How The Buick Envista Marks The End Of An Era For The American Luxury Brand

Buick, a well-known American luxury brand, has taken steps toward the future that may very well bring an end to the iconic brand’s luxury heritage. Though it may not be a bad thing. Many modern brands have taken steps toward affordability, accessibility, and mainstream design. Other luxury brands, including Cadillac, Mercedes-Benz, and Audi, have stood firm in their belief in luxury over everything.

That said, it’s not always a profitable venture to double down on exclusivity. Buick may be realizing this fact, as they make internal adjustments to see that their brand stays above water. Cadillac, another American luxury vehicle manufacturer, has experienced a decrease in sales and profitability due in part to its exclusivity. The 2024 Buick Envista, with its low price in mainstream design, seems to aim at a larger part of the market, effectively dropping the barriers of exclusivity surrounding the brand.

With the bigger picture in mind, Buick may leave the old luxury ways behind. This could spark a renaissance within the American luxury landscape, that is if it turns out to be successful. Let’s take a look.

The Envista Is Buick’s Answer To The Chevy Trax And Mazda CX-30

While this may not be a new trend, Buick’s diving headfirst into the mainstream automotive market may signify a strong confidence in their ability to capture the automotive market at large. We see hints of this sentiment in Buick’s promotional content over the past decade or so, with many asking the question: “Is that a Buick?”. It seems Buick has sparked many average buyers’ interest with their new identity that aims to appeal to the, well… average buyer.

Known for their luxury, Buick puts a great deal of attention to design, premium materials and components, and overall upscale quality in every one of their vehicles. While this may have been a great way to distinguish the brand, it ultimately narrows its audience to those who can afford or are even interested in a luxury vehicle. Today’s buyers don’t put a great deal of effort into finding a premium vehicle. Instead, many modern buyers are budget-minded, looking for ways to maximize their Dollar.

The 2024 Envista Tones It Down To Blend In

As far as performance and excitement go, the Envista isn’t the pinnacle, though it doesn’t aim to be. The 2024 Buick Envista line-up is powered by a single power option, transmission, and driveline. The standard 1.2-liter turbocharged inline 3-cylinder pumps out a very relaxed 137 horsepower and 162 pound-feet of torque. The Envista displays ample ability to carriage around town comfortably, though it’s not breaking any land-speed record any time soon.

Related

10 Best Small SUV Under $50,000

From mainstream models to compact luxury SUVs, here are our top choices for new compact crossovers that won’t break the bank in 2023

2024 Buick Envista Specs

(Source: Buick)

The turbo three sends power to the front wheel via a six-speed automatic transmission, which is standard across all trims. The main gripe among those that have driven the Envista is that there is no AWD option, and there is no available power upgrade. While not a total deal-breaker, Buick could likely have piqued a bit more interest had they included more powertrain and drivetrain options. Though it’s important to remember, the Envista aims to keep a low price point, and adding extra options is sure to drive that sticker up.

The 2024 Envista aims to set the standard and outshine economic opponents by providing a user-friendly model that appeals to a wider audience while raising the standard of quality in the otherwise “bargain” market. This could prove to be a huge boon for Buick, as, though many modern buyers are bargain-minded, they still prefer nice things. Buick expertly interprets that in the Envista by implementing higher-than-bargain materials that resemble the finer things in life without breaking the bank.

Its materials and appearance don’t qualify the Envista to compete with the Mercedes and BMW crossovers, though it does allow it to stand out next to the rest of the sub-$25,000 SUV models. Which is what Buick is hoping will increase its appeal and overall brand popularity. This is a big step back from their norm, considering that, in the past, Buick has competed at the level of Cadillac and Audi. So, lowering their internal standards to appeal to a totally different market is a major shift for the long-time luxury proprietor.

Cadillac’s Struggles Could Be Buick’s Inspiration For Shifting Gears

As stated before, Cadillac hasn’t had the most success of late, excluding the all-electric Lyriq’s impressive performance in the first quarter of 2024. This is due to various factors, including a lack of brand direction, exclusivity, and dated design. Regardless, Buick wants to ensure a prosperous future by learning from the mistakes, or inaction, of their fellow General Motors brand mates, and taking the plunge into the mainstream market with confidence.

While on the subject of recent sales success, Buick has shown a spike in sales regarding their 2024 Encore GX. The entry-level 2024 Buick Encore GX starts at $25,600 MSRP, about half the cost of other luxury SUVs, including the Audi Q7 and Volvo XC90. This could also be an inspiration to flesh out the mainstream Buick line.

Related

Here’s Why This Overlooked Compact Luxury SUV Should Be On Your Radar

In a segment that seemingly offers plenty of choice, here’s why the Buick Envision Avenir stands out as an underrated small luxury SUV

The 2024 Envista Comes Loaded With Standard Comforts And Features

Even though the Envista is to compete with the lower-priced models, Buick saw no reason to lower the quality and design. Stepping into the 2024 Envista, it becomes clear that, at the very least, this crossover comes from money. The look and feel of an up-scale cabin comes from decades of appealing to the luxury and mid-luxury markets. Buick is effectively implementing the knowledge gained from the luxury arena in their mainstream models. This is a big selling point for all of Buick’s vehicles, including their newly added budget-friendly ones.

That said, the Envista is in no way competitive with the $50,000-and-up SUVs, as the quality difference becomes apparent upon closer inspection. However, in the class it has set its sights on, it has the potential to shine brightly. The Envista’s potential increases when we consider its sophisticated pomp comes in at a low price point, considering many budget crossovers and SUVs suffer drastic price hikes to achieve any level of luxury.

Interior Tech And Features Exude Refinement And Class

The first thing one notices when observing the cabin is the unique digital cluster and touchscreen display setup. Both displays share a large glass panel on which they relay information and entertainment. The display is standard across all trims, with the digital cluster measuring 8 inches and the touchscreen display measuring 11.0 inches. The shape and placement of the shared display screens provide the cabin with a sleek, contemporary feel that is immediately eye-catching.

As far as materials appointments, the Envista offers the choice between cloth, leatherette, and premium leather-trimmed upholstery, depending on which trim you choose. Even at the most expensive MSRP, which is $29,965 for the top trim Avenir, the Envista is able to retain a relatively low price point, considering the Avenir also includes premium features like a leather-trimmed 10-way power-adjustable driver seat, heated front seats, and a leather-trimmed heated steering wheel. This further allows the Envista to blur the lines of luxury and economy.

Standard Driver Safety And Assist Are A Given In Modern Crossover

The standard Buick Driver Confidence suite includes six standard functions, such as automatic emergency braking, front pedestrian detection, and forward collision alert. Those looking to upgrade their safety suite are more than welcome to, for a little extra dough! Available assist and safety include rear cross-traffic alert, adaptive cruise control, and lane change alert with blind zone alert.

Notable Standard And Available Safety And Assist Features

• Forward collision alert
• Adaptive cruise control
• Lane keep assist with lane departure warning
• Rear parking assist

Review

2023 Buick Enclave Avenir Review: Superior Ride Meets Spacious Three-Row Dimensions

The Enclave Avenir is a solid buy for shoppers craving a touch of luxury without having to splurge a lot

Buick Prepares For The Future Success Of The Brand

While a total internal paradigm shift is not confirmed, when perusing Buick’s current and upcoming line-up, we begin to notice the evolution of the brand and how the traditional perception of Buick is adapting to a changing automotive landscape. This includes aspects ranging from lower prices to contemporary design language. This is exactly what the American luxury brand needs to do in order to maintain and grow its domestic popularity. Especially considering the state of luxury vehicles as a whole and their overall lack of mass appeal.

The lack of luxury vehicle appeal can be attributed to the rising automotive costs across all classes and shifting market interests, to name a few factors. Regardless of the reasons, Buick has begun rolling with the punches and showing the world that quality and refinement are never completely out of reach. This shows promising attention to the mass market and the average buyer’s needs and preferences on Buick’s part, and may very well be why the brand is a strong and upcoming competitor in multiple segments.