1997 BUICK PARK AVENUE
MARKETING
FLINT, Mich. -- Katherine J. Benoit, brand manager for Buick's 1997 Park Avenue, is understandably excited about her all-new product. "This is Buick's new flagship sedan," she said, "and it naturally fills us with great pride."
Benoit positions the Park Avenue as a halo model.
"This is the car that sets a new Buick standard for luxury," she said. "Park Avenue defines and reinforces Buick's traditional role as a provider of great American touring sedans, a responsibility dating back to the very beginnings of the company. With the all-new model for 1997, we took great pains to engineer just the right balance of style, quality, performance and value in this important Buick flagship sedan."
Patrick J. Harrison, Park Avenue's assistant brand manager for marketing, describes Park Avenue as a full-size touring car with classic styling, a smooth and responsive powertrain, agile ride and handling, and the kind of solidity that telegraphs quality, safety and driver confidence. Much of this automotive authority, he said, is derived from the engineering superiority of the chassis and underbody.
"Major structural improvements in the 1997 model resulted in a new approach to providing customers with a solid, substantial, quiet and comfortable Buick," said Harrison. "This architecture creates leading-edge comfort, ride, quietness and safety to satisfy this group which is now stepping up to the luxury segment. Added to the improved structure, the cost-effective authority of 205 horsepower from our standard 3800 Series II V-6 permits Buick to market a package demonstrably superior to comparably priced cars.
"We offer the supercharged version of that engine -- and its 240 horsepower -- for drivers who want even more road-going power.
"The 1997 Park Avenue Ultra and Park Avenue are designed to expand the expectations of traditional sedan buyers. Our structural and functional improvements will appeal to owners who appreciate technology. And with the interior roominess Park Avenue offers, this great American road car will satisfy a broad range of owners -- from those who drive the car pool to those who just want to drive the car for fun.
"The new Park Avenue is a very handsome and substantial-looking car and that's sure to rouse interest in the brand on sight," Harrison said.
