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Buick Encore blitzes first-year sales predictions

With its first full year of sales in the bag, it's safe to say that Buick has a hit on its hands with the Encore. US buyers have snatched up 31,046 of the small, premium crossovers since the Encore went on sale in January of 2013, while 97,311 were sold globally (not counting its counterparts from Opel and Vauxhall).
While we liked the Encore when we first drove it, we'll admit, we weren't sure how the tiny CUV would do. In fact, the first thing Executive Editor Chris Paukert wrote about the Encore was, "We admit it. We have no earthly idea how this whole thing is going to shake out." But it's done well, and has been subject to heavy demand over the past year, blowing away the estimates of analysts, who, according to an August story from Automotive News, projected no more than 18,500 units would be sold in 2013.
"Right out of the gate, demand for the Encore was high," Tony DiSalle, vice president of Buick marketing said in a statement. "It accounted for most of the segment's growth last year and that's because it offers the right safety, technology and features in the right-sized vehicle for many customers."

Buick confirms 2017 Encore for New York Auto Show

Buick will unveil the refreshed 2017 Encore at the New York Auto Show in March, company spokesperson Stuart Fowle tells Autoblog. The brand isn't ready to divulge info about the updated compact crossover, but a recent revision to the Encore's European platform-mate, the Opel Mokka (above), might provide hints about what to expect. "While we have no additional details to announce, we're excited to confirm that media and customers will see the new 2017 Encore at next month's New York Auto Show. The Encore joins the Cascada convertible, Envision crossover, and LaCrosse sedan as the fourth new product arriving in Buick showrooms this year," Fowle said to Autoblog. Expect the 2017 Encore to have its own twist on the the Mokka's (now called the Mokka X) exterior styling, and spy shots hint the Buick has a new front end with a smaller grille. The Encore could benefit from the Opel's redesigned dashboard, which integrates the infotainment system into the center stack. It's a very attractive change, and we hope to see the switch in the US. The Mokka X also gets improved safety tech. The German compact CUV now sports adaptive LED headlights that adjust to traffic. US law doesn't allow these intelligent parts, but the Encore might get dumber LED lights. The Opel's improved front-mounted camera also increases the traffic sign detection rate. The Mokka X is available with the updated powertrain from the Encore Sport Touring, so there might not be any engine upgrades for the Buick. Buick needs to keep the Encore fresh, as the compact CUV is the brand's best selling model. It delivered 67,549 of them in 2015, a 38.2-percent jump over the previous year. The popularity continued into January 2016 with 4,920 deliveries – up 42 percent. Related Video:

Buick prepares Super Bowl ad blitz to introduce Cascada

Super Bowl 50 will kick off on February 7, and Buick will use the big game's massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online. Buick hasn't released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the "Experience the New Buick" campaign, which aims to position the brand to appeal to a younger demographic. The brand also has Ellie Kemper, the star of Netflix's hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick's new convertible. The spot tries to capitalize on the quirky charm of the actor's Kimmy Schmidt character. Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers' reactions to Kemper's commercial have been "totally positive" so far. First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski Latest "Experience the New Buick" ad spotlights new Cascada convertible 2016-01-26 DETROIT – Buick's first-ever Super Bowl ad will bring the brand's award-winning "Experience the New Buick" campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers' false perceptions of the brand. The 30-second spot, scheduled to air during Super Bowl 50, features Buick's all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products. The Cascada, Buick's first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down. Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.