The 2020 Encore GX is the first Buick to have Alexa built in. The 2020 Enclave will follow before Buick adds the feature to its entire lineup. Buick says owners of 2018 and 2019 models that can receive over-the-air updates also can install Alexa.
Amazon also connects customers with Buick via Alexa devices in their homes. When a user says, “Alexa, tell me about Buick SUVs,” the device describes Buick’s offerings, notes that Alexa can be built into the GX and refers the customer to Buick’s Amazon showroom for details.
After consumers ask Alexa about Buick, they get an email to visit the Amazon showroom or an alert via their Amazon mobile app.
Over the past few years, Buick has experimented with marketing campaigns to attract a younger audience. It has advertised on Pinterest, worked with the HBO series “Big Little Lies,” partnered with Instagram influencers who own Buicks and sponsored TheSkimm, a daily news roundup for millennial women. Buick also recently sponsored Marques…
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