Buick has catapulted to new heights in recent years after dismal sales and the slow shedding of its fuddy-duddy image in North America. But, most of its success can be directed at its lineup of crossovers.
The brand was quick to push crossovers in the late 2000s with the full-size Enclave, and then followed up the full-size vehicle with a relatively new idea for North America: the sub-compact crossover with the Buick Encore. These days, the Encore, Envision and Enclave keep the lights on, not Buick sedans.
After putting a few puzzle pieces together, it could be that Buick will one day move to only offer crossovers. Recall, reports surfaced this time last year naming a handful of General Motors vehicles would not see a new generation. The list included the Chevrolet Impala, Cadillac CT6 (which ex-Cadillac president Johan de Nysschen denied), the Chevrolet Volt and the Buick LaCrosse.
The Buick Cascada’s future seems all but determined after Opel stops building cars for GM is roughly two to three years. PSA Group has already axed the model for Vauxhall, too. The 2018 Buick Regal’s lifespan is also in question since Opel also builds the model for GM per a contractual relationship. In a few years, GM will need to build its own Regal… or simply not offer one at all. And, finally, the Verano left us for greener pastures in 2017.
All current signs point to a crossover-only brand in the future, despite Buick’s ability to produce stunning concept cars.
Comments
I don’t think it is wise to abandon an entire market segment. There are consumers that refuse to switch to an SUV, and prefer low-riding vehicles. GMC is already totally SUVs. Buick could live on with a single sedan offering. However, the traditional sedan is dead. It would have to be a sportback-type offering to provide practicality and style. As I’ve said before, merge the Regal and LaCrosse, and perhaps make it an electric offering. It could be a great competitor to the Model S.
The market has abandoned Buick not Buick abandoning it.
The two cars and the wagon are great cars but nobody cares.
These cars are often found with large rebates or old models sitting on the lot. Last spring I found 2016-2017 models still on the dealers lots at massive discounts brand new because they could not find buyers. They were loaded models for $28K. In fact they were cheaper than any Impala.
At the auto show I had to wait to sit in the Buick SUV models but the new Regal I could have brought my lunch and ate it in the car. No one cared.
If Buick can move 100,000 and more SUV models per name plate vs much lower numbers on a car make the move.
The CUV models are on car platforms so if a move back happens GM could easily and quickly react to the change.
While there are some low riding customers out there they are not buying enough Buicks to make money anymore. That is sad but that is the market.
I frequently disagree with your comments, but I think you are spot on regarding Buick’s cars — they have no traction in the marketplace.
Beyond the objective, quantifiable sales numbers, I live in SE Michigan, so GM cars are all over the place; Buick Enclaves, Envisions and (especially) Encores are seen by me every day. But I literally have *never* seen a new Regal (either Sportback or Tour X) in the wild since it has been launched. Not one.
I thought the Tour X had a real chance, as it could be a “Subaru” fighter (and I see plenty of Subarus, esp in Ann Arbor) but nope; GM has not properly marketed it, priced it, and it doesn’t sound like dealers care about it, so with Opel going away, so will that car.
I do think (per the other story) that Buick should get an electric SUV and delaying that would be a significant mistake — they need to solidify making the brand more upscale and younger, and one way to do that is with a well-designed, $40k-plus electric vehicle. Think an affordable Tesla X.
But cars in general? Maybe Buick will keep the Lacrosse, if it makes sense for GM to amortize a platform (e.g., if GM keeps the Impala as well). But that’s it.
With the departure of Opel I am surprised that the Holden Commodore and Regal were not sourced from China. Maybe the lack of a wagon in Chinese production prevented this move. Now the tariff war has muddied the water.
Any future for the Regal will be directly dependent on its success in China and to a lesser extent Australia as the Commodore.
I suspect the lack of advertising and marketing in North America is because there is no production profit to GM overall. We are beginning to see the outcome of GM not having the European market to share in development and volume efficiencies.
The direction of Buick in NA is simple, sell overpriced CUV’s. As the brand evolves in China, some may be seen here, but others will not. This is nothing new though, there are quite a few Buick badged vehicles there now that have never been available here.
As I said in prior comments GM management choose’s not to invest in cars and the sale of Opel is the biggest mistake GM could ever had made. Buick needs an investment in cars as GMC has the SUV thing covered already.
Wall Street has made Ford Stock price lower today than what it was before the new CEO joined and GM’s current earnings report showed the lack of wisdom of only concentrating on a few key markets due to political instability in Soutn America affecting currency valuations ( as that is what make currency valuations unfavorable).
Toyota and Honda will gain handsomely and I doubt GM will ever recover due to the inability of the automaker to be an innovator or make investments the way other global manufacturers can. The traditional sedan is far from dead but consumers coming on to a US dealers lot are only shown SUV’s with huge rebates ( the fact they require rebates to move is sign that the demand is “created” not natural) .
I hate crossovers I prefer Lucerne but got stuvk with lacrosse since the Lucerne was also discontinued.??
Don’t do the same with lacrosse!!!
I love Buicks all the way back to lasabre!!
Buick should have built the Avenir . That original two door coupe was sensational . Carry that Avenir and one sedan . BUT , Buick should compete with Chevrolet to see who designs and builds it ! Chevy should carry one Cruze size car that includes a coupe . simple and cost effective . Chevy then competes for the one car model with Buick and the rest are CUVS . GM still carries too many models and that includes CUVs . Having the divisions compete to design and build a prospective model needed in the marketplace will ensure the best design and most cost effective one is selected , of course , this will also trim down the assortment ! What’s not to like ?
Well if they do that they will be removed permanently from both me and moms shopping list.