This could be a way to introduce a new design language to the brand that is struggling.
Buick, like many other automakers, is currently trying to reinvent itself. It’s not an easy task in any circumstances, especially when you consider that the company is undergoing a paradigm shift towards electric vehicles and crossovers. Buick’s U.S. lineup is very small, with six vehicles (or eight if you include all three Regal variants). None of these are particularly popular so a reboot of the brand is essential. A recent report by CarDesignnews.com discusses the challenges facing Buick. However, the article also mentions that a new coupe crossover has been approved for production.
The new model is unknown, but reports suggest it to be an all-Buick vehicle. The new crossover was seen during a rare visit to GM’s Warren, Michigan design studio. There, the attendees were shown a new concept called the Orange Car. The vehicle is a revolutionary concept that will change how people see Buick. Some of its design cues can be found in the production-approved crossover. That’s at least what the cardesignnews.com report aims to communicate.
We know General Motors invested a substantial $36 million in its Lansing assembly facility. This is where the Chevrolet Traverse, Buick Encore, and other vehicles are built. Mary Barra, GM CEO, spoke at the facility and confirmed that a new crossover was possible. Although rumors had suggested that this might be a badge-engineered Cadillac HTML4 with Buick skin, this latest report indicates that the new crossover is actually brand-new.
Buick’s needs are certain to be urgently addressed. While the company is doing well in China, North America’s numbers are not as encouraging. Sedan sales are clearly down, but even SUVs and crossovers are seeing very small gains, while their competitors are experiencing double-digit growth. However, it could get worse. The Envision crossover by Buick saw the largest drop in all Buick vehicles, with a 26 per cent decrease over the previous year.