One could say Buick’s current strategy has been quite the gamble. Products like the Buick Encore and Buick Cascada have been born from an idea of “white space“, the idea of filling niches as seen fit by parent company General Motors.
We recently had the chance to ask Duncan Aldred, Buick Vice President of Sales and Marketing, a few questions about Buick’s current attitude towards the market and its image. Frankly, it’s an intriguing strategy.
Aldred quickly gave us a history lesson, noting how the strategy has been extremely successful with intelligent marketing research to see what truly fits into a new, redefined Buick lineup. Products filling Buick’s white space include the incredibly successful Encore, Verano and the upcoming 2016 Buick Cascada.
But, Aldred was kind enough to let it slip there is more coming in terms of white space to the Buick brand. He discussed whatever product is on the horizon will follow the 2017 Buick LaCrosse. Aldred spoke highly of the 2017 LaCrosse, calling it “very much so a flagship sedan.” But, he also noted it’s not white space. Instead, it’s meant to be a volume play, and a well executed one at that.
We didn’t receive any specifics on this upcoming product but, if we had to take an educated guess, we feel the 2016 Opel Astra would fit right in to the Buick lineup as a Buick Verano hatchback.
Comments
Or that GNX or grand national
Buick: It’s not just for old people. Really – forget Pontiac. We have more white space now! White space!
Someone. Please. Make that into a YouTube parody commercial.
Astra K was engineered with US in mind.
I rather suggest that US will see what Opel is calling a second flagship beside the Insignia. It will be a midsize CUV that will be built in Rüsselsheim plant by 2019 or so. In my opinion ist is very likely that this car will also be exported to US and maybe Australia.
Shooting brake of the Lacrosse, or if youre a faithful to a shooting brake being a 2 door (Merc already threw that out the window), then do a sleek as shit wagon of the lacrosse with a low slung sloping roof line.
Or an SLK competitor
Don’t worry nothing worthwhile is going to be coming from Buick anytime soon.
Wake me when this boring division actually does something.
Personally, I’d like to see a return of the large FWD/AWD personal luxury coupe like a modern Riviera. There’d be nothing like it on the market today.
no doubt Curtnik, don’t hold your breath though. Personal luxury car would be nice.
maybe in a decade we’ll see it.
I agree 100%…I would love to see Buick introduce a modern day Riviera
I’d buy it. I’d love to have a large coupe that’s focused on luxury over performance.
Buick is sure not Cadillac…I see the Avenir is not going to be built
Well this is not a shocker here but still will be a pleasure to see happen.
Buick is that division that they can take risk with and do some different things with due to it’s placement and more upscale pricing over Chevy.
They can do a Astra based model in lower volumes here in a 3 door hatch to compete with the GTI.
They can do a Coupe that could be Alpha based and make it a Riviera. Even an Omega if they can do a coupe on it.
I would let the GN and GNX idea go as they really do not relate to today. They were based on Buick in NASCAR and since there is no Buick in NASCAR and odds are it will not be only offered in black I would discount this idea.
Now a good GT coupe Built with The Riv name would be more fitting, Make it so it could also be shared with Opel and Holden then you could leverage out the cost on a low volume model like this. Make it a working mans Bentley GT.
There is lots they could to here to take the place of Pontiac and fill the needs of the partner global divisions and not have to make 100K units to get it approved.
Think about this they will have their bread and butter cars like the CUV/SUV lines as well as the several cars supporting them. Also most Buick dealers are reaping profits from their GMC lines. Now toss in some fun cars.
Could there even be a Alpha based roadster in the cards or an Audi TT competitor?
I am not sure what they have cooked up but it could get real interesting here as they can do things we have never though GM was able or should I say willing to do. It all would also be to the benefit of the new Buick image.
When it is all said and done Buick could be the division that really surprises the public as well as the die hard fans of GM.
Scott, I’m hoping that you are right and Buick does end up getting a little surprising. Throwing a Alpha based Coupe or a Roadster in.
They need to do something.
Along with that- it still seems that GMC also needs some type of vehicle specific to their Division such as the Jeep Wrangler fighter.
Nobody said it yet? Fine, I’ll say it: Import the next Opel Insignia wagon, offer it with a diesel engine, mate it to a manual transmission, and offer brown as an optional color.
With all due respect to people who love Buick it has its place. Those of us who respected and appreciated Pontiac for what it was in the end
The General Motors performance division. The bottom line here Is, Buick has enough chrome generally on their cars to reflect the sunlight to melt a glacier ( except, grand national / GNX ). Buick known for luxury and that’s just about it . It’s time that GM brings back Pontiac! Pontiac was known for providing performance cars how to affordable price with attractive styling cues. Chrysler seems to get it, that’s why they morphed the Dodge division into their performance division!
Bring back Pontiac & OLDSMOBILE they were both better in power & style & sales than Buick
Still living in the past eh?