, when it was changed by the like-size LaCrosse.
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1973 Buick Century Photos
(Click on beneath for enlarged photos)
