Buick Models Get New Feature For Book Lovers

Technology / Comments

Adding to an already impressive infotainment suite.

Mainstream automakers aren't typically associated with having high-tech infotainment suites, but General Motors has stepped up its game lately. We've recently tested several GM vehicles, including the 2021 Buick Encore GX, which packs a ton of impressive tech features, including GM Marketplace that drivers can use to make dinner reservations and even pay for fuel and food from the comfort of their vehicle.

The Buick brand will now add another feature to its infotainment system in a partnership with media company Hello Sunshine. This partnership will see the integration of Reese Witherspoon's popular book club, "Reese's Book Club," into the infotainment experience. The feature is already live on the Encore GX and will come to other Buick models in 2021.

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Reese's Book Club functions as an application through the built-in touchscreen, giving Buick owners access to a selection of audiobooks and podcasts. Buick says that nearly 55% of its customers are women and the Book Club feature delivers female-centered stories.

"Hello Sunshine shines a light on women, creating and telling stories that put women at the center, and that's something Buick wants to be a part of," said Kate Hrabovsky, Buick advertising and media operations manager. "As more women are making vehicle-buying decisions, we want to be thinking creatively about how to offer more driving experiences tailored for them."

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Reese's Book Club already boasts 1.7 million followers on Instagram and several books on the New York Times best-seller list. This partnership should help the brand reach more women who are premium SUV owners. Some of Hello Sunshine's upcoming slate of television and film projects will even feature the Encore GX. Should the partnership become a success for Buick and Hello Sunshine, we expect that the book club feature could also find its way into the dashboard of other GM vehicles from Chevrolet, GMC, and Cadillac.

"We're thrilled to partner with Buick on this exciting new venture," said Hello Sunshine CEO Sarah Harden. "Reese's Book Club is driven by a powerful community who appreciate authentic, quality storytelling, and we're excited to further expand this community with Buick."

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