Avenir created to show Buick as the ultimate in luxury

by Keith Morgan on Wednesday, October 12th, 2016

GM say the brand has grown quickly with female buyers, and one in two Buick customers today are coming from competitors.

Avenir concept car-inspired models will join Buick’s global portfolio in 2018 model year, the General Motors marque has announced.

Buick has gained a major foothold in the expanding Asian luxury car market so Avenir is the next step in its progress.

The Avenir sub-brand is inspired by Buick’s evolving customer base. GM say the brand has grown quickly with female buyers, and one in two Buick customers today are coming from competitors. The manufacturer believes its customers are 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.

Buick Avenir Sub-Brand

 

 

“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 typically sculpted designs, including a three-dimensional mesh grille, large-diameter wheels, and unique trim finishes. Inside, 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.

keith [dot] morgan [at] drivewaybc [dot] ca