Buick, a General Motors brand, has seen a decline in sales in China, with just over 500,000 vehicles sold in 2023 compared to a high of over 1.2 million in 2017. Despite this, the company continues to focus on the Chinese market, with new SUV models being introduced. In the United States, however, Buick is experiencing success and attracting new customers. The brand’s loyalty rate is at its highest in nearly 20 years, and it is seeing growth in sales without trade-ins.
The global automotive market is shifting, with Chinese automakers leading in global exports and offering significant tax breaks for EVs. Buick is actively working to design vehicles that appeal to both Chinese and American tastes in order to maintain a presence in these critical markets. The company’s recent product blitz includes the 2024 Buick Envista, part of an 18-month effort to revamp the lineup and appeal to a wider audience. The Envision and Enclave models have been redesigned to incorporate cues from the Wildcat EV concept, aiming for global appeal.
Buick’s new design language, inspired by the Wildcat concept, provides both advantages and disadvantages in different markets. By maintaining a visual identity across its portfolio, Buick aims to reinforce its brand attributes and appeal to a wide range of consumers. The company leverages multiple design studios globally to gather insights and ensure that regional preferences are considered in the design process. The focus on design and luxury value has helped Buick gain visibility among younger consumers and first-time buyers.
Despite challenges in the competitive Chinese market, Buick is determined to stay relevant through innovative design and a balanced approach to meeting consumer needs in both China and the United States. By focusing on a fresh styling direction and expanding its EV and hybrid offerings, Buick aims to attract new, younger buyers and maintain its presence in the two largest auto markets in the world. The company’s commitment to challenging conventional wisdom and finding connections in the automotive industry demonstrates its dedication to remaining competitive and appealing to a diverse audience.
