Duncan Aldred, Buick-GMC chief, confirmed the news when he sat down with our friends at Automobile saying, “We’re not going to build Avenir.” Aldred is a blunt instrument at times.
What he says following the death certificate for the Buick Avenir is rather intriguing, however.
“We never went into the show with the plan to build it. You’re going to see elements of Avenir in LaCrosse. But the reaction we got last year did stimulate a lot of valuable work, really looking at ‘can we, should we build that car.’ Bottom line is, that didn’t quite work for us. And … the sedan market is declining quite rapidly. We’ve also got an emerging and strengthening Cadillac line as well, and you’ve got to look at that potential. It would have been a viable business case, but we haven’t got unlimited capital.”
Cadillac has a history of calling the shots, even as it sits as a diamond in the rough in its current state for General Motors. And it seems like the Avenir may have seriously started a turf war after reading into what Aldred had to say.
It’s a shame, really, because everyone here at GM Authority believes Buick deserves a true halo vehicle to define the brand; not the Cascada, which has recently been bestowed a “halo” status for Buick. We’re sure the Cascada is a fine car, but it’s not a statement vehicle like the Avenir, or even the Avista.
Now, we kindly ask for Cadillac to keep its paws off the Avista concept, and let Buick bask in some of its own rear-wheel drive, twin-turbo V6 glory.