Buick Verano Discontinued in America, Buick Envision Coming From China

buick-verano

It seemed for a while that Buick was on the cusp of something great. The company had successfully turned away from the stodgy brand image of decades past and started to produce cars that were sexy and desirable.

For the first time in recent memory, Buicks turned heads on the street and caused many folks to utter the words, “That’s a Buick?”

Unfortunately, good design isn’t the only factor in selling cars. In the near-luxury space, which is where Buick wants to find success, a car must be sexy, youthful, and affordable. Even more importantly, a car has to offer a value proposition that no other car can match.

That’s where Buick has struggled, and the effects are starting to show. The first casualty is the Verano.

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Buick Verano Meets Its Competition

2012 Buick Verano, front

Buick’s new Verano is a stylish compact sedan striving for a niche in what some call the “lower-end luxury brand” segment. Buick hasn’t made a small car like this in 20 years, and from what we read, it should pull in its share of American buyers who want something smaller than but just as nice as the Regal.

Last year, Buick grew 52 percent, the most of any volume brand in the U.S. The company has gotten good at finding and exploiting niche markets for its products, as it did with the beast-like Enclave.

MSRPs of cars like the Lexus IS 250, the Audi A3 and the Acura TSX start a good deal higher than the Verano’s $23,470. The top trim is $29,490—$1,000 less than the Acura TSX and nearly $5,000 less than the IS 250.

Price is only one factor, of course. Built on the Chevrolet Cruze platform, the car is supposed to be super-quiet, as the engineers paid attention to everything from tires to the acoustic-laminated windshield.

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