QOTD: What's Buick's Next Niche?
Industry sources tell TTAC that Buick is due for a new niche car in the next couple of years, and it could only be one of two models.
According to our sources, the nameplate will be a low-volume car that is expected to attract someone who might otherwise be interested in a Verano. That narrows it down to two choices: the Adam subcompact, or the Cascada.
The Adam, sold as an Opel in Europe, will also be badged as a Buick for the Chinese market. GM’s new small, turbocharged engine family seems to be a good fit for the car, which was heavily touted at the new engine’s introduction. According to Jalopnik, the Adam would apparently be packaged with a new three-cylinder engine. How that might fit with the Buick brand would be an interesting question, as the Vernao and other cars are often touted as offering a quiet ride and superior NVH characteristics. But having a small car that appeals to younger buys wouldn’t be the worst thing. I never thought the Encore would work, but I was dead wrong.
The other possibility is the Cascada, a four-seat ragtop based on the Verano. While convertibles are hardly the strongest segment, the death of the Chrysler 200 has left a giant void in the market for an American convertible that isn’t a pony car. Believe it or not, consumers (and of course, rental fleets) are interested in a front-drive ragtop that places more emphasis on comfort than speed, and the Cascada could fill that void nicely.
The big question is, what will it be? I’m going to hedge my bets and say…both. I really do believe both products will arrive on our shores first, but the Adam might be the one that gets here first. B&B, time for you to play armchair product planner and make your case for one or the other.
More by Derek Kreindler
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The Cascada is probably too expensive to fill the Chrysler Sebring/LeBaron/200/Whatever niche. The Adam oughta be called the David here. Adam Opel, David Buick - the founders.
Mark Reuss also said a Buick entry "similar to the Porsche Panamera, but better looking" was a good idea. That may be the flavor they shoot for with the mid-size CUV which is in Buick's future, or something else. GM has immense global product development capability with lots of architecture choices for future products. With all of that said, a Buick convertible (Cascada) seems quite likely.