Buick’s Pop Culture Revival: Thanks to Kendrick Lamar
Automakers are in a bit of an existential pickle this week. One is busy abandoning its roots for a cutting-edge electric vehicle era, while another—let’s call it the brand that just can’t stop making unexciting crossovers—finds itself basking in unexpected limelight. Spoiler alert: that’s Buick, and it has Kendrick Lamar to thank (or blame) for this delightful quandary.
The Unlikely Connection
Kendrick Lamar, the Grammy champ and master lyricist from the West Coast, surprised us all with a fresh album titled “GNX.” Yep, you guessed it, GNX refers to the iconic Buick “Grand National eXperimental,” a turbocharged Regal that only a select few got to experience. You know, the kind of car that ignites nostalgia for anyone who grew up in the ‘80s.
Some might argue that the name is a nod to “Generation X,” but let’s not kid ourselves here. Lamar is firmly in the millennial camp, born in 1987—a year that happens to coincide with the birth of the legendary Buick GNX. Coincidence? Double entendre? Maybe both? Who really knows? What’s crystal clear is that Lamar’s teaser video has already racked up over 2.4 million views. And that’s not just numbers; it’s interest. The GNX makes a grand appearance in the teaser, reminding everyone of its cultural significance.
A Melodic Throwback
In true Lamar fashion, he’s released audio of twelve new songs, with mentions of “GNX” and “Grand National” sprinkled throughout. This is a win-win for everyone involved: Lamar’s fans get new tunes, car enthusiasts feel a little less socially awkward, and Buick? For the first time in eons, it might actually be considered cool again. Let’s be real; it hasn’t held that title since the last GNX rolled off the line.
Lamar’s 60-second teaser has done what Buick itself has struggled to achieve over the past three decades: sparked genuine curiosity about the brand. Surreal, isn’t it? One popular comment on that teaser video even features a quick rundown of what the GNX actually is.
The Golden Opportunity
If Buick had an ounce of savvy, it would jump at this chance to ride the wave of newfound interest, especially on social media. Let’s face it; the Encore GX isn’t exactly setting hearts aflame or turning heads anytime soon. This is the chance for Buick to reintroduce itself to a demographic that might have forgotten it ever existed.
But here’s where it gets eyebrow-raising. Buick appears to be resting on its laurels, completely oblivious to this golden opportunity. How could Lamar drop this bombshell on a Friday afternoon and not trigger some sort of PR frenzy? After all, classic Buick models, lowriders, and even donks have made a resurgence in pop culture—far overshadowing their current lineup of CUVs.
So what if Lamar’s nostalgic tribute feels out of sync with Buick’s recent “Exceptional by design” slogan? Isn’t exceptional engineering an intrinsic part of what exceptional design is all about? It’s no wonder that a nearly 40-year-old Regal is sparking conversations while today’s Buick vehicles languish in relative obscurity.
The challenge is clear: Buick must seize this moment to reclaim its place in the automotive spotlight. If they don’t, they risk missing an opportunity that could redefine their identity in the eyes of a new generation, driven by the spirit of Kendrick Lamar.