BUICK TO REWARD PARK AVENUE BUYERS WITH LUXURIOUS INCENTIVE

DETROIT - Delivering on its promise of "Luxury. Pure and Simple," Buick has formed an exclusive coterie from the finest names in home merchandise to reward new Park Avenue purchasers.

Aptly named "Luxury Rewards," the program offers items valued up to $1,500 and runs Sept. 1 through Oct. 31.

With Luxury Rewards, purchasers choose one reward from a selection of high-end name brand merchandise categorized by Park Avenue's attributes:

• Power (Taylor Made golf clubs),
• Taste (Ducane gas grill),
• Comfort (Scandia Down king or queen collection) and
• Style (Hartmann luggage collection).

In addition to the rewards listed above, customers who purchase the up-level Park Avenue Ultra will receive a Minolta Vectis S-1 camera kit.

"With Luxury Rewards, Buick dealers have a competitive advantage that no one can match," said Katherine J. Benoit, Park Avenue brand manager. "This program breaks through the competition's incentive clutter and - since each Luxury Reward links back to Park Avenue - reinforces our brand equity."

Luxury Rewards can be combined with other purchase incentives, and the program will be supported by national magazine advertising, direct mail and dealer point of sale displays. A Web site has been established (www.parkavenuerewards.buick.com) along with links to and from each of the program's partners.

Customers must take retail delivery from participating dealer stock by Oct. 31.

Park Avenue and Park Avenue Ultra, Buick's full-size luxury sedans, are refined for 2000 with enhancements to a body style that has been a major success in the market.

The new generation of Park Avenue is designed to make an elegant and tasteful statement, according to Benoit. "Park Avenue gives you the classic elegance you expect in a luxury car," she said. "More important, every feature has been selected to satisfy a functional need for the driver and passengers. So you might say we add 'reason' to luxury."

The primary customers for Park Avenue include professionals, entrepreneurs and executives who want luxury, style, smooth power, roominess and exceptional value.

For 2000, StabiliTrak, an advanced system that helps the driver maintain control of the vehicle especially in slippery conditions, is newly standard on the luxury Park Avenue Ultra and optional on Park Avenue. Additionally, all Park Avenues have seat-mounted side air bags for the driver and right front passenger and rear-seat child seat tether anchors.