Buick, a brand known in its earliest days for engineering innovation and raw speed, is celebrating its 125th anniversary this year. While it has been a quiet spot in GM’s North American brand strategy, Buick remains popular in China where it outsells its US sales. Offering luxury style at bargain prices, Buick has seen a resurgence in sales in recent years with some fresh designs attracting car shoppers.
Last year, Buick saw a more than 60% increase in sales in the US compared to the previous year. While sales cooled off slightly this year, sales were up again in the first quarter of 2024. Analysts note that Buick is one of the fastest-growing car brands in America, with the Envista being a particularly popular model that sells quickly.
Buick’s latest eye-catching designs have resonated with buyers, with the Envista and the recently redesigned Encore GX drawing customers to showrooms. The fresh designs were influenced by the 2022 Buick Wildcat EV concept car and are set to appear on upcoming models like the Enclave and Envision. The new design language has led to an increase in sales across the Buick lineup.
While Buick’s relatively small size can make its sales figures volatile, the brand’s positive trend lines indicate growth in the US market. Historically, Buick has had ups and downs, but current data shows an upward trajectory. With almost 70% of Buick buyers being new to the brand, GM is attracting a fresh crop of customers who are drawn to the brand’s new design language.
Buick’s place in GM’s North American brand structure has presented challenges, particularly with the shift towards SUVs in the American auto market. Paired with GMC under the leadership of Duncan Aldred, Buick has focused solely on SUVs and has seen success with the Avenir sub-brand, offering slightly more luxurious versions of Buick models. The question remains whether Buick’s positive sales trend will continue in the future.
Overall, Buick’s resurgence in the US market can be attributed to its fresh designs, attracting new customers to the brand. Despite being a quieter spot in GM’s brand portfolio, Buick’s focus on offering luxury style at affordable prices has led to increased sales and a positive outlook for the future. With a strong lineup of SUVs and a growing number of new customers, Buick appears to be on track for continued success in the US auto market.
