Buick filled a gap when it announced it would import the Envision from China to slot between the Encore and Enclave crossovers. Now, Buick hopes to capitalize on the compact CUV.
Speaking to WardsAuto, Rick Spina, executive chief engineer for the 2019 Buick Envision, said the thought is Encore owners will move up to the Envision. GM research suggests this is exactly what will happen, too.
The Buick Encore has brought droves of new buyers to the brand, about 60 percent. The automaker expects at least half of them to trade their Encore in for another crossover, and the next logical step is the 2019 Envision. The crossover also starts at $2,000 less than the previous model.
Spina said the strategy is to “keep them in the family” and collect a higher transaction price in the process. It’s not a new strategy, but a time-tested one—court a new buyer, and keep them around as they progress in life with larger vehicles to suit their needs.
“You need to allow people to migrate with their changing life stages,” Sam Russell, Buick’s marketing director, said.
The Envision shows no sign of slowing down, either. Buick sold 41,000 Envisions in 2017 and it quickly became Buick’s number three volume contributor. The Encore remains number one, and the Enclave number two.