The small Buick SUV lineup is having a stellar year in the U.S. market, with 2024 projected to set a new sales record at 110,000 units, per an exclusive GM Authority analysis. At 110,000 units, 2024 would mark a significant milestone for the Tri-Shield brand, surpassing the previous annual sales record of 102,402 units set in 2019. The recent surge in sales is driven by strong demand for the new Buick Envista and refreshed Buick Encore GX.
Buick Envista
Based on sales data collected between January and September of the 2024 calendar, the small Buick SUV lineup has sold 83,662 units during the first three quarters of the year, including 44,646 units for the Encore GX, as well as 38,890 units for the Envista.
The recently introduced Buick Envista is one of key drivers in the brand’s sales growth this year. Initially launched in the North American market during the 2023 calendar year, the subcompact SUV has gained significant traction in one of the most competitive segments, and is estimated to contribute 51,000 units to the year-end projection.
Buick Encore GX
Meanwhile, GM refreshed the Encore GX for the 2024 model year following an initial launch for the 2020 model year, introducing a new design, an overhauled cabin and more standard tech features. Although Encore GX sales were impacted by the launch of the all-new Envista, the Encore GX is still on track to contribute an impressive 59,000 units in 2024, solidifying its role as a core model in Buick’s portfolio.
| Year | Encore | Encore GX | Envista | Total | Comments |
|---|---|---|---|---|---|
| 2013 | 31,956 | 31,956 | Encore launch | ||
| 2014 | 48,892 | 48,892 | Encore begins to grow | ||
| 2015 | 67,549 | 67,549 | Encore continues growing | ||
| 2016 | 78,565 | 78,565 | Grows some more… | ||
| 2017 | 88,035 | 88,035 | … and more still… | ||
| 2018 | 93,073 | 93,073 | … and then some more… | ||
| 2019 | 102,402 | 102,402 | Highest year for Encore sales | ||
| 2020 | 41,752 | 44,841 | 86,593 | Encore GX launch, Encore sales drop, COVID starts | |
| 2021 | 20,072 | 71,247 | 91,319 | COVID continues impacting, Encore GX grows | |
| 2022 | 13,718 | 33,348 | 47,066 | COVID impacts some more | |
| 2023 | 5,887 | 64,149 | 13,302 | 83,338 | COVID recovery, Envista launch |
| 2024 (Q1-Q3) | 0 | 44,646 | 38,890 | 83,662 | Envista growing at expense of Encore GX |
| 2024 (projected) | 0 | 59K | 51K | 110K | Projected sales using Jen-Sep 2024 sales rates |
Despite a dour outlook from some critics, the Tri-Shield brand looks on track for quite a bit of success this year. With rising sales and a totally refreshed lineup of vehicles, it’ll be interesting to see where Buick heads next. As always, GM Authority will be there to report the latest as it happens.
Comments
Because many folks have finally come to their senses and are now buying less expensive models. But try finding one on lots. December is decimating supply.
Buick is doing a lot of “Exceptional by Design” tv advertising right now in the Madison, WI TV market. Good to see! Local dealer still has a good supply.
And yet, these numbers pale in comparison to what Buick used to sell. Heck, back in the 90’s, Buick would sell more Century models alone vs. these today.
So compared to more recent years, maybe these CUV’s are up, but Buick is a very long way from where it once was. And with zero sedans or EV’s, Buick is just lost.