2014 Buick Encore on 2040-cars

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2013 Buick Verano Turbo

Not Luxury. Not Sport. Not Buick. Not Bad.
Those of you who still think of the Buick Verano as some sort of callously badge-engineered, gussied up version of the Chevrolet Cruze ("Why would anyone spend that much money on Buick's Cruze?" you may have been heard to mutter) have got the wrong idea. Entirely. Even in its most modest form, the Verano turns out to be a sedan that is feature-rich, insulated from wind and road noise in proper luxury car fashion, pretty good to drive and not bad to look at in the new school of high-nosed pedestrian-impact-regulated fashion. In a less modest form then, one that attaches the word "Turbo" to the moniker and plops a force-fed 2.0-liter four-cylinder under the hood, the Verano is downright interesting.
Of course, "interesting" is rarely a descriptor that fills one with lust - and so it goes with this example. There are two competing forces within this near-premium subcompact sedan, and the balance struck between them must resonate with any potential customer before the Verano Turbo can become a serious purchase consideration.

Why Buick's future lies in China

Back in the last half of 2008 and into 2009, when General Motors was looking at too much capacity for too few customers, when it was running out of money and needing to go to the governments of the US and Canada and to the UAW for financial support, its management team was pretty much instructed by the feds to focus resources on what would create the best likelihood for a return on the investments and guarantees that it was getting. Things needed to be cut, and not just the corporate air fleet. This led to the elimination of Saturn, Hummer and Pontiac and the sale of Saab to Spyker. What remained of GM's North American brand portfolio was Chevrolet, Buick, Cadillac, and GMC. (Oldsmobile had been shuttered in 2004.) There were a variety of opinions regarding which brands GM should keep/lose during the midst of the Great Recession. Some thought GMC should be axed, but then it was pointed out that GMC essentially produced high-content Chevys, which resulted in fantastic transaction costs. Lots of money in the back of those pickups. Others thought Buick should be eliminated. The rationale was: Chevy was the mass-market brand, Cadillac was the luxury brand, and GMC helped leverage the company's investment in trucks. (Yes, even back then the F-Series was winning the pickup sales race, so it was always a matter of adding Silverado and Sierra sales to show that GM was solidly in the game.) So what was Buick? Better than Chevy but not as good as a Cadillac? Somehow that doesn't seem to be a particularly aspirational position to hold. But Buick's identity didn't need to be worked out in 2008-09 because there was a single compelling reason to keep it: China. According to official GM history, Pu Yi, the last emperor of China, Dr. Sun Yat-sen, the first provisional president of China, and Zhou Enlai, a Chinese premier, "Either owned, drove or were driven in Buick automobiles." What's more: "According to statistics from the Shanghai government, in 1930 one out of every six cars on the city's roads was a Buick." Which is to say that Buick got to China early and has a major presence in that market. When the Regal Sportback and Regal TourX were being unveiled at the GM Design Dome the first week of April, Duncan Aldred, vice president of Global Buick, gave a briefing of Buick's place on the automotive landscape.

2013 Buick Encore

City, Slicker
We admit it. We have no earthly idea how this whole thing is going to shake out.
Typically, after driving a new car or truck, we come away prepared to hazard a guess as to whether said model has a good chance of being a sales success. We've amassed enough time watching the industry, scrutinizing the competitors, and so on, to make a reasonably educated bet. Yet here we are, days removed from driving the new 2013 Buick Encore, and we still have no bloody idea.