1. Opportunities for Buick Sedans

2. Buick has a premium price point that competes with luxury and non-luxury competitors
$23,070 base
$32,255 highest trim
$21,995 base
$30,979
highest trim
$22,455 base
$35,805
highest trim
$28,940 base $32,781
highest trim
$35,850 base
$48,980 highest trim
$27,065 base msrp
Fuel economy is the norm now as competitors offer
Shopping across new and used
Shopping across segments
$23,070 base
$32,255 highest trim
$21,995 base
$30,979
highest trim
$33,435 base
$46,365
highest trim
$32,950 base $45,850
highest trim
$39,895 base
$47,230 highest trim
$32,065 base msrp

3. Driving comfort and prestige/sophistication makes it appeal to non-luxury considerers, but affordability stands out the most with luxury considerers
Prestige has the largest perception gap between non-luxury and luxury shoppers…
And driving comfort is above average for both non-luxury and Luxury considerers…
But, Buick needs to improve its perceptions with Luxury shoppers in order to increase consideration.
For Non-lux shoppers, #1 Durability/reliability, #2 Safety, #3 Affordability, #4 Driving Comfort are the most important factors.

4. Buick Sedan Consideration Module
Leverage KBB.com cross-shopping data to target shoppers and owners as they research and price their vehicles
Feature up to three models based on cross-shopping data
Show Buick’s pricing sweet spot to entice luxury and non-luxury considerers
Dual CTAs take shoppers to learn more on KBB.com or to visit Buick.com

5. Audience Extension Price-Range Targeting
Behavioral target messaging more granularly based on the price range shoppers are in
Track and traffic creative by segment AND price range
Target luxury sedan considerers shopping at lower price points and non-luxury considerers shopping at higher price points
GMC Asks:
Target based on trim level

6. KBB.com Price-Range Targeting
Target shoppers configuring non-luxury sedans at higher price points (>$28,500) with creative that emphasizes driving comfort
KBB Price-Range Targeting:
o   1 = $8,499 & under
o   2 = $8,500 - $18,499
o   3 = $18,500 - $23,499
o   4 = $23,500 - $28,449
o   5 = $28,500 - $33,499
o   6 = $33,500 - $38,499
o   7 = $38,500 – $43,499
o   8 = $43,500 - $48,499
o   9 = $48,500 - $53,499
o   10 = $53,500 - $63,499
o   11 = $63,500 - $73,499
o   12 = $73,500 & up
Target shoppers configuring luxury vehicles at lower price points (<$33,500) with creative that demonstrates Buick’s affordability

7. Find a Perfect Sedan

8. Find a Perfect Sedan

9. Find a Perfect Sedan
Interactive sedan finder tool helps shoppers narrow down and select the right Buick for their needs
Results page takes shoppers to key shopping pages on KBB.com or to Buick.com to learn more
Versatile 300x250 unit can run across KBB.com to target in- market sedan shoppers
User selects features that are the most appealing and get matched with a Buick Sedan that fits their needs

10. Autotrader “First View”
Unique opportunity to target shopper’s “first view” or initial visit to any entry point on Autotrader.com beyond the homepage
Available with:
New Car Integration
Billboard
Dynamic Search Integration
Target individual shoppers’ first entry point via…
Social Media Posts
Search Engine
Campaigns
Bookmarks
Other sites & portals

11. Personalized Shopper Profiles
Uniquely reach your ideal shopper with the right message at the right time. This proprietary audience targeting capability delivers a highly relevant experience based on a shopper’s active search behavior and consideration set.
Reach shoppers who are:
**Considering your model + similar makes/models
**Considering competitive models and not your model
*Fence sitters, considering your model + one other model
*Defecting, no longer considering your model
**Undecided; proactively define a shopper’s consideration set
*available only on Autotrader
**available on both Autotrader/KBB