Buick Cascada Sales Increase 3 Percent To 1,101 Units In Q3 2018
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Buick Cascada Sales - Q3 2018 - United States
In the United States, Buick Cascada deliveries totaled 1,101 units in Q3 2018, an increase of about 3 percent compared to 1,070 units sold in Q3 2017.In the first nine months of the year, Cascada sales decreased about 25 percent to 3,393 units.
| MODEL | Q3 2018 / Q3 2017 | Q3 2018 | Q3 2017 | YTD 2018 / YTD 2017 | YTD 2018 | YTD 2017 |
|---|---|---|---|---|---|---|
| CASCADA | +2.90% | 1,101 | 1,070 | -25.02% | 3,393 | 4,525 |
Competitive Sales Comparison
The sales performance puts the Cascada in second place among its most direct rivals, behind the Mazda MX-5 Miata (see Mazda Miata sales) but ahead of the Miata-based Fiat 124 Spider. Notably, Audi A3 Convertible sales are not available, as the German automaker does not break out A3 sales by body type.
Sales Numbers - Mainstream Convertibles - Q3 2018 - USA
| MODEL | Q3 18 / Q3 17 | Q3 18 | Q3 17 | YTD 18 / YTD 17 | YTD 18 | YTD 17 |
|---|---|---|---|---|---|---|
| MX-5 MIATA | +0.91% | 2,769 | 2,744 | -23.23% | 7,460 | 9,717 |
| CASCADA | +2.90% | 1,101 | 1,070 | -25.02% | 3,393 | 4,525 |
| 124 SPIDER | -13.11% | 1,021 | 1,175 | -20.68% | 2,915 | 3,675 |
| TOTAL | -1.96% | 4,891 | 4,989 | -23.16% | 13,768 | 17,917 |
The GM Authority Take
Despite a nice uptick in third quarter volumes, Buick Cascada sales are down 25 percent for the first nine months of the year, a decrease in line with the segment, which we attribute to the following:
- The saturation of the market for non-luxury convertibles, a segment that includes the redesigned Mazda MX-5 Miata, Fiat 124 Spider and Audi A3 Convertible
- The ongoing shift in consumer purchase patterns that favors CUVs and SUVs over other vehicle types like sedans, coupes and convertibles (though some analysts have noted that this segment has traditionally been resistant to such changes)
Nevertheless, adding the Cascada to the Buick lineup was meant to fill “white space” to change the brand’s perception while also attracting new-to-brand customers. Figures released by Buick in 2017 state that the Cascada has been successful in doing exactly that, with nearly 70 percent of Cascada customers being new to GM.
We expect Cascada sales to continue decreasing in the coming quarters as long as the crossover craze persists, Buick doesn’t offer significantly attractive incentives on the Cascada, or update the model. The latter option seems the least likely, as the model seems close to being discontinued.
About The Numbers
- All percent change figures compared to Buick Cascada Q3 2017 sales, except as noted
- In the United States, there were 76 selling days in Q3 2018 and 78 selling days in Q3 2017
The Buick Cascada is a compact convertible. The current, first-generation Cascada was introduced for the 2016 model year. Essentially a rebadged Opel/Vauxhall Cascada, the vehicle is based on a variant of the GM Delta II platform shared with the Opel Astra and first-generation Chevrolet Cruze, Chevrolet Volt and Opel Astra J. For the 2018 model year, the Cascada received three new exterior colors, two new convertible top colors and expanded availability of the Dark Effects Package. For the 2019 model year, The Cascada gets two changes: the removal of the Carrageen Metallic exterior color and newfound ability to get the Sport Red exterior color without getting the Dark Effects Package. In addition, the Light Neutral seats with Jet Black accents become newly available with the Sport Red exterior color. For the 2019 model year, the Cascada lost the Carrageen Metallic exterior color and made the Sport Red exterior color available without the Dark Effects Package or the Light Neutral seats with Jet Black accents interior color combination. The Buick Cascada is built exclusively at the GM-Opel Gliwice, Poland factory initially owned by GM/Opel Europe but now operated by PSA Groupe as a result of GM selling Opel and Vauxhall in 2017. In February 2019, GM confirmed that the Buick Cascada will be discontinued after the 2019 model year.
About Buick Cascada
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I think it is a benefit to have a little variety in the Buick lineup. At the Los Angeles auto show there were two Cascada convertibles that added some interest to brand. I don’t think Buick can survive only with 3 SUV’s with one made in China and the other made in Korea. When the Regal from Germany goes away, with Lacrosse gone is that even a viable auto brand ?
When most Buicks are variants of other models within the GM lineup, it makes for one heck of a strong business case… and associated profit driver.
Plus, they can import from China. Plus, I expect the Buck crossover lineup to expand in the medium-term future to four or even five crossovers.
It’s a better looking vehicle in person than I first gave it credit for, but it could stand a MCE at this point. Don’t know how long it is for the continent though.
3 cars is needed at Buick, an Alpha based Cascada in coupe/convertible and sedan , US made Regal and a CT8 based full-size sedan/coupe/convertible. Email me for my consulting check……