#BuickEnvision

Buick is a big deal in China, and it invests heavily in bringing new models to the country. The Buick-China relationship is so strong that the automaker builds vehicles there for import to its home country, the United States. The Envision SUV has long been built at a GM factory in China, and we’re now learning of a facelifted version of the vehicle that will arrive in 2024.

A seldom-mentioned player in the compact crossover arena, the Chinese-built Buick Envision had a complicated introduction to the U.S. market, landing in the middle of the 2016 model year with only pricey uplevel trims in tow.

Buick quickly rectified the problem, adding lower-tier fare and sinking the Envision’s entry price to a more palatable level. Still, the model failed to make a big splash in a hugely competitive segment, with sales peaking in 2017, its first full year on the market. Can this second-generation model make up for a bad first impression?

Around these digital pages, Buick gets a bad rap. Some have negative connotations of Buick as an old person’s car (disclaimer, my paternal grandfather was a Buick man) or hold grudges simply because the brand was continued while Oldsmobile and Pontiac were killed off during the Great Recession (disclaimer, my father was an Oldsmobile man), seems few have good things to say about the division from Flint.

Disclaimer: I hate the theme music from Buick’s TV commercials.

Let’s make a deal, then. Let’s try and ignore the badges on this 2019 Buick Envision for a few minutes. Let’s evaluate this entry-level luxury crossover against the competition, rather than against whatever demons lurk within our collective subconscious.

Pity the poor Buick Envision. As one of the few Chinese-built vehicles sold in America, it earned an unpatriotic stigma upon its arrival. There’s no word on how many UAW workers own one. Meanwhile, the compact crossover launched partway through the 2016 model year with only high-end trims in tow, saddling it with a steep starting price. The entry price has since declined to saner levels.

Just when Buick thought it had righted the Envision ship, the U.S. hiked tariffs on a slew of Chinese goods to 25 percent last July, suddenly making the Envision a less profitable endeavor for the doctor’s car brand. As we learned today, General Motors’ appeal for mercy apparently fell on deaf ears.

We previously reported that General Motors was seeking an exemption from U.S. tariffs that could affect the domestic wellbeing of the Buick Envision, the brand’s Chinese-made utility vehicle positioned between the Encore and Enclave. At the time, GM hadn’t weighed in on if it would pull the model from the United States if it didn’t get a pass into the country.

Since then, General Motors President Dan Ammanm has said the exception is the only way the automaker sees itself being able to continue selling the model in America. The automaker confirmed that the Envision’s domestic sales are insufficient to rationalize U.S. production but noted GM needed the model to have a complete lineup against brands like Audi, Lexus, and Mercedes-Benz.

Mercedes-Benz… Seriously?

General Motors wants an exemption from a 25 percent U.S. tariff for the Buick Envision, the Chinese-made sport utility positioned between the Encore and Enclave. On Thursday, the automaker said it filed the request on July 30th with the U.S. Trade Representative to exclude the model from the prospective Section 301 tariff on products shipped from China.

The Envision hasn’t been a strong seller in the United States. While it managed to move 41,040 units in 2017, this year is not on track to meet that number. Obviously, the model has had some troubles. Early reviews were unfavorable, often accusing the Envision of being a faux luxury vehicle with an overly ambitious price tag. However, the manufacturer has since dropped the price and updated the vehicle for the 2019 model year.

Unfortunately, enough damage was dealt in those first two years to make the new model look less appetizing to customers. It now holds the stigma of an overpriced, Chinese-made compact crossover that falls short just about everywhere. It needs time to rebuild its image after the refresh, and it won’t be able to manage that if it is taxed into oblivion.

Buick had best hope every consumer knows exactly what the tri-shield badge stands for, as the automaker will soon dispense with “Buick” lettering on all of its models.

The dropping of the brand nameplate on Buick vehicles, first confirmed by GM Authority, began with the refreshed-for-2019 Envision crossover. A fluke born of Chinese manufacture? Nope — Buick is going away, in name only.

Last week we brought you a taste of the facelifted 2019 Buick Envision, already on sale in its Chinese homeland. General Motors has now graced us with details on the U.S.-bound model, which should appear this spring wearing the same trims you’re become used to.

While there’s a new transmission and tech content to go with the updated front- and rear-end styling, one feature of the new model stands out: its price. To lure new buyers to the brand (and tempt Encore owners to move up the ladder), Buick is offering the Envision with a new pricing scheme.

“All trim levels have been adjusted toward the heart of the premium compact SUV market,” the automaker said today.

Just how much has a Buick Envision slipped in price in the two years since its introduction? A cool nine grand.

As the first Chinese-built vehicle offered domestically by an American manufacturer, the Buick Envision didn’t do itself any favors by launching as a truncated 2016 model year vehicle available only in uplevel trims. Its entry price shrunk as 2017s arrived, and sales rose accordingly, though not to the levels enjoyed by less-premium compact GM crossovers.

Still, the Envision fulfills a vital role at Buick, and the automaker shows no sign of second thoughts. To keep things fresh, the Envision undergoes a significant refresh for the 2019 model year.

It’s no use continuing with the idealistic notion that North America will reject advances from Chinese-made cars on our shores. The Buick Envision is Fabrique en Chine, as well as the long-wheelbase Volvo S60, and more recently the Volvo S90. Yesterday, Steph Willems reported on a patent filing from the Guangzhou Automobile Company for its largest SUV offering, the GS8.

You don’t have to like the upcoming Chinese onslaught, but it’s necessary to accept it as reality. So, today we’re asking you to twist your mind and wring from it your thoughts on what it would take for a Chinese auto manufacturer to be successful in North America on a large scale.

General Motors apparently believes you’ll pay a genuinely lofty price for the 2017 Buick Envision precisely because it’s a Buick.

A basic 2017 Buick Envision, upgraded with Preferred trim in order to select the $1,850 all-wheel drive system, costs $38,645. That’s correct: the least costly AWD Envision is priced from $38,645. General Motors will sell you a larger, V6-engined, AWD GMC Acadia for only $445 more.

But that’s a GMC. A generic, garden variety, menial GMC. The Envision seeks to mercilessly trample on the Acadia’s blue collar status.

Who would want a spacious GMC when you could own a Buick; a smaller, less powerful, China-made Buick with cloth seats, no sunroof, blank switches at the front of the center console, and no advanced safety gear? Evidently, the person who’s willing to pay a premium for the Buick tri-shield badge. You know, the buyer who places a value on supposed Buick prestige over and above any accompanying equipment that may (or may not) accompany this alleged luxury SUV.

It was to be called the Monza.

GM Europe expected to assemble the Opel Insignia-based SUV, roughly the size of the Ford Edge, right alongside the Opel Insignia at its Rüsselsheim, Germany, assembly plant. Which is in Rüsselsheim.

But development of the so-called Monza was either lost in the shuffle or used as a bargaining chip, depending on whom you ask, when Groupe PSA (Peugeot and Citroën) announced the $2.3-billion purchase of its European brands, Opel and Vauxhall. Now it appears the Monza project is suspended, according to AutoExpress, as PSA decides to “freeze all GM-related projects.”

What’s it mean for Buick?

SAIC Motor, China’s largest state-owned automotive manufacturer, is canceling its plans to export vehicles into North America. Likely fearful of the current administration’s trade proposals, SAIC is blaming President Donald Trump for its hesitation to enter the Western market.

Of course, the Chinese automaker isn’t ruling anything out entirely. Michael Yang, the executive director of SAIC’s international division, explained at the Shanghai motor show that the company might resume its plans for U.S. expansion once trade tensions ease between the two countries. As the Trump administration hasn’t exactly celebrated the idea of imported goods and foreign manufacturing, it could be a long wait. In the meantime, SAIC Motor will be focusing its efforts on the European market.

“Buick revealed its Cascada convertible, an elegant four-seater that will go on sale in the USA in the first quarter of 2016. This marks another example of the two brands’ successful collaboration, which already includes the jointly-developed Buick Encore and Opel Mokka, the Buick Verano and Opel Astra notchback as well as the Buick Regal and Opel Insignia,” proclaimed Opel in January 2016, just ahead of the Cascada’s reveal in Detroit.

One paragraph. Four products that intrinsically link Opel and Buick.

It’s no surprise, then, that General Motors’ possible sale of Opel to Peugeot has those in and out of the RenCen wondering: What of Buick?

Buick is all about China, where the brand claims more than 5 percent market share.

Buick’s achievements in the United States, once storied, are now not nearly so impressive. Buick’s market share in America today is half what it was in 2002, after volume declined in eight of 14 years, tumbling from more than 430,000 sales 14 years ago to 223,055 last year.

This is part of the Buick story we told you yesterday. In touting record global sales as one of the planet’s fastest-growing volume brands, Buick’s General Motors parent company also made clear that the brand is achieving rapidly increased rates of sales because of the Chinese market, even though U.S. sales are declining, albeit marginally.

Following our managing editor’s press of the publish button, we almost immediately heard from Buick.