Buick has highlighted its lineup of four crossover models in a new video as part of its “Exceptional by Design” campaign, showcasing the new Envista ST as the star of the show, but also highlighting the Encore GX, the Envision, and the next-generation Enclave.
The Buick video ad features music from I Just Need by singer Daniel Allen and shows the Envista ST and other models speeding through various scenery, including a landscape of green fields and trees, a seacoast, and a semi-arid area, as well as parked for portrait shots and close-ups.
The Tri-Shield brand announced last month it is planning a new advertising campaign for its refreshed lineup of crossovers. All of the models will incorporate styling cues from the eye-catching 2022 Wildcat EV concept in their design, or already do so. Duncan Aldred, vice president of global Buick-GMC, said the brand plans “to complement that new product with a new look and feel to all our marketing.”
Interestingly, while the 2024 Envision received a facelift, it is absent from the new video, which is bears the title “Discover Buick – Premium Crossovers and SUVs.” The ad gives most time to the 2024 Envista which, with its affordable $23,495 starting MSRP, styling, and premium features could be described as a crossover coupe for the masses.
The ad is launched against the backdrop of the new “Exceptional by Design” tagline, which succeeds the previous tagline of “Buick. The craft of modern luxury” and a host of others. The new advertising campaign stresses aesthetic beauty, recalling the 1950s Tri-Shield motto of “the beautiful buy,” though a focus on quality is also part of the campaign.
The new tagline also launched recently in Mexico, adding a Spanish advertising campaign to the English-language version already rolled out in the USA and Canada.
You can view the new video here:
Notably, Buick sales grew by a whopping 61 percent over the course of 2023. The Encore GX saw the biggest jump in sales at 92 percent, while the Envision grew by 71 percent and the Enclave by 29 percent. The Envista has the highest proportion of buyers aged 18 through 35 among all GM nameplates, with about 70 percent of 2023 purchasers being first-time Buick buyers as well.
Subscribe to GM Authority for more Buick news, GM business news, and around-the-clock GM news coverage.
Comments
This ‘freedom from Opel’ design language looks like a shark mated with the love child of Hyundai Jeep Cherokee.
There’s an excitement to this ad that hasn’t been shown by Buick in a long time! Go Buick!
Wow, a “lineup” of 4 SUV’s/CUE’s. My, how the mighty Buick has fallen, except in China.
Yes. Fallen right into huge growing sales and recognized top quality products. Go-Go Buick, keep up the GREAT work!
Jeff G: Buick has been a high quality brand for many many years now. But even with current sales going up, they are a long way from being anything close to where they were many years ago. Heck, back in the early 90’s, Buick sold more LeSabre’s a year than the entire lineup does today.
This is a great video. Now, when can customers expect to see the new Envision at dealerships? How many more postponements can we expect?
Davey e ginn and Jeff G are both correct, for Davey, yes the gorgeous car designs have gone, except for China, their Buick website is so exciting, with the cars we used to have.
For Jeff, sales are doing well, because there is nothing else to buy, these Square shaped sports utility vans, SUVs are selling well, because there is always a market for people who love UGLY vehicles, example, buyers of Renaults, Volvos, Pontiac Aztecs, Volvo always admitted there is always a market for UGLY vehicles, not everyone sees things the same as everyone else.
I think you’re all being a little too hard on Buick. If you want to blame anyone for the crossover lineup, blame the Americans who showed Buick that they want crossovers instead of sedans. Even with Opel, the Regal was a gorgeous car, even the Cascada for a girl if it wasn’t horrendously slow. 3 good sedans that didn’t sell well, vs the crossover lineup that’s besting most of the industry. The Enclave and Envision consistently land in the top 3-5 for luxury crossover sales, beating out Cadillac at this point. The Envista is nice, albeit slow. The redesign for the Envision is gorgeous, and the current Enclave is too. I don’t like what I’ve seen for the redesigned Enclave, but the new Envision wears the new design language very well. I just don’t understand how we went from the Wildcat concept that they absolutely should build to the weird looking Encore GX, but hey, it sells like hotcakes. I just hope we can expect a sedan in the future.
Where are the PHEV’s?
The new Buick lineup looks great in my opinion! I would not buy one because they are way too slow. The last Buick I owned was a 2017 Encore, which was a dog from 0-60, and I couldn’t stand how slow it was. I even opted for the upgraded engine in mine. The Envista looks great, but takes 9.2 seconds to get from zero to sixty mph (worse than the Encore I had). I won’t buy a new car that takes more than 7 seconds to get to 60, as that seems tolerable (not terribly quick, but not unreasonably slow). That’s why GM needs to use hybrid technology to improve both gas mileage and performance at the same time. I understand that the Buick clientele may not prioritize performance, but (IMO) they need to improve performance if they want to attract a younger demographic. I recently bought a Lincoln, so I definitely fit into their target audience.