DETROIT – Buick today released the first in a series of ads designed to address the critical gap in consumer perceptions and actual facts of Buick’s quality.

The print ads direct readers to Buick’s quality micro-site (www.buick.com/quality). There, a special report is available to view from J.D. Power and Associates highlighting Buick’s focus on quality and long-term dependability. Among facts called out are:

Buick ranks second in long-term dependability, behind only Lexus. Buick ranks second in customer satisfaction.

“We’re in the midst of a complete product makeover,” said Buick Marketing Director Margaret Brooks. “Our quality – as rated by a number of consumer groups – remains among the highest in the industry, but consumers don’t know this. With quiet confidence, we’re just looking to remind people of our high quality performance

According to Brooks, a line from the ad sums up Buick’s perspective: “At Buick, we know that quality makes the difference between a car you like and a car you love.”

Print ads began appearing across the nation today in a variety of outlets, including The Wall Street Journal and USA Today. Buick’s national advertising agency, the Detroit office of McCann Erickson, created the campaign.