Buick Cascada Sales - Q1 2019 - United States
In the United States, Buick Cascada deliveries totaled 746 units in Q1 2019, a decrease of about 19 percent compared to 918 units sold in Q1 2018.| MODEL | Q1 2019 / Q1 2018 | Q1 2019 | Q1 2018 |
|---|---|---|---|
| CASCADA | -18.74% | 746 | 918 |
The Buick Cascada is sold exclusively in the United States of America, and is not sold in any other North American market such as Canada or Mexico.
Competitive Sales Comparison
Buick Cascada sales in the first quarter were sufficient to place the drop-top convertible in second place in its most direct rivals, behind the Mazda MX-5 Miata (see Mazda Miata sales) but ahead of the Miata-based Fiat 124 Spider (see Fiat 124 Spider sales). Sales results for the Audi A3 Convertible, which is a direct rival to the Cascada, are not available since Audi does not break out A3 sales by body type, but instead combines A3 line sales to include those of the Convertible and Sedan.
Sales Numbers - Mainstream Convertibles - Q1 2019 - USA
| MODEL | Q1 19 / Q1 18 | Q1 19 | Q1 18 | Q1 19 SHARE | Q1 18 SHARE |
|---|---|---|---|---|---|
| MAZDA MX-5 MIATA | -22.18% | 1,530 | 1,966 | 55% | 54% |
| BUICK CASCADA | -18.74% | 746 | 918 | 27% | 25% |
| FIAT 124 SPIDER | -29.82% | 513 | 731 | 18% | 20% |
| TOTAL | -22.85% | 2,789 | 3,615 |
On a market share basis, the Cascada accounted for 27 percent share of the segment, up from 25 percent in Q1 2018. The Mazda MX-5 Miata remained in first with 55 percent market share, while the Fiat took up the remaining 18 percent.
It’s worth noting that Buick Cascada sales fell the least in its segment during the first quarter, with Mazda MX-5 Miata sales dropping 22 percent and Fiat 124 Spider dropping 30 percent. This turn of events marks a significant change when compared to the Q4 2018 results, when the Buick convertible saw the higher sales drop among its competitive set.
The mainstream dedicated convertible vehicle segment contracted 23 percent in Q1 2019.
The GM Authority Take
We attribute the ongoing decline in Cascada sales to the following potential circumstances:
- The saturation of the market for non-luxury convertibles, a segment that includes the overhauled 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 such as sedans, coupes and convertibles. Though some analysts have noted that this segment has traditionally been resistant to such changes, the segment’s 23 percent contraction during the quarter is undeniable.
Nevertheless, the addition of 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. In addition, it is believed that any U.S. sales of the Cascada were highly profitable for GM, since the model was developed as an Opel/Vauxhall for various global markets from the onset, and exporting “Buick-ified” units from the Gliwice plant in Poland was a relatively simple and low-cost undertaking.
We expect Cascada sales to continue decreasing in the coming quarters as long as the crossover craze persists or Buick doesn’t offer significant incentives on the vehicle. The Any talk of an update is moot, since the Cascada will be discontinued after the 2019 model year, as per GM’s original plan for the model’s lifecycle.
About The Numbers
- All percent change figures compared to Buick Cascada Q1 2018 sales, except as noted
- There were 76 selling days in Q1 2019 and 76 selling days in Q1 2018
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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Comments
This a neat little car that died because it was never advertised. Not sure how GM can expect to sell a car that very few potential buyers even know exists. As a retired advertising Executive, I know advertising works, at least good advertising works. Look at the ad campaigns for Mercedes, BMW, Audi and Lexus and compare them to Cadillac and Jaguar ad campaigns and you’ll see what I mean…BTW Mercedes, BMW, Audi and even Lexus are selling…Cadillac and Jaguar, not so much !!!
I rest my case
tThe sales are down, would have helped if they try to sell the car in Canada.
And no advertising .
Well, they did devote an expensive Super Bowl ad (featuring Odell Beckham Jr), and another SB ad featuring Cam Newton.
Thing is, both ads were one and done; not terribly well done, and didn’t get a huge viral following on YouTube.
The Cascada did get a lot of people into showrooms – but it’s done it’s job.
Buick’s Cascada was doomed to failed.. someone will need to ask General Motors CEO Mary Barra why she gave the greenlight for production of the car when Buick did absolutely nothing to promote or attempt to develop the Cascada especially as it wasn’t inexpensive given the 2019 Buick Cascada Premium has a price of near $40K as buyers could buy a Chevrolet Camaro convertible that is more fun to drive.
Any surprise?
Dead man walking (driving)!! And exactly like the two above comments said: If you don’t advertise, you don’t sell. Same for Regal, LaCrosse. Same for Malibu…..Cruze….Sonic…..hell just fill in the blanks. Guess it would be faster to simply list the vehicles that GM sells a lot of and advertises the hell out of…….Silverado….Sierra…..Equinox……
The Buick Cascada was a good thing as its development costs were basically paid for (so anything sold was icing on the cake, so to speak) and it was said to have brought in more non-traditional Buick buyers than any other model. But to my eyes it got old quick, compared to rest of the evolving Buick line-up.
“you could have the best product in the world, but if you don’t tell anyone, no one will ever no about it or buy it”
GM advertises its best sellers, and not vehicles that don’t sell LIKE IT SHOULD BE DOING!! I wish we would see more Caddy advertising, and Sedan advertising, and Colorado advertising and CT6 advertising and HD advertising. I don’t GAF about the same 3 boring GM CUV’s (Traverse, Equinox, Trax).
Another big waste and one less choice for Summer fun motoring. Of course GM did absolutely nothing to promote it or update it thus further hastening it’s demise. GM is going to pay dearly killing off all of it’s cars. May not happen today or tomorrow but long term it will bite them.
One under powered engine was offered – no amount of advertising could have saved this car. I have owned three convertibles; currently have a ’07 Pontiac G6 GT 3.9L which outperforms the Cascada by such a wide margin that I am surprised the model has lasted this long in the GM line up. I was looking to trade three years ago – except for legroom, the Miata is a better choice than the Cascada.