Buick Is Failing To Sell Cars
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- เผยแพร่เมื่อ 28 ก.พ. 2023
- Today I talk about why Buick is declining in sales volume and market share!
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Please keep doing these on brands that aren't selling. Its Interesting
the problem with buick is all they make now is 3 generic as fuck suv's they need more brand indentity and offer more than 3 generic suv's that all look the same pretty much they need to offer something besides 3 generic ass suv's and the suv's they have need to set themselves apart more also from themselves and the rest of the industry, IN OTHER WORDS OFFER OTHER TYPES OF VEHICLES BESIDES 3 GENERIC FUCKING SUVS LOL.
The reason Buick is still around, is because of how well they do in the Chinese market. Very profitable.
Perhaps Buick should pare down the lineup (let GMC sell midmarket SUVs) and import some of the long wheelbase Chinese models. LWB would definitely differentiate from Cadillac: Caddy is nice to drive and Buick is nice to be driven in.
They need to give us a 2024 Buick GNX
Exactly!!
I have seen several Envisions next to me at red lights. They are actually very nice looking vehicles.
I bought a Buick Enclave last year for my young family (3 kids). It's awesome. Plenty of room, more space than Pilot/Highlander/Explorer.
Personally I have always been a fan of Buick. I think it’s was just foolish to discontinue every sedan. They could have made something out of the regal/lacrosse!! I drive an 2019 Encore AWD and I am in love with it! They don’t make bad cars, it’s just a branding issue as well as saturation. They probably won’t go for awhile because of China, but we’ll see 👀
Not only is Buick important in the Chinese market, it's important to China that Buick still exists in America since there are already so many China-only brands and buyers there want the perceived authenticity of a "foreign" brand that's presently sold in its' historic home country.
Just to be clear, the only reason why Buick still exist and General Motors did not kill the brand is because they are number one in China and they are so popular in China that we actually import several Buick models that are made in China. Yes, a car available in United States That is built 100% in China
Ben you overlooked the sales numbers for Buick in China 🇨🇳 that’s the very reason Buick still exists…it’s stellar! The envision is made in China and buick also tops reliability scores. I recently looked at an envision and it had 5000 in rebates I asked the salesman How they were doing that in today’s market and he said it’s just because of the sheer numbers that China sells gm is able to pass on the savings to the American buyer as well it was an Avenir and it was fantastic
I still miss Oldsmobile and Pontiac!
For the longest time Buick had that old man stigma with their products. They don't exactly have a product that is cutting edge.
Only old men can afford a Rolls Royce car!😊
Even though Buicks don't sell well in the US , they are GM's biggest seller in China , which is why they haven't stopped making them like they did with Oldsmobile and Pontiac .
All the old timers used to drive Buicks, Lincolns, and Crown Vic's. Now I see them gravitating towards Subaru's. They seem to like the Accent and Forrester models.
Just came from the Buick website, I didn't see any cars all SUV's and Crossovers, very disappointing
I forget that Buick still exists.
Buick forgot cars exists.
That's because it shouldn't
Positioned 'below Cadillac' has long denied the brand clarity.
And they abandoned sedans?
GM should let Buick and Cadillac determine their own course and let them fight it out. Both would benefit from the rivalry.
I think the simple truth is the obvious one, he's right on this, there too many brands under the GM umbrella.
We had a Buick Encore, but when we upgraded, we went with a Mazda CX-5. Buick didn’t have a size much bigger than our Encore aside from the Envision, but it is too expensive for awd models. So Mazda made more sense. I’d like to get Buick again, but they need lower new prices.
In rural areas the Chevrolet dealers are dopping the Buick line because of demands from GMfor them to invest $300,000 in order to sell EV Buicks. It is not worth the investment in areas where a dealer sells less than 50 Buicks per year.
Ultimately, Buick will likely be phased out. However, GM could make one last stab at increasing interest in the brand by making Buick its Affordable Luxury CAR division. This may work because not everyone wants an SUV, and because GMC and Buick are sold at the same dealerships if it comes down to purchasing a Buick SUV or GMC SUV, the likelihood is most of us would choose the GMC equivalent at a similar price point as GMC betterpositioned as a "truck" brand. To give my take some context, GMC was the truck brand for the Pontiac Division when it was still around. GM mindset was that when people went to a Chevrolet store, they could shop both cars and trucks. Hence, they repeated this business concept at Pontiac/GMC dealership. Now that Buick has replaced the Pontiac of this business philosophy, it doesn't work the same when you have two similar SUVs competing against one another because GM made the decision to eliminate cars from the Buick line. Hitherto, Buick, and Cadillac standalone make sales were strong enough not to require a truck division to be sold at the same store. Thus, GM's decision to combine Buick and GMC sales at the same dealerships did not factor in market-shifts and sale strategies with the products they offer, and this is how we come to the market saturation conundrum the gentleman illustrates in this video.
The envision is built in china. This includes the engine and transmission. I was considering one until I figured that out. I'll walk before I buy a chicom vehicle.
Buick needs to make its own designs and not rebadge the vehicles they use.
All GM brands need a big price reduction! I'm not going to buy a Buick or GMC for more money than a Toyota or Honda. If the offered more luxury for less money they would sell way more vehicles!
Good video Ben. Being I like talking about GM and enjoy when you do GM videos, I wanted to explain to you why and what is going on. GM did have too many brands at one point( 2009-2010 time frame). They dropped three of the GM brands ( Oldsmobile, Pontiac and Holden) over time along with Saturn, SAAB, and sold Opel and Vauxhall to Stellantis. GM does not have the globe covered like it once did. They are starting over in Europe and in Australia. The reason why Buick is still here is because of China and sales in China. They are not going to drop Buick in the home market( United States). Many people think Buick should have died and Pontiac should have lived. In theory it makes sense as Pontiac could have been like Dodge is today. Buick in China has the image like Lexus and the sales to show it too. The image it used to have in the United States where they used sell well is there too. In the United States, Buick has an image problem how it is seen by consumers in the United States. People viewed them as the old person's brand. That hurt them. Buick no longer has any models that are unique or different to its brand in the United States. In China, it does as they still sell the LaCrosse and Regal and Verano sedans there along with the suvs/crossovers and a luxury van. It does not help Buick's case in the United States they share the same showroom with GMC. GMC is basically in the same segment as Buick( middle of the market/entry level luxury). Back in the day the GM brands had things that separated them on the market. GM got away from that and are trying to get back to it. The mistakes of the 1980's hurt Buick and GM as a whole. It was too many mouths to feed in the 1990's and 2000's globally. They tried consolidating platforms and cars, but that created similar look a like models across the brands. Ford had the same issue too. This tarnished the image of the brands. Then it did not help that you could no longer tell the difference between the GM brands and their market missions and focus. Buick was trying to be what Cadillac once was. Marketing has been a huge issue at GM too. I think Oldsmobile and Pontiac and Holden should exist, but they do not for a reason because of today's market and society. Think about economies and scale and the money it takes to invest in brands. It does not help that in the United States we live in an suv / crossover world. Then add to that how luxurious trucks and suv's are. Think about it. They are putting features on Chevrolet that Chevrolet did not have in the past( High Country trim). That hurts Buick and competes against GMC Denali. Then you see features on GMC's that rival or surpass Buick. GMC is like what Oldsmobile used to be. They are doing it with trucks and suv's and crossovers. Buick does not have a truck or a large suv. Cadillac and Chevrolet and GMC do. It is all about image, marketing, and market differences in the end. If you want to see Buick in China, just look it up here on You Tube. If you want to see Cadillac there, just look it up. You do know they sell the Cadillac CT6 in China as well. They no longer sell it in the United States. In fact there are more models sold at GM in China than the United States. To make it easy to think about what I said. Go look at a Frito-Lay variety pack in the supermarket. Go look at a Kellogg's cereal variety pack. Take notice of how many brands are in the variety pack. That is what they are trying to do with cars in a way.
Agreed. Like the Mercury brand, the Buick brand is just unnecessary in today's crowded car market.
@@thumperjdm In agreement. I wanted to mention Mercury in what I said as they were in the same situation. You added that so nicely. It is appreciated. Then add to that Volkswagen and Stellantis have a bunch of brands globally, but they manage them all and manage to keep them distinct.
Good info but dam a paper on a comment 😂
The market for “medium priced” brands is gone. And, although I am now “old,” I wouldn’t buy a Buick due to the “old person’s car” stigma
@@karlpiepenburg127 its the car made for you grandpa
I LOVE BUICK!!! Ive owned 2 of them and will buy another one
They should've never discontinued every sedan
This ideology that people have about buick been for old people is very convenient for me, because I looove buick cars, if nobody buy buick they depreciate a lot, so I get to buy a great car for a lot less nice
GM has so many legendary brands like Buick, but I think it’s going to have to retire like Oldsmobile.
As an older person, Buick & Cadillac is seen as an ‘older’ person’s vehicle. The name badge, and the designs, don’t resonate with the younger generations. As the older buyers pass on, there is less buyers who follow these brands.
Maybe other comments already have said this: GM learned it is expensive to shut down brands from their experiences with Pontiac, Oldsmobile and Hummer. Also Buick is very huge in China that is why they kept it around and got rid of Pontiac instead. The cost of keeping it going is less than the cost of paying off all the Buick dealers to get rid of it is how I see it.
I bought a new Envision Avenir three years ago, and like it. I sold my CT6 to buy it. I'm 70 years old, with "health issues" and the CT6 was getting hard to get out of. The Envision is easy to get out of, but doesn't ride as smoothly as I'd like - I owned a 2012 Enclave before the CT6 and it rode much better than BOTH of the other two. I'm looking at the XT6 now, to replace my Envision - I'll have to test drive one and see how they compare. I've had mostly GM cars over the years and had good luck with all of them, as far as reliability.
Everyone I know, including myself, think Buick - cars for old people
Buick Envision is an excellent car. The problem is that overpriced. $42K should be tops for Avenier and not $47K. Same with GMC Terrain. This one is even more overpriced on top of weak engine.
JD power gave the buick envision a rating of 84/100, which is quite good
you should do this but with very high selling brands
I can't remember the last time I saw a Buick commercial. GM spends its ad money on pickups.
They show a ton right now during College Basketball finals on CBS. Their ads are couples under 40 years old acting like a Buick is an amazing orgasim. I am 40. Nobody my age buys a Buick.
Your saying Buicks problem is brand saturation, which is correct. The problem is not about the vehicles Buick has to sell, the problem is about offering something different. Buick is trying to sell the same vehicles as GMC, Chevy, and Cadillac. Why doesn't Buick offer something different? Have some imagination and sell something that looks different. It may then sell well.
"Wouldn't you rather have a Buick?"
I bought an encore gx select in November and I love this car
i always hear how popular the buick brand is in china. I agree with your take on it though. too many brands under GM umbrella.
My local dealer has 15 Buick enclaves. Most are 2022. I was wondering what was going on
i am strongly considering a '23 envision avenir. i didn't realize how good they looked. i was otherwise leaning toward a volvo xc40 or a mercedes glb 250
The U.S. is now a secondary market for Buick. China is their primary market and they have traditionally done very well there. Buick used to be the last step up in GM branding before the final entry to the aspirational Cadillac brand. The old 'GM loyalty' dynamics are no longer there...
Thank you. Sad what's happening to Buick. Had 2018 Regal GS, it was a great car. Then 2 years later Buick killed all non-SUV lineup. I think age of the SUVs i slowly coming to end and Buick with pure SUV lineup 'll be affected by that. More diversification is need. All the bad decisions. Sad.
Clearly the age of the SUV isn't even remotely coming to an end.
I love the Envision in jet black .
That is really well thought out and explained. I agree. The one Buick that appeals to me is the Buick Enclave. Would I get an Enclave over a Chevy Traverse? If money isn’t a factor in my decision then why get a Buick Enclave Avenir when I could just get the Cadillac AT6? This is why the Mercury, Plymouth and Oldsmobile brands don’t exist anymore. The one thing that made Buick a Buick were the giant old man sedans. They don’t exist anymore either.
you should the traverse is meh lol dont ever buy 1
@@EscapeFPsthe problem is, both are outdone by all of the import brands. GM has a genuine problem with how competitive some of their products are
Why should I buy a $34,000 to $45,000 Buick Envision that is built at the GM Jinqiao plant in Beijing, China????
I think it was a mistake for Buick to try to shed the old person car image. Old people have money to buy new cars. There are many other brands that appeal to the younger buyer.
I saw that EV Hummer over there 👀 Do your thing Ben!
Buick sells SUVs and GMC sells SUVs. Buick is known for cars. GMC is known for trucks. Pretty simple answer to me.
They are a nice vehicle and have been a step up for Chevy buyers. But not so much now.
They also came with a 4 year warranty years ago. When they dropped the warranty to 3 years it wasn’t worth the up-charge to go with it.
There's a lot to this. When Chevies, Dodges, and Fords come equipped with leather and all the creature comforts... there is no need for Chryslers, Buicks and Mercuries. In short, the "volume brands" *are what is gone*. Chevy and Ford (and Honda and Toyota) no longer sell small, cheap, entry-level vehicles. Those brands are where the mid-tier USED TO BE. I also think that Buick's sale of mostly Korean and Chinese products has caused an image problem here (for those who are aware).
If Buick wants to earn respect in the US then they need to bring back they're 2 legendary Muscle Cars like the Buick Skylark GSX to compete with the Mustang GT, and the Buick Wildcat as a Muscle Sedan to compete with the likes of the Dodge Charger and Chrysler 300C.
My father brought our family up on Buicks. When GM dropped its sedan lines we left and moved to Chrysler. Now Chrysler is dropping its 300 so we will just drive the used sedan lines with US brands.
Hi nice video, but I think you missed a really big point. For years Buick made reliable sedans (e.g. Lacrosse); a few years ago they got rid of all them. A lot of buyers myself included do NOT want an SUV, so Buick is off my radar list. Ford and Chevrolet made the same mistake. The handed over the sedan market to Toyota and Honda.
I agree with you and I'm buying Buick Ben.
That Envision has an excellent interior, Exterior looks good but the ascetic details get weird, starting with the front the left and right channel openings are faux, no fog light option, power train shifts very smooth but feels a bit lacking when compared to 2.0t GMC Terrain, the roof rails are cosmetic for appearance with no mounting for cross rails, absurd..moving to the rear no visible exhaust but instead a left and right cubby which appears to be an exhaust I imagine. Other than that, excellent
Buick still has an “old person” stigma to it. Younger people who should be buying Buicks are buying GMC because it is not associated with a demographic of people.
Brand saturation is indeed the problem. Buick lost its identity several years ago. If I had been president of GM, I would have pushed Cadillac further upmarket to compete with Mercedes, Aston Martin, Maserati, etc. I would have turned Buick into Lexus/Acura brand and shared car platforms with Cadillac. They could have made well-crafted Cars and SUVs with nice interiors that were bank vault quiet but handled very well. I agree if they aren't going to do anything new with the brand they should kill it. When they killed Pontiac, I had hoped we would see Buick make sport-lux automobiles and compete with Lexus and Acura. They just badge-engineered existing products. The Denali line on GMC is nicer than anything Bucick puts out. When they killed the Regal and LaCrosse I knew the brand was finished for good. I pushed them to make the Buick Velite many years ago to have a halo car. They eventually gave us the gutless Buick Cascadia.
To me Buick needs to make 2 Muscle cars (like the new Skylark GSX Stage 1 455 to compete with the Ford Mustang GT as well as the Dodge Challenger and the Buick Wildcat with the LT1 based 455 V8 to compete with the Dodge Charger and Chrysler 300C, that alone will fill Buick sales easily.
Buick needs to go back to its roots. Make vehicles that are just as if not more comfortable than Cadillac(less sporty) with a very basic (minimalist) yet high quality interior. Buick has a spot but gm keeps trying to make it a jack of all trades type of vehicle. Buicks used to be known for being a rolling lazy boy. No thrills or speed necessarily but mega comfort. Imagine the same recipe that went into the park avenue or lesabre make it into an suv? It would be great
Like you said, too many brands, but also not enough differentiation. Having 4 variations of the same product +all the trim levels is just too much for the consumer to digest. I don't even like the idea of a mid tier. The Japanese model of Core brand + Luxury is easy for anyone to understand.
How much is trucks?
I would have loved a new Buick but the new enclave was nothing but trouble out of the gate and they also dropped the 3800 engine.my Toyota has been extremely reliable.
When they got rid of the sedans, it became just another SUV maker in an already crowded market. There's no reason to buy a Buick SUV over any other, since most SUVs look alike.
No wonder we keep bailing them out.
Chevys and GMC's are too expensive so GM left no room for Buick pricing. Once you get into Audi, BMW and MB pricing well people will get those instead almost every time.
Buick charges a premium for vehicles with weird styling. They used to target retirees...
Now those retirees are over 80...
It's also like they take the rejects from GM's lineup and rebadge them.
The "Encore" for instance starts at $25k but just looks like a rebadged Chevy Sonic Hatch that sold for less than $20k.
Doesn't make much sense.
wonder if those numbers could be adjusted to factor out full size trucks or trucks in general - looking at GMC, Buick and Chevy for just SUV/Crossovers if those numbers are closer. At any rate seems most aren't that interested in Buick - with the new Buick that's really the same as the Trax curious if the have seen an increase.
Hyundai and KIA have risen in status to take a larger share of the market that previously justified Buick’s existence.
You're right about GM. There are too many brands and make way too many similar vehicles. It's not like Dodge/Jeep/Ram.
Buick, go in the way of Pontiac and Oldsmobile
Dump Buick and GMC. And just keep Chevrolet and Cadillac
they do shatre alot of foundations etc
I think Buick should sell the LaCrosse and Regal with the 3800 engine in the USA. It sure can't cost them much to ship them from China so the retail price on them show be low. You can't tell me you can't sell a low priced sedan that most people can afford in the USA. And they should sell unibody pickup trucks like the Honda Ridgeline and all these products should only be sold at Buick dealerships. And maybe sell one or two SUV's but leave most of the SUV sales to Chevy and GMC and a couple hybrids to bring down the corparation mpg.
I liked the 2019 Regal hatch although the transmission might have been troublesome
Buick doesn’t make fun large cars anymore. It’s just badge engineering that gets skipped over.
i liked when Shaq advertised the lacrosse,they need more popular figures driving buicks.
Buick is trying to compete with Rolls Royce without the same price!
Biuck.
With every purchase comes a free subscription to AARP, and a complimentary box of Depends undergarments.
An automotive journalist that shoots thru the locked door on a dealer’s lot. Cmon, Ben.
one of the reasons why Buick might be doing bad is because of the tensions with China & the brand strength ,success or identity having really been in China the Asia pacific region with GM not really been willing to expand Buick to the rest of the pacific region
Good info. Buick has been around since 1908,GM maybe really reluctant to drop Buick, but it may come down to that.??? Lot of customers @ employees could be gone? GM very well could end up as Chevrolet, Cadillac, GMC. ??? Brand saturation, Absolutely.
We have a 2012 Enclave. Rides like you are floating on a cloud, unfortunately it needs a new tranny at 120,000 miles. Will probably get it fixed because everything else on it works fine. I had a 63 Riviera when I was younger. It was a great car and I wish I still had it. Sold it for 800.00 when I was desperate for cash. Dumb move for sure.
Buick needs to bring back some of the cool cars they made in the past and quit making suvs... bring back the grand national, skylark, roadmaster wagon, etc..
Don't forget the GSX 455 Stage 1 as well as the Buick Wildcat.
No wonder they don't sell,too damn expensive, like some other brands!!
In the past Buick has been basically a more luxury version of a Chevrolet. I'm an older generation that when we hear the word Buick, we think of Grandpa's car. A little better marketing on Buicks part may help. Also, with the '23 Envista hitting the lots soon (once again a luxury version of the Chevy Trax), the pricing may draw more sales.
I bought one. It was extremely hard to get a test drive. A lot of them were selling before they even hit the lot and there were not a lot to begin with. Didn't get the color that I wanted and didn't want to wait because I heard a horror story about a dealership accidentally selling the same car to two different people. Yes, it worked out for them but I scare easily. Once I got into the car, I had to have it. I thought it was beautiful. I had been stalking this car for some months, really a few weeks but it felt longer and my husband kind of surprised me and we just went and got it. Super happy. Love my car.
I looked at GMC Acadia. $58,000. I bought a Hyundai Santa Fe calligraphy for $45,000. That’s $13,000 less for a much better car. The Acadia interior is way outdated.
They should try lowering the prices. What a novel idea. Changing the moniker only will not help.
In my opinion, I'm not sure who Buick is targeting with their products besides Hertz, Avis, and Enterprise 🤷🏾♂️
I drive a 2019 Envision. I have owned quite a few vehicles and it is the most comfortable I have owned. People talk about it being built in China but I have had no problems. It was great to get a $8,000 discount. That being said, probably wouldn't buy another due to little or no incentives.
Buick’s haven’t been even remotely interesting in years. They should have kept Pontiac or maybe make Buick at least a sporty line. GM already has Cadillac for luxury, what is Buick supposed to be kinda luxury?
Yeah i think Buick is still has that old folks stigma attached to it plus the prices are little high.
The brand is not aspirational. I'm not sure what it stands for.
They are just re-badged Opels, right?
Buick is not like it used to be , I bought a Honda over a Buick because GM are good for making garbage 🗑️. Period . The quality went down way down and I am absolutely not surprised. I watched auto makers and talked to many people about cars and trucks and know who still makes great cars. Thank you for your video
What about American cars from the 50s, 60s, and early 70s?
Buick is an underrated brand.
Buick is marketed as luxury but it is not Cadillac. Unfortunately because it’s Buick it’s not going anywhere due to the name and prestige to it. Interested to see the future product from Buick as the new Buick badge is launched and the electric concepts are put in production.
Buick was known for sedans, now they don’t even offer one in the states due to the falling segment. If you want a new suv most people don’t typically think Buick. Buick does have a greater presence in China with both sedans and suvs.
Buick, as well as Chrysler were iconic brands that had a following & brand loyalty amongst it's customers, many of which are no longer alive, this new gen knows nothing of the iconic renovations these 2 brands contributed to the automobile industry, their parents & grand parents may remember but surely not this generation. They both need a refresh! Both could use a muscle car or electric car,, find a niche & forfill it my opinion, I don't think China even covets the Buick brand as the did yrs ago. I think they should have kept Pontiac personally....
Pontiac was selling more vehicles in the U.S. market than Buick when it was dropped, but GM had also botched the Pontiac brand from it's glory days in the Sixties and Seventies...
Agreed 100%
I’ve always liked Buicks
not too many badges but too much overlap
Maybe its because of the 3 Cylinder engine and the CVT? Also i want that Jeep lol
Buick makes no sense...
There is Chevy (GM) GMC (GM+) and Cadillac (GM++)
The standard "good, better, best, model...
There simply isn't room in GM's portfolio for Buick.
GM and VW are the only two auto makers with more than "4 brands" in "4 market segments."
Chrysler also has at least 4 brands.
Make more inventory please, stop holding back to play games with the sales price
I believe Buicks pandemic numbers were good is because it was the only cars available. I remember driving by owner gm dealer and he never ran out of Buicks throughout the pandemic. Alot of the time they were the only new vehicles available. Buick was in trouble before the pandemic.
On a side note, The Jeep is no good as a drive and talk vehicle...
Need a Buick version of the Escalade, that’ll sell.
Which would be the same old tired GM nonsense that made them irrelevant in the first place.
@@MercOne well they're still irrelevant today regardless, man
@@CallMeMrStopmotion I think we covered that already.
Since 2019, GM removed the "Buick" name plate from the outside of the remaining vehicles they sell because the Buick name itself is a joke. The only reason I can see for GM keeping Buick is because it sells good in China. GM is still producing the Buick Lacrosse in China. I had a 2006 Lacrosse and I was embarrassed to drive it because it was a Buick. I traded it in for a Chevy Impala.
I am on my third Lucerne but I upgrade the emblems (I use three real metal ones) to "WILDCAT".
So what if Buick became a sedan brand and leave the crossovers and SUVs to the sister brands. Don't know what being an exclusively sedan name does for you but there you go....