Buick’s Stylish New Envista Signals a Bold Transformation for the Brand
Earlier this year (2024), the Buick Envista emerged on the roads, turning heads with its sleek hatchback design and coupe-like roofline. The refreshed Buick tri-shield badge and the Envista name signaled a notable shift for Buick, traditionally associated with retirees, towards a more modern and stylish image.
This transformation began in 2018 with a sketch by a Buick design team member, which caught the attention of Bob Boniface, Buick’s global design director. Known for reviving the fifth-generation Camaro and the Chevy Volt, Boniface transformed the sketch into a clay model. When GM’s senior vice president of global design, Michael Simcoe, saw the model, it evolved into the Wildcat EV concept. With its sculpted surfaces and innovative design, this concept car marked a departure from traditional Buick models and paved the way for the Envista.
Buick’s brand studio, located in GM’s new Design West building alongside Chevrolet, GMC, and Cadillac, showcases this design evolution. The space features around 40 art installations by employees and includes the Buick Y-Job from 1938, the industry’s first concept car, underscoring Buick’s history of innovation. Despite advanced machinery, much of the design process, including the sculpting of clay models, remains a hands-on task, adding a unique depth to the projects.
The Wildcat EV concept and the Envista embody Buick’s new design philosophy, emphasizing surfaces and forms over lines and creases. Boniface notes that this approach, which involves capturing light in specific ways to manage visual mass, is more challenging but adds a human touch to the designs.
Buick has redefined itself as a “premium” brand, resulting in significant growth. In 2023, Buick’s sales increased by around 60%, with 70% of buyers new to the brand. The Envista attracts the youngest buyers in GM’s portfolio. GM president Mark Reuss, who has a personal connection to Buick, expressed enthusiasm about the brand’s resurgence. He began his career at GM as a transmission calibrator for Buick, and his father once managed Buick.
Buick’s fresh lineup, including the new three-row Enclave, marks a significant turnaround. The Envista, which starts at $22,900* with the top-tier Avenir trim at $28,600*, offers competitive pricing with refinement and quietness typically found in more expensive cars. Though modest in power, its three-cylinder engine is suitable for city driving and avoids the typical whininess of smaller engines. With ample back seat space and sufficient cargo capacity, the Envista is a strong contender in its segment, rivaling models like the Mazda CX-30 with its modern infotainment system and value.
Buick, GM’s best-selling nameplate in China, now seeks to reestablish its presence in the U.S., with the Envista leading the charge.
*All pricing excludes taxes and destination fees
Come Test-Drive Your 2024 Buick Envista at Vision Auto Group
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Photo Source/Copyright: Buick