Cmicasa the Great

Buick to launch Avenir as high-end sub-brand

44 posts in this topic

DETROIT -- Buick is creating a sub-brand called Avenir to take advantage of consumers’ growing appetite for high-end touches.

Avenir will be Buick’s equivalent of Denali at the GMC brand. It will include larger wheels, a unique grille and premium trim features, among other upgrades.

“Through the first half of 2016, Buick has been the industry’s fastest-growing major international brand, and Avenir is key to future growth and delivering on the high expectations of new customers coming to our showrooms,” Duncan Aldred, Buick’s vice president of global sales, service and marketing, said in a statement today.

“Avenir will be Buick’s signature -- the highest expression of the luxury experiences we’re delivering now and in the future.”

 

 

http://www.autonews.com/article/20160930/RETAIL03/160939988/buick-to-launch-avenir-as-high-end-sub-brand

AR-160939988.jpg

Great move.. and I like that this is essentially the same as what GMC does with "DENALI." Now.. what we have will be a legitimate LINCOLN and Lexus fighter, with Cadillac simply moving higher on the ladder

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ccap41    1,161

It seems odd to call it a brand when it's a trim level. Regardless it seems like it has the ability to possibly take Buick to the next level and that's exciting.

"Buick Avenir will be made...as a trim level instead of a car"

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FAPTurbo    1,073

this muddies Buick's role within GM even more...

i thought buick was supposed to be the near luxury brand and now it has a luxury brand within it that'll sorta compete against cadillac?

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Drew Dowdell    4,965

I'm okay with the idea, but eh on the name.  It just doesn't flow well with the other names in the lineup.  Buick Encore Avenir.... Buick Lacrosse Avenir.... Buick Enclave Avenir....

Denali worked because it was its own high end model first and had unique front sheet metal to make it something "more". 

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ccap41    1,161
12 minutes ago, bigpoolog said:

this muddies Buick's role within GM even more...

i thought buick was supposed to be the near luxury brand and now it has a luxury brand within it that'll sorta compete against cadillac?

Very good point. They might be stealing some of their own customers. Whatever brings in the dollars!

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1 hour ago, ccap41 said:

It seems odd to call it a brand when it's a trim level. Regardless it seems like it has the ability to possibly take Buick to the next level and that's exciting.

"Buick Avenir will be made...as a trim level instead of a car"

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Clearly it says sub-brand.  Not only that..  Anyone who breaths knows that Denali is a Brand and not only a trim. This will be exactly the same..    

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Drew Dowdell    4,965
1 minute ago, Cmicasa the Great said:

Clearly it says sub-brand.  Not only that..  Anyone who breaths knows that Denali is a Brand and not only a trim. This will be exactly the same..    

It really depends on how Buick goes about doing it.   If this is just another way of saying "Limited" or "Platinum".... then meh. 

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1 hour ago, bigpoolog said:

this muddies Buick's role within GM even more...

i thought buick was supposed to be the near luxury brand and now it has a luxury brand within it that'll sorta compete against cadillac?

I thought GMC was supposed to be the near luxury brand of SUV/Trucks,  but here we have it with almost 30%of GMCs leaving the dealership with Denali on the side and producing an extra $10K in profit.  Nothing is muddled,  in fact I would say that the Buick brand's role is even more clear..   To make gobs and gobs of money playing off the back of almost 2 million (Buick/GMC) global sales annually 

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ccap41    1,161
6 minutes ago, Cmicasa the Great said:

Clearly it says sub-brand.  Not only that..  Anyone who breaths knows that Denali is a Brand and not only a trim. This will be exactly the same..    

What's the difference? It might be a brand but all that it is, a high end trim level like a Lincoln Black Label. Except it will probably be executed better lol.

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2 minutes ago, Drew Dowdell said:

It really depends on how Buick goes about doing it.   If this is just another way of saying "Limited" or "Platinum".... then meh. 

My optimistic side says that they will add a nice visual to differentiate the cars enough.  Seriously..   My SLT is only a $400 grille and a $180 worth of chrome molding to be a Denali in looks.  If Avenirs get access to the LF3,  even detuned,  then I think the effort will be worth it 

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Drew Dowdell    4,965
Just now, Cmicasa the Great said:

My optimistic side says that they will add a nice visual to differentiate the cars enough.  Seriously..   My SLT is only a $400 grille and a $180 worth of chrome molding to be a Denali in looks.  If Avenirs get access to the LF3,  even detuned,  then I think the effort will be worth it 

If they get access to the better engines, I agree.

What I think this really is, is for China. Buick has clout there and they probably feel that a high end luxury trim of each model will sell well.  3 out of every 4 Buicks sold globally is sold in China.  We're only getting it here as they throw us scraps of what they plan for China... it costs them nothing to slap the same trim pieces on that they've already designed for overseas and charge a giant markup for it. 

I don't have the numbers from this year, but as far as Denali goes, as of last year, just the Denali trim outsold the Lincoln brand. It also outsold Jaguar and Land Rover combined.  So I can really see why GM would want to try and replicate that with Buick.  

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FAPTurbo    1,073

denali was genius because it appeals to people who desire cadillac luxury but don't want to be randomly selected for stop and frisk. 

this move isn't genius because neither the ATS or CTS share the Escalade's notoriety, thus there's no incentive to buy a plusher buick when a comparable cadillac will be similarly priced. 

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dfelt    1,763

An interesting thought, those that are in their late 50's early 60's and still think of Cadillac as a Baby Boomer slush mobile, will like Buick having a luxury trim line.

My oldest sister thinks this way and now that she has ordered her Buick Envision, I can easily see her moving up to the Avenir trim level when she goes to get a newer one in 2 years.

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Drew Dowdell    4,965
51 minutes ago, bigpoolog said:

denali was genius because it appeals to people who desire cadillac luxury but don't want to be randomly selected for stop and frisk. 

this move isn't genius because neither the ATS or CTS share the Escalade's notoriety, thus there's no incentive to buy a plusher buick when a comparable cadillac will be similarly priced. 

Selling this in the US is an afterthought.  They are going after the wealthy Chinese here. 

Also, the comparable Cadillac is still going to be more.  A 2017 Lacrosse AWD rollin on 20s and every option box checked is $50k.  An AWD XTS with no options checked is $53k.  The Regal GS Gone Wild is $42k... equip an ATS the same way and you'll be over $47k.

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3 hours ago, bigpoolog said:

denali was genius because it appeals to people who desire cadillac luxury but don't want to be randomly selected for stop and frisk. 

this move isn't genius because neither the ATS or CTS share the Escalade's notoriety, thus there's no incentive to buy a plusher buick when a comparable cadillac will be similarly priced. 

First off the Yukon Denali debuted before or simultaneously with the first Escalade.  Second Buick is autonomous.  There is zero suggesting that they are even trying to be a "lower level Caddy." Again this will legitimately put it on the same level as Lincoln,  Acura,  and Lexus (to a degree).  Soft luxury with Cadillac being whole nother level.  Honestly a new Lacrosse with a detuned LF3 would be a waaaaaaay better car than anything the MKZ with 400hp could offer 

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Paolino    99
On 9/30/2016 at 11:01 AM, Drew Dowdell said:

I'm okay with the idea, but eh on the name.  It just doesn't flow well with the other names in the lineup.  Buick Encore Avenir.... Buick Lacrosse Avenir.... Buick Enclave Avenir....

Denali worked because it was its own high end model first and had unique front sheet metal to make it something "more". 

Well, Encore and Enclave are French words... as is Avenir... although the meaning behind it isn't really working for me.  I think they should have hired a known designer and had the next version of Joseph Abboud...

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Drew Dowdell    4,965
23 hours ago, Paolino said:

Well, Encore and Enclave are French words... as is Avenir... although the meaning behind it isn't really working for me.  I think they should have hired a known designer and had the next version of Joseph Abboud...

I think they should have just called it Super.

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Paolino    99
On 10/4/2016 at 9:19 PM, Drew Dowdell said:

I think they should have just called it Super.

Disagree.  To me, in 2016, "Super" just sounds absurd.  Sometimes you can't go with historical monikers... they just don't work.  I would have rather they took the word "Essence" off their useless LaCrosse Essence trim level and used that to denote a higher level of luxury.

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Drew Dowdell    4,965
1 hour ago, Paolino said:

Disagree.  To me, in 2016, "Super" just sounds absurd.  Sometimes you can't go with historical monikers... they just don't work.  I would have rather they took the word "Essence" off their useless LaCrosse Essence trim level and used that to denote a higher level of luxury.

I could go with that one also... I just think Avenir doesn't mean anything to Americans and sounds overly pretentious

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Paolino    99

Bump.  Any news on this?  It's been 6 months and we've seen a new LaCrosse, and have a new Regal and Enclave coming out in less than a year.

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Drew Dowdell    4,965

Radio silence so far.   I do know it is supposed to launch in 2018.  Shanghai Auto Show is in just about a month.  Stay tuned.

1 minute ago, Paolino said:

Bump.  Any news on this?  It's been 6 months and we've seen a new LaCrosse, and have a new Regal and Enclave coming out in less than a year.

 

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Paolino    99
26 minutes ago, Drew Dowdell said:

Radio silence so far.   I do know it is supposed to launch in 2018.  Shanghai Auto Show is in just about a month.  Stay tuned.

 

Well, that'd be a smart place to launch it...

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Very interested in what they will do with it. Again.. revisiting the brilliance behind Denali in the sister brand GMC.. Avenir could be a blazing success if done right. Truly the best place to start is interior.. taking them up a notch.. and then onward to MRC, higher HP, special paints, and even nicer wheel options can really add on the content for the customer.. and the profit for GM. 

Remember EACH brand should be a profit center on its own.. having donor platforms and some parts bin should only add to that. Ask Porsche getting VW stuff in its non-911 vehicles.

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Paolino    99
2 hours ago, Cmicasa the Great said:

Very interested in what they will do with it. Again.. revisiting the brilliance behind Denali in the sister brand GMC.. Avenir could be a blazing success if done right. Truly the best place to start is interior.. taking them up a notch.. and then onward to MRC, higher HP, special paints, and even nicer wheel options can really add on the content for the customer.. and the profit for GM. 

Remember EACH brand should be a profit center on its own.. having donor platforms and some parts bin should only add to that. Ask Porsche getting VW stuff in its non-911 vehicles.

I'd like the Avenir name to be equivalent to the Platinum trim on Cadillac.  I'd like to see some interesting real wood options, a new leather option, wheels, but I'd also like something more special... make the buyer really feel like they have something special for themselves (not sure what that could be!)

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dfelt    1,763
On 10/4/2016 at 6:19 PM, Drew Dowdell said:

I think they should have just called it Super.

Interesting thought, but I not sure you want a Buick CHAO.

That is what Super translates into in Chinese.

http://dictionary.hantrainerpro.com/chinese-english/translation-chao_super.htm

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