Buick Enclave SUV marks GM's ongoing transformation of the brand.

• The Buick Enclave SUV has been redesigned by General Motors as a symbol of the brand's ongoing transformation.
• Buick's current four-vehicle lineup undergoes a refresh with updates to the 2025 Enclave, including new technology, exterior, and interior redesigns.
• Buick is expected to add a new all-electric vehicle to its lineup this year, and GM is conducting design studies to determine the brand's future direction.

Buick's flagship Enclave SUV has been redesigned by Warren, Mich., as a symbol of the automaker's ongoing brand transformation.

Buick's 2025 Enclave refresh includes new technology, exterior, and interior redesigns, which aligns with the brand's new design direction, as showcased by the Wildcat concept vehicle unveiled in 2022.

Buick's Wildcat treatment may not be limited to the Enclave, as GM is planning to add an all-electric vehicle to its lineup this year and is conducting design studies to determine the future of the once-dominant American brand.

"The brand is becoming again, and I'm really excited about it," GM President Mark Reuss said during a media event at the company's design and technology campus in suburban Detroit. "It's a really talented team, really talented execution, globally."

Buick's design team, led by Bob Boniface, has successfully revitalized the brand's design, according to Reuss, who began his career with Buick as a transmission calibrator.

The 2025 Enclave is a larger, wider, and taller version of the current model, with an aggressive exterior design featuring a larger front grill and Buick's new "reverse check mark" headlights.

"During a media event, Boniface stated that the flagship of the Buick brand is showcased through its largest vehicle in the range. He emphasized the importance of visual DNA and how it is skillfully applied to the surface language."

The SUV's rear resembles a truck, featuring numerous angles and broad tail lights.

The new interior design of the vehicle includes a "floating" center console that does not attach to the front instrumental panel, as well as a standard 30-inch diagonal, curved infotainment screen.

The Enclave's three trims, Preferred, ST, and Avenir, will feature Super Cruise, GM's hands-free highway driving system. Additionally, all trims will come standard with front heated seats, wireless charging, and various safety and convenience features.

The Enclave's V6 variant is being replaced by a standard 2.5-liter turbocharged engine with 328 horsepower and 326 foot-pounds of torque due to poor fuel economy.

The automaker stated that the pricing for the 2025 Enclave will be revealed closer to the vehicle's production at a plant in mid-Michigan. The current starting prices for this vehicle range from approximately $43,300 to over $60,000.

Buick transformation

Buick's current lineup consists of the Encore GX, Envista, Envision, and Enclave crossovers/SUVs. The brand previously announced that its new EVs, set to debut in 2024, would all carry the name Electra, a moniker that has been used by the brand since 1959.

The brand's website states that the new EV is expected to launch in 2024, but company executives and spokespeople have not confirmed the timing, stating that it could be 2025.

Buick's global vice president, Duncan Aldred, described the brand's growth as a "remarkable transformation." He refused to discuss any potential new models that may be added to Buick's U.S. lineup in the future.

""Aldred, head of GM's GMC brand, stated that there is a high level of energy, enthusiasm, and passion among people, and that they continue to do things that influence the future. Keep an eye on this space to see what happens next," said Aldred."

The company is reviewing its product line due to slower-than-expected adoption of electric vehicles and changes in federal fuel emissions standards that favor hybrids and plug-in hybrid electric vehicles.

Buick announced in 2022 that it would exclusively offer all-electric vehicles by 2030, following GM's earlier announcement of a target to exclusively offer EVs by 2035. Aldred, like GM CEO Mary Barra, stated that the brand's future with EVs would be determined by customer demand.

In the first quarter, Buick's U.S. sales rose by 16.4%, following a 61.4% increase in overall sales in 2022, which was a significant improvement from the modest results seen in 2022.

Although sales increased to 167,030 units last year, the results were still 40,000 units lower than in 2019, which was the year before the coronavirus pandemic caused supply chain and production issues.

Nearly 10,000 units of the new entry-level Envista crossover contributed significantly to Buick's growth during the first quarter of this year, making it the brand's third best-selling vehicle.

During the first quarter of this year, Avenir models accounted for approximately 25% of Buick's sales, while the automaker has been expanding its lineup and boosting average transaction prices for its premium "Avenir" models.

Buick can continue to increase U.S. sales with its new vehicle lineup, particularly as Envista production increases and the 2025 Enclave is released in dealerships this summer, according to Aldred.

"At that time, we anticipate having the most up-to-date portfolio in the industry," Aldred stated. "Each vehicle will be performing exceptionally well."

In China, Buick and other non-domestic brands have been facing challenges, with sales of Buicks falling roughly 40% to about 517,000 units from 2019 to 2023. This decline in sales has coincided with a 32% drop in sales for GM in China, as the prominence of local car manufacturers continues to rise.

"The market has undergone a rapid transformation, specifically in the number of brands available for purchase," Aldred stated. "Although the market has expanded, Buick continues to thrive and succeed."