1997 BUICK SKYLARK
MARKETING
FLINT, Mich. -- "The '97 Buick Skylark is perhaps our strongest value statement," said Skylark Brand Manager Ed Berger. "It's aggressively styled and has premium standard-equipment content, including many features found only on more expensive competitors. We think the Skylark is 'Premium In Everything But Price.'
"Skylark offers in-dash dual playback compact disc/cassette units, steering wheel radio controls, remote keyless entry, anti-lock brakes and traction control which are not available in some competitor's products," said Jim Herwaldt, Skylark assistant brand manager for product development and marketing.
"Skylark was attractively restyled last year, and now more fully integrates Buick brand character into its cleanly drawn front end, smooth flanks and uncluttered tail," added Herwaldt. "In fact, exterior styling was cited by owners as the second most-important reason for buying the car. That's a strong statement of approval in a very tough market segment."
"Skylark customers are practical people who make rational, well-researched decisions. They look for proven products that will enhance their images. They want lots of standard-equipment features and freedom from problems in quality and reliability. Skylark is designed to fulfill all of these needs in a compact, fun-to-drive car.
Herwaldt noted that "Skylark customers are also very price conscious. About 46 percent say that a favorable price is the number one reason they bought a Skylark. These consumers find Skylark is the best-equipped, most-affordable car in its class -- and it's a Buick."
"Our customers want comfort and convenience familiar to Buick owners, even in a compact Buick. Skylark clearly delivers here," said Herwaldt. Standard equipment includes air conditioning, tilt steering wheel, front seat arm rest (except Gran Sport, which features a standard full-length console), automatic power door locks, power windows, and a four-speed electronically controlled automatic transmission. A four-way manual seat adjuster and uplevel stereo speaker system are standard.
"Skylark's principal strengths over the competition are matched by few other cars at the price. Superior ride qualities, excellent comfort and styling, spacious seating capacity -- plus the prestigious Buick nameplate -- make the Skylark statement a strong one," concluded Herwaldt.