Buick Encore 75 Percent Revealed Thanks To Infuriating Internet Publicity Campaign

Derek Kreindler
by Derek Kreindler

It wasn’t our intention to inundate you with Buick stories, but sometimes the improbable occurs. Buick has been slowly revealing their new Encore crossover via their Facebook page, and we’ve now been treated to 3 out of 4 photos – enough to discern what the vehicle really looks like ( pretty close to what Ed’s photo revealed).

Based on the Sonic platform, the diminutive Encore frankly looks goofy. Where this figures into Buick’s North American product lineup is anyone’s guess. It’s too small to have any appeal as a premium vehicle in America (would a rapper or reality TV star flaunt that thing? Absolutely not). An educated guess would deduce that the Encore was developed with China in mind, and American sales are a bit of an afterthought.

Regional implications aside, the Encore’s reveal campaign follows the annoying trend of car makers slowly revealing their products online via a set of teaser photos. Blogs love them because the “slow burn” allows them to post a stream of photos which help capitalize on the click-based advertising revenue model, and car makers get a “long tail” of publicity for their product. Sometimes the campaigns are agonizingly long (see: Toyota FT-86) to the point where cynicism-induced burnout occurs, other times they are shorter, like with the Encore. Not that a Buick mini-CUV could muster up the enthusiasm needed to sustain a multi-year launch anyways.

Derek Kreindler
Derek Kreindler

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  • Daveainchina Daveainchina on Jan 04, 2012

    If it's quiet inside, it might do well, depends on the price.

  • Alluster Alluster on Jan 04, 2012

    Though i don't like this car as a Buick, it might end up selling very well. If priced in the $25K range, 35 hwy fuel economy easily achievable with the 1.4L turbo, a great interior, Buick's quiet tuning and Intellilink, they will sell as many as they can make. Crossovers are the new thing now and it will be interesting to see if the Encore creates a new class of its own or will end up like the Crosstour (answer to a question no one asked). Highly doubt conquest sales from Rav-4 and CR-V. This is much smaller and more expensive, catering to a different market.

  • Axual Axual on Jan 04, 2012

    Weak ... yet another soft looking CUV like the RAV4 and CR-V.

    • Alluster Alluster on Jan 04, 2012

      Yup, yet another 'chick' car for women and middle aged soccer moms. Wish Buick had used this opportunity to hit one, right out of the park by bringing out a masculine alternative to the feminine and drab RX 350's, Rav4's and crv's. What we have instead is a me too volume seller, that will soon be lost in the crowded CUV segment. What happened to uniqueness, a sense of identity and non-conformism? I wish Buick grew a pair and tried something radical, infuse style and brash designs that make people take notice. Fire all the designers and hire the guys at Holden hsv to design all future buicks. Those guys know how to design some kick ass cars. http://www.carshowp.com/2010-holden-hsv-gts-e2/ Or how about this CUV? http://www.blogcdn.com/www.autoblog.com/media/2010/12/00-2011-buick-roadmaster-opt.jpg

  • Ixim Ixim on Nov 23, 2012

    RAV4 comparison - price wise, the Encore is similar in price to the RAV4 Limited. BUT a LOT less cargo capacity; and 40hp less hauling the same weight. Too bad - 12 inches longer with more power and I'd buy one.

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