Today, our spies caught what appears to be an upcoming, future Buick crossover undergoing testing in metro Detroit. The model in question had us a bit puzzled at first, though we’ve since managed to figure out what we’re looking at.
Potential Buick “Envoy” prototype
2021 Buick Envision
The design of the front end has a definitive Buick vibe. In fact, the styling of the grille and headlights are very similar to those seen on the all-new, 2021 Buick Envision that made a surprise debut last week. Additionally, the shape of the A-pillar and window treatment within the front doors, complete with a small vanity window ahead of the primary, plus the shape of the side mirrors, also appear to those on the new 2021 Envision. From the B-pillar back, things are substantially different on this future Buick crossover prototype.
The size and shape of the rear door is downright humongous, while the roof appears to have a more traditional shape that could enable the inclusion of a third row. Challenging that theory, however, is the fact that there isn’t much in the form of a rear overhang.
The rear end appears to be wearing a set of placeholder tail lights, with all kinds of camo and tape making it difficult to see their true shape. Lower on the rear end is a set of through-fascia dual exhaust outlets, which runs contrary to the “fake” exhaust treatment direction that Buick appears to be adopting on its all-new models.
It’s currently unclear which platform this future Buick model will ride on. While we initially believed that it will be based on the C1 platform shared with the Chevrolet Blazer (both two- and three-row versions), Cadillac XT6, and the Chinese-market Buick Enclave, we now believe that this rides on a version of the E2 platform shared with the upcoming 2021 Buick Envision as well as the first-gen Cadillac XT4.
Next, we must ask how this vehicle will fit into the Buick lineup, to which end we have some ideas.
Note that this future Buick crossover prototype features a structural protrusion just ahead of the rear axle – a tell-tale sign of the GM C1 platform.
For starters, the Buick crossover lineup in China features the Encore and Encore GX slotting in the subcompact space, the Envision in the compact segment, and the new Chinese-market Enclave bringing up the midsize plus space. Sources tell GM Authority that the Chinese-market Buick Enclave is not coming to North America, since that model was developed exclusively for China. That leaves Buick without a true midsize CUV offering between the new Envision and Enclave.
Meanwhile, Buick’s lineup in North America has an even larger gap in the midsize and midsize plus segments that exist between the compact Envision and full-size Enclave. As such, we believe that this prototype is a future Buick midsize crossover that will fill the gap between Envision and both versions of the Enclave.
| Segment: | Subcompact | Subcompact + | Compact | Midsize | Midsize + | Full-Size |
|---|---|---|---|---|---|---|
| China: | Encore (GEM) | Encore GX (VSS-F) | Envision (E2) | - | Enclave (C1 regular) | - |
| USA: | Encore (G2) | Encore GX (VSS-F) | Envision (E2) | - | - | Enclave (C1 long) |
Chinese-market Buick Enclave rides on the same version of the C1 platform as Cadillac XT6 and Chinese-market Chevrolet Blazer
GM Authority has previously reported that General Motors has filed to trademark two names that we believe are most likely to grace this model. The first is Envision GX, while the second is Envoy. Although the Envoy name previously graced a GMC model, it fits right in with other Buick crossover names, all of which start with “En” – such as Encore, Envision, and Enclave.
Before we go, we’ll leave you with this: some of you might be wondering whether this is simply a left-over prototype for the Chinese-market Enclave, which rides on the same version of the C1 platform as the Cadillac XT6, and is therefore notably smaller than the American-market-Enclave. We’ve debated this possibility over at the GM Authority HQ, and have reached the conclusion that it is not that at all.
Though the overall size does appear to be similar to the Chinese Enclave, the front end lighting, rear doors, roofline treatment, and the position of the fuel filler door are completely different on the prototype seen here. Additionally, the vehicle seen here has five lug nuts, while all variants of the C1 platform have six lug nuts, indicating that it is actually on the E2 platform instead.
We’ll continue digging to get the latest on this future Buick crossover in due time, so be sure to subscribe to GM Authority as we bring you the latest Buick news and ongoing GM news coverage.
Update: we now have more details on this vehicle. Check them out here.
Comments
XT6 just moved to the abyss.
XT6 has one thing most Buicks seem like they’ll never have….its made right here in good ol America!
Why does this need to impact XT6? Why can’t GM fans understand that as long as these vehicles look different, there is be a market for all them.
The Yukon Denali does not move the Escalade into the abyss much like this Buick Envoy does not move the XT6 into the abyss. Go ahead and study up on how the Highlander and Venza also don’t move the Lexus RX into the abyss… then get back to me with a properly thought-out comment.
Because of GM’s not so stellar history of badge engineering, any hint of it doesn’t go over well.
Perhaps GM/Cadillac has failed at elevating Cadillac’s vehicles to a level that one wouldn’t would even think that they’re driving a upper trim level Chevrolet or Buick.
An XT6 does not exude an exclusive and substantial level of luxury above its platform mates from Buick or GMC.
The history of “not-so stellar badge engineering” ended years ago. Today, all platform-shared models are very adequately differentiated to the point of having differences in sheetmetal, and/or wheelbase and/or sheetmetal – depending on the model.
“An XT6 does not exude an exclusive and substantial level of luxury above its platform mates from Buick or GMC.”
Does it need to in order to be successful? Let’s revisit the fact that the best-selling model in the segment is the Lexus RX and Acura MDX. If the XT6 doesn’t deliver on whatever element in your opinion, then neither do those two.
Yes Alex it does need to exude exclusiveness because that product (XT6) has failed miserably. It’s vanilla, precisely why we didn’t lease one, it wasn’t special. That’s the brand Cadillac wants and needs to be. They’re not going to be successful by being vanilla Chevy. Get it?
The XT6 is another disappointment in the Cadillac line. Do you not read the trades? It’s undeniable. They launched it and it went nowhere fast. All the commercials with young trendy black and white hipsters are not moving that vehicle off the lot. Nobody talks about the XT6 (dumb name too). I mean nobody! And demographic that buys it are not the same as the people in the ads. Boom!
Yet another crossover, it makes me think of Intel and their army of 14-nanometer architecture processors as one would have thought that if Buick got another CUV, it would be an all-new electric vehicle and yet this shares the platform already in use for the Chevrolet Blazer (both two- and three-row versions), Cadillac XT6, and the Chinese-market Buick Enclave as one would assume it’s just a matter of time before the GMC Acadia joins this platform as well.
The Acadia is already on this platform… only slightly different.
All the models on this platform are listed here:
https://gmauthority.com/blog/gm/gm-platforms/c1xx/
I know adding crossovers is the easiest way for GM to gain market share right now, but is there any data if filling every crossover segment between all brands creates product cannibalization within the GM family??
I also know GM wants Buick to attract more customers but I am yet to hear people say “I need a new vehicle I need to go get a Buick!” It’s yet to be a highly desirable brand, the products look nice and the overall package is well executed but is it really achieving its highest potential?? Moves like these make me think of what Bob Lutz has always talked about, especially in his book.
Good observations all around, Ray. Here are my thoughts.
On the topic of potential cannibalization, I would say that a sale is a sale is a sale. Cannibalization might take place, but if GM ultimately gets the sale, does cannibalization ultimately matter?
Now, one might argue that there is a chance to “optimize” the portfolio for greater ROI by eliminating some models and overlap, but I believe this is already taking place: Chevrolet is at the lower end of the spectrum, while Cadillac is at the upper. Buick and GMC are somewhere in between, but both have very different customer demographics. Meanwhile, there isn’t a Chevrolet or GMC equivalent of the model we’re seeing here, much like there isn’t a Buick or GMC equivalent of the Blazer.
Furthermore, with the healthy growth in very profitable crossovers, it would seem that there is room to expand the lineup even further. There’s also the matter of Cadillac models migrating to a different set of architectures, via by EVs, over the next few years. That will differentiate the lineup even further.
It’s also worth highlighting that these are not badge-engineered models, since each one carries its own sheetmetal and styling. As a result, there’s significantly more differentiation, and therefore broader appeal (the ability to attract a broader customer base based on styling alone) – which is one of the things Lutz advocated for.
What you say about the Buick brand is somewhat true: from an image standpoint, Buick is not really a desirable brand. However, it is a brand with significant upside potential if GM can turn around its image and perception. If it does that, it has a winning Lexus competitor on its hands, while allowing Cadillac to truly go after Germans. Two, in this case, is better than one.
Not desirable? Buick is a longtime JD Power quality and performance award winner! For example, in 2019, Buick was #1 in customers satisfaction and sales satisfaction among mass market brands. The Kelley Blue Book recently named Buick the Best Value Luxury Brand for three years in a row. Buicks are upscale, refined, have well-crafted interiors, safety and technology, and beautiful designs. There are no more Buicks that are “old people’s” vehicles – and what was wrong when there were? Older people have money and like to be comfortable. The 2021 Envision is a great step for Buick’s future. And this Envoy looks like another. If GM would only advertise it correctly!
What you mention is true, though with a huge “but.” Quality and Performance recognitions as well as Customer Satisfaction awards are great achievements, but are vastly different from desirability and image.
The fact remains that there is still a lot (A LOT!) of work to be done to get most people in the U.S. to desire and want a Buick model based on the name/brand alone. There is a perception issue, where the perception lags behind reality. Yes, there are no more “old people’s Buicks”… but that perception unfortunately remains among the masses.
This is slowly turning around, but it’s not a mainstream movement yet. It will take time to get there, though Buick is on the right path.
Alex….what is your guess on a reveal? Later this year?
Reveal timetables are a bit murky due to COVID-19. SORP is roughly a year out, but COVID-19 may have messed with that as well.
I agree….if GM would give Buick a portion of Cadillac’s marketing budget it would be more successful. I see lots of Enclaves and Encores on the road, more Envisions than before and the 2nd gen Lacrosse too. Somebody wanted them.
Well here’s the thing, when I say “desirable” it isn’t something you can track well with numbers. By that I mean how many people are going out to buy a car and instantaneously know they want to buy a Buick. Yes they are no longer depicted as cars for old people, but ask any 20 something year old what type of car they want to own, at least in NJ where I live, and most point right at the Germans and many will criticize GM. Many view Buicks as “mom” cars, but again there are no real numbers to describe this, its just something I’ve noticed being a 23 year old (and trust me I’ve gotten more rude comments from people just for supporting GM overall). If you look at the numbers and customer responses, those that actually own the cars, they of course are well satisfied bc these are well executed models. Alex’s comment below is spot on with his reasoning as well.
And do these same 20-something year olds ever say that they want a Chevrolet or a Cadillac?
Yes. Those 20 somethings think or want a Chevy or Cadillac MUCH more frequently than they say or think that they want a Buick, which is almost never.
Come on man. This is not rocket science. Go to a party, start talking about cars and tell people you drive a Buick. You’ll get every reaction possible, but they won’t be positive.
Alex said it best – perception lags reality when it comes to Buick. There’s no two ways about it.
I couldn’t care less what other people think. I am happy to drive a Buick!
Christopher – more power to you that you don’t care. However, the majority of the auto-buying public does care as much as about the car as they do about the brand and the image it portrays about them to others.
The point I was making above is simple: there is a lot of work that remains on improving the image of Buick as a brand. That’s the biggest obstacle to greater sales volume at the moment (in the US and Canada).
And most Buicks are made outside of the United States a la the GEO division of the 2000s.
Agree!!!!!!!
I used to say a sale was a sale till Went chapter 11 and I saw the damage done with the inter division rivalry that led to many of GM’s issues.
GM needs to work this out better to where the models compliment each other, as they go upo in price they need to offer what the lesser models don’t offer.
Now I am not saying the Blazer is bad and the XT6 is horrible, But it used to be if you stepped up from a Chevy to a Cadillac it was a total transformation to a new level of product. Today it is just some trim and more standard options.
When we bought out Acadia Denali we also shopped the XT5 in the show room. It was nice and we had no need for a third row. But they drove the same they rode the same and the Denali with the out the door price was $15K less, Yes even with the electronic suspension.
The Cadillac just does not appear to be a high end car or a good value unless you buy it used.
My hope is the investment into the EV models will bring some added value and changes that will put Cadillac in a class of its own. As of now the models they have are just not work the extra money. Even the Image is not much value as most people see you drive a Cadillac and ask so you could not afford the Benz?
Disagree on one point. This vehicle is going to be equivalent to one of either the Blazer or Acadia….my bet is Acadia.
@Mark We’re getting a bit into the weeds here, but the version of the C1 platform that the Acadia rides on reached the end of its development cycle once the Acadia started production. Here’s how it breaks down:
– Acadia and XT5 are on the first version of the C1 architecture.
– That version was succeeded by the second version that underpins the Blazer and XT6.
– A regional variant of this second iteration underpins the Chinese three-row Blazer and Chinese Enclave.
– A third variant underpins the American-market Enclave and Traverse.
So, you won’t see anything “equivalent” to the Acadia because that version was fully replaced by the second generation that underpins the Blazer and XT6. This is the version that this Buick Envoy will ride on.
@C8.R – looking for “value” when it comes to luxury automobiles is a fool’s errand. Meanwhile, there are plenty of reasons to buy a Cadillac over a Mercedes or BMW that have nothing to do with price. Styling is the first one. A lack of features on Mercedes and BMW models is another.
Case in point: you can’t even get vented seats on the 3 Series or on the C-Class AMG. The CT5 offers them straight up. The same for the CT4 (the 2 Series and A-Class/CLA-Class don’t even offer them as an option).
The Cadillac models will see significantly different levels of differentiation compared to the other models in the GM stable once the EV models arrive, starting with the Lyriq. It’s only on this cycle, they got caught with no viable platforms to put the XT# crossovers on outside of the corporately shared ones.
Yes, much like Hyundai and Kia which are both a win for the automaker or VW with VW, Skoda and Audi.
Buick has some great designs with the new Envision really elevating the brand in do far as it’s Avista-like lines, and attention to detail.
Now branding as well as getting the rest of the line up right by way of more coupe like CUVs with Avenir bell’s and whistles. Also, a RWD mid-sized plus sedan built along side whatever replaces CT6 would be a worthwhile halo.
All Buick models should start with eh, not en. As in meh
It looks large enough to be an updated version of the Enclave….maybe 2022 model
This prototype is nowhere as big as the enclave. It is XT6-sized, which is about a foot shorter than the American enclave.
At a lower price point these body changes are fine using the same platform and drive train.
But as the price goes up that is where it needs to be offered with something to get me to open the wallet up for more cash.
The Acadia and XT 6 are both fine vehicles but the XT6 has nothing that is making me want to pay more than my Denali at a Discount.
Now if the XT6 was based on a Alpha or Omega platform That would have drawn me to them at a higher price. For now I can spend much less and take a smaller hit on depreciation with the GMC.
The least they could do is add more power to the 3.6 in the Cadillac to give me something added for my money.
No matter the model the a Cadillac if sharing an engine should have more HP that you can’t get in a Chevy or GMC.
YAY! another generic FWD 3 row CROSSOVER, DEFINITELY HAVEN’T SEEN ONE OF THOSE BEFORE. ffs we already have the traverse, enclave, acadia, AND the xt6. why tf do we need ANOTHER FWD CROSSOVER????? If you are going to make a new vehicle AT LEAST make one of them rwd.
RWD crossovers are coming, starting with…
http://cadillacsociety.com/cadillac-vehicles/lyriq/
but thats the lyriq. rwd electric crossovers are not surprising whatsoever. we need ICE crossovers
Yep. Because its GM. fwd fwd fwd fwd
Getting tired of it.
I do not unterstand how this model get’s the exact same front fascia as the recently debuted Envision, although it rides on a completely different platform as far as my understanding goes. Also, why would GM develop the Envoy parallel to the Chinese-market Enclave, when they could sell the same vehicle in both markets and therefore cut costs? If someone knows why, I’d love to hear so.
What I heard through the grapevine is that this is due to a money/funding-based situation.
The way the Chinese-market Enclave was set up as a program (from a business/agreement standpoint) is unique in that most of the vehicle development and tooling costs for the Chinese Enclave were paid by GM’s JV partner SAIC, while GM’s contribution was the C1 platform. This makes it not lucrative for GM to bring the vehicle to markets outside of China.
Exporting this model from China would result in GM having to split the revenue/profit 50-50 with SAIC for models sold in North America (despite SAIC not even being involved in the U.S. business). So it’s essentially paying SAIC for nothing. In fact, GM can’t even build this thing outside China without paying royalty fees to SAIC for doing so. Hence, GM is developing a separate model to sell in North America. It will be roughly the same size, but free from the baggage/constraints of the Chinese joint venture.
PS: the China-only three-row Blazer is bound by the same situation.
@ Felix: “I do not understand how this model get’s the exact same front fascia as the recently debuted Envision..”
Think they learned that from watching BMW and Mercedes the past 30 years.
Because it’s definitely not riding on the C1 platform but again on the E2xx.
MY21 Buick Envision = E2UB.
MY22 Buick xxx = E2YB.
They share everything up to the b-pillar. It is in fact the 3 row version…
If this is positioned between the Envision and the Enclave – a Buick version of Blazer or Acadia – I’m in!! I have been waiting for this. If it is imported from China – then I am out.
this is the vehicle I’m interested in. The new Envision looks great but I want something larger than the Envision but not as large or as pricey as the Enclave. And yes….I want a Buick. There is a difference between a Buick and a Chevy/GMC. I have a 2016 ATS Coupe….sorry but my Buick is a better quality.
I like the wheels!
This might be a good replacement for the current envision as the next envision is XT4 sized. No longer the Terrain/Equinox sized
This will be quite a bit larger than the Envision, as well as the Terrain and Equinox.
Looks like a very promising design.
So will this be a Five seat Buick CUV that will sit between Envision and Enclave?
GM’s SUVs are pathetic. No V8s, no RWD platforms. What a shame.
@Italian:
Hmmmm. Let’s think on this for a minute……(music plays)………Tahoe. Suburban. Yukon. Yukon XL. Escalade. Escalade ESV.
Ok, so maybe those are all similar products, but none the less there are still 6 different variants in my example that are all V8 and RWD based. Care to show me another brand out there that has more offerings than that?
I owned a GMC Envoy. Now the Buick Envoy?
In what foreign factory will this be built ? : GM America’s leading Foreign car brand.
So this being the redesigned Enclave is out of the question, right?