Opinion: Buick’s 2019 Lineup was as ‘Cool’ as Modern Buick Will Likely EVER Get; The Regal GS, TourX, and Cascada Might Become Collectibles

Buick actually had some cool models in their lineup for 2019 (top picture) and still for 2020 as well. The Regal GS is my favorite modern Buick. But for 2021, this won't necessarily be the case... It'll be interesting to see how the brand evolves in 2021 and beyond.

Buick – a brand generally synonymous with “old people”. I admit, I have a soft spot for the brand. My mother has had several Buicks in my 26 years on this Earth now, including a V8 Buick Lucerne – likely the last big V8 Buick sedan of my generation. Her other Buicks were the Terraza minivan and Regal Turbo, which we still have. My grandparents also had a 3.9L V6 Lucerne.

What has stuck with me about these cars is just how interesting they were, brand image aside. The Terraza had AWD, a DVD player and a great sound system. I remember going outside in the summer and watching movies in the back seat until the battery died. The V8 Lucerne had GM’s Magnetic Ride Suspension, Harman/Kardon audio, and enough power to make it feel like you were powering a luxury jet. The Regal Turbo also has plenty of power, navigation, Harman/Kardon speakers, an adaptive suspension and has razor sharp handling. All of them rode smooth. Very classic Buick with a modern twist.

Extra thoughts from
my Snap story haha.

That’s why whether we want to acknowledge it or not, Buick’s 2019 lineup was the pinnacle of modern Buick “cool”. Simply due to the diversity of the lineup. You could get a convertible, a station wagon, a large luxury sedan, a sport sedan, a performance luxury sport sedan, and an assortment of entry to mid-luxury level crossovers from BUICK of all brands. But from 2020 on, that’s all going to change. The LaCrosse and Cascada convertible are now discontinued, and Buick has announced that the Regal line will end production after the 2020 model year. This essentially means that from 2021 onward, Buick will be an SUV-only brand. Ford’s Lincoln brand is also poised to take a similar direction.

Consider This

Now, a couple of points are worth noting. Of course, the market is naturally shifting towards SUVs and trucks these days with gas prices low and fuel economy ratings on those models higher than ever, so it makes sense that Buick is evolving with the times. Double down on the fact that Buick says most of their vehicle sales are now SUVs. But that also makes sense, because they only sell/stock a few cars vs. SUVs on their dealer lots these days whenever you drive by one and they offer fewer sedans in their lineup. Another point is marketing. I believe good marketing and advertising can totally make or break a product/brand, and Buick’s “Experience the New Buick/that’s not a Buick/S ‘YOU’ V” campaigns do little to explain WHY people should buy a new Buick over, say, a Lexus, Audi, or even an in-house GM brand like Cadillac.

Diversity Matters

Buick in my opinion was very unique and kind of its own ‘cool’ within the GM portfolio prior to 2020. The brand combined the luxury/sport niche image well. However, for 2021 on the brand will largely become synonymous with “stuffy” as they only make the one thing EVERYONE is making these days – SUVs. And to clarify, I don’t have a problem with SUVs! I have three myself vs. one sedan. But I do have a problem with a lack in diversity. Whether it comes to society or cars.

This situation does present a silver lining in a way however for a few models in modern Buick’s lineup – the Regal GS, Tour X station wagon and Cascada convertible. I feel these cars will become collector’s items someday. This is because the Regal GS is one of the last midsized sporty sedans on the market with a V6 engine and AWD, and its not a common vehicle. Ditto the Regal Tour X and Cascada, which I only see occasionally on the road. Plus, the design of the Regal sedan (being a lift back like an Audi A5) and the niche market for convertibles and station wagons with car enthusiasts will bode well for these models as they age. Additionally, none of these cars were made for very long (three to four model years max - hardly a full product cycle) and they are actually rebranded Opels, which was sold by GM to Groupe PSA who’s merging with FCA, if you recall. Time will tell how these cars are remembered.

SPOTTED: 2021 Buick Encore GX

Moving forward, Buick’s lineup will likely consist of the Encore, Encore GX, Envision, another Envision-sized midsized SUV (likely the rumored Enspire SUV), an electric SUV or two (I’m guessing), and the Enclave. Pretty BLAH if you ask me. But it didn’t have to be this way, and up until recently, it wasn’t. Buick had a little vitality and its own swagger if you will. But people can’t get past the “old person’s” image of the Buick badge, similar to how Kia is still seen as “cheap” to some people. But if consumer’s tastes change again, maybe we’ll see some more life come back into the Buick lineup at some point.

Until then, I’m going to encourage my mother to keep her 2013 Buick Regal Turbo until the wheels fall off. Its a fantastic ride.

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