Jump to content
William Maley

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

Recommended Posts


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.


View full article

Share this post


Link to post
Share on other sites

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.

  • Upvote 1

Share this post


Link to post
Share on other sites

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.

Share this post


Link to post
Share on other sites
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.

Share this post


Link to post
Share on other sites

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.

Share this post


Link to post
Share on other sites

Your content will need to be approved by a moderator

Guest
You are commenting as a guest. If you have an account, please sign in.
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoticons maximum are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.




  • Today's Birthdays

    No users celebrating today.
  • Similar Content

    • By William Maley
      Three-peat: Chevrolet’s Retail Share Grows for Third Consecutive Year – up 1 point since 2015
      Buick and GMC Buck the Industry to Post Double-digit Retail Sales Gains in December GM December retail sales up 2 percent; retail share tops 18 percent Best Commercial and Government deliveries since 2008 and largest 2017 share gain of any automaker DETROIT — General Motors (NYSE: GM) delivered 3,002,241 vehicles in the United States in 2017, including more than 1.3 million trucks and 965,090 crossovers. In the process, GM set new annual sales records for pickup and crossover deliveries, electric vehicles sales, average transaction prices and more. GM also reduced year-end inventories more than its target. Inventories were 752,554 units, down 90,000 from a year ago. Days supply was 63 days.
      Chevrolet Momentum
      Chevrolet has been GM’s most powerful growth engine. The brand delivered year-over-year retail market share increases in 2015, 2016 and 2017. Since the end of 2014, Chevrolet’s retail share has grown from 10.2 percent, according to Polk registration data, to an estimated 11.2 percent. The Fastest Growing Crossover Company
      GM crossover deliveries were up 17 percent year over year, driven by record sales of the Chevrolet Equinox, Traverse and Trax, as well as the Buick Envision, Buick Encore and GMC Acadia. GM grew its retail share of the crossover market more than any other automaker, according to the latest J.D. Power PIN estimates. GM’s retail share grew 1.6 percentage points to 13.1 percent. The only other major automaker to gain retail share was up less than one point. Chevrolet became the industry’s fastest-growing crossover brand in 2017 based on retail market share, with the all-new Equinox and Traverse gaining more than one point of share in their respective segments. Equinox retail deliveries were up 21 percent and Traverse was up 31 percent. The Trax was up 5 percent. Crossovers helped Buick deliver its best calendar year sales since 2004. The Buick Encore delivered its best year ever. It has been Buick’s volume leader for three straight years. Crossovers now account for more than 80 percent of Buick’s retail deliveries, compared with about two-thirds last year. Retail crossover sales for the brand were up 26 percent year over year, with the Enclave up 14 percent, the Encore up 8 percent and Envision up 167 percent. Cadillac’s retail crossover deliveries were up 9 percent, driven by the new XT5. The Industry’s Best-selling Trucks
      GM sold more pickup trucks in the United States than any other automaker for the fourth year in a row – a record 948,909 units – thanks to its unique three-truck strategy. Since 2014, Chevrolet and GMC have been the only brands to offer mid-size, light- and heavy-duty pickups. GM sold 239,719 full-size SUVs and has led the segment since the launch of the Chevrolet Suburban in 1935. Combined, the Chevrolet Tahoe and Suburban, and the GMC Yukon and Yukon XL, have earned more than 75 percent retail market share for the fourth consecutive year. At GMC, more than half of Sierra HD customers and more than 70 percent of Yukon customers purchase premium Denali models. The Cadillac Escalade has earned at least 30 percent of the retail market for large luxury SUVs for four consecutive years, with ATPs that are more than $20,000 above its closest domestic competitor. The Leader in Affordable, Long-range EVs
      Chevrolet delivered more than 43,669 electric vehicles in 2017, including 23,297 Bolt EV crossovers and 20,349 Volt sedans. In December, the Bolt EV had its best month since launch. Record ATPs
      GM’s average transaction prices (ATPs), which are net of incentive spending estimates, were more than $35,400 for the year and they surpassed $38,000 in December. Both are records, and significantly above the industry average of $31,600 for the calendar year. Best Commercial and Government Deliveries Since 2008
      Total Commercial and Government deliveries were more than 296,000 units, the most since 2008. Commercial and Government deliveries are now the largest component of GM’s fleet deliveries, following a cumulative reduction of 170,000 rental deliveries since 2014. 2017 marked the first year that GM Commercial and Government deliveries have been greater than daily rental deliveries in the last quarter century. Based on Polk registration data through October, GM has gained more Commercial and Government market share in 2017 than any other automaker. Total and Retail Sales
      GM’s total sales in 2017 were down 1 percent year over year, outperforming the industry, which is expected to be down 2 percent. GM’s retail deliveries, which are more than 80 percent of total sales, were down 1 percent year over year, in line with the industry’s expected performance.  December Highlights (vs. a year ago)
      Corporate
      Industry sales and retail sales are all expected to be down about 4 percent. Fleet sales are expected to be down 5 percent. There was one less selling day. GM’s retail market share is expected to surpass 18 percent, up one percentage point for the company’s best month of the year. Retail sales totaled 254,449 units, up 2 percent.   GM’s Commercial and Government deliveries were up a combined 7 percent and daily rental deliveries were down 40 percent. Total fleet sales were down 22 percent. GM’s incentives as a percentage of ATP in the fourth quarter of 2017 averaged 13.3 percent, in line with the fourth quarter of 2016, according to J.D. Power PIN estimates. GM incentives during the month of December averaged 14.8 percent. Chevrolet
      Chevrolet’s retail market share increased 0.2 percentage points to an estimated 11.5 percent and ATPs for the month were the best-ever at more than $34,000. The Equinox and Traverse had their best December total sales ever with increases of 21 percent and 19 percent, respectively. Silverado total sales were up 25 percent. The Silverado light-duty crew cab had its best month ever. Buick
      Buick total sales were up 5 percent and retail deliveries were up 15 percent. On a retail basis, the Enclave was up 46 percent, the Envision up 93 percent and the Encore was up 2 percent. Retail market share increased an estimated 0.2 percentage points to 1.6 percent. GMC
      GMC total sales were up 1 percent for the brand’s best sales month in more than 12 years. Retail deliveries were up 14 percent and share increased an estimated 0.6 percentage points to 4.1 percent. December ATPs were the highest on record at approximately $47,500. Calendar year ATPs of $43,700 also set a new record. Retail deliveries of the Sierra were up 18 percent, the Yukon was up 54 percent, and the Yukon XL was up 51 percent. The Acadia was up 1 percent. Denali deliveries set a monthly and full-year record, with penetration approaching 40 percent in December and 30 percent for the year. Full-year Denali deliveries were approximately 140,000 units. Denali ATPs are about 25 percent higher than overall GMC ATPs. Cadillac
      Cadillac ATPs set a new monthly record of $58,300. 2018 Outlook 
      Mustafa Mohatarem, GM’s chief economist, forecasts 2018 total vehicle sales (including medium and heavy trucks) to exceed 17 million units for the fourth year in a row. Light vehicle sales are forecasted to be in the high 16 million-unit range.
      “In 2017, we had solid GDP growth and good news on employment, wages and consumer sentiment, which helped deliver very strong retail sales for the auto industry,” he said. “This year, many consumers will see their take-home pay rise because of tax reform. That will keep the broad economy growing, and help keep sales at very healthy levels even as the Fed increases interest rates.” 

      GM is well positioned heading into the new year because of its low inventories and multi-year strategy to redesign and expand its truck and crossover portfolio. On a retail basis, 78 percent of GM sales are now trucks and crossovers, compared with an industry average of 65 percent.
      “We are winning customers in the fastest-growing parts of the market, and our momentum continues to grow because we have strengthened our brands, grown our Commercial and Government business, sharply reduced rental sales and successfully transitioned to a crossover- and truck-focused business,” said Kurt McNeil, U.S. vice president of Sales Operations. “We are starting 2018 with very lean inventories for such a strong industry, and we see more room to grow because Chevrolet, Buick and GMC will have a full year of sales of their all-new crossovers, and we are going to launch the industry’s best full-size pickups.”

    • By William Maley
      Chevrolet’s Retail Sales Outperform the Industry
      Retail Crossover Sales Soar at Chevrolet, Cadillac, Buick and GMC; Commercial and Government deliveries up sharply DETROIT — General Motors (NYSE: GM) today reported 245,387 deliveries in the United States in November, with large year-over-year increases in sales of Chevrolet, Cadillac, Buick and GMC crossovers to individual “retail” customers.
      Chevrolet crossovers were up 16 percent, driven by a 59 percent increase for the Traverse, which had its best November retail and total sales ever. The Bolt EV had its best month yet. The Cadillac XT5 was up 11 percent. Buick crossovers were up 20 percent after Enclave deliveries more than doubled. Envision deliveries were up 2 percent. Buick’s new Avenir premium sub-brand is off to a strong start. About 30 percent of 2018 Enclave deliveries are Avenir models. GMC crossovers were up 11 percent, driven by a 4 percent increase for the Acadia and a 20 percent increase for the Terrain, which gained a full point of segment share month over month as availability grew. Overall retail sales were essentially equal to last November. Commercial and government deliveries were up a combined 7 percent, driven by a 30 percent increase in full-size pickup sales and a 35 percent increase for the Chevrolet Tahoe PPV (Police Pursuit Vehicle). Total fleet sales were down 13 percent after a 24 percent reduction in daily rental deliveries. Total sales were down 3 percent.
      Crossovers, strong SUV sales and a record November for GMC Denali sales helped the company’s average transaction prices (ATPs) surpass $37,000 for the first time ever. GM’s ATPs were about $4,500 above the industry average and nearly $2,000 higher than any domestic competitor.
      Chevrolet Momentum
      Retail sales for Chevrolet were up 2 percent year over year, while the retail industry is expected to be up about 1 percent. It was Chevrolet’s best retail November performance since 2004.
      The brand’s strong year-over-year retail performance extended to passenger cars, SUVs and pickups, which helped the brand outperform the industry: 
      Colorado deliveries were up 18 percent for its best November ever. The Tahoe and Suburban were up a combined 12 percent. Chevrolet passenger cars were up 1 percent, with the Corvette, SS, Impala, Sonic and Spark all posting sharply higher sales.   Strong Economic and Sales Outlook
      “More vehicles are sold in December than any other month and we are very well positioned because we have momentum in so many segments, but especially in crossovers,” said Kurt McNeil, U.S. vice president of Sales Operations. “When we close the books on 2017, GM will show very healthy inventory levels, significantly lower daily rental sales for the third year in row, and the best year in our history for crossover deliveries by far.”
      “U.S. economic growth has stepped up and we expect the momentum will carry over to 2018,” added GM Chief Economist Mustafa Mohatarem. “Employment continues to grow at a solid pace, wage growth will accelerate and consumer confidence just hit a 17-year high, so industry sales should remain strong.”
      Other November Highlights
      GM’s ATPs were up more than $650 from October and more than $1,400 from a year ago. GM is on track to close 2017 with significantly fewer vehicles in stock than it had in December 2016. GM’s November incentive spending was an estimated 12.9 percent of ATP, per JD Power PIN, which is in line with the industry average. Spending was down 0.3 percentage points from October and 0.8 points year over year.
    • By William Maley
      Currently, Buick only offers their upscale Avenir trim on only the Enclave crossover. But that will be changing in the coming weeks as the brand has announced the 2018 LaCrosse Avenir.
      The LaCrosse Avenir stands out from its brethren with new mesh grille inserts, chrome "wings", 19-inch wheels (20-inch wheels are optional), and Avenir badging. Inside, Buick went all out by using chestnut-brown leather upholstery, embroidered headrests, and special sill plates. Like the Enclave Avenir, the LaCrosse Avenir comes fully loaded with a Bose audio system, panoramic moonroof, and the 3.6L V6 with 310 horsepower. Optional equipment includes all-wheel drive, a suite of active safety equipment, and Dynamic Drive Package.
      Pricing will be announced closer to the LaCrosse Avenir's launch.
      Source: Buick
      Press Release is on Page 2
      Buick LaCrosse Avenir Makes World Debut
      Buick’s highest expression of luxury expands to flagship sedan LOS ANGELES ― With the arrival of the 2018 LaCrosse Avenir, Buick’s new sub-brand expands its offerings and provides customers a way to experience the highest expression of Buick luxury, regardless of whether they’re shopping for a car or SUV. First introduced with the 2018 Enclave that went on sale in October, Avenir features unique styling cues, an extensive set of standard features and exclusive premium materials for customers who want more.
      “Nine out of ten LaCrosse buyers are choosing one of the top two trim levels — customers are signaling they want more from Buick,” said Duncan Aldred, vice president of Global Buick and GMC. “With even more content and an elegant look, Avenir adds a unique name and appearance for those who want the best of our attainable luxury.”
      Like the Enclave Avenir, the LaCrosse Avenir’s design details were channeled from our award-winning concept cars for a more dramatic look, expressed through a unique three-dimensional mesh upper and lower grille paired with chrome wings. Avenir script badging on the front doors and exclusive 19-inch Pearl Nickel or available 20-inch Midnight Silver wheels create a commanding road presence and complement the LaCrosse’s timeless design.
      “Exterior styling is very important to LaCrosse buyers, and its sculpted beauty withstands passing trends,” says Bob Boniface, global director of Buick Exterior Design. “For Avenir, we focused on maintaining the timelessness of the LaCrosse, while giving these customers subtle and tasteful details that elevate this car to a new level.”
      Inside, Avenir-exclusive details include a Chestnut interior color theme, embroidered first-row headrests and Avenir-scripted sill plates.
      Features available on other LaCrosse models come standard on the Avenir, including a powerful 310-horsepower V-6, nine-speed automatic transmission, navigation and Bose Centerpoint Surround Sound premium audio, as well as a panoramic moonroof.
      Additional available features include Ebony interior, Intelligent Twin-Clutch AWD, Dynamic Drive Package featuring continuous variable real-time dampening control and a suite of advanced safety features.
      LaCrosse Avenir will arrive at dealers in early 2018.

      View full article
    • By William Maley
      Currently, Buick only offers their upscale Avenir trim on only the Enclave crossover. But that will be changing in the coming weeks as the brand has announced the 2018 LaCrosse Avenir.
      The LaCrosse Avenir stands out from its brethren with new mesh grille inserts, chrome "wings", 19-inch wheels (20-inch wheels are optional), and Avenir badging. Inside, Buick went all out by using chestnut-brown leather upholstery, embroidered headrests, and special sill plates. Like the Enclave Avenir, the LaCrosse Avenir comes fully loaded with a Bose audio system, panoramic moonroof, and the 3.6L V6 with 310 horsepower. Optional equipment includes all-wheel drive, a suite of active safety equipment, and Dynamic Drive Package.
      Pricing will be announced closer to the LaCrosse Avenir's launch.
      Source: Buick
      Press Release is on Page 2
      Buick LaCrosse Avenir Makes World Debut
      Buick’s highest expression of luxury expands to flagship sedan LOS ANGELES ― With the arrival of the 2018 LaCrosse Avenir, Buick’s new sub-brand expands its offerings and provides customers a way to experience the highest expression of Buick luxury, regardless of whether they’re shopping for a car or SUV. First introduced with the 2018 Enclave that went on sale in October, Avenir features unique styling cues, an extensive set of standard features and exclusive premium materials for customers who want more.
      “Nine out of ten LaCrosse buyers are choosing one of the top two trim levels — customers are signaling they want more from Buick,” said Duncan Aldred, vice president of Global Buick and GMC. “With even more content and an elegant look, Avenir adds a unique name and appearance for those who want the best of our attainable luxury.”
      Like the Enclave Avenir, the LaCrosse Avenir’s design details were channeled from our award-winning concept cars for a more dramatic look, expressed through a unique three-dimensional mesh upper and lower grille paired with chrome wings. Avenir script badging on the front doors and exclusive 19-inch Pearl Nickel or available 20-inch Midnight Silver wheels create a commanding road presence and complement the LaCrosse’s timeless design.
      “Exterior styling is very important to LaCrosse buyers, and its sculpted beauty withstands passing trends,” says Bob Boniface, global director of Buick Exterior Design. “For Avenir, we focused on maintaining the timelessness of the LaCrosse, while giving these customers subtle and tasteful details that elevate this car to a new level.”
      Inside, Avenir-exclusive details include a Chestnut interior color theme, embroidered first-row headrests and Avenir-scripted sill plates.
      Features available on other LaCrosse models come standard on the Avenir, including a powerful 310-horsepower V-6, nine-speed automatic transmission, navigation and Bose Centerpoint Surround Sound premium audio, as well as a panoramic moonroof.
      Additional available features include Ebony interior, Intelligent Twin-Clutch AWD, Dynamic Drive Package featuring continuous variable real-time dampening control and a suite of advanced safety features.
      LaCrosse Avenir will arrive at dealers in early 2018.
  • My Clubs

  • Who's Online (See full list)

    There are no registered users currently online

About us

CheersandGears.com - Founded 2001

We  Cars

Get in touch

Follow us

Recent tweets

facebook

×