Buick, once known for engineering innovation and speed, celebrates its 125th anniversary this year. While it has been a quiet spot in GM’s North American brand strategy, it remains popular in China and offers luxury style at bargain prices. Recent fresh designs have led to a surge in sales, with a more than 60% increase in the US last year, making Buick one of the fastest-growing car brands in America.
The latest iteration of Buick’s eye-catching designs, including the Buick Envista and Encore GX, have been well-received by car shoppers. The sleek Envista, a modified version of the Chevrolet Trax, offers luxury at an affordable price starting at around $23,000. Buick’s new look, previewed by the 2022 Buick Wildcat EV concept car, features a curved front, smooth sides, and slim lights, appealing to a wide range of buyers.
Buick’s new designs have attracted buyers into showrooms, resulting in increased sales of models like the Enclave and Envision, which still sport the older design style. The brands’ head of design, Bob Boniface, notes that the redesigned Enclave and Envision models will feature elements inspired by the Wildcat concept. The fresh designs have created a positive halo effect, with almost 70% of Buick buyers being new to the brand.
Despite being relatively small in size, Buick’s sales figures show positive trends, surpassing Cadillac among GM’s brands in the US market in 2023. The brand’s collaboration with GMC, under the leadership of Duncan Aldred, has led to the success of Buick-branded SUVs. With GMC focusing on trucks and SUVs, Buick has also shifted its lineup to include only SUVs, borrowing sub-brand strategies from GMC to enhance the luxury appeal of its models.
Buick’s Avenir models, which offer slightly more luxurious versions of Buick models, have seen increased sales, making up almost a third of Buick’s total sales. The positive reception of Buick’s new designs and sub-brands has brought in a fresh crop of customers, with the majority of Envista buyers being new to the brand. Overall, Buick’s upward trend and strategic shifts in response to market changes show promise for the brand’s future success.
Looking ahead, the question remains whether Buick can maintain its momentum and positive reception in the highly competitive automotive market. With its focus on fresh designs, affordable luxury, and sub-brands like Avenir, Buick is poised to continue its growth and appeal to a new generation of car buyers. As the brand looks towards the future, it will be interesting to see how it navigates the changing automotive landscape and continues to stay relevant in the industry.
