Buick and Hello Sunshine have collaborated to integrate Reese Witherspoon’s popular book club, “Reese’s Book Club” into the infotainment experience of Buick vehicles. Credit: Buick.
Buick is adding a new feature to its infotainment experience, one involving actress and book club founder Reese Witherspoon. Her company Hello Sunshine is teaming up with Buick to allow drivers to select from a specially curated collection of podcasts and audiobooks from “Reese’s Book Club”. It is integrated via an in-vehicle touchscreen app now live in the Buick Encore GX with compatible hardware. Most other newer Buick models will get the app in early 2021.
Buick has a predominantly female customer base and nearly 55 percent of Buick buyers are women, according to J.D. Power. Reese’s Book Club brings women-centered stories to life for its engaged community of more than 1.7 million followers on Instagram and has propelled many of its picks to No. 1 on the New York Times best-seller list. Partnering with Hello Sunshine presents a unique opportunity for Buick, helping the brand to connect with women, an important and growing group of premium SUV owners.
“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.”
There’s also more to the partnership. Look for Buick vehicles in Hello Sunshine’s slate of television and film projects. The first vehicle cast will be the Encore GX.
“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.”
Founded by Reese Witherspoon, Hello Sunshine tells stories across all platforms – from scripted and unscripted television, feature films, animated series, podcasts, audio storytelling, and digital series. Reese’s Book Club is a community propelled by meaningful connections. Every month, Reese picks one book she loves with a woman at the center of the story and shares it with the book club.