A market trend toward crossovers is causing Buick to reconsider its lineup and make some adjustments. With a new mid-range crossover recently introduced to the market and two others already being sold under the Buick name, the luxury brand’s three sedans are beginning to fall behind their larger siblings in sales. One of the adjustments being made due to this trend is the removal of the Verano from Buick’s US lineup. The discontinued Buick Verano is expected to last through a 2017 model year before fading from the market.
In previous years, before the crossover skyrocketed to popularity, small cars like compact sedans were viewed as attainable entries for first-time luxury buyers. However, the compact Verano was overtaken in sales by the subcompact Encore, which is now Buick’s best-selling nameplate. Buick predicts over 70 percent of their U.S. sales over the next year will come from crossovers.
The move to phase out the discontinued Buick Verano mirrors current Buick sales chief Duncan Aldred’s core philosophy to focus resources on a few hard-hitting nameplates, as opposed to having a broad, diverse lineup that strains the company budget. The Verano only sold just over 31,000 units in 2015, a number that pales in comparison to the 2016 Envision’s predicted 50,000.