Buick is putting the Avenir into production, just not in the traditional sense. Likely stemming from the success of GMC’s Denali range of vehicles, Buick has announced it will launch its Avenir sub-brand for the 2018 model year.
Buick says the decision to launch Avenir is a reflection of its growing customer base, with one in two new Buick customers coming from a competing brand. Meanwhile, 90 percent of Enclave customers choose one of the top two trim levels. Avenir is meant to reinforce the unexpected luxury found in 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.”
So, what’s in a name? Buick states Avenir vehicles will be “concept car” inspired and add distinct touches such as a three-dimensional mesh grille, larger wheels and unique trim finishes.
Buick wouldn’t go into much detail, but did state the interior will feature unique seat details, modern trim materials and Avenir script identification.
Where can we expect Avenir to show up? That’s also not disclosed for now, but you bet Enclave and Envision will be recipients of the Avenir touch.