In 2022, Buick's U.S. market share had plummeted to a dismal 0.8%, a far cry from its glory days as a symbol of American luxury. Facing extinction in its home market, General Motors (GM) took bold action. Buick's leadership presented dealers with a stark choice: invest hundreds of thousands of dollars in electric vehicle (EV) infrastructure to prepare for an all-electric future, or accept a lucrative buyout and exit the brand. Shockingly, about 1,000 dealers—half the network—opted out, costing GM around $1 billion but streamlining operations.
The exodus created opportunity for survivors. Dealers like Tyler Burton at Serra Automotive saw their territories expand dramatically. What was once a 20-minute drive to a competitor now stretches 45–60 minutes, giving them unchallenged local dominance. They absorbed excess inventory from departing stores, but the real challenge was rekindling interest in Buick's aging lineup, which had alienated buyers for years.
Enter phase two: a rapid overhaul. In just 14 months, Buick redesigned its entire four-model portfolio—the Envista, Encore GX, Envision, and Enclave—infusing fresh styling, tech, and premium features. The results were explosive. Buick posted the largest first-half sales increase among mainstream brands in 2025, up 29%. Q1 2025 sales surged 39% year-over-year, driven by the affordable $26,000 Envista crossover. Q2 followed with 19% growth, totaling 61,822 units and outpacing sibling brand Cadillac by over 20,000 vehicles. For the first time in decades, Buick is hitting product-market fit, attracting a youthful demographic: 25- to 40-year-old women who appreciate its blend of style, comfort, and value.
Yet, this resurgence is precarious. Three of Buick's four models are imported—Envista and Encore GX from South Korea, Envision from China—exposing them to hefty tariffs. Recent policies impose 25% on Korean imports and up to 47.5% on Chinese ones, threatening Buick's affordability edge. GM is absorbing costs for now, but sustained tariffs could erode profits and force price hikes.
Dealers are all-in, wagering on Buick's execution. The crux: Can GM safeguard the brand's sweet spot—premium feel at accessible prices—or will trade barriers derail this comeback?
Did you know about Buick's surprising turnaround? And do you think it can endure long-term in the USA, not just thriving in China?