1997 BUICK RIVIERA
MARKETING
FLINT, Mich. -- According to the 1997 Buick Riviera's brand manager, Michael G. Wright, "Riviera has a strong and interesting heritage. The first Rivieras, starting in 1963, are considered modern classics by many auto writers and collectors. Our '97 Riviera carries forward that considerable legacy.
"This is truly a niche vehicle, appealing to customers seeking expressive design and confident performance with tasteful luxury. It's a flagship two-door with strong appeal for customers who want an upscale sport-luxury coupe that fully expresses their personal high standards."
To capitalize on its unique appeal, Riviera will employ a marketing strategy for 1997 that Wright describes as focused, targeted and personal. One example of this is Riviera's strong tie to the fashion industry and designer Richard Tyler. This relationship highlights the Riviera design in a way that is comfortable and credible to women.
Said Wright: "Riviera owners recognize the car is a statement of good taste and design. Not surprisingly, the car has become increasingly popular with women customers and we've taken specific steps to reach them in the marketplace. Yet with 240 horsepower in the supercharged version, it clearly retains a powerful link to auto enthusiasts.
"The cutting-edge engineering is there, since the 3800 Series II engine, which powers the Riviera, was voted one of America's 'Ten Best Engines' by Ward's Auto World. This is clearly a car for people who like cars and like driving -- but who don't want to give up comfort and convenience.
"Riviera obviously has great name recognition and represents a long and honored heritage. But though the performance credentials are there, the comfort half of the equation is also present. Our ComforTemp dual front climate control provides separate temperature controls to driver and front passenger. All of the instruments are easy to read at a glance, and the entertainment and climate controls are designed to be simple to use.
"The high level of standard equipment in this car makes it a great value. We're confident Riviera will continue to be a sought-after car in the prestige luxury segment of the market."
