If Buick wanted to make a splash at the 2016 North American International Auto Show, it delivered a cannonball.
The brand’s chief, Duncan Aldred, even admitted to WardsAuto that he and the brand may have backed themselves into a corner after an overwhelmingly positive response to the Buick Avista concept.
“We didn’t bring it here with a view to build it,” said Aldred, vice president-sales and marketing at Buick-GMC. Instead, Aldred explained the Avista was meant to continue to challenge the idea of what a Buick can be, and serve as a trophy piece for the brand’s three new model launches happening this year.
Buick was so taken aback by the stunning response to the Avista, and the idea of a rear-wheel drive 2+2 sports car from the brand.
“It was important to remind people that three new models in one year is huge for any brand,” said Aldred, before adding that the overwhelming positivity of the car is in fact making GM leadership think twice. “The reaction does make us go back and look at it on a global basis and ask what the business case (and) the benefit might be. It gives us serious thought.”
Aldred also seemed optimistic on the chance to build a low-volume coupe based around what we saw from the Avista concept to replace the Buick Cascada convertible that, for some reason, the brand views as its current halo vehicle.
“I’d like a replacement halo, just as we have with Cascada. [Avista] gets us to start looking at it on a global level. The reaction has been so good, I will look at it with my team and kick it around a bit.”
Comments
Cascada is Buick’s version of VW’s Eos – a girl’s car. The Avista may work if they did the Grand National/T-Type styling. Make it black or silver (white) with black accents. That would be sweet.
Are there girl’s cars anymore? Men’s car’s?
I liked Cascada when it ess new year’s ago; today, the car is old news and unworthy of a super bowl add our halo status.
Avista is perfect as is. It doesn’t need additional Grand National styling that people younger than 45 hardly remember.
I also like Buick working with Cadillac as this was traditionally common between the two premium brands. Other Buick/Cadillac partnerships would be good so that Buick snd Chevrolet aren’t confused in China or US.
Building on Alpha will be easy except for Vauxhall. This in and of itself is not a problem considering the UK brand sold Commodore for years without Opel receiving a similar model.
Avista would be a great 21 Century Invicta.
Cascada is not a halo. Personally, I don’t find it very appealing. But the Avista, this is a proper halo. Buick needs to stop teasing the public with these stunning concepts and not putting vehicles as close to concept form into production. The Avenir/LaCrosse is a perfect example. The Avenir was stunning and pushed Buick into new territory, but they fell short with putting that design into the LaCrossee. Buick needs to realize that it can build these beautiful vehicles and do it ASAP. With the right marketing and key differentiation, the concern of taking from Cadillac sales can be avoided.
The key word is differentiation. Buick has to be very precise about which cars (or niche) they’re targeting with the production Avista. Can’t have it accidentally become a better 4-series/C-class beater than the Cadillac ATS.
If anything, a production Avista should give Cadillac another reason to put a v8 in the ATS-V, while the Avista tops out at a TTv6.
Correct. GM may worry about cannabalizing ATS sales. However, what I see with the Avista is a middle ground between what Pontiac was on the verge of being with the lines of the Solstice, but having an elegance more similar to Cadillac. It’s a shame that they gain this type of response and then do what they did with the Avenir and lose the edge and elegant lines. What don’t they get that sales are reflecting their lack of delivering what creates the buzz???
During the interview, Aldred did not mention Super Bowl plans but said: “We think we’ve got a fantastic Cascada ad.” The convertible will be a relatively low-volume seller for Buick but during the interview, Aldred said “the convertible should serve as a halo car for the brand.”
$5 million for air time, plus production costs for 30 seconds of Super Bowl 50.
So Duncan and Reuss both think it’s a halo.
Forget GN’s and GNX’s. That was then, this is NOW. Buick needs this car now, period. It is a bold statement which would begin to reinvigorate a nameplate with people under 40 who don’t even know they are around. Buick has a brand image in China that is second to none – while here in North America, GM allows this proud name to plod along bumping into the furniture, while delivering a marketing message, “That’s not a Buick”, that should be relegated to dealer level. Hey GM, build the Avista. If it is a Camaro under the skin then surely a business case can be made. Sell them here as Buicks, in Australia as Holdens and in Europe as Opels for volume if need be – but build it! And if you insist on advertising that states, “That’s not a Buick”, how about a campaign that shows off this gorgeous Avista that says, “Now THAT’S a Buick”?
Well a bit has to happen yet or they are just yanking us along.
the Cascada was used because it was there but it is soon to be replaced as it is an older Opel.
Buick needs to deliver on one of these show cars or people will turn on them. Building better looking cars and never making them can be very counter if you are not careful.
Now to build this it could be leveraged with the Camaro if there is room at the plant. The car would have to see some changed as you will not get a 3D printed interior or a coupe with out the B pillar but they could still do a stunning car here.
The key to the Buick future is to redefine the future not repeat the past. New types of cars that are not like they ever had. New names that so not send preconceived notions of what Buick was.
You have a real Euro like GT here that also could be sold at Opel as a Monza. The car could help change the image of both brands in ways most people never though could happen.
This is not a Riv this is not a GN or GNX. This is a car that could become a new legend for Buick and lead them to people who never would have considered a Buick.
While I am not a fan of the Alvista name I so fully agree it needs a new name of some kind. It is time to stop living in the past if you want people to think you have really changed. A good new name can really send a signal that this is not your grandfathers Buick.
I peg production at this point with what we know at 65%. It is hard to gauge internally since we do not have all the info. But they can not afford to do anymore new show cars and not deliver if they are hits.
Always better to under promise and over deliver than over promise and under deliver.
The key is to leverage this with Opel to bring the volume combined with the Camaro platform.
If they start today it still could take 3-4 years to do this car depending on where they are at with their work.
If the Avista is produced, I can imagine how much complaining will happen once the price is announced!
I hope the price IS higher–it looks and feels like a luxury item, and will serve the brand better as a staple if it isn’t “Camaro” or “Mustang” attainable where you see it on every corner. I welcome a $70k price tag here and would buy one in a blink.
I think what is so successful about the Avista is that it will deliver to completely different customers than the Camaro and ATS Coupe. I think it would capture some customers that Cadillac is trying to win but those customers might be turned off “art and science” and want something more emotional and inspired like Avista accomplishes.
It’s one thing if a new Cascada is inspired by Avista, like the Lacrosse was inspired by the Avenir.. But the Avista and the Avenir were not only exciting Concepts because their sheet metal, a major contributor to the hype of these two concepts was their platforms.. Obviously Buick is a while away from a Cadillac CT6 sibling with the Avenir, but a Camaro-ATS sibling needs to happen yesterday.
The Avenir and Avista are stunning for one reason that the Cascada is ugly – they are not wedge shaped. The high rear end and huge mass of sheet metal in the rear three quarter panel make the Cascada’s rear wheels look like shopping cart wheels. Plus the high belt lines on cars today give a block house appearance – massive, heavy, plodding.
While, I’m still excited for the Buick Cascada, and it’s still right for the brand’s “white space” direction, it’s proportions are unmistakably front wheel drive.
Such layout and proportions would be utterly unacceptable on a Cadillac.
This is a beautiful car! I surely hope Buick puts it into production. I would seriously consider buying one. Buick needs to appeal to a broader market. GM came out with the Chevy SS which is a performance car in a sedan package but very boring looking on the inside and out. Which is probably why it lacked in sales. Avista to me is exciting and has the cool factor with the performance. Build it!
If they really make it to manufacture and sell the vehicle resembling it, since this falls into “Personal Luxury Coupe” category, they may call it Riviera or Reatta and put an “R” logo on it, like on Rivieras of the past (or maybe use both logos – keep main Buick logo and put “R” on the sides, or something like that). This would be nice brand & model history reminder, IMHO.
“The reaction does make us go back and look at it on a global basis and ask what the business case (and) the benefit might be. It gives us serious thought.” Based on all the attention this concept garnered, you absolutely better have serious thought if you want your brand to succeed. This concept is a home run so you better circle the bases. If not, your fools.
“The reaction has been so good, I will look at it with my team and kick it around a bit.” Quit being so coy, BUILD IT! Kick it around a bit, really?
Who really cares what the name is right now, just get it built and the name will come. As it is currently shown it deserves something svelte that reflects it’s lines and hopefully powerplant. Time will tell..
Bringing the Avista to production wouldn’t require a tremendous investment by General Motors given that the Avista sits on the Alpha platform used by Chevrolet’s Camaro and Cadillac’s ATS. And while the Avista concept car is a coupe, it would incredible if Buick developed a 4-door sedan as well and a 5-door wagon for Europe.
This is a great looking car with GREAT bones. Because its based on the Camaro, which is based on the CTS/ ATS platform the engineering is already done, at least the hard parts. Buick should build this car in both Coupe and Convertible versions and drop the Cascada as soon as the new car hits the market. C’mon Buick this would be easy and cheap…its a “No Brainer”
Just build it.
How about a convertible version, Gran Sport, eh ? What about bringing back PONTIAC ? You big wigs at GM killed one of Your best GM divisions !
If Aldred and his team thought the Avista was just going to be nothing more than a showpiece, you really have to wonder what kind of customer survey data they’re getting and what they think the brand could and should be. You kind of get the impression that they think of everyone, but the American driver. And, you kind of get the impression that they’ve given up on being a world class brand that can take on German and Japanese automakers. The Avista is pure eye-candy in every facet with all of the engineering and manufacturing infrastructure in place and I don’t think they get it. They’ve got to produce models that drivers want, not what they think drivers want–that’s the old GM mentality. The Avista is the model that will get long, hard, envious stares from owners of German and Japanese cars so the question is that what GM wants? GM needs Bob Lutz back or someone like him who loves cars and knows GM’s mission isn’t counting beans.
Most American car buyers are stuck in the ‘bigger is better mentality’. Since car companies can make more money off a car that is more in every dimension, they keep us thinking this way. The problem is, once again: OUR ECOSYSTEM IS DYING.
So here’s Buick casually presenting a far more stylish cousin to the Camaro. Something that everyone is drooling over, including dead people. Like Bowie is pissed he can’t get one. If they called this thing the Vergara it wouldn’t get any sexier.
And it’s all ‘smaller is better’. Imagine that. I guess having a lady like Barra in charge helps GM begin to understand size isn’t everything. And that when you look at cars out on American highways — over %85 are have one to two occupants tops. (I pulled that statistic right out of Kim’s roomy Kardassian.)
This is an opportunity, GM. And I disagree that this car can be compared to the Avenir. I’m certain the Avenir was too ‘weird’ for America. So much of which considers the Encore ‘ugly’. But this Avista is different. Ya nailed it.
I’d have it come in three flavors. Planet killer (as shown), Planet Liker (Volt?), Planet Hugger (Bolt).
An issue I’ve seen frequently brought up is factory capacity. I’ve read that there’s not much space left at Lansing Grand River Assembly. I’ll go out on a limb and say Oshawa might work its way into the fold. Might.
With all of the factories GM has taken offline, I’d think it could bring one back online like it did with Spring Hill.
I’m shocked that they’re shocked. ..
It’s a HOT car, the question is how many of those drooling over it are willing to throw cash at it when it shows up at the local Buick dealership?
They need this car to get people under 45 yrs old into Buick dealerships, which are also generally tied in with GMC suv/trucks. Even if someone cannot afford the Avista or whatever it would be called, they are more likely to make a purchase of other GM products at that location.
I own a CTS Coupe 2014. I’m the demographic that would buy and if available today, you could count me in for $70k – $75k on this car if a V6 Twin Turbo was intact AND Buick didn’t release a “kinda like the concept” production car. I loved the CTS Coupe concept and GM did it–took another few years to come up with a smaller alternative as well. Here we are again but with the Buick brand. All opportunity–a matter if they’ll take it. But to your question, I’d buy it tomorrow.
Build it so I can buy one. I’m over 40 and won’t own another Camaro.
And, don’t force us to buy an Infiniti Q60.
Buick’s management was surprised that customers really want a production Avista ? The Buick design team finally comes up with a gorgeous game changer that Buick customers can be proud of and senior management is still fantasizing about low HP I-4’s in Cascadas. Come on GM management produce this beauty with a TTC V6 and I’ll park it next to my Enclave!
Everyone says “Build it!” But who will BUY it? That’s what matters!
Same people who buy a 2dr Audi…or an S-Class…or a 5-series…or that bought the CTS V Coupe (psst…GM is now making the tiny version in the ATS so there is a void). Do it right and find the pocket. Did I mention they could use an actual flagship? Otherwise, it’s like old Chevy making the flagship the Cavalier–Buick needs an elegant Vette, and Pontiac going away left a void (another secret: Pontiac nor Saturn survived on a Sunfire or Aura as a flagship).
Idea: create beautiful concepts that are actually capable of mass reproduction, gain unanimous buy in and accolades for Best In Show, and then elect to a) not build it or b) water down the design, and then scratch your head that U.S. sales aren’t as strong as they’d like?
BUILD THE DARN CAR! Low production, higher price point, and you’ll sell at desired profitability. Wow–Wharton isn’t necessary here to see this one?
Why the huge surprise for Buick management? Are they not actually committed to realizing first-rate design and building outstanding, quality automobiles for the modern age? Their remarks ound an awful lot like the same old GM management thinking to me.
Given this stunning design, I’d say just drop the Cascada and give it back to Opel.
The Avista is a much more bold & grand design that speaks more Buick than Opel. And for a brand like Buick who is now actively trying to shed its grandma-mobile image, there is nothing greater than that.
I am 62 years old. I’ve owned a total of 29 cars in my life and currently own 10. Of the current, except for one Ford, all are G.M. Two trucks (standard cab-short bed for looks), the rest performance coupes and convertibles. I have never owned a four door and never will. I consider myself an enthusiast but more importantly a true purist. I have never been a fan of most Asian brands but am inspired by a number of European makes. But G.M. has always built at least one vehicle that raised the level of passion for me whenever I was ready to buy. In the case of Buick, I have never owned one and was heavily in favor of G.M. letting the brand go down in 2009 and retaining Pontiac. Since then, Buick has elevated itself to a respectable level in appearance and quality but nothing that stirs the passion for any enthusiast. The Avenir and Avista could change that perception immediately if they were to be produced. Avenir could be their flag ship model and Avista would give them a stunning rear wheel drive high performance coupe (pillar less) that they desperately need. I cannot imagine the time and dollars it took to develop these concepts only to display them for public reaction but never intending to put them into production. Sharing the Alpha platform, powertrain and components with Cadillac I would think that would be part of the business case for the Avista. To inject some enthusiast passion to the business case as well from the likes of Mark Reuss and Ed Welburn couldn’t hurt. These vehicles, if produced (not watered down) could ascend the brand to a world class level. The competition is tough in this segment and their current lineup of cars have no curbside appeal. But if or when these vehicles are built for sale, I, without a doubt will own my first Buick.
Buick would be stupid not to this model. Even throw in a V8. Maybe 350 rocket or 364 small block or something like a 455. Any one of these engines with VVT and DFI mated to an 8spd auto would be great.
It is truly disappointing that Buick believes the Cascada is a “Halo” car, it is boring. I’m 62 and I’m calling it boring.
Build the avista, No GN/GNX, but give me a GS version. Oh and one more thing no American company has a Semi-Luxury/Luxury drop top, give me that also.
I’m 45, and I’ve never been interested enough in any new car to buy one so I restore old cars instead. Almost got a new Challenger when those came out, then my interest quickly faded. But if Buick builds this, I will be counting the days after I order one until mine shows up. I would even put money down on it now.
Scott3 has it right: Buick needs to deliver on one of these show cars or people will turn on them.
I know I will say Bye Bye Buick if they don’t build the Avista and I mean it. By the response I have seen, I am not alone in this sentiment.
Don’t blow this one, GM. If it makes you feel better, I wouldn’t buy a Cadillac anyway. But I would be proud to drive this in Germany where I live/work part of the time…don’t build it and I will just get a Mercedes over there. So you would be taking a sale away from Mercedes, not Cadillac. How’s that for a complement?
‘Many’ at GM ‘get it’ now. The C7 Corvette pulled me over from a BMW 335i convert; first US car in years. Now Chevy leads the pack with Apple CarPlay and really has a heads-up on competition. Especially if they go ‘wireless’ for the 2017 models. (I will order another Corvette ‘if’ it has two things: Wireless Apple Car play and BLIND SPOT detection, sorely lacking in the car; to the point of being a safety issue.)
But back to Avista. My first glance said: 1963 Riviera, before it became bloated in later renditions. This should BE the new Riviera and the name still has cache’. Don’t worry about pulling sales from Cadillac; there was always a buyer for a Limited or earlier Roadmaster, who didn’t want a Caddy (a little less flash, but the same guts).
Or make it the ‘Tesla-eater’ of GM; and do it in a hybrid mode. Powerful version. As to the Camaro platform; o.k.; but while the new Camaro is terrific; the body styling really isn’t appealing; and it TOO has the same horrible blindspot the Corvette coupe has. I would have bought a CTS 2-door years ago if not for the visibility issue; how could the ‘new’ GM not know this? On the Corvette just adding 360 degree cameras (2 more on the side mirrors with software interpolation) and problem fixed for now. Plus fender sensors; for which omission these past three years seems inexcusable. And I love my 2014 Corvette btw; just want to feel safe changing lanes or parking.