What makes a Buick a Buick?
Exhausting 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 will have been a giant deal. The query is, why does it seem just like the copywriters simply phoned this one in? A little bit backstory…
1973 Buick Century: Favourite Automobile 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 line 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 a much bigger deal, because it changed the Skylark within the model’s lineup. What so attention-grabbing—and in line with the instances—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 somewhat well-dressed model of the Century.
Buick Century
The brand new Buick midsize automobile—provided in coupe, sedan, and wagon physique types—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 vendor prep. I suppose it’s cool that each one that stuff may had for about $600. To not be whiny, however Buick consumers 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 quite a lot 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 massive 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 kind of appears like one thing. Kinda.
- Twin-rate physique mounts. To isolate automobile from street vibration. For easy, 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 easy, easy idling.
Not simply easy…
- Entrance Disc Brakes. For assured straight-line stops.
By 1973, automobiles ought to have had front-disc brakes.
- Laptop-Chosen Chassis Springs. For excellent journey 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 sorts, 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.
- Internal fenders for added safety.
Unsure what an “interior 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 identified for quietness, a function which appears worthy of being referred to 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 nearly each Chrysler-corporation mannequin was nonetheless fitted with antiquated leaf-springs.
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 consumers. Clearly, Buick consumers weren’t involved in a Chevy Nova with a Buick grille.
Why this advert is so uninteresting 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 title wouldn’t be retired from the Buick till after the 2005 mannequin 12 months, when it was changed by the like-size LaCrosse.
Hearken to the Automobile Stuff Podcast
1973 Buick Century Footage
(Click on under for enlarged photos)
