This article explores the reinvention of Buick—highlighting the sleek Envista crossover, the design revolution inspired by the Wildcat EV concept, and why younger buyers are suddenly embracing a brand once reserved for retirees. Discover the design process, the driving experience, and how Buick is quietly staging a comeback with style and substance.
The Envista: A Crossover That Actually Looks Cool
The first time you spot the Buick Envista, it’s easy to do a double take. Its coupe-like roofline, sculpted surfaces, and modern tri-shield badge don’t resemble the Buicks of yesterday. The design is clean, contemporary, and noticeably different from the generic crossovers crowding city streets. Buick’s overhaul isn’t just skin-deep—it’s a calculated shift, years in the making, to recapture the attention of a new generation of drivers.
Wildcat EV Concept: The Source of Buick’s Design Revolution
The journey began in 2018, when a Buick designer’s sketch turned into a clay model that ultimately inspired the Wildcat EV concept. The Wildcat is more than a showpiece; it signals a bold, sculptural design language that now defines the entire Buick lineup. Surfaces flow, light dances across the curves, and every detail is shaped by hand as much as machine. This is the return of Buick’s creative roots—echoed in their historic Y-Job, the industry’s very first concept car from 1938.
Design Studios: Where Art Meets Automation
Inside GM’s vast Design West building, the Buick brand studio fuses high-tech tools and hands-on sculpting. Even as machines mill clay into car bodies, it’s the final touch of human craftsmanship that gives these new Buicks their character and depth. “Treating the form to catch light in a certain way is more difficult than just applying creases,” says Bob Boniface, Buick’s global design director. The result is vehicles that feel substantial and visually distinctive without relying on aggressive angles or unnecessary lines.
The Drive: Value, Comfort, and a Younger Crowd
The Envista isn’t just about looks. Starting at $23,495—and topping out at under $30,000 even for the luxurious Avenir trim—it undercuts many rivals on price without sacrificing comfort. The three-cylinder engine delivers a quiet, refined ride perfect for city driving, while the back seat and cargo space are surprisingly roomy for a vehicle of this footprint. The infotainment system is modern and intuitive, matching the car’s forward-thinking exterior.
- Starting price: $23,495.
- Top Avenir trim: $29,695.
- Three-cylinder engine with 136 horsepower—ideal for urban use.
- Quiet, smooth ride and premium features for the price.
- Infotainment system among the best in the class.
- Younger, first-time buyers make up the majority of new owners.
Buick’s Comeback: More Than Just a China Phenomenon
Buick has long been GM’s top-selling brand in China, but the new design direction is winning over American buyers too. In 2023, Buick’s U.S. sales grew nearly 60%, and a stunning 70% of buyers were new to the brand. GM president Mark Reuss—whose career started at Buick’s Flint plant and whose family has deep ties to the brand—calls this moment a return to form: “I have a big place in my heart for Buick, and I’m really excited about what the brand is becoming again.”
What’s Next for Buick?
With the new three-row Enclave on the way and an entire lineup refresh, Buick is poised for its most exciting era in decades. The “premium” positioning bridges mass-market and luxury, and the designs finally back up the ambition. The combination of price, style, and technology is drawing in buyers who never would have considered Buick before.
“Spend some time in the Envista and you’ll most likely agree that Buick has a place in the U.S. of A., too.”
Bottom line: Buick’s new direction isn’t just a facelift—it’s a full reset, blending human creativity and modern design. The Envista is proof that with the right vision, even the most unexpected brands can become cool again.
