Buick, the oldest surviving American automaker, is redefining its brand with one of the freshest SUV lineups in North America. With a premium, design-focused approach, the company is aiming to revitalize its image and attract new customers, setting itself apart in an increasingly crowded market.
Buick’s New Lineup: A Bold Step Forward
The transformation of Buick’s lineup began with the 2024 facelifts of the Encore GX and Envision, showcasing a new design language inspired by the 2022 Buick Wildcat EV concept. The introduction of the all-new Envista from China to North America followed in 2024, while the next-generation Enclave flagship SUV is slated for the 2025 model year. Buick’s first electric vehicle (EV) for the U.S. market was also expected to debut this year, although it has been delayed.
Striking a Balance: Luxury Meets Mainstream
Buick’s updated market positioning targets a sweet spot between luxury and mainstream, offering premium features without the full luxury price tag. Seckin Mart, Associate Director of Buick Brand Advertising & Media at General Motors, explained the brand’s strategy in a recent interview.
“We don’t want customers to feel like they have to move up from mainstream or down from luxury,” said Mart. “We want to meet them where they are, and Buick’s offerings are designed to do just that.”
Buick’s new tagline, Exceptional by Design, aligns with this strategy, showcasing a refined brand identity supported by high-quality products. The tagline debuted earlier this year and, according to Mart, has already begun to resonate with consumers. The upcoming ad campaign for the 2025 Buick Enclave will further highlight the SUV’s cutting-edge technology and performance features, reaching consumers via TV, digital, and social media.
Competitive Pricing and Premium Features
The Buick Enclave starts at $46,395 for the base Preferred trim, with the top-tier Avenir model priced at $59,395. The Avenir trim comes equipped with a 30-inch touchscreen, ventilated and massaging seats, a panoramic sunroof, animated lighting, and 22-inch wheels—features that enhance the SUV’s premium appeal. Although the latest generation shifts from a 3.6-liter V6 to a turbocharged 2.5-liter four-cylinder engine, the new model maintains a strong presence in the midsize SUV market.
A Crowded SUV Market: Buick Faces Tough Competition
The SUV segment, where the Enclave competes, has become significantly more crowded. A decade ago, there were only nine competitors; today, that number has risen to 14, including high-performance models from BMW, Mercedes-Benz, and Audi.
Buick’s target market for the Enclave consists of 60% male and 40% female customers, aged 35-55, married, and college-educated, with household incomes between $100,000 and $150,000. The company has sold 89,830 vehicles in North America during the first half of 2024—an 11% increase compared to last year. However, sales of the Enclave dropped to 39,411 units in 2023, a significant decline from its peak of 62,300 units in 2014.
Can Buick Reclaim Its Glory?
AutoForecast Solutions analyst Sam Fiorani believes Buick faces an uphill battle in shaking its “old man’s car” reputation. With only four models in its lineup, the brand is challenged to stand out in a market saturated with small and midsize crossovers.
“Breaking away from the pack has proven extremely difficult,” Fiorani said, noting that while Buick’s designs are fresh, it will take time to see if they can capture the attention of younger buyers and compete against a growing list of rivals.
As Buick continues to roll out its revamped lineup, the brand’s success will depend on whether it can effectively connect with modern consumers who are looking for a blend of luxury, performance, and value.
