In this world, there are marketing successes and marketing failures. When advertising agencies put their heads together to market a product, it’s never a sure thing. Sometimes the best idea can go horribly awry and the product flops as a result of a faulty advertising campaign. More often than not, brands go back to the drawing board and try to figure out a new way to market the product before it becomes obsolete or unnecessary. Clearly, this was the case with the Buick line of vehicles, as their recent marketing efforts are knocking it out of the park.
Barely recognizable with an all new lineup, save the Regal, and much more compact and streamlined vehicles, Buick is appealing to new audiences every day. With their amazing advertising campaign they’re not trying to shy away from the fact that they completely revamped their line. In fact, they’re making every effort to draw attention to it, pointing out that their most recent vehicles aren’t the Buicks of yesteryear. As the years have passed with Buick’s new sales push to a younger audience, the vehicles are still adapting to what the people want from a new car or SUV.
Take the new Buick Enclave, for example. When the mid-sized SUV released to the market, it was gigantic. It had all the luxurious appointments that people have come to expect from Buick, but it also closely resembled what Buick has been trying to get away from with their newest designs. However, despite its cumbersome appearance in the very beginning of the first generation, sales were pretty incredible. The Enclave, manufactured to replace all of Buick’s other SUVs and the minivan, was what the people were looking. It was heralded for being, not only, one of the most spacious vehicles on the market, but also one of the quietest.
Sales for the Enclave continued to be very impressive, and soon demand for the vehicle outweighed the workforce. This forced executives at GM to add shifts to their Delta Township manufacturing location. While traditionally most Buick vehicles have only been available for sale in the United States and Canada, the Enclave was recently offered in China and Mexico, thus expanding the increasingly popular Buick brand. Typically, a vehicle will see a moderate spike in sales and then they begin to drop off, but the Enclave has been holding steadily with sales doubling between 2007 when it debuted and 2014.
The Enclave was given a small facelift in 2013, thus making a bit more streamlined than the previous version, but it still largely looked rather bulbous. This wasn’t a small vehicle by any stretch of the imagination, which can be expected, but drivers also expressed issues with the Enclave’s transmission. With the 2013 upgrade, Buick corrected the transmission problems and sales picked up even more. However, many drivers were still chomping at the bit for the second generation of this popular SUV and many were concerned that Buick had waited too long to release the newest model.
At the 2017 New York Auto Show, Buick showed the world what they’d been waiting for; a gorgeous new Enclave, fresh for 2018. It was a great deal more aerodynamic than the previous version and promised to deliver everything people want in a brand new car. With this launch, the Enclave began to compete in a higher market, aligning with the likes of Volvo, Infiniti, and Acura thus securing its spot as a luxury vehicle.
The new Enclave is offered in a base model that features all of what drivers have come to expect from the brand; approachable luxury. However, with this model, they’re offering a step up with the Enclave Avenir. The Avenir will be for the drivers who appreciate Buick’s luxury but want to push it one step further with even more luxurious appointments and special touches. The 2018 Enclave will be driving into dealerships in Fall of 2017, with a starting price of just under $40K.
Buick didn’t use to be the brand that other brands looked to for a trend-setting experience but that’s all changing as Buick keeps upgrading their line and making things better. This is definitely not your mother’s Buick vehicle.