Avista Concept Buzz Makes Buick Reconsider Its Production
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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.”
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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.