Buick Announces Luxury Sub-brand Based On Avenir Concept +VIDEO

Avenir News, Video, Specs

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

DETROIT September 30, 2016; 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.

Buick is an international modern luxury brand offering vehicles with sculpted designs, luxurious interiors and thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models in North America and China.

COMMENTS:

From Steve Purdy Senior Editor Michigan Bureau The Auto Channel:
(At 2015 Detroit Auto Show) "I was about to give the worst car name award to the concept on the Buick stand called Avenir until I talked to the designer. He reminded me that Buick tends to use French names and revealed Avenir is French for ‘future.” It is an impressive car. The rear-wheel drive, full-size Avenir is purely a concept at this point and is meant to represent a flagship sedan for Buick. And, what a knock-out it is. Cadillac has been hinting at a similar car for themselves for a couple years now so we assumed an association. Not so.

From Rebecca Lindland, senior analyst for Kelley Blue Book:
“The Avenir will provide Buick shoppers with that extra feeling of luxury, potentially keeping current owners in the brand longer and attracting new buyers with added features and expressive craftsmanship without a luxury price.”

From Michelle Krebs, senior analyst for Autotrader:
“The question is what vehicles will get an Avenir designation? If it is Buick’s cars, I would expect minimal success. Cars, and even luxury cars, aren’t the fashion these days. Sales are down and incentives are up. Denali is phenomenally successful for GMC because it has been applied to SUVs and trucks, categories that have headroom for premium pricing.”

From Michael Harley, analyst for Kelley Blue Book:
“This isn’t big news for Americans, as the Buick brand isn’t going to automatically add any cachet with an Avenir badge on the rear deck. However, in other markets ― especially China ― the new premium designation will allow GM to further increase the status of the popular brand and increase margins on its hot-selling Buick models.”