Buick revives the overnight test drive

DETROIT -- Buick is offering customers the chance to take test-drive vehicles home overnight, a move it calls a long-term brand builder rather than a quick-hit sales promotion.

Buick is encouraging dealers to enroll in the 24-hour test-drive program, which begins Monday. It will support the launch with a national advertising campaign, including TV commercials.

Buick brand chief Duncan Aldred called the offer "a long-term brand promise." He decided to roll out the promotion nationally based on positive customer feedback from a recent pilot program in the Phoenix area.
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