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Customer LoginsSame-Day Analysis: Buick Cascada convertible to arrive in February, first of three all-new products
Buick's first convertible in 25 years reaches dealerships in the first quarter, and it will be followed by the all-new Envision SUV and LaCrosse sedan.
IHS Automotive perspective
- Significance: Buick is expanding its US line-up with a convertible, borrowing from the Opel Cascada.
- Implications: The new model should continue Buick's brand slow-and-steady redefinition in the US, an effort to remain relevant and encourage new, younger US buyers. The Cascada's primary market is the US, as customers in China − Buick's largest single market − do not favour convertibles.
- Outlook: The Buick Cascada's role is to continue increasing interest in and consideration of the Buick brand, to drive showroom traffic even for those whom a convertible is not the right solution. The Cascada is one of three new Buick products being launched in 2016, setting the brand up for a significant year.
Buick's new convertible, the Cascada, goes on sale in the United States in the first quarter, more than a year after its introduction at the 2015 North American International Auto Show (NAIAS). The Cascada is one of three new products being added to Buick's US line-up in 2016; it will be followed by the Envision mid-size sport utility vehicle (SUV) mid-way through the year and the LaCrosse sedan later in the year.
The Buick Cascada shares features extensively with the Opel of the same name, with differences largely limited to badging, or changes around federalisation. Buick has also said that it expects the convertible to earn a 5-star rating from US regulator the National Highway Traffic Safety Administration (NHSTA), which is not common for convertibles.
To transform the Cascada from an Opel to a Buick, parent General Motors (GM) trimmed the engine range and changed more than 600 parts to meet US federal safety requirements, according to Buick at a media preview of the vehicle. In the US, the Cascada has a 200-hp version of the 1.6-litre 4-cylinder turbo; the Opel variant is offered with a 170-hp engine, along with other gasoline (petrol) options and a diesel engine. The US offering will have the 200-hp engine, however, as to have 170-hp output in the US would put the vehicle at a market disadvantage. The US car is mated to GM's 6-speed automatic transmission.
The Buick Cascada is offered with a limited trim line-up, keeping complexity and cost down, and reflecting the relatively low sales volume expected. The head of Buick and GMC, Duncan Aldred, said that initial response to the car had been strong enough that he encouraged the company to increase capacity destined for the US, though volumes around 10,000 units would be reasonable to expect in the US market. The Cascada comes with only the one powertrain and in two trim levels. The model's exterior colour palate at launch is conservative, featuring six colours and two interior colour choices, a black and neutral.
Among the differences compared with the Opel version, the Buick gains seats with more bolster and side support, though both vehicles' seats offer the same heat-reflective leather seating surfaces. There is an electronic easy ingress/egress feature, one which will also sense the knees of a rear passenger and stop the forward seat from going back any further. Technology is largely shared between the two variations, including 4G LTE connectivity with Wi-Fi hotspot, Apple Car Play and Android Auto. Standard equipment includes the Intellilink system, navigation, rear-vision camera, rear park assist, and heated seats and steering wheel. Optional equipment on the Premium model includes forward-collision alert, lane-departure warning, and rain-sensing windshield wipers. Cascada is offered in two trim levels, with the standard version priced at just below USD34,000 and the premium car at just under USD37,000.
2016 Buick Cascada. |
The interior of the European and US models are virtually identical, which also means that the Cascada takes the same monochrome driver-instrument cluster, steering wheel, and center stack. The Opel Cascada was first launched in the market in April 2013, and against the LaCrosse and Envision, the Cascada's layout seems dated in comparison.
The convertible top is an insulated soft-top which opens in 17 seconds at speeds up to 31mph. The insulated soft top operates smoothly, and the cabin noise is comfortable with the top up or down. The 200-hp engine is competent for top-down cruising; for those looking for a more sporty experience, options include the Ford Mustang and Chevrolet Camaro.
Outlook and implications
The Buick Cascada's role is to continue increasing interesting and consideration of the Buick brand overall, to drive showroom traffic even for those whom a convertible is not the right solution. The Cascada is one of three new Buick products being launched in 2016, setting the brand up for a significant year, and will be followed by the LaCrosse sedan and Envision SUV.
Buick is increasingly fed through GM's global network. Buick began aligning its design language with Opel's with the 2010 model-year Regal, and China has become the centre of gravity for Buick sales. While the LaCrosse sedan will see production in the US, the Envision is being sourced from China, and was developed in that country. The Cascada, sourced through Opel, is built in Poland and will be imported into the US. With the three new products, IHS forecasts that Buick's US sales will increase from about 224,000 units in 2015 to about 274,000 units in 2018. IHS Automotive forecasts the Cascada will push Buick's US sales up by about 10,300 units in 2016. In the US, Buick's best-selling model is forecasted to remain the Enclave, which takes an all-new generation in 2017.
IHS Automotive forecasts sales of the Buick Cascada will be in the range of 10,000 units in its first year, sliding thereafter as the vehicle is forecasted to have a lifecycle similar to those of sporty coupés. The US market is relatively small for convertibles, and is dominated by the larger mid-size Ford Mustang and Chevrolet Camaro convertibles. The Cascada is forecasted to launch strongly, capturing about 8% of the US convertible market in 2016.
Although Buick has noted that the Cascada has a similar size to the Audi A5 and a lower base price than the A3, there are no direct competitors to the compact, four-seat sedan among mainstream brands. In the US, compact four-seat convertibles are largely in the premium market space, including the Audi products, BMW 4-Series, and Mercedes-Benz C-Class. In the mainstream pricing area, most entries are larger or smaller than the Cascada, with sporting or efficient personalities. The Volkswagen Eos and the Chrysler 200, both now dropped, were vehicles more aligned with the Cascada. Buick is counting on this white space to bring an offering that fills a market need and is consistent with the brand.
The Cascada's execution is largely consistent with the Buick brand. The vehicle is quiet and comfortable, and carries Buick's design language. Buick has told us that buyers of convertibles tend to be among the most segment loyal − returning to market for another convertible, even if not the same brand − and is looking to take advantage of the potential gap in the market left by these defunct cars. IHS Automotive loyalty data suggest that convertible return-to-market loyalty (all brands) has been increasing, though it remains low. In the year-to-date through October 2010, 17.6% of convertible buyers were body-style-loyal, and that figure increased to 19.2% in January−October 2015. Buick's sales volume ambitions for the Cascada, however, are reasonable and its positioning solid.
About this article
The above article is from IHS Automotive Same-Day Analysis of automotive news, events and trends, and is a deliverable of the World Markets Automotive Service. The service averages thirty stories per day and also provides competitor and country intelligence. Get a free trial.