- In one of the stranger automotive pitches, General Motors on Tuesday said the 2012 Buick Verano is designed to "protect hairdos from headrest interference."
- The pitch seems to be aimed at women, since GM used a picture of a ponytailed woman to illustrate the claim.
- GM said the Verano required at least 1,000 hours of development when it came to preventing "hot spots" on long drives and smashing hairdos.
DETROIT — In one of the stranger automotive pitches, General Motors on Tuesday said the 2012 Buick Verano is designed to "protect hairdos from headrest interference."
The pitch seems to be aimed at women, since GM used a picture of a ponytailed woman to illustrate the claim.
"Headrests positioned to accommodate ponytails without compromising postural support," said the accompanying text.
Word of GM's newfound dedication to preserving coiffures was met with a mixture of bafflement and derision by automotive media. "Where's J-Lo when you need her?" asked Worldcarfans in an oblique reference to Jennifer Lopez's new gig as a Fiat advertising spokesperson.
GM essentially threw down the gauntlet to Lexus and Acura in the statement about hairdos, mentioning the Acura TSX and Lexus IS 250.
It is uncertain how such a claim could be tested, however, and whether an automaker would also recruit ponytailed men.
Automakers typically have been skittish about aiming vehicles or features at certain sexes, preferring instead to be non-gender-specific when it comes to auto design. In fact, calling something a "chick car" often is seen as the highest condemnation. Witness Volkswagen's mighty effort to pump up the macho quotient of the 2012 Beetle.
GM's ponytail pitch conjured up memories of the Dodge La Femme from the Eisenhower era. The pink car was targeted at women and came with a purse — but no rain bonnet.
Inside Line says: Your hairdo stays intact with the Buick Verano. Is that enough to get you to fork over $23,470?
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m6user says:
11:45 AM, 10/20/2011
For those that say "why not just buy a Cruze with every option".......you still have a Chevy. Verano has longer 4 yr. warranty, better dealer experience and quality(JD Powers), lots quieter, different drivetrain and I'm sure better quality leather and switchgear and, IMO, is better looking overall. It's slated for a little different customer as Buicks have always been. There were tons of LeSabres sold when you could have gotten a decked out Impala that seemingly was similar.
I don't currently own GM(cars or stock) but would look at this.
gam2 says:
05:21 AM, 10/20/2011
Well if this means the headrests won't push my head into the instrument panel like the current crop of cars, I'm all for it!
litewerk says:
11:22 PM, 10/19/2011
IMHO, that's a darn fine interior. Since Chevy Cruze sales seem to indicate that they got that car just right for a lot of people, this should also do well for those who want a bit more of a premium or more luxurious car. And, if the seats are designed to be better than average, that can surely be a strong selling point.
Am really impressed how nice the Verano appears to be for an affordable Buick.
thekingofvtec says:
10:10 PM, 10/19/2011
@rayzor, I agree the Cruze is badass as far as small cars go, but that's exactly why NOBODY would ever need or want this, you can get a Cruze loaded up and get damn close, for cheaper, and im sure it would be more fun.
I hope this is not an ad, because GM has bigger problems than ponytail interference. LOL
...besides anybody that cares that much about their hair and overall appearance would probably rather be seen in a TSX or an IS250.
soo to GM and Buick #fail
speedyshift says:
04:26 PM, 10/19/2011
I don't think this is an advertisement, but rather a training instrument for dealers.
morey000 says:
03:42 PM, 10/19/2011
silly ad. but great looking interior.
rayzor says:
03:01 PM, 10/19/2011
I recently drove a rental Chevy Cruz and came out very impressed with the exterior/interior design and quality. If this Verano can improved upon that, then I think Buick has a winner on hand!