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Cadillac, Buick and Chevy decisions impacted by worries abroad

European Concerns Drive GM, But Beware Of The French Connection
GM's bid to rationalize Europe will impact the products that will be offered domestically.
It seems that Europe is defining the future of General Motors more so than its home North American market. Having axed Saturn, Pontiac and Hummer, GM has done a fairly good job of repositioning its remaining four divisions, Cadillac, Chevrolet, Buick and GMC. Cadillac carries the luxury banner. Chevrolet is aimed at the masses with cars and trucks along with a nod to performance thanks to Camaro and Corvette. Buick bridges the premium gap between Chevy and Cadillac, while GMC offers a hardcore work/upscale proposition.

Buick Cascada dies the death everyone expected

Four months ago, the Grim Reaper came for the Opel Cascada. Groupe PSA, which bought Opel from General Motors in 2017, announced the two-door convertible would be phased out. On sale here since 2016 as the Buick Cascada, GM told us it had nothing to say about PSA's announcement. On Friday, the U.S. automaker spoke up, telling Automotive News the droptop "has reached the end of its originally-planned lifecycle and 2019 will be the last model year offered. Dealers have been notified and many will have stock through the rest of this year." Buick paid big money to advertise its first convertible since the 1991 Reatta. Buick threw money at Super Bowls ads and a gaggle of celebrities two years in a row. And when sales began in 2016, Buick enlisted The Unbreakable Kimmy Schmidt star Ellie Kemper for a series of television and online spots. U.S. dealers have been instructed to file final orders this month, and production will continue at the factory in Poland until this summer. Yet the fact we're in February and dealers are predicted to have stock for the next ten months says everything necessary about the state of play. The brand sold roughly 17,000 units in three years, and both 2017 and 2018 saw sales declines of more than 25 percent. Buick didn't expect huge sales from the import, though, and the Cascada earned conquest buyers. A spokesman said, "The Cascada has played its role in the portfolio perfectly, outselling many other premium convertibles while bringing in [6 of every 10] buyers from outside GM." Last we heard, the LaCrosse ceases production next month. Unless the situation changes before the end of the year, Buick will have only the Regal on its passenger car books come 2020. GM will only have two convertibles in its portfolio worldwide, the Chevrolet Camaro and Corvette. Related Video:

Buick prepares Super Bowl ad blitz to introduce Cascada

Super Bowl 50 will kick off on February 7, and Buick will use the big game's massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online. Buick hasn't released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the "Experience the New Buick" campaign, which aims to position the brand to appeal to a younger demographic. The brand also has Ellie Kemper, the star of Netflix's hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick's new convertible. The spot tries to capitalize on the quirky charm of the actor's Kimmy Schmidt character. Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers' reactions to Kemper's commercial have been "totally positive" so far. First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski Latest "Experience the New Buick" ad spotlights new Cascada convertible 2016-01-26 DETROIT – Buick's first-ever Super Bowl ad will bring the brand's award-winning "Experience the New Buick" campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers' false perceptions of the brand. The 30-second spot, scheduled to air during Super Bowl 50, features Buick's all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products. The Cascada, Buick's first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down. Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.