Hold On - Envision Ads Are On the Way, Says Buick
Yesterday, we reported that the 2016 Buick Envision crossover, already on sale in the U.S. and Canada, arrived with no marketing to herald its appearance.
That may be true for the early sales period, but with more Envisions now arriving on lots, Buick says the automaker has a slow advertising ramp-up planned for the new model.
The model’s national ad campaign begins at the end of next week, confirmed Buick spokesperson Stuart Fowle, with the launch timed to coincide with the U.S. Open. Of the four new models expected to launch this year, the Envision’s campaign will be the largest, he added.
“This shouldn’t be seen as a quiet launch, but one that makes good business sense and is strategically timed with when our dealers have vehicles to sell,” said Fowle.
The 2016 model year is a brief one for the Envision. Arriving only in uplevel trim, the Chinese-built crossover gets a full range of trims — and a significantly lower base MSRP — when the 2017 model bows this fall.
Because of this, the campaign plans to start small and “get louder” as the 2017 models approach, Fowle said.
The Envision is a big part of the brand’s move away from traditional cars and into the red-hot crossover/SUV market. It first went on sale in China in 2014.
[Image: General Motors]
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What does this one compete with now?
Boycott Envasion.
I do believe that GM has made a good business move with this vehicle. I wonder with the way leasing is being promoted and the increase in lease vehicles this type of product makes sense. Buick has been touted for the slightly "better off" in society, the would be's if they could be types. So, they will want to replace a vehicle relatively often an leasing is a way to do this. This vehicle will suit old farts as well and it's a CUV which will give it a better chance of success. So, the vehicle might have a 10 year life. But who cares if you are leasing the vehicle for two or three years? I do know here in Australia there is a band of "tradies" that buy Great Wall pickups and light trucks. I spoke to several an asked the logic behind their choice of work vehicle. They state why destroy a $35k-$40k Toyota, Ford, Mazda pickup when I can buy a $18k pickup and do the same? The guy with the light truck (Cummins powered forward control) who was landscaping made the same comment. He paid $29k for a truck that can carry 4.5 tonnes, an Izuzu, Canter, Hino equivalent was around $40k plus. If a large group of vehicle owners only want a vehicle for a short period who cares where it's made. It will be reliable enough to last a lease. Even many new brand name vehicles are scrapped often. Try and trade in a 10 year old vehicle when buying a new one. Chances are the car dealer will charge you money to have the vehicle scrapped. The concept of a "throw away" society is quite an American idea. Consumerism driven by perception.
Supposedly, the Chinese are capable of manufacturing goods of any level of quality. All it takes is thorough application of QC metrics and contractually defined specifications to produce a premium good instead of a medication that is actually lead paint covered drywall. Does anyone believe GM is the company that will do what it takes to deliver the highest quality Chinese products possible? Enjoy your toxic, car-shaped placebo.