William Maley

Buick News: Buick Makes it Official, Verano Disappears in 2017

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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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 32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

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disappointing.  so many inroads were made with the Verano to younger buyers, brand jumpers, fuel conscious buyers, urban buyers.

 

Buick just would rather mark up CUV's 15k and play with those margins rather than try to sell a nice compact for less margin when gas prices are not as big of thing as they were after the crash.

 

GM prob thinks this opens the door to sell more of the loaded Cruze premiers too.

 

A Chevy still isn't a Buick.

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On the contrary the new Chevy is much closer to the Buick than ever before. Now they are more akin to the difference between Hyundai/Kia - aka platform mates with the same function.

 

The Cruze Premier can function as a real Buick replacement. The downward pressure from conventional makes is present everywhere, and the Buick Verano is going to be another casualty due to it.

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 32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

Because 99.99999% of new car buyers want a CUV.  

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 32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

Because 99.99999% of new car buyers want a CUV.  

 

Yet Buick sold 223,055 auto's in 2015 of which 32,000 were Verano.

 

That means Verano made up 7% of sales.

 

That is still not a number to just throw away in the US market.

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32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

Because 99.99999% of new car buyers want a CUV.

Except for Mercedes buyers right? Or else that just makes it yet another silly number you just pulled out of thin air.

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On the contrary the new Chevy is much closer to the Buick than ever before. Now they are more akin to the difference between Hyundai/Kia - aka platform mates with the same function.

 

The Cruze Premier can function as a real Buick replacement. The downward pressure from conventional makes is present everywhere, and the Buick Verano is going to be another casualty due to it.

you're missing the point.  chevy doesn't have a premium or even middle of the road brand image.  same reason why people buy GMC trucks.  THEY DON'T WANT A CHEVY

 

to me too, the new Cruze is gone Asian in its look.  Doesn't look AMURCHAN anymore.  A new Verano would be a nice choice to have something that doesn't look Asian.

 

Once gas prices go back up, Buick will be wishing they had a new Verano in the showrooms.

 

But true is the fact that new Regal should have much better fuel economy.  Buick better keep Regal prices lower to cover that ground that the Verano leaves open.

 

Buick's basically saying poo poo to the younger demographic with this too.  Any progress they made in lowering their geriatric buying base will start to reverse.  

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 32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

Because 99.99999% of new car buyers want a CUV.  

 

Yet Buick sold 223,055 auto's in 2015 of which 32,000 were Verano.

 

That means Verano made up 7% if sales.

 

That is still not a number to just throw away in the US market.

 

check your math that 7% is wrong

 

14.3% which is roughly 1 of every 7.  If buick had 7 models, then it would be pulling its weight.

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 32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

Because 99.99999% of new car buyers want a CUV.  

 

Yet Buick sold 223,055 auto's in 2015 of which 32,000 were Verano.

 

That means Verano made up 7% if sales.

 

That is still not a number to just throw away in the US market.

 

I wish there were more sedans, but the car makers have found profits in CUVs, they are pushing all wheel drive a a necessity, and buyers have to get a CUV or Subaru to get awd, and the buyers want more space, so they get a CUV.   Unfortunately there aren't enough people that value performance or driving dynamics, the sheeple want a crossover.

 

And how long does the Regal last?  It sells worse than the Verano, probably has slim margins with the discounts they have to offer to move them.  

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Simply put-sedans are disappearing fast. I'm betting even the might civic is going to lose sales to it's newer CUvs...

 

The writing is on the wall for small cars....so in Buick's case, in makes sense.

 

Pretty sure the Regal is next.....

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 32K cars is nothing to sneeze at, why not a mild inexpensive upgrade of interior and keep selling it for those that do not want a CUV?

Because 99.99999% of new car buyers want a CUV.  

 

Yet Buick sold 223,055 auto's in 2015 of which 32,000 were Verano.

 

That means Verano made up 7% if sales.

 

That is still not a number to just throw away in the US market.

 

I wish there were more sedans, but the car makers have found profits in CUVs, they are pushing all wheel drive a a necessity, and buyers have to get a CUV or Subaru to get awd, and the buyers want more space, so they get a CUV.   Unfortunately there aren't enough people that value performance or driving dynamics, the sheeple want a crossover.

 

And how long does the Regal last?  It sells worse than the Verano, probably has slim margins with the discounts they have to offer to move them.  

 

well, the next Regal survives because it will be a Buick Malibu, still get good mpg, and it can sell for higher price than a Verano.  Has more room too.

 

LaCrosse is grandpas buick.  Regal will be mom and dad of college age kids Buick.

 

no Buicks for the pups.

 

Subaru.....coworker i sit next to picked up his brand new Impreza crosstek today (stick).  NFW he would have gotten an Encore.  He could at least afford the Impreza.

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Simply put-sedans are disappearing fast. I'm betting even the might civic is going to lose sales to it's newer CUvs...

 

The writing is on the wall for small cars....so in Buick's case, in makes sense.

 

Pretty sure the Regal is next.....

new Civic sales are on fire.  They are selling like hotcakes around here.

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Simply put-sedans are disappearing fast. I'm betting even the might civic is going to lose sales to it's newer CUvs...

 

The writing is on the wall for small cars....so in Buick's case, in makes sense.

 

Pretty sure the Regal is next.....

new Civic sales are on fire.  They are selling like hotcakes around here.

 

Just saw my first civic in the wild and I have to say it is every bit as Ugly as the pictures. Yet it will sell to the existing civic sheeple as they are brainwashed on Honda and the image/quality of honda no different than SMK on his MB Kool Aid.

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The Civic has a solid following and long history, and it also has a younger person's appeal and buyers that want a sporty look can choose the Civic coupe.  Honda also only makes 2 sedans, but 3 crossovers, plus the Ridgeline is like a Crossover pickup, and the Fit is more of a hatchback car, and they have a van.   Overall some sedans will get dropped, but Honda will do fine with theirs since they only have 2 to pick from.

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Sedan sales are stuggling in all brands. 

As for 32K units that is not even enough to pay attention at this price point. Volume at this price point is key. Generally they would want 75K and up.. Some models like The Cruze twice that or more. 

Even the Camaro is expected to reach at least 100K units anymore or it is a disappointment to GM.

 

The Buicks issue was it did not sell as well as it needed to. It also was too close in size and price to the Regal that was well worth the price difference. I believe Buick is being targeted to do bigger and better things. We will see more special models that sell globally that can hold the lower volumes. We may see more of the Opel performance models and special models that are hard to price higher at Chevy.

 

GM really had too much overlap here and the Regal, New Malibu and Cruze just took too much of this segment.

 

Also Buick is still earning it's way and still has work to do to compete with any of the greater names in this segment. They will need to continue to let the larger more expensive models earn the rep and then retry the smaller cars later when they have improved the image even more.

The only two sedans that get somewhat a free pass are the The Toyota and Honda. They get the benefit of happy owners returning. Even with them many are defecting to the CUV from these two brands. Utility and space is what it is all about anymore. My wife defected just for those two reasons. 

 

The segment also is a challenge for sedans now with the BU and Fusion with two very competitive models  

 

I expect some surprises here with Buick with some odd Euro centric things like Wagons, 3 and 5 door hatch models. AWD and more performance. Buick talks of white space and that I do not see in their SUV and CUV models but the cars need to be what Chevy and Cadillac are not. Buick can be what Pontiac always aspired to be a true affordable Euro Sporting Machine. The burden of high volume will  be off anything they share with Opel and Holden. They can take risk and target things not on anyone radar. 

 

Besides after seeing the version in China let face it how many here feel better it is not coming here. I for one feel better it is not here. It just did not go far enough to change the perceived image here of Buick. 

Edited by hyperv6
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So the plan is to dump "Quiet Luxury"  and make Buick a Euro Sport car brand?   That doesn't seem to make sense.

 

If the Verano didn't meet sales targets, good luck on a Regal Wagon or turning an Astra or Cruze into a Buick Hot Hatch.   Wagons just don't sell, Hot Hatchback is a very small segment in the USA, even though it is a practical body style.

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

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So the plan is to dump "Quiet Luxury"  and make Buick a Euro Sport car brand?   That doesn't seem to make sense.

 

If the Verano didn't meet sales targets, good luck on a Regal Wagon or turning an Astra or Cruze into a Buick Hot Hatch.   Wagons just don't sell, Hot Hatchback is a very small segment in the USA, even though it is a practical body style.

What is wrong with niche segments? Mercedes is not the only one who can pull that off (looking at you AMG and E Class Wagon). You realize that right?

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So the plan is to dump "Quiet Luxury"  and make Buick a Euro Sport car brand?   That doesn't seem to make sense.

 

If the Verano didn't meet sales targets, good luck on a Regal Wagon or turning an Astra or Cruze into a Buick Hot Hatch.   Wagons just don't sell, Hot Hatchback is a very small segment in the USA, even though it is a practical body style.

What is wrong with niche segments? Mercedes is not the only one who can pull that off (looking at you AMG and E Class Wagon). You realize that right?

 

Nothing is wrong with a Niche segment.  But if your brand is built on "quiet luxury" you don't try to sell a hot hatch with a high revving turbo 4.  That would be like Mini saying they want to introduce a full size sedan with a bench seat, so they can exploit a niche.    There should be a Cruze RS hatch to compete with the Focus and Golf.  

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So the plan is to dump "Quiet Luxury"  and make Buick a Euro Sport car brand?   That doesn't seem to make sense.

 

If the Verano didn't meet sales targets, good luck on a Regal Wagon or turning an Astra or Cruze into a Buick Hot Hatch.   Wagons just don't sell, Hot Hatchback is a very small segment in the USA, even though it is a practical body style.

What is wrong with niche segments? Mercedes is not the only one who can pull that off (looking at you AMG and E Class Wagon). You realize that right?

Nothing is wrong with a Niche segment.  But if your brand is built on "quiet luxury" you don't try to sell a hot hatch with a high revving turbo 4.  That would be like Mini saying they want to introduce a full size sedan with a bench seat, so they can exploit a niche.    There should be a Cruze RS hatch to compete with the Focus and Golf.

You keep throwing that term around like it is supposed to mean that Buick has no other options. It would not hurt their branding one damn bit to do just that (in regards to a hot hatch for example). Me? Just give me a pure GNX replacement, two door only please.

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it really is cherry picking to say Buick can live without 40,000 Veranos but then will import an ancient convertible that will not sell that many over the same length of run.  It's easy to talk margins on those but the Cascada will end up just like the Sebring convertible selling for 6-8 or more grand off sticker just to push units.  So how is that making profit.

 

You gotta keep the Verano as a brand entry car, to keep urban and the younger demographic happy, and to be readily available when gas goes up to 5 bucks.  Cruze is never going to be an aspirational car and can't plug that hole itself.  Chevy might be able to sell a surprising number of 29 thousand dollar Cruze Premiers at launch but by year 3 when rental lots are flooded with leather equipped Cruzes like they have been the last 2-3 years, GM won't be making anymore money and keeping transaction prices up off those either.

 

So that's fine to consider the Regal being the bottom end of the lineup, that only works if the base model is priced at say 27 or 28 grand.  A 2LT 2.0 Malibu is around 29,500 so to be within striking distance of that, lower, may be forgivable.  But I sure hope Buick and GM doesn't figure that the new Regal is going to pick up all of the volume of the Verano.  It won't.

 

This ridiculous Regal TourX wagon that is apparently coming, good luck with that; they might sell 2,000 of those...unless it surprises and is dead sexy.  I mean, what the hell is Buick trying to be anymore?  Their styling is becoming a hodge podge and divergent, ( and not at all American in any way).  What does Buick stand for?  They tempted with the sexy Avenir and Avista and pulled the rug out from under that exercise.  As blu said, quiet luxury would be a great commonality, but that just doesn't seem a given yet.

 

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.

 

New LaCrosse, while geriatric looking is a nice new addition.  Now it seems like we have been waiting forever for the Regal (they should call it Insignia now) to be replaced.  And now they are going to try to make a Volvo or Subaru like wagon out of it.  We have 'sport packages' too, wtf.  Just darker wheels......  

 

If you want to get to brass tacks I think the chinese Verano is horrible looking, and the Astra was judged to plain, and i think Buick just didn't have resources to reskin the car.  They said 'ck it, gas is 2.29 a gallon, let's wait'.

 

I want for the new Envision to do well, but after checking out and sitting in a new Mazda CX-9 signature for 45 grand, and it feels more expensive that that, gives you so much for the money, I don't see how Buick can peddle any Envisions with that same 45k sticker.

 

I don't think Buick should go off in any sort of performance division.  Chevy may have to create a more defined performance division for marketing low volume performance vehicles (like the SS, or say, a Cruze 2.0, or an Impala V sport equivalent).  I think performance image would resonate with many more people if that were developed for Chevrolet and not some strange concoction from Buick.

 

Encore even with a refresh is going to see volume drops....its size will need to be increased in the next gen.  Envision - Enclave has a huge size gap.  Buick should look to fill that.

Edited by regfootball
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