A branding and autoshow proposal for Buick as a ride of style and performance. Starting in 2011, the Chinese government placed a ban on luxury advertising in Beijing. This proposal makes a distinction between luxury and style, explains how style is more desirable than luxury, and shows how style is expressed through the Buick brand. Luxury is indulgent and immoderate. It is unusual extravagance without necessarily much consideration for an individual’s unique mode of living. Style on the other hand is smart, fitting and refined. It is luxury which accommodates a wider range of lifestyles.
It is consistent and reliable quality.
And is also progressive and adaptive to the evolving needs of consumers. Through research, benchmarking, storyboarding, montage, and design, the concept of style vs. luxury is explored in developing a design for the Shanghai Buick autoshow.