Buick is pretty excited to finally reveal its Avenir sub-brand, which takes a page from GMC’s Denali in search for similar success. But, buyers shouldn’t expect to find an Avenir branded Buick for every single vehicle.
“Not every vehicle in our portfolio will magically be required to have an Avenir,” Rob Peterson, Buick crossovers marketing manager, told Motor1.
“Ninety percent of our buyers were purchasing the top two trims already,” Peterson said. “People were coming into the Enclave, they were checking all the boxes … So I’m going to give you a nice grille and some unique interiors and things along that line.”
But for a car like the Buick Cascada convertible, Avenir shall find no place to call home. Peterson said a car like the Cascada doesn’t quite capture what Avenir is intended to do. Not to mention, the Cascada is a seriously old car when tracing its roots back to Opel. The Buick exec said the Sport Touring trim level is meant to spruce the drop-top up for those seeking more.
Where will we see Avenir show up next? Buick won’t say, but the LaCrosse or Encore seem like contenders. The Encore remains a best-seller for the brand, and the LaCrosse sedan continues to be coined Buick’s flagship sedan.