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Buick U.S. Sales Rise 10.43 Percent To 22,960 Units In July 2016

Sales of GM’s premium vehicle brand, Buick, increased in the United States and decreased in Canada in July 2016.

Buick July 2016 Sales Numbers – United States

In the U.S., Buick sales increased 10.43 percent to 22,960 units:

Retail sales were up 12.7 percent, or 2,319 units, year-over-year to 20,628 units, representing 89.8 percent of total Buick sales for the month. That compares to 18,309 retail sales in July 2015, which was 88 percent of total Buick sales. GM’s continued focus on profitable retail sales allowed Buick to gain 0.2 percentage points in retail market share in July.

Fleet sales were down 6 percent year-over-year to 2,332 units, representing 10.2 percent of total Buick sales for the month. That compares to 2,482 fleet sales in July 2015, which represented 11.9 percent of total Buick sales.

Buick Sales Summary - July 2016 - USA

SalesSales Mix
Total22,96020,791+10.4%+2,169100.0%100.0%0%
Sale TypeJuly 2016July 2015July 2016 / July 2015July 2016 - July 2015July 2016July 2015July 2016 - July 2015
Retail20,62818,309+12.7%+2,31989.8%88.1%+1.7%
Fleet2,3322,482-6%-15010.2%11.9%-1.7%

Individual model sales performance was as follows:

Sales Results - July 2016 - USA - Buick

MODELJUL 2016 / JUL 2015JULY 2016JULY 2015YTD 2016 / YTD 2015 YTD 2016YTD 2015
CASCADA* 633**4,704 *
ENCLAVE+9.93% 7,2496,594-9.12%31,503 34,664
ENCORE+1.42% 6,9236,826+15.97%43,344 37,375
ENVISION* 1,421**2,947 *
LACROSSE-31.64% 2,3593,451-32.44%16,322 24,161
REGAL+49.71% 2,3071,541+5.78%11,560 10,928
VERANO-13.07% 2,0682,379-15.97%16,787 19,977
BUICK TOTAL+10.43% 22,96020,791+0.05%127,167 127,105

Buick July 2016 Sales Numbers – Canada

In Canada, Buick sales decreased 15.32 percent to 1,249 units:

Sales Results - July 2016 - Canada - Buick

MODELJUL 2016 / JUL 2015JULY 2016JULY 2015YTD 2016 / YTD 2015 YTD 2016YTD 2015
ENCLAVE-56.10% 162369-1.24%2,078 2,104
ENCORE-24.51% 388514+8.53%3,027 2,789
ENVISION* 97**136 *
LACROSSE-41.46% 2441-2.08%518 529
REGAL+19.35% 3731-19.47%488 606
VERANO+4.04% 541520+28.72%4,504 3,499
BUICK TOTAL-15.32% 1,2491,475+12.85%10,751 9,527

About The Numbers

  • There were 26 selling days in July 2016 and 25 selling days in July 2015

Further Reading

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Comments

  1. Buick has so much potential as a premium brand and shouldbhave an Avista-influenced line positioned against Lexus.
    GM can own more than one luxury brand, something that has worked well for VW. GM should be positioning Buick up against Audi which Cadillac does battle with BMW.
    GM, as well every US business school, treats the “One Ford” single focus as the ideal while ignoring the success off Hyundai Group and Nissan-Renault in Europe.

    Reply
    1. You’re spot on about GM having potential to leverage two luxury brands in Buick and Cadillac. But the positioning you refer to is off.

      The better and more distinct/clear positioning should be:

      1. Cadillac: prestige sport luxury.
      Key rivals: BMW, Mercedes-Benz, Audi, Jaguar and to some extent Lexus (in some segments), Infiniti and Maserati plus Alfa Romeo. Yes, Audi is part of the prestige sport-luxury segment. In some demos, it’s even perceived to be more sporty than the other two German rivals.

      The key deliverables here are a sporty/engaging driving experience, performance, luxury, style, and major sex appeal. Red-blooded luxury. Mostly RWD and AWD (or performance-oriented FWD-based AWD) are vital here.

      2. Buick: “pure” comfort luxury.
      Key rivals: Lexus (the “soft” Lexus of the 90s and early 2000s) and Lincoln.

      The key deliverables here are beautiful, soft-spoken, and very comfortable luxury cars in every size and body configuration. Think the all-new LaCrosse, in the form of compact, midsize, and full-size sedans and crossovers. This can be done with either RWD, FWD, or AWD cars. Buick can continue on its current FWD-focused implementation.

      You are also right regarding the One Ford plan. Though highly successful, it’s by far the end-all-be-all strategy. It just so happens that it’s a common sense plan that works for a single global brand to successfully develop, market, and support cars sold all over the world. What those business schools don’t mention is that Ford is weak, if not nearly non-existent, in the luxury car space where margins are fat and money is plentiful, thereby negatively impacting their top-line earnings potential.

      The biggest irony to me is that business schools all over the (developed) world were using GM’s multi-brand segmentation-based strategy as the bona-fide example in the 70s and 80s. So much for that!

      Reply

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