Buick is set to launch a new marketing campaign next month highlighting its latest vehicle lineup, underscoring the brand’s latest styling direction inspired by the 2022 Wildcat EV concept. The brand’s new U.S. lineup will include four vehicles total, all of which are set to be refreshed or redesigned by the end of the year. The marketing campaign will help bring attention to Buick’s new brand identity, initially unveiled alongside the Wildcat EV concept and a new Tri-Shield logo.
Details on the exact timeline for the new marketing campaign are unavailable. However, according to the vice president of global Buick-GMC, Duncan Aldred, the new vehicle styling will go hand-in-hand with a new marketing style.
“We really want to use [the new styling] to propel us to further growth this year, so we’re really excited about that,” Aldred told Automotive News in a recent interview. “We’re going to complement that new product with a new look and feel to all our marketing.”
The latest model lineup will consist of the Encore GX, which was refreshed last year, the new Envista, the refreshed Envision, and the next-generation Enclave. Each model will feature design inspiration taken from the Wildcat EV concept, with a sculpted look that incorporates checkmark-style headlamp housings and the brand’s latest Tri-Shield logo.
During the recent National Automobile Dealers Association trade show, the chairman of the Buick-GM National Dealer Council, Bo Mandal, indicated that the rebranding effort is providing an opportunity to cross into younger markets, per Automotive News. This is particularly the case with the fast-turning Envista crossover.
Buick sales increased 61 percent during the 2023 calendar year, with a 29-percent increase for the Enclave, a 71-percent increase for Envision, and a 92-percent increase for Encore GX. Nearly 70 percent of Envista buyers are new to the brand. The all-new Envista draws the highest percentage of customers ages 18 through 35 at GM.
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Comments
Should we still expect the Buick Electra E5 during 2024?
Bout time. I long said one of Buicks biggest problems is lack of awareness and poor advertising. There are people that don’t even know Buick still exists. When they had their “is that a Buick?” campaign, they weren’t kidding. People probably look at these cars thinking Buick was long dead. They have promising products now they just need to spread the word.
Every other commercial I see on TV is for the Envision. They are VERY popular with the blue hairs around here. Commercial theme is “Wow, wow, wow”.
“one of Buicks biggest problems is lack of awareness”
I’m fully aware that old people drive Buicks at least 5 under the speed limit, usually with a handicap plate as a form of warning for others.
Sorry to burst your bubble there Nate. But these days the title of Grandpa Car goes to Toyota most notably their sedans from Corolla to Avalon. And if they retired well, a Lexus ES. Buick has long become a middle-aged female brand these days.
You’re not bursting my bubble, and you’re absolutely correct about Toyota. Those are sales Buick has lost, but they didn’t pick up any younger buyers.
Last I checked Buick buyers were still over a decade older than Chevrolet, which wasn’t particularly young. They for sure have some middle aged women buying them, but you’re being generous by calling women in their late 50s “middle-aged”.
So I just looked up those demographics again, and you’re actually completely wrong:
Toyota:
30% aged 18-34
40% aged 35-54
30% aged 55 and older
Lexus:
27% aged 18-44
44% aged 45-64
29% aged 65 and older
Buick:
5% aged 18-34
25% aged 35-54
70% aged 55 and older
Oh look, they are cars for old people.
“Buick. Your style of freedom.”
(A nod to Buick’s largest “market”…)
Bring back the Grand National and GNX! Bring it back! Bring it! Bring…
bring back the 3800 V6, got better mpg than a 4 cyl. would last a 1,000,000 miles…….
Yeah, that 3.8 was bulletproof!
Riviera please
I’d settle for a Buick that looked like a Buick, not these things that now look like “a car”. No brand identity left at all. That frowning front end could be a Ford for all anyone knows.
I hope we get some updates about when the new Envision are in dealer showrooms. I wish I could buy the Avista. That model brought me back to my first car, a Buick Skylark in Seafoam Green.
I was the fleet manager at Fanning Cadillac-Buick in Chicago in the `80s, later The Fanning Store when we took on Sterling.
We had 10 Buick models back then.
Buick needs to think about adding small affordable cars like the Skyhawk, Skylark & Century used to be.
They are driving the market away from themselves.
Young families and first time buyers cannot afford these crossovers, let alone street park them if they could if they are apartment dwellers.
In the late `80s we sold everything the Buick zone could get us.
I ordered and we delivered more 2 tone Centurys and LeSabres in `87 than the entire Midwest zone per our Buick rep.
Their main problem right now is less and less people want crossovers. They were cool for awhile but people want sedans back. The second they bring the regal back I’ll buy one right away
Buick needs more product offerings here in the North American market. They are lacking product offerings here while they get everything in China. The product offerings should be equal between North America and China. I would totally Love it if Sedans and Coupes and a Convertible or two would make a return to the North American market for the brand. A good strategy going forward for Buick would be to share current and future vehicle platforms strictly with Cadillac. They’re both GM Luxury brands. A few examples would be:
CT4=Verano or Skyhawk
CT5=Regal
CT6=LeSabre
Celestiq=Park Avenue
Large Personal Coupe=Riviera
Large Convertible=Wildcat or Centurion
Two Seat or 2+2 Roadster=Reatta
Escalade IQ=Roadmaster or Estate Wagon
I also would like Buick to bring back some performance vehicles like GS, T-Type and GN/GNX and also possibly get back into Racing and MotorSports like Cadillac currently is. Buick also needs a halo vehicle to attract younger buyers and customers. Some of their concept cars over the years were absolutely stunning and unfortunately GM never decided to put any of them into production. Same goes with Cadillac. Buick and Cadillac out of all the GM brands have some of the best looking concept cars ever. Any of these concept vehicles if produced would have been great for Buick and would have revitalized the brand’s sales and would have attracted younger buyers who would be new to the brand. Last thing would be for Buick to sell alongside Cadillac. I know that Buick currently sells in the same showroom as GMC. Before it was Pontiac-GMC and most Buick dealers were standalone before the bankruptcy. It’s too much of the same looking product and it really doesn’t make any sense to sell all of the same looking SUVs and Crossovers next to each other. It would make more sense to sell Cadillac-Buick together and consolidate the dealership networks. They could be on the same property but have two separate showrooms much like Jaguar-Land Rover currently do.