December 1, 2005
General Motors has hired Martha Stewart to help promote the new Buick Lucerne to upscale car buyers.
"Business as usual doesnt cut it today in marketings fiercely competitive arena. Campaigns that create an aura of unique excitement and intelligent suspense are required to garner interest and cut through the clutter," Buick said in a news release announcing the Stewart sales promotion.
The 2006 Buick Lucerne will be the featured product on the "The Apprentice: Martha Stewart" television reality show.
GM didn't disclose how much the company is paying Stewart to help with the launch of the Lucerne, the newest product in the struggling Buick line.
Two apprentice teams will design an in-dealership launch showroom display to entice potential buyers.
"Buicks partnership with Martha Stewart to introduce the Lucerne reaches those consumers interested in upscale brands who might otherwise be unaware of the Lucernes potential," said Margaret Brooks, Buick marketing director.
The promotion comes as declining demand continues to plague the U.S. auto industry which is mired in a seven year sales low. Auto and truck sales are suffering through another lackluster month even after the latest round of discounts.
