There was once a time when the minicar was a hot segment to play in, where Mini and Fiat ruled with sexy, quirky metal. Buick was poised, too, to get in on the action with an imported variant of the Opel Adam.
While the Opel Adam continues to find love in Europe, Duncan Aldred, head of Buick and GMC brands, thinks the time has passed to bring the Adam to the United States. Two years ago, when Aldred took the helm at Buick, he states the Adam would have fit well. Now, not so much.
“I very much did feel when I came over that that could really help accelerate the Buick brand story,” said Aldred speaking of the Adam minicar. “I don’t see that as much. Whether the market shifted or the fashion nature of those cars has changed, I don’t know. But I wouldn’t be looking for a small, B-segment car today.”
Cheap gasoline and the boom in the crossover market have lead to diminishing sales in the minicar segment in the United States, and it seems the Adam will remain forbidden fruit for some time to come.
Besides the Opel Adam, Aldred stated he was currently thrilled with the Buick lineup, which houses three sedans and three crossovers, plus a convertible. He still did not dismiss the idea of a new halo vehicle either, after the 2016 Buick Cascada runs its course for the brand.