Hurry Up, Envision: Encore Isn't Quite Able To Carry Buick On Its Back

Timothy Cain
by Timothy Cain

What is Buick in America without the Encore, the automaker’s most disparaged product on these pages?

Buick reported 16,114 LaCrosse, Regal, Verano, and Enclave sales in February 2014, a figure which fell 22% in February 2015, when the aging products were, quite obviously, one year older.

Year-to-date volume of non-Encore Buicks tumbled 20% through the first two months of 2015, a loss of 5441 sales across four nameplates.

So far this year, LaCrosse sales are down 17%. Regal volume is off by 32%. Sales of the Verano are down 18%. The Enclave is off last year’s two-month pace by 19%.

Yet the Encore, beginning its third full year, continues to thrive. One year ago at this time, Encore sales were up 179% compared with the launch period in early 2013. This year, January volume jumped 46% and February sales shot up 60%.

Through two months, Encore sales are up 54%, an improvement of more than 2900 units. The Encore, an entry-level saviour for Buick dealers at the moment, represents 28% of Buick’s volume. (Buick’s two utilities are outselling Buick’s three cars by 1035 units in early 2015.)

The current Regal went on sale in the first half of 2010 and saw its role sorely diminished by the Verano’s arrival at the end of 2011. The LaCrosse, though refreshed for MY2014, was first sold for MY2010. 2015 marks the Enclave’s ninth year of availability.

The necessity of new products aside, can Buick continue to sell its freshest product, the Encore, at a rate of 4100 units per month with new competitors rising up from every corner of the industry? While it seems unlikely that the Encore can persistently add volume at the prodigious rates it has routinely achieved thus far, the increased appetite among new car buyers for this very type of vehicle should produce further Encore health.

Of course, Buick does need other products to step in and help out, because even the Encore’s rate of expansion hasn’t produced overall health for Buick over the last two months. Encore-inclusive Buick brand sales are down 8% through the first two months of 2015.

With America’s car market failing to grow at anything like the pace of the overall new vehicle market, don’t expect revamped LaCrosses, Regals, or Veranos to do the trick, either. Don’t assume the Cascada will be a volume player. And don’t expect a production Avenir to drop out of the sky in the near future. No, like so many automakers, the Encore and Enclave will need help from yet another crossover: the Envision.

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures.

Timothy Cain
Timothy Cain

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  • Amripley Amripley on Mar 14, 2015

    My aunt and uncle bought a new Enclave in 2013. They wanted something smaller, but were unimpressed by the Equinox/Terrain and found the Escape too small. They're looking to replace the Enclave this year, and the Envision's exactly what they need.

  • Carlsberg1966 Carlsberg1966 on Mar 14, 2015

    Matt3319, I bought a 14 certified GS AWD with 3700 miles on it for $30,500, and it has a better warranty via CPO than a new one. I am very impressed with the car so far. It is very striking looking, well equipped, with nice fit and finish inside and out. Its no bruiser on the road, but plenty fast, quiet and comfortable. I agree Buick needs to find its way, and really its to find out why it exists in the first place. At least here, it exists for China.

  • ToolGuy This might be a good option for my spouse when it becomes available -- thought about reserving one but the $500 deposit is a little too serious. Oh sorry, that was the Volvo EX30, not the Mustang. Is Volvo part of Ford? Is the Mustang an EV? I'm so confused.
  • Mikey My late wife loved Mustangs ..We alway rented one while travelling . GM blood vetoed me purchasing one . 3 years after retirement bought an 08 rag top, followed by a 15 EB Hard top, In 18 i bought a low low mileage 05 GT rag with a stick.. The car had not been properly stored. That led to rodent issues !! Electrical nightmare. Lots of bucks !! The stick wasn't kind to my aging knees.. The 05 went to a long term dedicated Mustang guy. He loves it .. Today my garage tenant is a sweet 19 Camaro RS rag 6yl Auto. I just might take it out of hibernation this weekend. The Mustang will always hold a place in my heart.. Kudos to Ford for keeping it alive . I refuse to refer to the fake one by that storied name .
  • Ajla On the Mach-E, I still don't like it but my understanding is that it helps allow Ford to continue offering a V8 in the Mustang and F-150. Considering Dodge and Ram jumped off a cliff into 6-cylinder land there's probably some credibility to that story.
  • Ajla If I was Ford I would just troll Stellantis at all times.
  • Ronin It's one thing to stay tried and true to loyal past customers; you'll ensure a stream of revenue from your installed base- maybe every several years or so.It's another to attract net-new customers, who are dazzled by so many other attractive offerings that have more cargo capacity than that high-floored 4-Runner bed, and are not so scrunched in scrunchy front seats.Like with the FJ Cruiser: don't bother to update it, thereby saving money while explaining customers like it that way, all the way into oblivion. Not recognizing some customers like to actually have right rear visibility in their SUVs.
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