Buick Avista Concept Reportedly Falls Short Of Being Green Lit For Production55
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.
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This car looks great, and could be made on the Alpha platform…BUT when it comes down to it, most consumers love it but would not buy it.
The ATS Coupe doesn’t even sell that good and it is a great car.
I’d love to see it built -but again the Avista probably would not be a big seller.
Then again, perhaps Buick needs to take a chance??!!??
Translation………not enough demand for this type of car in China.
It’s the lamest division, it’s sad cause it’s image has been ruined in the United States.
Making it a tough sell in North America.
You are probably right but that is the reality for Buick which sells over a million units a year there and that market will always dictate their actions.
this is sad. cmon gm. do something for buick already. the regal is great. i drive one but its no where near cool enough to entice younger buyers to the brand.
Robbb, I agree. Like I said It’s unfortunately the toughest sell in NA (not just the Avista-but the Buick division).
when Pontiac was gone I thought The other divisions would absorb some of the performance sportier cars- looks like it’s not really happening except for the G8 becoming the SS Sedan)
Buick needs to do something for it’s future image, even if this car does not make them money- it would almost be like an expensive advertising blitz.
I do like the Regal GS and the Verano, that doesn’t mean much as I like GM cars- IT”S GETTING THE CONSUMERS IN NORTH AMERICA INTERESTED IN BUICK!!
that is a grave problem GM continues to have….it seems like the heads at GM are not all that concerned as long as they sell good in China?
Breaks my heart too, having owned an 1970 Olds 442, I’ve always considered the Buick GS 455 and Pontiac GTO kindred spirits and not chevy, ford, or mopar. Now we’re brand/independence castrated within GM as only chevy and caddy get the performance. Sad, because as I’ve stated before I have a friend who doesn’t want the, as he states, “boy racer image” of the camaro and doesn’t want to spend caddy money on an ATS-V. Yes, I believe the Avista could have and should have filled this gap/segment. Major Fail GM, MAJOR FAIL…..
if they build the Vista…it would be a big treat to the stale styled ATS coupe.
Which while the ATS-V is nice in a contemporary way, does not appeal those who buy the BMW, Audi, Benz whose styling I certainly prefer as well yet the newest styling trend is the Avista, Mazda concept, and even the Opel GT concept. Yes the MB SLR comes to mind also with it’s likewise styled elongated hood. oh, yeah Ferrari does it too…and Aston Martin, etc…..Major fail GM, major fail.
If you compare it to the new Aston Martin V12, it is better looking. I was already trolling the Buick site to pre-order Build it. Reverse the decision and stick a LF1 in it!
Here is the rub here this is not as simple as it appears.
Buick is not and has not been a priority in NA. I think we all know that.
But this is the real issue. One Cadillac needs to move up to give Buick room. Right now Cadillac is at least 5 years behind with their delay of getting Cadillac established as they are. GM fooled around thinking they could pass a CT6 as a flag ship globally when in truth it may be a good car but it is not a flag ship. As of now the required work is being done to move Cadillac up but again we are 5 years behind.
As for Buick they are now being made into a global platform and what the delay here was the revamp at Opel and Holden that has happened over the last couple years. This is just now getting sorted out and will not produce a lot of excitement for a couple years more. Opel, Buick and Holden will need each other to remain viable and it will take a little longer to merge their products and resources.
As for the Avista it was done by a frustrated Buick design staff and was never intended to be a production car. It just fit the Camaro as they needed something to put it on. If you have ever seen the car in person a lot of things would have to be done to make it a production vehicle.
We have been spoiled over the last decade with show cars that were mostly production cars converted to show car. It used to never be that way and cars like Harley Earls Y job were just a collection of ideas that did show up later. I expect that this will be the case here.
I wish it was as simple as just saying lets build it but it is not that simple.
Buick in NA will mostly live on with the SUV and CUV models for now till they get to where they can better address the cars. Time in development will delay this a bit but they will get here at some point.
I do expect a flag ship from Buick and I would recommend expecting a sedan or a coupe styled sedan of some kind at some point.
This for sure was a beautiful car but it was not one that was designed with the idea of being made at least as we saw it. The interior is printed, no b pillar and brakes that would cost about a 1/3 of what the production car would cost. Wheels that would never make production and ground clearance that would high side the car in no time.
What I do take away here is that the cars we do get in the future should be stunning as these are the people who are building cars we will see in the next 3-6 years. Production realities will be in play but I expect they will be much better than we have been seeing.
Note if you have not seen the new Lacrosse in person it is a much nicer car in person than photo’s. While not the most exciting car it is progress and we will see more as thing all start to fall into place.
Glad I’m not the only one who thinks Cadillac needs to move upmarket. I feel like they should be moving towards Bentley in terms of competition and let Buick compete with the German brands. It would give all GM brands a lot more breathing room while moving GM into the currently untapped ultra-luxury market.
Well they are moving up to Benz and BMW like segments and have to earn their place there before they go after Bentley.
Buick will compete with Lincoln, Hyundai Audi and Acura. It is the lower luxury segment. Audi starts this segment with the Cadillac segment with the 3A-7A. Buick would challenge the lower numbers.
If it is not this what is Buick going to do?
and a convertible (that is has uninspirational styling and will be gone very soon)
what about the white space?
is there going to be anything in the Buick lineup worth while? just appears to be the more of the same ole.
It’s Buick’s turn to get revamped since the bankruptcy…I wouldn’t get my hopes up about any cool new products.
“The energy around that car and the interest in it at the shows was amazing.”…meanwhile they produce some stuff that generates minimal interest at the retail level… go figure.
At least make the color available !!!!
The car got plenty of buzz. It basically won the Chicago auto show.
They just refuse to let Buick really stand out. Plus nobody would buy Cadillacs if a better looking Buick shows up in the same segment. Sounds like that’s Cadillacs problem to me, perhaps they should build better cars.
Whaaaaa? Thats a shocker.
And with this news, I bid the Buick brand farewell!! I hope China’s interest in you, in addition to your geriatric customers’, continue to keep you alive and well!
Nicely put J.
It’s going to continue to be the lackluster GM division it has been for the last few decades.
CUV’s along with the Cascada is what they are about.
I thought this was going to be the division that would be daring and taking chances. White space…yeah ok?
is the big deal going to be an Opel Hatchback rebadged as a Buick- wow how exciting. ugh
It really blows that Saturn, Pontiac and Hummer disappeared and Buick lived.
Why not just keep the Buick division in Asia and have Pontiac or Saturn live on here???
I saw data a couple years back — haven’t seen anything current lately — that the average age for ALL new buyers was in the early 50s and Buick was only a couple of years older
Buick has to build cars that will sell. Avista was too much of a risk. What other car comany is pinning it’s future on a coupe? Buick probably isn’t the brand for you. I’m 35 and looking forward to my 2017 Lacrosse this year.
Buick will never become a major player again if the best they can do is the Cascada……..yawn.
Buick fans there is still this super cool Buick Coupe!!!
Well it was just a concept , and a nice one . We can only hope that some of the design cues will show up in future products . With so much over capacity in the industry I wouldn’t be suprized to see Buick get the ax . It just seems that their future is in question , minus CUv’s Buick is becoming stale .
Major Fail GM…..
A major fail of mammoth proportions!
something reeks of stale frenchfies….especially Cadillacs styling.
Really? I mean really?…this isn’t even an article on Cadillac.
Most of the models now are just plugged in to gaps for now till they get the new models they are working on that will join Opel and Holden. The Casada is just a car to fill the show room for a couple years and will soon be replaced.
The issue is until the were able to sort the path out for Holden it held up Opel and Buick. Also issues in Europe with Opel and Chevy changed plans a year ago when they pulled Chevy out. The how new plan is not far along yet and like Cadillac will take a little longer to put in action. New models are not done in one year and what they had going did not always fit the plans they now have.
Buick is add on sales in NA and will remain like that. They will be much like GMC where they will sell in smaller numbers but make a lot more money per unit. They will also be the division to be able to offer things others can not because of the global sales to help with volumes of scale,.
I think you may be surprised with what we do see in the future.
GM’s biggest failure was to get things together faster but market and brand changes along with managment changes at Cadillac has shook up the time line and models planned.
Now I would term it a total fail but the changed they made should put them on a better path than they would have been on. This was a case where the people who are not the problem are winning their ways here and we should see better but delayed cars because of it.
The Avista was a nice dream but it was only a dream I hate to say. Many may be upset now because they did not build it but they would be the same ones upset because the production car would have never been the show car too.
Just keep in mind Chevy is the only division on schedual. As you can see most of their products are doing well and getting to where they need to be. We will see the same in future of the other GM divisions once they get caught up. The new Malibu, Colorado, ZR1 and Turbo Camaro are just hints at what can be done.
Please tell me which part of the car was “showcar”? Besides the interior, the Avista was damn near ready to roll onto the assembly line. Todays concepts are not what they once were with fantasy type ideas. Alot of concepts today are built with production intent in mind. If Lexus can build the LF-LC dont tell me Cadillac cant build the Elmiraj or Ciel. Dont tell me Buick cant build the Avenir or Avista.
Its a matter of want nothing else. GM has alot of fantastic vehicles and many world class performance vehicles. Their designers and engineers have proven to be world beaters. Its those accountants that only care about numbers thats holding them back. I get they are a necessary evil but for godsakes man let them have one concept!
Chevyman here is the deal.
This car was built by a styling team and not engineered for production. Even using an Alpha the whole project would still need to go through full engineering and testing for crash, roll over and fuel system test.
The body is not built here for crashing or roll over. It has a fuel system that is not approved and just these alone would add more weight time and cost to a project. You would see changes in the nose, tail and the addition of a B Pillar and even larger A Pillars.
The wheels and tires are a no go here as they are too large. The brake system is totally non production as it alone would cost lost to a fifth of the sale price of the car.
The interior is also all show car and not tested for safety or durability. It was computer printed and that was all that was done.
You need to understand that this was a show car built as a show car with no intent on production by a styling team not using engineers.
Some show cars are production car intended on production that are fully engineered and tested and are so much easier to make the jump to production.
The latest show cars from Cadillac and Buick are like show cars of the past with no production intent. That is how they used to do it to test and show new styling trends. These cars are not much unlike the Motorama cars of the 50’s where they teased and tested new ideas.
These cars are not like the cars in the last decade that were built as a production car and then customized into a show car.
If you understand all the issues it takes to make a production car from a show car it would be clear on what these cars are.
In the case of the Elmirage it was built by a styling team on a cobbled up platform. It was not a production car. Eve when they did look into it they have no platform that would support the wheel base it is on. According to the engineer the Alpha and Omega just do not fit the wheel base needed for the car. Even then the changes would upset people in the end.
When you look at show cars we have gotten spoiled with a decade of production based show cars and we must keep in mind not all show cars are production based or easily converted. If they are too often you end up with a SSR that had a chassis that flexed like a noodle and seat controls you could not adjust unless the door was open.
I wish build a car was as easy as some think it is. The time and money that it takes anymore is crazy and you have to really have a full plan on a product to make sure it makes money and is of a quality you want to present.
In the show car world much of it is fantasy that they want to convince you can be reality. In some cases depending on what the fantasy is based on it can be reality but many times it just is not plausible as the fantasy is just that.
The cars mission here was to show what they could do not just to the public but to the GM leaders and it was not lost on them. While we may not get this car these same people will be put to work on new product using many of these ideas on real cars that can be built and be profitable.
Note I have been lucky enough to ride in several GM show cars over the years. The non production based cars are far from buildable and most are built just enough to drive from the truck to the show stage. Others like the original Intimidator MC was built on a production Monte Carlo so it could be driven. But even then some show features would never live well if used as a normal car.
You’re an excuse making machine. I can counter every one of your points but really dont feel like typing all that much. Good day to you sir.
Saying that the Avista did not generate enough buzz to be green lit for production is really a weak excuse. I don’t think I’ve ever seen/heard so much buzz around a concept before, and even from the people that normally don’t even *notice* a Buick, or like GM or American cars.
Beyond the lame excuse from Buick, there are two major problems with actually building the thing:
First: How many of those people snapping pictures at the auto show or talking about how cool it would be if Buick actually built the Avista would actually go out and put down money for one? The market for coupes is weak. How many here would? …or would you be the person that wouldn’t give up your crossover, needs your pickup truck, or complains that it’s just too darn expensive? I would actually strongly consider one, but only if they offered it in all-wheel drive.
Second: Despite being on the alpha platform, it would essentially need to be redesigned from the ground up for production. Raise the ride height and maybe the roofline, add b-pillars, an interior that isn’t 3D printed, smaller wheels, etc. This would take a lot of time and money to do.
I would LOVE to see Buick build a car like this, and hopefully they will lobby for a car like this when the next generation Camaro comes out. Maybe Cadillac will have moved up the price scales enough to give it some breathing room, and adding features like all wheel drive (and maybe keeping a hardtop roofline) could make it different enough from a Camaro to justify it. Buick could really use a car like this to attract some positive attention.
It’s sad what GM has let Buick become. I do like some of their cars but just like a few other comments on here reflect; the last 2 decades for this division have been really weak.
They need to do something- even taking a loss on this car (as I stated earlier on here I compared it to an advertising campaign) would gain mountains of respect for the Buick division.
GM is making a mistake by letting this division whither away in North America.
Buick is one of the oldest divisions still around!! It’s time to take back some of the North American Share.
With 4 of GM’s divisions being shed in 2010, there is no damn excuse to let Buick continue to slide.
Green lighting this car will not gain much market share, but it will gain massive strides in Buick’s image!
The truth is this and it hurts. GM was really weak for the last 35 years. Sure they had some neat cars but they had more unrefined cars and cars that should never had been built. Also they had way too many divisions with no one willing or able to pull the plug long ago to adjust to the markets.
The automotive world has transformed and automaker do not need 4-5-6 divisions anymore.
As it stands now the only reason Buick is still around is China. If not for that they would have gone out the door with Pontiac.
Now with that said GM is using Buick to leverage out the other brands that are not doing welling in Holden and Opel to leverage out the economies of scale with a true global auto unit. This was un planned at the bail out and unexpected with the failure of Chevy in Europe bringing this on.
Now this leaves us with Buick going from a division that they really did not need here for more than add on sales to being a cog in the machine to make two other division more viable and profitable while using the volume in China to help pay development cost.
Buick is not skidding they are just now in the area between being given a new mission and the time it takes to make the product to fill that mission for three brands. The Regal I think may be the first model in this plan we will see. There are other models that will be coming as the Verano is going to be replaced soon. The Cascada is not going to be around long as it is just a gap filler that they could bring here while the rest of the line is being rehashed behind the tech center doors.
I expect a Halo car and possibly a performance sedan that is not the Regal GS.
I would be shocked if the Opel sport hatch is not unleashed here this time.
In fact I would not be shocked if we get more of the OPC models this time if they are developed for here and Australia this time. The last were high priced and were not developed for the other markets in mind.
To know and understand what is going on you can not look to the show room as the answers are not there. Much of what is going on is pretty tight as so little gets out anymore but more is happening than is reported.
Scott, all that you said is true and great points.
the fact is that Buick is still alive and kicking and it is a division that is sold in NA. Why not fight for market share, why not fight for a better image?
I am not necessarily looking at the show room concept cars, it can be anything else also- I just think that they need to do something to rebuild the image here….it’s still here so why let Buick (since 1899) lay on it’s death bed?
A car or 2 can be all it takes….we have all seen what one model can do for a division.
Your first and second points bear out the truth to the car.
But you can’t expect the Buick PR people to come out and say this hence the lame excuse.
I really see a brighter future to Buick today than I did 2 years ago before they were rolled into a more major roll with Opel and Holden. To me this global approach will make them more important than just add on sales in North America. This also will let them do cars in lower volumes here that would never get built here on their own.
Opel has done some really good cars and to make people down under happy and here in the stated I see them only moving things up more on what we see. Now they have more reason to.
The main issue is Buick is going to be the brand of delay right now much like Cadillac as they sort the new future product out for their new assignments.
In the mean time they will make profits on the SUV models and peddling GMC trucks at most of the dealers.
But the Avista has done its job. It has given GM the point of reference of what people are interested in and that will not be lost on product planners.
Business as usual
These bubble headed individuals should follow the same approach they used for the 2017 Buick Envision and Chevrolet Trax with the vehicles being niche market products; although Chevy has sold over 4,800 Trax in Feb 2016 alone and makes you wonder whether they’re afraid of success.. as one has to think that building the Avista wouldn’t cost a lot in financial investment given it shares the basic Alpha platform used by Cadillac’s ATS and Chevy’s C6 Camaro.
Yep. Buick needs something alluring in their line up….looks like it’s going to continue to be boring.
But man is that Cascada cool!!!!
Good call, GM. This car doesn’t excite me or many others. It’s seems to be a buick-branded camaro and would compete directly with the new infiniti q60 (same dimensions, engine specs and looks) but would be a couple years delayed. If this design was repurposed as a sedan that would be best.