Badge Engineered 2018 Buick Gets Makeover

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GM’s thrice-sold full-sized crossover SUV (first as the Chevy Traverse, then as the GMC Acadia and thirdly as the Buick Enclave) will be “sleeker and more muscular than the current version,” according to GM marketing flapdoodlers.

Why does GM continue to sell the same car three different ways, under three different labels?

Whoops – make that four!

There is also the Cadillac XT5.

All basically the same, with the same basic mechanicals, but different (slightly) body panels and press kits to hawk them.

Maybe this made sense back in 1970, when Chevy had a bigger share of the U.S. market than GM has today.

But today, the entire conglomerate only has 18 percent-ish of the U.S. market.

Someone pass me the bottle…


Meanwhile, U.S. sales of the Enclave in 2016 declined 16 percent from a year earlier to 52,028 units. In January, deliveries dropped 27 percent from a year earlier to 2,692.

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  1. It’s the old Sears catalog “good, better, best” marketing. Except instead of tires, it’s car brands. Also the inevitable outcome of vertically integrated business. Instead of brands competing against each other for business, create artificial differentiation through branding.

    • Hi Eric,

      I know GM sells a lot of these in China…. but here?

      And GMC?

      A brand that has a 17 percent market share shouldn’t have four full-line marketing arms.