Buick’s Transformation: The Story Behind the Cool New Envista
The sleek new crossover’s first sighting on the road earlier this year (2024) left a lasting impression. Its clean yet intriguing design—a hatchback with stylish flair and a coupe-like roofline—stood out among the typical soap bar-shaped crossovers. The badge revealed it was a Buick, featuring a modernized version of the brand’s signature tri-shield. The Envista’s name was prominently displayed next to the badge, prompting the thought, “Since when did Buicks become cool?”
Buick, historically favored by retirees, has been undergoing a significant transformation. This evolution began with a sketch in 2018 from a Buick design team member, which caught the eye of Bob Boniface, Buick’s Global Design Director. Boniface, known for his work on the fifth-generation Camaro and the Chevy Volt, saw potential in the sketch. The sketch then transformed into a clay model, which impressed General Motors’ senior vice president of global design, Michael Simcoe. Originally intended as an internal design study, it evolved into the Wildcat EV concept—a striking vehicle that marked a new design direction for Buick. With its dynamic sculpted surfaces, the Wildcat EV embodied a fresh aesthetic far removed from the classic LeSabre, influencing the design of the Envista.
To delve deeper into Buick’s transformation, visiting GM’s new Design West building, home to Buick’s brand studio, was enlightening. This expansive space, an extension of Eero Saarinen’s original design, features around 40 art installations by current and former employees. The second floor houses the 1938 Buick Y-Job, the industry’s first concept car, highlighting Buick’s historical innovation.
Inside the design studios, several hundred yards long, humans and machines work together to mill and sculpt life-size clay models. Despite advanced automation, much of the design process, including clay sculpting, is still done by hand, adding depth and soul to the projects that computers alone cannot achieve.
This human touch is evident in the Wildcat EV concept and the Envista. Buick’s new design language emphasizes surface and form over lines and creases. Bob Boniface explains that capturing light in a specific way and managing visual mass is more challenging than applying creases, yet it defines Buick’s contemporary aesthetic.
The Envista embodies this design philosophy, showcasing the brand’s commitment to design excellence. Described as “premium” by Buick, the brand’s identity could be seen as near-luxury or distinguished mass market. The results speak for themselves: in 2023, Buick saw a 60% year-over-year growth, with 70% of buyers new to the brand. The Envista attracts the youngest demographic in GM’s portfolio.
GM President Mark Reuss has a personal connection to Buick. He started his career at GM as a transmission calibrator for Buick in Flint, Michigan, and his father was also a former general manager of Buick. Reuss reminisces about his time working on various Buick models and expresses excitement about the brand’s resurgence. Buick will have one of the freshest lineups in the industry, including the new three-row Enclave.
Driving the Envista, the model that initially caught attention reveals its appeal. Priced competitively, starting at $22,400*, with the top Avenir trim at $28,600* (pricing excludes taxes and destination fees), it offers the refinement and quietness of a much more expensive car. Its 3-cylinder engine, producing 136 horsepower, is sufficient for city driving without the whininess common in smaller engines. The backseat and cargo space are ample for its size, and parking in the city is effortless. While there are faster cars in this segment, few offer the Envista’s combination of comfort, style, and a robust modern infotainment system. The Mazda CX-30 is a close competitor, but the Envista provides a better value.
Buick remains GM’s best-selling nameplate in China, a status held since Pu Yi, the last emperor. However, experiencing the Envista affirms that Buick also has a significant place in the U.S. market.
Come Test-Drive Your 2024 Buick Envista at Vision Auto Group
No one respects your vision better than Vision Buick GMC. Awaiting your arrival is the 2024 Buick Envista, but if you don’t make it in time, a variety of new and certified pre-owned vehicles await your arrival on the showroom floor. Nonetheless, our commitment to you doesn’t end at your purchase. Our dedicated team of tech professionals is ready to tackle your maintenance and repair needs. So, toggle around with our finance center and find a deal that works for you. Vision Auto Group values your perception, and we look forward to the greater Rochester community.
Photo Source/Copyright: Buick