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.