Bar Refaeli, left, Israeli supermodel, yogi and Chad Dennis, yoga instructor to the stars, are part of Buick's 24 Hours of Happiness promotion.
Buick is offering potential buyers “24 Hours of Happiness” to get them behind the wheel of the vehicle of their choice in its line-up.
The plan calls for dealers to allow buyers to enjoy an extended test drive with the Buick model of their choosing. The brand successfully used a similar technique about a decade ago. It offered up 500,000 test drives and secured nearly 200,000 sales. They also offered $250 to anyone who engaged in the program and bought a different vehicle.
The brand needs to do something to supplement the series of television ads that have focused on re-introducing its vehicles to the public. The company’s been revamping its line-up for the past several years with good success until now.
Sales in June were down 12.5% compared with the year-ago period and for the first half of 2015 the brand is down 6.2%: the biggest drop of any GM division. Last year, Buick saw sales rise 6.6%.
On July 22, 2015 participating Buick dealers today introduced the 24 Hours of Happiness Test Drive.
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This time around, the extended experience is a little different. The day-long experience not only includes time behind the wheel, but also videos, podcasts, compressed digital images, and even a recipe for an in-car fragrance designed to make any car journey a happier experience. The online content is expected to help to engage new customers and complement the dealer-offered 24-hour test drive. Additionally, there is no cash.
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To create the 24 Hours of Happiness Test Drive, Buick brought together some of America’s leading experts on happiness and well being. They used the beauty, calm and refined comfort of Buick vehicles to inspire their specialized content.
The experts include:
- Shawn Achor, author, happiness researcher and CEO of GoodThink Inc.
- Chad Dennis, yoga instructor to the stars
- Bar Refaeli, Israeli supermodel and yogi
- Amanda Chantal Bacon, wellness guru and Moon Juice founder
- Jeff Kober, actor and meditation coach
- Irene Neuwirth, jewelry designer and Council of Fashion Designers of America award winner, and
- Dr. Dot, masseuse to the stars
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“From the refined and sculptural design of our vehicles, to the environment of our showrooms, to our award-winning customer service, happiness and a sense of well-being are inherent in everything we do,” said Duncan Aldred, U.S. vice president, Buick.