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| It was a winning idea to cross-pollinate two outstanding great American brands - Seabiscuit & Buick - long immortalized in American history (read the formal Press Release below).
One can see by these vivid 1946 photographs ( taken by a GM Photographic lensman), a huge audience of onlookers were captivated by this glorious parade celebrating the first fifty years of the American automotive industry, a.k.a., Detroit's "Golden Jubilee" (National Automotive History Collection, Detroit).
Detroit's auto business today could learn something from this Hollywood blockbuster's slogan: " YOU'RE NEVER TOO FAR BEHIND TO COME BACK "
FOR RELEASE: May 9, 2003 CONTACT(S): Through Seabiscuit And Racing, Buick Adds "Horsepower" To Its Lineup DETROIT - Further strengthening its position as the leader in premium American style, Buick has entered into agreements with Universal Pictures to co-promote the summer blockbuster Seabiscuit and with NBC Sports to become the exclusive automotive advertiser of thoroughbred racing's premier series, the Visa Triple Crown. "Both these partnerships are natural extensions of Buick's premium positioning," said Michael Hand, Buick advertising and promotion manager. "Buick's true place in Seabiscuit's history and thoroughbred racing's passionate fan base make these prestigious relationships ideal complements to Buick's longstanding relationship with the PGA TOUR." Seabiscuit is an American epic of triumph and perseverance set during the Great Depression. It is based on the best-selling book by Laura Hillenbrand that was one of the most popular non-fiction books of recent years. Set in 1938, Seabiscuit is the story of three men -- a jockey, a trainer and a businessman -- and the down-and-out racehorse that took them and the entire nation on the ride of a lifetime. Tobey Maguire stars as jockey Red Pollard, Chris Cooper plays trainer Tom Smith, and Jeff Bridges portrays Charles Howard, Seabiscuit's owner and the immensely successful entrepreneur who popularized the automobile with the first Buick dealership in the West. Seabiscuit is written and directed by Gary Ross and premiers July 25. More info is available at www.seabiscuitmovie.com. New Buick ads, featuring Buick icon Harley Earl and scenes from Seabiscuit, broke during NBC's coverage of the Kentucky Derby from Churchill Downs, Saturday, May 3. Buick reintroduced legendary designer Harley Earl in September 2002 through its campaign titled "Buick. The Spirit of American Style." Buick ended 2002 with sales up 6.5 percent over 2001. Buick, the longest standing sponsor of the PGA TOUR, celebrates its 100th birthday in May 2003, and the all-new mid-size SUV Buick Rainier will be available in dealerships this fall. # # #
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