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  • William Maley
    William Maley

    Buick Makes it Official, Verano Disappears in 2017

    It was nice knowing you Verano

    Earlier this month, we reported that the Buick Verano would be leaving at the end of the 2017 model year. This is due to the sales sliding down due in part to the success of crossovers such as the Encore. At the time, General Motors declined to comment on the story. Today, they have made it official.

     

    In a statement provided to Automotive News, General Motors said Verano production would wind down at its Lake Orion plant in October. The model will have an abbreviated 2017 model year. The decision as to why comes down to crossovers.

     

    “When we’re thinking about where we’re investing for the future, with the whole market moving toward SUVs, that’s where we want to put our investment,” said Buick spokesman Stuart Fowle to The Detroit News.

     

    Workers at Lake Orion were notified about the decision on Wednesday. Dealers were told about it during national meetings in Austin, Texas this week.

     

    The writing on the wall for the Verano's departure has been on the wall for a while. Last year, Buick sold 31,886 Veranos while the similarly priced Encore crossover moved 67,549 units. Also, Buick's chief Duncan Aldred said that 70 percent of Buick's sales will be made up of crossovers once the Envision hits dealers.

     

    Source: Automotive News (Subscription Required), The Detroit News


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    I agree with Reg. The size gap between Envision and Enclave is Acadia or XT5 for now. Until Buick dealers say they want a vehicle that size, then maybe you get 4 Buick crossovers.

    Not sure what they can do with the Regal to get sales, other than to name it Camry. I think the Regal will die by 2020.

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    My problem with this move by Buick is that the replacement already exists and is being sold in other countries.  It's not like they needed to design a car for just 32k in sales in the US.  They'll sell 250k of them a year in China and another 75k in the EU. That's 325k of units alone... taking on another 32k for sale in the US doesn't seem like a big deal.  Even if they make them a bit more premium, bump the base price up a bit, and build them in the EU... put the Opel plants to work and use the US plants for other models.

     

    And check out what we'll be missing out on...

     

    This is the 2016 Opel Astra interior... how could that not compete with the A3?

    opel-astra-2016-interior.jpg

     

    audi-a3-tcng-interior.jpg

    • Upvote 1

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    Maybe they have something else in mind. Perhaps the newer Veranos would be priced too close to the Regal replacement. Or maybe they feel the new Cruze has come closer to the new Verano than the separation the two cars had before.

     

    In terms of being a smooth and quiet car, the Cruze is basically tops in segment, and already is right there in smoothness with the A3. And the Cruze can pull off variants such as hatch and larger engine options.

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    Maybe Opel will get shut down in a few years, it doesn't make money.

     

    Maybe the Regal will go down in price to $25,950 base, use the 2.5 liter four, quiet tuned suspension, cloth seats and some faux wood.  Old folks still buy cars too, and they are on a fixed income and might not be able to afford a Lacrosse.  And those old folks probably think a Verano is too small.  

     

    Maybe they will just kill the Regal all together.

     

    The move seems weird, even more so if this is just a stand alone move and the rest of the Buick lineup stays the same.

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    That's just dumb, and FUD, and more dumb as well.

     

    Opel is on the rise, they're coming back to solvency, and they create wonderful cars, and are under-appreciated for the amount of engineering work they have contributed to GM. There are brands/cars that you hope would be shuttered for good - Fiat, Mitsu...some cheap Mercedes cars/suvs...anything coupe crosssover. Opel isn't one of them.

     

    I think the reason is that Buick wants their cars to be more premium, and actually space wise the Regal and Verano were pretty close, because the Regal is a smaller car than the Malibu.

     

    The Regal is coming back, with vengeance I might add, and given how GM is going, I think we can expect it to punch way above its weight for the price. 

     

    Maybe the strategic decision is that sedans are still prevalent, but they're not the de facto anymore,even for smaller economy cars. If someone wants a Buick sedan - why not let it be one that can be optioned far higher, and have better, more powerful engine options, and be more consistent with the brand moving premium? A lot of Lax's are fully loaded, Buick can be the mainstream vehicle based luxury brand of GM, Cadillac can go straight after the upper tier RWD cars...because there RWD matters, and otherwise milk crossovers because people just want the utility above all else, and the Escalade can be milked because it's based loosely off a very mass-market BOF truck. 

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    Buick could blow Lincoln out of the water no sweat if they stuck with "Quiet Luxury". 

    You do realize quiet, luxury and sporting can all go hand in hand. Audi does it well. 

    As for Lincoln a good hard piss could blow Lincoln out of the water. 

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    Look man, they did it right by atleast naming their top car a Continental.

     

    And somehow MT feels the MKX would place higher in a comparo than the XT5. In fact, it was actually more quiet, luxury and sporting..than the Cadillac. 

     

    So there's that.

     

    But the rest is kinda ho-hum, but Lincoln is very viable, and in God China do they trust.

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    My problem with this move by Buick is that the replacement already exists and is being sold in other countries.  It's not like they needed to design a car for just 32k in sales in the US.  They'll sell 250k of them a year in China and another 75k in the EU. That's 325k of units alone... taking on another 32k for sale in the US doesn't seem like a big deal.  Even if they make them a bit more premium, bump the base price up a bit, and build them in the EU... put the Opel plants to work and use the US plants for other models.

     

    And check out what we'll be missing out on...

     

    This is the 2016 Opel Astra interior... how could that not compete with the A3?

    opel-astra-2016-interior.jpg

     

    audi-a3-tcng-interior.jpg

     

    I think you will find much more of the Opel coming to Buick as we go. Dropping the Verano does not mean we will not see other cars filling this gap much more effectively. 

    While the Verano did ok it did not change a lot of hearts and minds. Now if they chose to bring the more Opel version here with a hot hatch and other versions they could market it much more effectively. 

     

    I think the simple 4 door sedan was just too much like Chevy. Buick is looking for slots where Cadillac is not and Chevy just can't go easily. Also they will target niche models that sell in greater numbers in Europe and will not be as much a risk here should they fail. 

    Buick is going to go places and do things you have not seen American automakers go and take risk we have not seen GM take in years. They will be much more progressive in their attempts to be different. 

     

    You have to look outside the box here. This GM is not the old GM. This GM is more of the nature what will do a modern Z/28 the right way like they have and again are doing with the new model vs. just adding IROC stickers to a car and calling it upscale. 

     

    The problem of the Verano while it was a better Cruze it really was just a better Cruze and not a car true to it's own nature. 

     

    Buick is going to be more than just another up scales Chevy as they and Pontiac had been. 

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    My problem with this move by Buick is that the replacement already exists and is being sold in other countries.  It's not like they needed to design a car for just 32k in sales in the US.  They'll sell 250k of them a year in China and another 75k in the EU. That's 325k of units alone... taking on another 32k for sale in the US doesn't seem like a big deal.  Even if they make them a bit more premium, bump the base price up a bit, and build them in the EU... put the Opel plants to work and use the US plants for other models.

     

    And check out what we'll be missing out on...

     

    This is the 2016 Opel Astra interior... how could that not compete with the A3?

    opel-astra-2016-interior.jpg

     

    audi-a3-tcng-interior.jpg

     

    yes, hits exactly the nail on the head.  The interior of that is the star, and is perfect for Buick. 

     

    That is why I said maybe Buick is punting here, because the Chinese exterior is so bad, and maybe they felt the Astra by itself did not have enough pizazz.  I doubt they had the resources to provide another body.

     

    And it still comes to money grabbing.  Buick doesn't want to have a product line with thinner margins anymore is the biggest culprit.  Nevermind the fact that product itself would have interest and has been proven to sell.

     

    I mean WOW that interior is lovely.  A base 1.8 and an uplevel 2.0 and its golden.

    Maybe they have something else in mind. Perhaps the newer Veranos would be priced too close to the Regal replacement. Or maybe they feel the new Cruze has come closer to the new Verano than the separation the two cars had before.

     

    In terms of being a smooth and quiet car, the Cruze is basically tops in segment, and already is right there in smoothness with the A3. And the Cruze can pull off variants such as hatch and larger engine options.

     

    but

    its

    STILL JUST A CHEVY

    Edited by regfootball

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    But Chevy's are damn good now man...heck the Chevy Malibu is 1 fine leather covered interior away from being better than a Platinum Ford and anything Buick in the leather department where you still can't get real leather on the dash boards.

     

    Look, it's still just a Chevy kind of thinking that is wrong. There's an Opel car which is also basically the new Spark. What about THAT? Suddenly it's a Buick by definition, right?

     

    But still, I still believe the new Verano would be a great addition....but it's not like Buick won't gain something by actually losing something. As stupid as it sounds, automakers do things that hurt sometimes. Or maybe it'l be mistake and they bring it over anyways.

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    I like that GM wants profit margin but all the things they do sometimes it seems they are more than willing to tank market share anymore. Their crosstown rival Ford will do anything for market share and still are successful.

     

     

    That's not true about Ford. The company has actually lost overall car market share to many car makers, and trucks. And their profits have gone up steadily still. Market share is a stupid metric used by people to point at sales volume in terms of units, NOT Revenues. Look at Ford vs GM revenues. Much closer than would be suggested, given GM typically sells 4 million more light vehicles annually over Ford.

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    Maybe Opel will get shut down in a few years, it doesn't make money.

     

    Maybe the Regal will go down in price to $25,950 base, use the 2.5 liter four, quiet tuned suspension, cloth seats and some faux wood.  Old folks still buy cars too, and they are on a fixed income and might not be able to afford a Lacrosse.  And those old folks probably think a Verano is too small.  

     

    Maybe they will just kill the Regal all together.

     

    The move seems weird, even more so if this is just a stand alone move and the rest of the Buick lineup stays the same.

    Maybe you will stop pulling asinine comments out of your posterior just because this is not about Mercedes.

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    That's just dumb, and FUD, and more dumb as well.

     

    Opel is on the rise, they're coming back to solvency, and they create wonderful cars, and are under-appreciated for the amount of engineering work they have contributed to GM. There are brands/cars that you hope would be shuttered for good - Fiat, Mitsu...some cheap Mercedes cars/suvs...anything coupe crosssover. Opel isn't one of them.

     

    I think the reason is that Buick wants their cars to be more premium, and actually space wise the Regal and Verano were pretty close, because the Regal is a smaller car than the Malibu.

     

    The Regal is coming back, with vengeance I might add, and given how GM is going, I think we can expect it to punch way above its weight for the price. 

     

    Maybe the strategic decision is that sedans are still prevalent, but they're not the de facto anymore,even for smaller economy cars. If someone wants a Buick sedan - why not let it be one that can be optioned far higher, and have better, more powerful engine options, and be more consistent with the brand moving premium? A lot of Lax's are fully loaded, Buick can be the mainstream vehicle based luxury brand of GM, Cadillac can go straight after the upper tier RWD cars...because there RWD matters, and otherwise milk crossovers because people just want the utility above all else, and the Escalade can be milked because it's based loosely off a very mass-market BOF truck. 

    Regal can come back with a vengeance, but no one will buy it.   This is why Hyundai Azera and Chrysler 200 are on the chopping block, the sedan market is just too tough, and if you aren't a volume car like Camry or Accord it is hard to stick around.  Making the Regal more luxurious and more powerful isn't going to help sales, it will hurt sales.  To a majority of buyers, buying a crossover is moving up market and the sedan is the value product.

     

    Cadillac also has no rear drive crossovers, which makes it hard for Cadillac to move their crossovers up market.  They can't increase the price on Cadillac sedans that aren't selling, so they are stuck with Cadillac where they are.

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    And how are the German and Asian luxury sedans faring now? They're victims too, and yet also see them becoming more luxurious, with more power and more expensive. They're down in sales - some losses far bigger than those at Cadillac.

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    What is wrong with being a nicer Chevy?  Buick only needs to sell Chevy Equinox or Malibu level performance, with some extra leather and wood on the inside, and more sound deadening and a soft ride.  If they want the Regal to succeed, it needs to have a base price around $25k, and fully loaded hit $35k.   It also needs all wheel drive optional, since the Malibu doesn't offer it.  That makes the Regal priced like an Encore, but with 197 hp 2.5 liter and more interior room.  Or a 1.6 liter turbo could be used instead.

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    Buick will become more distinctive than ever. The Lax is totally unrecognizable as ever being close to an Impala.

     

    Again... sales are not always a great barometer of success. Yes, the Regal will have to sell. But I think of relative sales...and I think the quite a few of same people who perhaps bought a Verano before, are now ready for an upgrade. A big upgrade.

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    What is wrong with being a nicer Chevy?  Buick only needs to sell Chevy Equinox or Malibu level performance, with some extra leather and wood on the inside, and more sound deadening and a soft ride.  If they want the Regal to succeed, it needs to have a base price around $25k, and fully loaded hit $35k.   It also needs all wheel drive optional, since the Malibu doesn't offer it.  That makes the Regal priced like an Encore, but with 197 hp 2.5 liter and more interior room.  Or a 1.6 liter turbo could be used instead.

    It needs

    It needs

    It needs

    What it needs is virtually nothing you are suggesting.

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    I've said it before...Buick needs to become the American Audi.  FWD based but with AWD available on everything. German premium feelings, but without the pretension of Mercedes and Cadillac. 

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    Audi is cold and calculating though, almost aloof too. I mean, that's what I think of Audi as its character traits of the vehicles.

     

     

    Buick. Honestly, all I think of it (as the younger folk would) is as a brand that had a history, had way of doing things....but it's all obscure, more like a feeling, less like a fact now. So it means they have a golden chance to redefine themselves - but remember their past. Refinement, comfort above all some value.

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    I've said it before...Buick needs to become the American Audi.  FWD based but with AWD available on everything. German premium feelings, but without the pretension of Mercedes and Cadillac. 

    What is wrong with being the American Buick?  Why do they have to be Audi?  Oldsmobile was American, didn't try to copy imports, they had the contemporary stealth bomber theme styling, but they gave you a little more performance than a Chevy, a little better ride and handling.  That was a good formula, even though that brand is dead.  

     

    People buy crossovers in droves for roominess, they like comfort, a smooth ride, some interior space, they like the safety of all wheel drive (or perceived safety).

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    I've said it before...Buick needs to become the American Audi.  FWD based but with AWD available on everything. German premium feelings, but without the pretension of Mercedes and Cadillac. 

    What is wrong with being the American Buick?  Why do they have to be Audi?  Oldsmobile was American, didn't try to copy imports, they had the contemporary stealth bomber theme styling, but they gave you a little more performance than a Chevy, a little better ride and handling.  That was a good formula, even though that brand is dead.  

     

    People buy crossovers in droves for roominess, they like comfort, a smooth ride, some interior space, they like the safety of all wheel drive (or perceived safety).

     

     

    Because of Buick's present connection to Germany. 

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    I like that GM wants profit margin but all the things they do sometimes it seems they are more than willing to tank market share anymore. Their crosstown rival Ford will do anything for market share and still are successful.

     

     

    That's not true about Ford. The company has actually lost overall car market share to many car makers, and trucks. And their profits have gone up steadily still. Market share is a stupid metric used by people to point at sales volume in terms of units, NOT Revenues. Look at Ford vs GM revenues. Much closer than would be suggested, given GM typically sells 4 million more light vehicles annually over Ford.

     

    over time if you cede market share, you cease to become a top player, and you risk being taken over, or becoming an afterthought / irrelevant.  Soon, you begin to have less and less resources to develop new products, you lose technological leadership, etc.

     

    The car that somebody bought from your competition, they could have bought from you.  The other company survives and grows, and you wither on the vine.

     

    The competitiveness of the global automotive market dictates that to remain one of the top dogs, you have to keep your sales up.  There actually is somewhat of a finite pie out there to get a piece of.

    Edited by regfootball

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    What is wrong with being a nicer Chevy?  Buick only needs to sell Chevy Equinox or Malibu level performance, with some extra leather and wood on the inside, and more sound deadening and a soft ride.  If they want the Regal to succeed, it needs to have a base price around $25k, and fully loaded hit $35k.   It also needs all wheel drive optional, since the Malibu doesn't offer it.  That makes the Regal priced like an Encore, but with 197 hp 2.5 liter and more interior room.  Or a 1.6 liter turbo could be used instead.

    if that rotten 2.5 shows up in the Regal, its game over.

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    Nope, that's outmoded thinking. You have to find the most profitable segments that fit your organizational identity and pursue opportunities there. The car business has some razor thin margins in the compact and below segments, with gains in CUV's being more more valuable.

     

    If you're competing in an undesirable segment - you better ensure your competitor tries to woo those customers, as they make your competition weaker. 

     

    There's a whole meta about it.

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