Progress and innovation are words synonymous with automotive design. But they are only achieved with a spirit that never stops challenging itself. Never stops looking forward towards the future. Buick recognizes that the design and innovation of the future will come from a desire, not to outdo others, but to outdo themselves. They're proud of how far they've come, but even more proud of where they are going.

This film is about that spirit of human progress. The drive that doesn't come from without, but from within. To always outdo one's self. To never settle. To always look forward.