Can Yoga and a 24-Hour Test Drive Convince Young People to Buy Buicks?

Where wellness meets the road

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If a dealership let you take a new car home for a whole day and night, would it increase the chances that you'd buy it?

Buick hopes so.

As the name suggests, Buick's "24 Hours of Happiness Test Drive," a magic bag of marketing unveiled Wednesday, promises shoppers the chance to borrow a Buick overnight. The package also includes a curious batch of wellness activities—including a Buick-themed yoga workout, a mix-at-home Buick fragrance and something called a "Buick meditation map"—all of which are designed to "help encourage well-being and happiness on the road," according to a company statement.

Why is a 112-year-old Detroit nameplate known for sensible sedans in the 1950s and muscle cars in the 1970s toying with all this existential feel-good stuff? Simple.

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