After the popularity of its Avista concept, Buick has decided to launch its bold luxury sub-brand for the 2018 model year. The Buick Avenir sub-brand will be applied to existing Buick vehicles as a new luxury trim as well as future Buick cars.
Buick has spent the last few years reinventing itself, putting out cars like the convertible Cascada and the stylish Verano. With a reinvigorated brand, Buick hopes to use the Avenir lineup to attract younger customers and allow Buick to compete with other luxury brands.
According to Buick, the brand has quickly gained popularity with female customers, and half of new Buick buyers came from competitor brands, interested in Buick’s high-end luxury vehicles. Most Buick buyers are going for the top trim levels.
Avenir is the French word for “future” and will borrow from the 2015 Avista concept in design, maintaining the mesh grille. Details on the Avenir have been vague, but it will also have large-diameter wheels and interior accents like Avenir script and unique seat details. The Avenir cabin will “enhance the brand’s quiet, inviting environment,” according to a statement from Buick.
More details will be announced about the Avenir sub-brand in the coming months.
Buick has looked into the crystal ball to its future, and the brand’s future looks a lot like the Buick Avenir Concept.
Introduced earlier this month at the 2015 North American International Auto Show in Detroit, the Avenir concept brings a whole new level of passenger well-being and technology to the industry, along with a progressive design that will impress even the pickiest car buyers.
“Avenir embodies Buick design, which centers on effortless beauty and presence without pretense,” said Ed Welburn, vice president of General Motors Global Design. “It demonstrates the growing international reach of Buick and offers an exciting vision of where it can go.”
With a body that reflects premium sports proportions, while representing the typical Buick design cues, the Avenir makes a lasting impression. The concept car features personal seating for four, a next-generation direct-injection V6 engine, driver-recognition features that automatically sync infotainment preferences, and Buick’s popular OnStar 4G LTE with WiFi hotspot.
This combination of stunning style and sophisticated features has created a terrific car that we can only hope will enter production. Make sure you check back to DeVoe Buick GMC to see if the Buick brand decides to include the Avenir in its lineup.