Positioning of Buick parent brand: Integrating the world's leading technology and service resources, based on the global platform and European and American technologies, building a strong product that leads the market segment, and becoming the product and service standard setter of China automobile industry through innovation and efforts.

Brand spirit: Peace of mind, Philip Burkart goes to Wan Li Road.

Brand personality: enterprising, achievement and tolerance

Product DNA: quiet, comfortable, dynamic and smooth (Buick product design language)

Buick's new generation Regal brand positioning statement: a new generation of high-end private dynamic cars that lead the trend

With the cutting-edge design concept and dynamic and precise control, it provides a dynamic and extraordinary driving experience for the new generation of elites who are at the forefront of the times; It shows their demands of the times and their passionate and courageous personal style, and their belief in grasping themselves, leading the times and opening up new horizons.

The brand core value of Buick's new generation Regal: endeavor and dynamic.

Brand communication concept of Buick's new generation Regal: leading the trend

Target Group of Buick's New Generation Regal: New Generation Elite

Born in the 1970s and 1980s, they received a good education and began to climb the career ladder in the booming new century. They are the backbone of promoting social development, they are mature activists, confident and firm, firm and tidy; They are born optimists. They regard challenges as opportunities, have clear goals for themselves, and are full of confidence and motivation for tomorrow.