GM Brings New Y Trim Level Strategy To Buick
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Big changes are afoot at GM, with the entirety of its light-duty product portfolio now making the eventual transition to all-electric powertrains. However, beyond that major pivot, GM is also making a series of smaller changes along the way, including revisions to its trim level strategy. Now, GM is bringing a new Y trim level to the Buick brand.
If the Y trim level strategy sounds familiar, it may be because GM first implemented it with Cadillac in 2018. As GM Authority covered earlier in the year, Cadillac revised its Y trim level structure in conjunction with the launch of the 2024 Cadillac Lyriq, with the hierarchy once again branched into two distinct paths, one of which is focused on sporty models, the other of which is focused on luxury models, plus a base-model trim at the bottom of the “Y”. At the top of the sporty branch, we have the V-Series Blackwing models, while at the top of the luxury branch, we have the Luxury equipment groups. The base trim level is now dubbed Tech. Notably, Cadillac utilized a Y trim level strategy prior to the revisions made earlier this year, but now, the lineup should be much more obvious and transparent for consumers.
Now, GM is carrying over the Y trim level strategy to Buick as well. Compared to Cadillac’s trim level lineup, the Buick lineup is quite a bit simpler, with three trim levels to choose from – Preferred, offered as the base trim, Sport Touring (ST), offered as the sportier trim, and finally, Avenir, offered as the range-topping luxury trim.
Of course, this new trim level lineup replaces the somewhat ambiguous hierarchy used previously, which included a mix of Essence, Premium, Preferred, and Select trim levels, depending on the vehicle in question.
Buick’s new trim level hierarchy launched with two products, namely the refreshed 2024 Buick Encore GX and the all-new 2024 Buick Envista. All in all, the new lineup should simplify things a great deal for Buick’s customers, while also simplifying things slightly for Buick dealers. Notably, a similar strategy will be applied to GMC’s product lineup, as we’ll cover in a separate assignment.
Until then, subscribe to GM Authority for more Buick news, GM business news, and around-the-clock GM news coverage.
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MUCH better than the “EPPS” trim levels, that had everyone confused on the lot. “Wait, is this the top trim or the bottom?”.
I’m still confused. Does this make more sense in Chinese?
The only Y in my mind is why did they abandon attractive front end styling for their current shark theme? It looked good on the Wildcat concept, but doesn’t look right on tall/narrow CUVs. It particularly looks awkward on the small lower end models. Hopefully the look matures as new models get released.
On Wildcat the lights were still winged elements and sat lower on the nose. What they put on Encore looks like a bargin basement take on Corvette.
I’m guessing, because Buick & Opel shared design, that this was done to differentiate the brands. Sill, you can tell planning was done pre sale with both brands talking about “pure design” and that driver centric cock pit sharing similar shapes.
Shark face will not attract younger buyers!
Why Y… lol.
Have you tried reading the article?
I think the seeming idiots are trying to be funny and/or witty.
In practice this is very confusing for the customer when you add available option packages and find that the one you really want is not available.
Who said anything about option packages? If GM is serious about the Simplification strategy, you will have just the trim level. At least at Buick there are no engine, transmission or gear ratio options. AC and power equipment (steering, brakes, windows) has been standard for decades, and safety features are becoming standard as well. If you want leather seats, then you have to bump up trim levels, I would think. The only individual option I could foresee would be sunroof or no sunroof. You pick the exterior color, and the interior color is probably set.
Except when you want an Encore GX…and you choose between FWD or AWD. Then there is the 1.2L or 1.3L engine option. Then if you get FWD they are equipped with a CVT, but when you get AWD it is only the 1.3L with a regular automatic.
For the Buick lineup this might simplify the offerings. For example, instead of having the Sport Touring package as an option package on the 2023 Buick Envision Essence model; “ST” is now a trim level that stands on its own. And where you had to upgrade to trim level to get the option packages you wanted; now in 2024 these option packages may be available in the Preferred trim line. So, let’s see if you can get the Technology package on the 2024 Buick Envision Preferred model.
What’s old is new again.
When I first got into sales back in 1988, Buick had the Custom (base), Limited (up-level luxury) and Gran Sport. The Custom and Limited were the most popular and not all models had a GS. They called some of them T-types and others GS. So that “sport” version could be confusing, but the basic “Y” strategy was there. However, the Riv didn’t use that and then you had the Electra/Park Avenue.
So this new Y strategy is even more simple.
Though they didn’t have a Custom or Limited trim both Both the Riviera and Electra did have a base and T-type/T-package trim though, the T-type/trim was gone from the Riviera starting in 1989, the Electra actually went, Electra, Electra T-type, Park Avenue and then a little later Park Avenue Ultra starting in 1989.
The T-type hung on through the end of the 1st gen FWD Electras in 1990 after that it was just Park Avenue and Park Avenue Ultra.
I have a a Buick Envore, 2021, OK with this front end, but everything new on all cars look like a BORING FORD BLAH NO FUN ….
I’m going back to my Audi, or new 2034 Traverse, like that look…
What Buick needs is a sedan or a sports coupe. It´s actual lineup is incomplete. Not everybody likes SUV´s or crossovers or is willing to buy one no matter what.
And a sedan designed BY BUICK FOR BUICK. Not a Chevy Malibu with Buick badging and a $7000 price premium, then wonder why it doesn’t sell…
Buick is only a marketing division. Design and engineering is all centralized.
Thanks for the breaking news. I’m sure there is not a person with any attachment to the auto industry that isn’t well aware of that. But that “marketing division” (and the dealers) have a big voice in how the engineering and manufacturing are done.
Perfect example is my 2016 Encore. I dismissed looking at an Encore because I had driven a Chevy Trax of the same model year. It was a piece of junk and they are both on the same platform. The Buick dealer told me to take it for a test drive before I made that decision. They are night and day. The better ride, quieter interior, better design and quality/fit/finish inside and outside are the obvious things. But there are differences under the skin, including rear drum brakes on the Trax but four wheel discs on the Encore. The marketing people give the engineers a price point, so they have to cheapen it up to hit Chevy’s price point. Then there is also dealer satisfaction in the buying experience. Buick has it all over any other GM division, including Cadillac.
Why not bring back the Buick LaCrosse? Beautiful and one of the best built cars?? Not everyone wants a SUV.
Agreed. Love my 17 LaCrosse!