What makes a Buick a Buick?
Laborious to imaging an promoting marketing campaign extra necessary than one supporting the launch of an all-new product. And, this advert for the 1973 Century looks as if it will have been an enormous deal. The query is, why does it seem just like the copywriters simply phoned this one in? Just a little backstory…
1973 Buick Century: Favourite Automotive Adverts
Historical past
With People nonetheless reeling from a brutal bout of inflation, in addition to rising gasoline costs, Buick, like most American automotive manufacturers, was searching for a solution 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 a much bigger deal, because it changed the Skylark within the model’s lineup. What so attention-grabbing—and in step with the instances—this early advert for the Century leaned totally on value. Right here’s an attention-grabbing, factor about that marketed value: It was for a fairly well-dressed model of the Century.
Buick Century
The brand new Buick midsize automotive—provided in coupe, sedan, and wagon physique types—actually began at simply $3057. However, the automotive, as seen right here, included a vinyl high, bucket seats, whitewall tires, deluxe wheel covers, an outdoor rearview mirror, physique moldings, bumper strips, bumper guards, and vendor prep. I assume it’s cool that every one that stuff might had for about $600. To not be whiny, however Buick buyers of the day doubtless added an automated transmission, air-con, and an AM/FM radio. Energy home windows and door locks may additionally have been a part of the deal. All advised, 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 plenty of options designed to reassure would-be patrons that this new “inexpensive” 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 secure 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 clean, quiet experience.
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 clean, clean idling.
Not simply clean…
- 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 experience and dealing with, primarily based on the load of the automotive 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.
- Interior fenders for added safety.
Unsure what an “internal 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 Commonplace 350-cubic-inch V8 is good, 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 advised, 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 thinking about a Chevy Nova with a Buick grille.
Why this advert is so uninteresting we might by no means know. However the automotive appears fairly good, even from the unconventional rear view hardly ever seen in advertisements. The Century title wouldn’t be retired from the Buick till after the 2005 mannequin yr, when it was changed by the like-size LaCrosse.
Hearken to the Automotive Stuff Podcast
1973 Buick Century Photos
(Click on under for enlarged photographs)
