General Motors just posted its Q1 2025 sales report, and among the company’s four brands, Buick saw the biggest growth. Buick delivered 61,822 vehicles in the first quarter of 2025, a 39.3% increase compared to 2024 when it sold 44,385 units.
Despite having fewer models (only four) and no electric vehicles, Buick actually outsold Cadillac by over 20,000 units. This represents the company’s best start to a year since 2006 and marks the ninth consecutive quarter of year-over-year growth, thanks, in no small part, to its smallest vehicles, like the Encore.
So what is causing more customers to flock to Buick? GM says more than 50% of Buick buyers are non-GM conquests, meaning they are not current GM owners who would be eligible for a discount or incentive. Having the freshest lineup in the brand’s recent history certainly helps.
Buick
Started back in 1899 by David Dunbar Buick, Buick was one of the first American car brands and is credited with the establishment of General Motors in the early 1900s. It’s one of oldest surviving American carmakers, and now sells luxury SUVs. It’s considered to be less premium (and less expensive) than Cadillac, but slightly more upmarket than Chevrolet.
- Founded
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1899
- Founder
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David Dunbar Buick
- Headquarters
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Detroit, Michigan, U.S.A.
- Owned By
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General Motors
- Current CEO
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Mary Barra
Buyers Want Small Luxury
The bulk of Buick’s growth was spurred by the brand’s smallest and least expensive models. The Buick Encore GX and Buick Envista both saw their highest Q1 sales ever, showing that buyers are clamoring for an affordable premium proposition. As a reminder, the Envista starts at just $23,800 and the Encore GX starts at $25,940. The Encore GX is Buick’s bestseller with 20,408 units, a 52.7% increase from Q1 2024 when it sold 13,364 units. With 14,862 units, the Envista ranked at number three, a 53.8% increase from last year.
Even the Buick Envision, which ranked second with 15,485 units, saw a 17.3% increase from 2024 when it sold 13,203 units. The Envision is currently built in China, so it will be interesting to see if this model continues its sales momentum after the Trump Administration imposes tariffs on all imported vehicles.
Big Luxury Sells Too
Though it’s technically the brand’s lowest-selling vehicle, the 2025 Buick Enclave also had a nice start to the year with 11,067 units, a 36.6% increase from last year’s 8,101 units. This is the Enclave’s best Q1 since 2019. We aren’t surprised to see the Enclave increase in sales since this model was recently updated for the 2025 model year and started arriving at dealers last summer. Like its platform siblings, the Chevrolet Traverse and GMC Acadia, the Enclave dropped its 3.6-liter V6 in favor of a 2.5-liter turbocharged four-cylinder.
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We’d like to see Buick carry this momentum and expand the lineup with a fifth model. Buick is slated to receive its first EV, at least for the US market, but it was delayed from its original 2024 date. We’d like to see this brand have a more distinctive identity within the GM portfolio, but what Buick is doing at the moment seems to be working just fine.
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