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The Apprentice: Martha Stewart Winner Dawna Drives Off in a New Buick Lucerne - V.I.P. Premiere Night Attracts More Than 50,000 Consumers to Buick Dealers Nationwide

During “The Apprentice: Martha Stewart” season finale last night on NBC, Dawna outlasted Bethenny to take the title of Martha Stewart’s protégé. In addition to a new position at Martha Stewart Living Omnicom, Dawna also received the first “perk” of her new job: she drove away in an all-new 2006 Buick Lucerne CXS.

The Lucerne giveaway caps a three-week Buick promotion with Stewart to launch the Lucerne in a new and strategic way for Buick.

During the Nov. 30 episode where Lucerne debuted, more than three-million viewers tuned in as two teams designed in-dealership showroom displays to entice and excite potential Buick Lucerne buyers. Buick aired commercials during the episode inviting consumers to attend a Lucerne V.I.P. Premiere Night held on December 13 at more than 600 Buick dealers nationwide. Elements of the winning team's Lucerne display made its way into Buick showrooms for the VIP Premiere Night.

The evening event attracted more than 50,000 people while the promotional period (Nov. 30-Dec.13) has generated more than 736,000 visits to This represents a 365 percent increase in typical web traffic levels. The campaign elements are also helping to establish sales momentum early in December.

“Buick’s partnership with Martha Stewart has been extremely successful in exposing consumers to Buick and the new Lucerne ,” said Margaret Brooks, Buick marketing director. “The VIP night was such a huge success for Buick and our dealers.”

Brooks added that numbers from dealership parties are still being tallied, but some dealerships are reporting in excess of 400 guests and the need for local police to provide crowd control.

About Lucerne

The Lucerne is Buick’s most premium model and the third new vehicle in just over a year, following the LaCrosse midsize sedan and Terraza crossover sport-van. Lucerne offers an array of options, including V-8 or V-6 power, three trim levels – the well-equipped CX, elegantly appointed CXL or the luxurious, performance-oriented CXS model. OnStar, QuietTuning – Buick’s exclusive process to eliminate unwanted cabin noise – six air bags and a four-year/50,000 mile warranty are standard on every Lucerne. Buick’s luxury sedan is available in dealer showrooms now and carries a base manufacturer’s suggest retail price (MSRPs) ranging from $26,990 to $35,990.

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