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William Maley

Buick News: Buick Announces Avenir is Coming... As A Sub-Brand

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Good news everyone! Buick has announced that the Avenir name will go into production. Before you get your hopes up and think that it's going to be used for a new model, Buick is planning to use Avenir for their new luxury sub-brand.

“Avenir will be Buick’s signature. The highest expression of the luxury experiences we’re delivering now and in the future,” said Duncan Aldred, vice president of Global Buick Sales, Service and Marketing.

Think of Buick's Avenir as GMC's Denali brand. Models badged as Avenir will feature a three-dimensional mesh grille, large-diameter wheels, unique trim finishes and materials; and seat details. Expect some special equipment to go along with the Avenir trim.

Speaking with Motor1, Buick spokesman Stuart Fowle says Buick plans on launching three models with the Avenir trim within the next 18 months, with “a couple of those in the next six to nine months.” Fowle wouldn't say which models would get the Avenir trim, but we're guessing the LaCrosse, Encore, and the upcoming next-generation Enclave will be the three.

Source: Motor1, Buick
Press Release is on Page 2

Avenir Sub-Brand to Represent Highest Expression of Buick Luxury

  • Concept car-inspired models will join global portfolio in 2018 model year

DETROIT – Across continents, a growing set of new customers are discovering unexpected and attainable luxury experiences from Buick. Soon, those customers will be introduced to a new Avenir sub-brand designed to grow with the needs of future luxury buyers.

The Avenir sub-brand is inspired by Buick’s evolving customer base. The brand has grown quickly with female buyers, and one in two Buick customers today are coming from competitive brands. They’re expecting a high-end experience and premium quality. For example, 90 percent of Enclave buyers purchase one of the top two trim levels.

This year, an unprecedented number of new global products such as the Envision compact SUV and the 2017 LaCrosse sedan offer an elevated luxury experience that’s encouraging new car buyers to reassess what they know about Buick.

“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,” said Duncan Aldred, vice president of Global Buick Sales, Service and Marketing. “Avenir will be Buick’s signature. The highest expression of the luxury experiences we’re delivering now and in the future.”

Avenir vehicles will add distinct touches to Buick’s timeless, sculpted designs, including a three-dimensional mesh grille, large-diameter wheels, and unique trim finishes. Inside, Avenir models will enhance the brand’s quiet, inviting environment with unique seat details, modern trim materials and Avenir script identification.

The name “Avenir,” French for “future,” is taken from the award-winning concept sedan from 2015. That concept and this year’s Avista coupe concept — from which the new sub-brand borrows its grille pattern — have served as guideposts for designers sketching and modeling Buick’s future.

“Stretching the Buick brand’s international appeal and potential has been a major focus of exploration in our design studios,” said Helen Emsley, executive director of Buick Global Design. “Concept cars stretch the boundaries of what is possible and every new Buick is benefitting from this vision work. As the Avenir concept expressed the prestige vision for the portfolio, the addition of an Avenir sub-brand illustrates an important piece of future direction.”

Additional Avenir details and product specifics will be announced later.

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Finally we get a successor to the Regal Joseph Abbbod.  Makes sense to do this from a sales/marketing perspective.  By putting a special grill and wheels on a Lacrosse and some stitching on the dash they get to charge $3,000 more for it.

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So when will Buick also have the GS sub-brand?

Or why don't they use the "special" moniker again?

Not that Avenir sounds bad, but yes, it's just an option to raise buicks status and potential sale price... this seems like lincoln trying to be raised to cadi status.

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3 minutes ago, loki said:

So when will Buick also have the GS sub-brand?

Or why don't they use the "special" moniker again?

Not that Avenir sounds bad, but yes, it's just an option to raise buicks status and potential sale price... this seems like lincoln trying to be raised to cadi status.

Special and Super sound dated, i guess they wanted a new moniker... and the last few times Special was used, it was on base trim levels..not aspirational.

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i thought they wanted Buick's demographic to get younger.

I mean, Avenir, Brougham, same effect.


Avenir as a model would have been a different deal.


I'm sure this will be huge in China.

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