Doug DeMuro is once again taking aim at GM and Buick, this time predicting that the Tri-Shield brand will “fail” in the U.S. market. DeMuro is best known as an automotive YouTube content creator and the founder of the Cars & Bids auction platform, and previously called out the Buick Encore GX as the second-worst new car on sale today. Now, DeMuro is lambasting the Buick brand as unnecessary and not very compelling.
In a new video post, DeMuro highlights seven car brands which he thinks are doomed to fail sometime in the near future. With regard to Buick specifically, the YouTuber says that it’s simply “not necessary,” explaining how GM’s U.S. brand structure leaves the Tri-Shield brand to “straddle” the line between Chevy, which serves as GM’s mainstream brand, and Cadillac, which serves as GM’s luxury brand. GMC is characterized as offering truck models for non-Chevy GM dealers.
While DeMuro acknowledges that Buick is popular in the Chinese market and should continue to be sold there, he reduces the brand’s U.S. lineup to “a couple of crossovers that are primarily made in China and not really all that compelling.” While it’s a matter of opinion whether or not the lineup is compelling, the “primarily made in China” claim seems like a bit of a stretch, given the only U.S.-spec Buick model made in China is the Envision. Meanwhile, U.S.-spec units of the Envista and Encore GX are produced in South Korea, while the Enclave is produced in Michigan.
“None of them sell and they’re all rental fleet cars,” DeMuro continues, adding that while the brand has undergone a series of overhauls over the years in the hopes of achieving a more youthful image, the desired results have yet to really pan out.
“[Buick models] are just not all that desirable, and the brand is just not all that compelling, and they’ve been trying for so many years to make them compelling and it just doesn’t happen,” DeMuro states.
Rather, the YouTuber suggests that GM roll the U.S. Buick lineup into other existing brands and discontinue the Tri-Shield brand outright here in the States.
Check out DeMuro’s full rant right here:
Do you agree with DeMuro’s appraisal? Do you disagree? Let us know your thoughts in the comments, and as always, make sure to subscribe to GM Authority for more Buick news and around-the-clock GM news coverage.
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I actually agree with him for once. Buick IS boring. Buick was supposedly a "premium" brand, and now it seems useless. Nothing they offer stands out. The last interesting vehicles they had were the regal gs and tour x, and even those were half assed.
All the dislikes from GM fans. But I agree: Doug’s not entirely incorrect. I think the new Envista is helping the brand. I see them a couple of times here and there. But, unlike Doug, I have hope in Buick. They need to make something similar to the wildcat concept.
its funny because i say than as a gm fan. then again you dont need to be a fanboy to figure out that buick is now an afterthought in the gm family.
Doug DeMuro? Who? The same guy who is predicting Alfa Romeo, Chrysler, Fiat, Infiniti, Mitsubishi, and Mini are going?
I usually don't agree with him whatsoever. But this time he's actually accurate. These brand you mentioned are extremely bad at almost every aspect you can think of. There are no reasons for them to gain any success, especially the first three, fiat, Chrysler and Alfa Romeo(I think we can add Jaguar). The ultimate craps.....
Caveat: dead in the US market.
He’s probably not entirely wrong. Watch the video, he has some valid points.
Cadillac may also be set up for extinction.
Not impossible, but I think GM will do more to keep it alive.
IDK Escalade sells like hot cakes, Lyriq/Optiq look great. GM needs at least one premium brand and my vote would be Cadillac over Buick hands down.
Well, there's not much of Mitsu left in the US, Alfa, Chrysler and Fiat are all on borrowed time...I wouldn't say he's not wrong quite yet.
Disagree Doug. My Buick Envision Avenir is pure luxury. My third Buick in the line up. They look good, drive well and haven't had any problems. Not all Japanese and Korean built are any better until you get into the luxury lines at much higher prices. They paying you off Doug?
He's the worst. Absolute worst car reviewer on the internet. Also, someone needs to tell all the people I see driving Envistas these days because they seem to be selling just fine.
Not everyone is a car enthusiast who wants everything to be a performance car. Some people just want cars. And he measures everything against performance cars.
I have a visceral reaction to his voice.
I’m a car enthusiast and I love Buicks. Especially the latest Avenir trims like the Enclave. They aren’t enthusiast cars but they have become stylish, attractive, and super comfortable. I wouldn’t buy one because I want to tear through a racetrack with it but they make phenomenal, comfortable, practical, and downright appealing family vehicles. You can get a homely feeling Buick or a taxicab feeling Toyota.
"homey"
.... just trying to help.
Doug DaMoron !! Not sure who's more quirckier ? Him or most of cars he reviews !
2024 vs 2023 YTD Sales figures (from GMA)
Encore DOWN 8%
Envision DOWN 35%
Enclave DOWN 35%
Encore DOWN 95%
It’s a failing brand. Maybe if they had actually done something like the wildcat.
A few things to note about those sales drops:
Encore DOWN 8% <— I think you are referring to the GX here. Envista is responsible for that small drop.
Envision DOWN 35% <— The refreshed model was delayed this year remember?
Enclave DOWN 35% <— New model coming out. Always a drop at the end of a design cycle where they need to give away the aging model to make room for the new one.
Encore DOWN 95% <— Sans the GX. Uhh yeah. Thats what happens when you discontinue a model. The Chevy Bolt also had a drop like this when they canned it.
So again. By your logic, If Buick is a failing brand then Acura, Volvo, JLR, Infiniti, Alfa Romeo, Lincoln which all sell less must be in dire straits (some like Alfa are genuinely in dire straits). Oh and Audi selling slightly more than Buick in the US (by like 3,000 cars) must also be failing here…
85Zingo: You may be correct, but here's what you are not saying. A lot of the discussion here has been about how badly Buick is being run by GM or whoever. If Buick was being run better, they would have more of the old models while waiting for the new (redesign) to come online. This just shows GM's lack of commitment to the brand. Same with the Bolt. If GM cared, they would have done just like they do with the coveted Silverado where they make the old one in full along side the new one until such time the new one is fully up and selling in full.
But no. They kill the Bolt and then un-kill it but won't have the new one for over a year after the old one stopped. Same with the Buick's. That's the difference.
That's not a Buick problem. That is a General Motors problem. I long said that the logic behind many of their business decisions never fail to leave me scratching my head. The point I was making is the products themselves are selling and the division is holding its own when you compare the numbers to other comparable premium brands. Whether GM is properly managing them is a different story.
I can also argue they are doing a crappy job with Cadillac in that the effort they put into the Lyriq and latest Escalade should have been put into the XT4, XT5, and XT6. Now that they finally did it with the 2nd gen XT5 they don't want to bring this model to the states. And then they wonder why Cadillac can't seem to hit the numbers of Lexus, Audi, and NVM BMW and Mercedes-Benz.
GREAT response to the Buick sales stats being DOWN. I agree with you on the Buick style too. Some people have never even SAT in a Buick.
Buick will fail if it remains under the control of GM's iron fist. It's obvious that GM doesn't care about the brand given how much they neglect it, evident by how there are only 4 models in Buick's lineup compared to the 19 models of Chevrolet, the 10 models of GMC, and the 12 models of Cadillac. GM has the Touch of Death. Numerous brands under their ownership have fallen to ruin or neglected and were eventually eliminated. Oldsmobile, Pontiac, Saturn, Geo, Asüna, Daewoo, and Holden all failed. If Buick broke free from GM and became an independent company, it would probably thrive. What's also harming the brand is its crossover only lineup. They need to bring back sedans, wagons, and coupes like the Roadmaster, LeSabre, Riviera, Park Avenue, and LaCrosse, and maybe bring over the GL8 Century as a premium minivan to compete against the Pacifica, Sienna, and Carnival, and eliminate the Envision, Enclave, Encore GX, and Envista. They should also go back to their roots to appealing to older buyers again as that's where they found most of their success. Each brand has their target demographic, and really shouldn't stray from that. Buick has essentially alienated its demographic as they're now no longer cars desired by older people. Once upon a time, Buicks were fancy cars to be had when reaching a certain age (typically 50s on up to retirement age), now they're snooze fests, with the GL8 Century being the only truly fancy Buick in this day and age.
In China Buick has over 15 models and 4 EVs.
US lineup is what I'm talking about, not its Chinese lineup.
demuro lol. all he states is the obvious. he waits till something is obvious and then declares it and ppl credit him because they know even less than him. absolutely sad. and this is from the guy who cannot change a tire (he has stated as much). hardly a more fake person in automotive commentary (notice i dont say journalism) exists
He really said that? Wow that is a fake car guy if I ever seen one. And here I am complaining about my XT5 not having a spare tire (has that stupid fix-a-flat kit) because I prefer changing the tire out than to waste money on a patching kit that won’t save me if I utterly blow the bejesus out of it.
Envista driver here. Strangers often stop me to compliment my car. They are later surprised when they find out it’s a Buick.
Anecdotally, the redesigned roster is working. Don’t count Buick out just yet.
The Buick brand alone in the US sells more cars than Acura, Volvo, JLR, Infiniti, Alfa Romeo, Lincoln, and only slightly less than Audi. Its really not doing that bad. It was never meant to have the sales numbers of Chevrolet. I think the brand is kept around for more reasons than just to keep it “American” for the Chinese market.
I will agree with almost everything Antares above says, but I don't believe Buick could survive on it's own. They need GM, but then NEED GM to step it up and give them something. Here's what I would add (or alter) from what Antares said.
1. Buick MUST have cars. I don't care if they keep all 4 CUV/SUV's now. In fact, I feel it would be better to keep all 4 of them and add cars to it giving them a total of around 10 models.
2. Easy fix. Take the Malibu and turn it into a proper Buick Regal for now. Give it a proper Buick exterior and interior. Make is even more quiet. Bam!! Added benefit? It gives the Malibu assembly line more work.
3. Give Buick another sedan off the CT5 Cadillac, but slightly bigger. Park Avenue all the way baby.
4. They must bring the Velite (same as the old Chevy Volt) here with the combo of PHEV/EV.
5. Finally, with two ICE sedans and one PHEV-EV, Buick then needs two BEV's. One smaller hatch or shooting brake like wagon and one large 2 door and 4 door EV's.
That would add 6 cars to the 4 CUV's then already have now, giving them 11 models. 6 ICE, 1 PHEV and 3 EV's. Now advertise the daylights out of Buick and watch them grow back to the glory they once were instead of the death wish they now are.
You realize the Malibu has been discontinued right?
The only brand that will continue to have cars in the US is Cadillac.
Although history would agree with that, it's also not confirmed as being killed off, but tends to be coming back as all new the following year and hopefully as EV. But who knows. Leave it to GM to kill off a nice sedan that outsells everything in the GM lineup but the Silverado, Equinox and now Trax. Instead, GM should be eliminating some of the massive CUV/SUV overlap of models that don't sell worth a darn.
But to your point, yes I've read that. It's why I stated that it would give the Malibu line more work and thus reason to keep it going.
Buick is profitable which Doug fails to think about.
Why should GM kill healthy parts? Enclave, Encore and Envista come of shared GM lines. Envision is a cash cow.
Buick US is mismanaged by GM but, according to CR is #6 in quality and JD Power says #3.
Buick could shift down market...play Kia to Chevrolet's
Hyandai, or finally push upmarket to challenge Lexus. Buick could do well in Europe where Chevrolet has a poor reputation.
Cadillac is a failure besides Escalade. A reinvigorated Buick could match Acura and Lincoln.
I can't say if your claim that Buick is profitable is correct or not. I do know that GMA has reported that Buick has the highest incentives in order to move product. Anyhow.....
Buick is absolutely mismanaged. No question there. I would totally say that Buick already competes with Lexus and Acura and Lincoln. The problem however (other than useless Lincoln) is that Buick offers ZERO sedans!!! Both Acura and Lexus smartly do offer sedans. So the fact is that although Buick is every bit as nice as those two brands, they can't fully compete without a complete lineup of vehicles. And that's where Buick is failing severely.
Kia is the same level as Hyundai, you must be stuck in your glory days. Buick couldn’t match Acura or Lincoln, it doesn’t have the cachet.
Buick’s future is in the “white spaces” it referred to years ago—spots like Cascada, Regal Tour X, and Envista. Places competitors have abandoned or neglected. The key to this is flexible architectures by GM and/or JVs domestic or abroad—partnering back with Opel/PSA through Stellantis could help achieve scale.
Batman: Yes, Kia = Hyundai just like Chevy/Ford or Toyota/Honda.
As to Buick "couldn't match Acura or Lincoln"? How's that? In what way? With Lincoln, even the Navigator pig just can't seem to stand toe to toe with the Escalade. Beyond that, Lincoln no longer holds a candle to Cadillac. Buick is certainly in line with Lincoln. As for Acura and Lexus? Acura has kind of become literally the Japanese version of Buick in terms of sales and where they stand. Lexus has watered down the brand so much that they are barely even a fancier version of Toyota any more. Again, very aligned with Buick. If GM would give Buick some love and sedans instead of a bland new Enclave that's nearly identical to the Chevy/GMC versions, then Buick could run with it and do way better. Until such time comes, Buick is destined to what it is now.
Doug DeMuro is a crap journalist. I've blocked him from my feed because he's so bad. If I want to watch garbage, I'd turn on CNN.
Does he give anyone else Quentin Tarantino vibes, or is it just me?