“There was just no believability that Tiger was dying to drive a Buick"

The New York Times's Nick Bunkley explores the all vital brand dynamics of Tiger and his relationship with Buick, which appears to be changing.

“There was just no believability that Tiger was dying to drive a Buick,” said Laura Ries, president of Ries & Ries, a marketing strategy firm in Atlanta.

“The brand personalities just didn’t go together, like oil and water,” she said.

Who knew brand's had personalities?  

“Buick is an older person’s car. Tiger is very young, very cool and at the top of his game. You imagine him driving a Bentley or a Mercedes or a Lexus.”

Hey, he had his chance at the Lexus last week and passed.