Avenir Name to Serve as Sub-Brand for Buick
Buick has a plan to make a better luxury carby Jonathan Lopez, on
Buick says it wants to capitalize on a recent uptick in growth, and in order to do so, it has set about creating a new top-of-the-line luxury sub-brand. Taking cues from the Avenir sedan concept first revealed at the Detroit Auto Show last year, the sub-brand looks poised for release on a global scale starting with the 2018 model year.
Essentially, the Avenir sub-brand will be akin to the Denali trim level currently in place for GMC’s range-topping truck models. Buick hopes the inclusion of Avenir-branded offerings will cement gains made with its changing customer base, which according to a recent press release, includes more female buyers and former customers of competing brands. If all goes according to plan, Avenir will also expand Buick’s reach overseas.
So then – what’ll make the Avenir sub-brand stand out amongst the competition? Buick says the exterior will include “a three-dimensional mesh grille, large-diameter wheels, and unique trim finishes,” while the cabin space will incorporate a “quiet, inviting environment with unique seat details, modern trim materials and Avenir script identification.”
Simply put – a sharp exterior styling with plus-sized rollers and a fancy fascia, as well as upscale materials and lots of badges in the interior. Sounds about right.
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Why It Matters
In case you don’t remember, the car world went gaga when Buick dropped the Avenir concept last year, and although I’m sure more than a few of you are a little disappointed that thing won’t see the green light for full-production status, we can at least look forward to seeing elements of its gorgeous design incorporated in future Buick models.
In fact, we already have – the 2017 LaCrosse is a good example. Debuting at the 2015 Los Angeles Motor Show, this third-gen model offers sharp styling on the outside, plus a very slick interior layout, all of which are obviously drawn from the concept that came before. Sure, it’s definitely tamer than the Avenir, but the inspiration is still more than obvious.
But what else can we expect? Well, earlier this year, Buick dropped the Avista concept, a 2+2 coupe that’s every inch the equal of the Avenir. Long story short – something sporty is in the works.
Also of note is the name itself – Avenir means “future” in French, and considering Buick’s competition, it’s plain to see the U.S. brand is setting up for a full-fledged assault on the Europeans.
Personally, I’m excited to see what’s in store, especially if it’s an elegant two-door with the appropriate level of motivation under the hood. Next stop: the Nurburgring.
Read our full review on the Buick Avenir Concept here.