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 could have been an enormous 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 Automotive Advertisements
Historical past
With Individuals nonetheless reeling from a brutal bout of inflation, in addition to rising gasoline costs, Buick, like most American automotive manufacturers, was searching for a technique to realign its lineup in step 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 an even bigger deal, because it changed the Skylark within the model’s lineup. What so fascinating—and in step with the instances—this early advert for the Century leaned solely on value. Right here’s an fascinating, factor about that marketed value: It was for a relatively well-dressed model of the Century.
Buick Century
The brand new Buick midsize automotive—supplied in coupe, sedan, and wagon physique types—actually began at simply $3057. However, the automotive, as seen right here, included a vinyl prime, bucket seats, whitewall tires, deluxe wheel covers, an out of doors rearview mirror, physique moldings, bumper strips, bumper guards, and supplier prep. I assume it’s cool that every one that stuff might had for about $600. To not be whiny, however Buick consumers of the day doubtless added an automated transmission, air-con, and an AM/FM radio. Energy home windows and door locks may also 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 lot 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 huge Buick options and put them in a brand new smaller dimension. Some examples:
- AccuDrive: Buick-built for steady dealing with even on bumpy roads.
Okay, that kind of seems like one thing. Kinda.
- Twin-rate physique mounts. To isolate automotive 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.
Horny.
- 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, vehicles ought to have had front-disc brakes.
- Pc-Chosen Chassis Springs. For very good journey and dealing with, primarily based on the burden of the automotive you order.
I sort 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.
- Interior fenders for added safety.
Undecided what an “interior fender” is, but when it’s only a wheel-well liner, that is sort of lame.
What’s odd is, Buick’s have been already identified for quietness, a function which appears worthy of being known 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.
All instructed, Buick cranked out greater than 100,000 Centurys in 1973, not dangerous for the automotive’s first mannequin yr. In the meantime the aforementioned Apollo discovered simply 35,000 patrons. Clearly, Buick patrons weren’t enthusiastic about a Chevy Nova with a Buick grille.
Why this advert is so uninteresting we might by no means know. However the automotive appears to be like 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 yr, when it was changed by the like-size LaCrosse.
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1973 Buick Century Footage
(Click on under for enlarged photographs)
