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The 2004 Buick Rainier is the vehicle the famed golfer touts in
television commercials
Following a successful re-entry into the utility market with the 2002 Buick Rendezvous after an 80-year hiatus, Buick will tout its full line-up of three utility vehicles - including the 2005 crossover sport van Terraza - in a new commercial on Saturday's (May 1) Kentucky Derby.
The commercial, titled after and underscored by C.W. McCall's 1975 hit song "Convoy," draws attention to Buick's premium utilities, says Randall Tallerico, Buick advertising director. "Our line-up of vehicles is expanding," he said. "And it's important to let people know right now that a 'brand new' Buick is on its way."
Buick is the exclusive automotive advertiser of thoroughbred racing's premier series, the Visa Triple Crown. The first leg, the Kentucky Derby, airs at 5 p.m. ET on NBC.
Rendezvous sold more than 60,000 units its first year and more than 70,000 last year. March 2004 sales of more than 6,000 vehicles are about 25% above March 2003. For 2004, Buick introduced Rendezvous Ultra. With even more refinement especially inside, the Rendezvous Ultra boasts a 3.6L V-6 VVT engine that generates 245 horsepower.
Rainier, launched last fall, continues to gain momentum. Rainier features an exclusive available 290 HP V8 engine and QuietTuning.
The 2005 Terraza, the third entry in Buick's growing portfolio, continues Buick's long-earned reputation for transporting families in a premium way, bringing Buick refinement into the growing premium end of the mid-van segment. Terraza reaches dealerships this fall.
C.W. McCall is the pseudonym of Bill Fries, an advertising man who created the character in 1972. In January 1976, "Convoy" reached the number one position on both the pop and country charts of Billboard.
Buick's national advertising agency, McCann-Erickson Detroit, created the ad under the direction of Chief Creative Officer Dave Moore
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