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Brandweek - Elaine Wong

June 20, 2010

Buick is trying to shed its image as a stodgy, driven-by-your-grandparents vehicle brand with a series of “remix” parties taking place in five U.S. cities.

The events, called “Regal Remix” get-togethers, promote the automaker’s new mid-sized car introduction, the Buick Regal 2011—which is in dealerships right now—and kick off in cities like Chicago, Philadelphia and Miami. (The most recent party took place last week in San Antonio’s historic Sunset Station.) The effort is part of the General Motors brand’s foray into the mid-sized and compact luxury car market, a segment in which it’s had a minimal presence. GM, too, is trying to position Buick to appeal to younger, affluent consumers who typically buy imported cars.

GM describes the parties (which typically have about 500-plus guests) as “low pressure” affairs in prominent venues designed to generate buzz for its Buicks, namely the Regal 2011, LaCrosse and Enclave.

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