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 as if it will 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 gasoline costs, Buick, like most American automobile manufacturers, was in search of a solution to realign its lineup in line with a nation in search of 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’s so attention-grabbing—and in line with the occasions—is how this early advert for the Century leaned fully 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—supplied in coupe, sedan, and wagon physique kinds—actually began at simply $3057. However, the automobile, as seen right here, included a vinyl prime, bucket seats, whitewall tires, deluxe wheel covers, an outdoor rear-view mirror, physique moldings, bumper strips, bumper guards, and seller prep. I suppose it’s cool that every one that stuff might had for about $600. To not be whiny, however Buick customers 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 instructed, most Century coupes, as seen right here, most likely 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 a variety of 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 massive 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 form of appears like one thing. Kinda.
- Twin-rate physique mounts. To isolate automobile from street vibration. For easy, quiet trip.
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 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 excellent trip and dealing with, based mostly on the load of the automobile you order.
I form of doubt this. If there have been greater than two spring charges, I’d be stunned.
- Padded instrument panel, padded head restraints, padded solar visors.
I don’t know what a padded solar visor will get you.
- Inside fenders for added safety.
Undecided what an “inside fender” is, but when it’s only a wheel-well liner, that is form of lame.
What’s odd is, Buick’s had been already recognized for quietness, a characteristic 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 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 unhealthy for the automobile’s first mannequin 12 months. In the meantime, the aforementioned Apollo discovered simply 35,000 patrons. Clearly, Buick patrons weren’t fascinated with a Chevy Nova with a Buick grille.
Why this advert is so uninteresting we could by no means know. However the automobile seems to be fairly good, even from the unconventional rear view hardly ever seen in advertisements. 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 under for enlarged photos)
