The Long-term Strategy of Buick MPV "God Car"

Author | Chai Xuchen

Editor | Wang Xiaojun

Buick's MPV "God Car" GL8 is back.

According to Wall Street Insights, in 2024, the GL8's total annual terminal sales exceeded 100,000 units, becoming the sales champion in the large MPV segment. This marks the GL8's regained initiative in the MPV market, and SAIC-GM and dealers have gradually stabilized their morale.

However, the GL8's path to victory last year was not smooth sailing. In the past two years, new players such as Denza D9, ZEEKR MIX, Voyah Dreamer, ZEEKR 009, XPeng X9, and Li Auto MEGA have entered the MPV market, each bringing unique strengths and disrupting the previously dominant mid-to-high-end MPV market led by the GL8 and Toyota Alphard.

The once "niche" MPV market, which had long been "content in its corner," has ignited a price war, with models like Volkswagen Viloran and Toyota Granvia launching promotions at the end of the year, lowering the purchase threshold for mid-to-high-end MPVs to below 200,000 yuan, a price even lower than many SUVs.

The competitive storm in the MPV market is not difficult to understand. In an environment where the penetration rate of new energy exceeds half and the market share of domestic brands is gradually rising, MPVs have become one of the few blue oceans that have not been fully competed against the red sea battlefields of SUVs and sedans, and potential users of new energy MPVs generally have higher economic strength.

Automotive industry research firm J.D. Power pointed out that the average annual household income of new energy MPV owners is 494,000 yuan, significantly higher than the overall average level of the new energy vehicle industry (298,000 yuan); and the related users mainly purchase vehicles for family expansion, accounting for 67%. These owners' households average two cars, and their demands for quality and technological feel are significantly higher than the industry average.

Therefore, after losing its momentum, the Buick GL8 quickly seized the direction of transformation and regrouped, launching the GL8 PHEV version in the first half of 2024, and at the end of October, it introduced the new GL8 Lutzun at the 300,000 yuan level under the banner of luxury "Gold Standard MPV."

The gamble on the GL8 has succeeded.

Buick stated that after the new GL8 Lutzun debuted, it quickly became the engine driving sales growth, remaining in a state of high demand. The key lies in the new vehicle's achievement of surpassing business users in attracting private users.

Data shows that with the "Gold Standard Dual Respect" formed by the new GL8 Lutzun and GL8 PHEV, the proportion of personal users of the GL8 has significantly increased from about 50% six months ago to 72%, and the trend of younger users has also accelerated; among users who are buying or replacing vehicles, the proportion of luxury brand owners continues to rise, with most considering the GL8 as the second car in their household; moreover, the GL8 Lutzun PHEV holds nearly 70% market share in the plug-in hybrid MPV market priced above 380,000 yuan.

This indicates that the GL8 has expanded from its original business label to the family market and high-end groups, tapping into new growth.

SAIC-GM General Manager Lu Xiao revealed to Wall Street Insights that the GL8 has gone through six generations, and the internal decision is that the GL8 cannot only serve business purposes but must strive to attract more family users "In recent years, as the number of individual households has increased, many small and medium-sized enterprise owners have their own business negotiation needs, and MPVs are no longer purely business vehicles."

An internal survey by SAIC Group shows that from 2020 to 2023, the number of car buyers under 35 has decreased from 10.6 million to 7.8 million; meanwhile, the population aged 35 to 55 has started to grow. Xue Haitao, Deputy General Manager of SAIC-GM, pointed out that in the price range above 300,000 yuan, the proportion of middle-aged men and "aunties" has increased, and the purchasing ratio of "grandpas" over 55 has also begun to rise.

Once the trend is revealed, capturing the psychology of this incremental user base becomes the key to success or failure.

As a former king of MPVs, Buick has the advantage of understanding the core demands of family MPVs. Lu Xiao stated that since the GL8 entered the market 25 years ago, it has developed into the MPV family with the most users, the widest product line, and the richest price range, with total sales exceeding 2 million units. "Many users are still continuously providing feedback."

The new GL8 is equipped with SAIC-GM's "True Dragon" plug-in hybrid system, directly addressing current user pain points such as "decreased electric performance, inconsistent driving quality, and battery safety risks" in plug-in hybrid products. Additionally, the new vehicle adopts the new PURE Design, featuring AI voice assistants, NOP intelligent driving, and other functions, quickly bridging the gap in intelligence and interior and exterior design with new forces.

It can be said that the GL8 successfully transformed past accumulation into a driving force for a second surge. This Buick flagship has withstood pressure and carved out a path for counterattack after experiencing a low point in the first half of the year.

In Xue Haitao's view, the first shot fired by the GL8 in the counterattack is crucial. The successful reshaping of this major product directly reversed the morale of the team and dealers. "We need a major product to boost confidence internally and in the channels."

As the chill blows towards joint venture brands, Buick and SAIC-GM have gradually clarified their rebirth strategy. After winning the battle with the GL8, the invigorated morale and successful experience will also radiate to other models of SAIC-GM. Lu Xiao also stated, "Next year, the counterattack we sound will not only be MPVs; mainstream sedans and SUVs will also launch plug-in hybrid products."

"We will face competition head-on and play our cards as quickly as possible." Lu Xiao stated that internal development has been proceeding at a speed of 18 months for new products. "The GL8 PHEV is our rapid response to the market, with ultra-fast charging and 800 volts; all conceivable technologies in SAIC-GM's arsenal will be available next year."

Currently, with the "Chief Technology Officer" Lu Xiao holding the ace technology and Xue Haitao excelling in marketing, they will jointly raise the banner of a major counterattack for SAIC-GM. They are paving a way for joint venture car companies, and the turnaround of the GL8 has preliminarily proven their determination. Perhaps this old American car company will soon welcome a long-awaited highlight