Contrary to what we all want, it seems the Buick Avista concept will remain just that. A concept.
Wards Auto spoke with Buick CMO, Tony DiSalle, during the most recent Midwest Automotive Media Association event for the 2016 Buick Cascada. DiSalle described the Avista’s buzz as “outstanding” and “phenomenal,” but ultimately said it wasn’t enough to have the brand consider its production.
He also utterly denied rumors of the Avista transforming into a four-door coupe and replacing the Buick Regal.
“The energy around that car and the interest in it at the shows was amazing. It was purely a concept and meant to generate some buzz,” DiSalle said. “No other plans for now.”
DiSalle went on to stick up for the Regal, which is nearing its next generation shortly, despite a boom in crossover sales.
“Regal is the athlete in our lineup, and in fact Regal owners are our lowest-age buyers at 47 years old. Regal is a premium sedan in the midsize-car segment, and while the growth now is in crossovers, Regal is still very important because the midsize segment is huge and we need a volume car in that segment.”
“Speculation about Regal is just that, speculation.”
Buick’s chief marketer also stated the Buick Avista does not foreshadow future design language for the brand, something which rings contrary to what we were told during the Avista concept’s debut in Detroit. Regarding the exterior, Chip Thole, one of the design forces of the Avista, stated we can expect elements from the Avista in future Buick design, notably the taillights.
Buick has been two-for-two on its concept cannonballs at the North American International Auto Show, but we hope one of its dramatic concepts eventually do translate to production some day.