Buick Cascada Sales Down 33.3 Percent To 422 Units In July 2017
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Buick Cascada sales decreased 33.3 percent to 422 deliveries in the United States in July 2017 compared to 633 units sold in July 2016.
In the first seven months of 2017, sales of the compact convertible have decreased 17.6 percent to 3,877 units.
Sales Numbers - Buick Cascada - July 2017 - United States
| MODEL | JUL 17 / JUL 16 | JULY 17 | JULY 16 | YTD 17 / YTD 16 | YTD 17 | YTD 16 |
|---|---|---|---|---|---|---|
| CASCADA | -33.33% | 422 | 633 | -17.58% | 3,877 | 4,704 |
| TOTAL | -33.33% | 422 | 633 | -17.58% | 3,877 | 4,704 |
In North America, the Cascada is marketed only in the United States. It is not available in Canada or Mexico.
The GM Authority Take
The Cascada has accounted for 11,030 deliveries since its U.S. launch in January 2016, thereby fulfilling its objective of filling “white space” for Buick. As such, the drop experienced in July and in the first seven months of 2017 shouldn’t come as a significant surprise given that 2016 sales figures were boosted by strong sales performance associated with the model’s launch cycle.
It would seem that the more pertinent question is whether the Cascada, or a vehicle like it, has a long-term future given GM’s sale of its European Opel-Vauxhall unit, which developed the vehicle and is responsible for its production at the GM-Opel Gliwice factory in Poland.
About The Numbers
- All percent change figures compared to GM July 2016 sales, except as noted
- There were 25 selling days in July 2017 and 26 selling days in July 2016
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Could be the result of absolutely no promotion of this model after a couple of Super Bowl commercials? In the U.S., middle of summer, that car could be bringing shoppers into Buick showrooms. In true GM fashion, spend hundreds of millions of dollars to bring a car to market and then drop promotion after the first couple of months. GM is waisting billions of dollars on stock buy backs (Share repurchase only makes sense when management feels the stock is greatly undervalued, clearly not the case for GM). A well run company invests the marketing dollars to back up their products. Although sales and market share drop monthly and with it, manufacturing employment, The Board of Directors will vote millions of dollars of bonuses for Mark Reuss, Duncan Aldred and Andrew Smith and not hold them accountable for Buick’s decline into irrelevance.
The Cascada is a Polish-made, rebadged Opel.
It was intended to be a showcase car to get people into showrooms. ‘Filling the white space’.
If you crunched the numbers on not one, but two C-minus Super Bowl commercials with OBJ, and Cam Newton, two super models, production costs, media time for what’s turning out to be the drop-top Verano … 422 units in July??
Love to see how the numbers justified two SB commercials and what the +/- turned out to be.
Filling the red space (rather than the white space) I suspect. Looks like a Sebring or Solara.
And probably one of the reasons why Tony DeSalle and the head of advertising were redeployed to other lands. And you have to wonder what lies ahead for Duncan.
Haven’t we been over this?
You can crunch numbers all you want, but you should understand that the numbers are not directly attributed to the Cascada.
The ad spots in question featured the Cascada, yes. But their purpose wasn’t to sell the Cascada, but rather to change consumer perceptions of the brand in order to increase consideration of the brand and its OTHER models. It’s a branding piece that happened to feature the Cascada, because the Cascada is the perfect vehicle to change said perceptions. Again, it was not to sell more of the Cascada. So if you do the number crunching and attribute it to Buick as a whole (because the brand is the primary beneficiary of the spots) (the right way to calculate it), you will come up with very different results than if you only attribute it to the Cascada (the wrong way to calculate it).
As for DiSalle: he’s being promoted. He has been in his spot since 2011 and has done extremely well. Have a look at the various brand perception studies and Buick’s image in them. The perception is changing and consideration is increasing… there is still a lot of work to be done, but nobody thought it could even come this far ten years ago.
Let’s tone down the negative doom and gloom spin and get realistic, eh, cap’n crunch 🙂
GM just doesn’t seem to do much in advertising , and when they do we get ” Don’t you Dare ” etc……..
Sales down for April , May , June and July when convertibles should be selling sure doesn’t make a good business case to hold on to it as that white space needs to be something else . This car will be one of the cars on the chopping block when GM finally decides what cars to get rid of .
If Buick wants a car to get customers coming into their showrooms build the Velite and give it a panaramic sunroof and give it a proper name , something customers would gravitate to like………….RIVIERA .
Buick has done a poor job in promoting their Cascada as they haven’t explained by anyone should want one and given the price, the Cascada might be in a knife fight for customers who may be picking the Chevrolet Bolt instead; another issue with the Cascada is that it’s a bit piggy with a curb weight approaching nearly 4,000 lbs which makes it almost 800 lbs heavier than a Chevy Cruze which means it’s not a lot of fun to drive. Buick doesn’t have the money to drop weight or add a new engine as it might be easier to try making the Encore into a convertible than fixing the Cascada.
Buick will waste resources on building anything but a full size sedan. The Avenir was a beautiful vehicle that had great appeal when it was introduced but instead we got a warmed over version of the old LaCrosse. Not all full size sedan customers want to pay $53,000 for a four cylinder Cadillac CT6.
In that case, there is always the LaCrosse with ta V-6… or the Impala with a V-6. GM offers more full-size premium and luxury sedans than any other automaker, unless you count Hyundai and Kia together.