GMC’s Denali sub-brand grew into something larger than General Motors expected, and it hopes Avenir mimics the same sort of success. To start, GM ensured it didn’t price Avenir out of the market, however, and the trims will feature lower premiums than Denali-branded vehicles from GMC, according to Automotive News.
The “high expectations” for the Avenir sub-brand come from the top of the automaker after CEO Mary Barra said Avenir could command higher margins and transactions prices akin to Denali. She said Denali vehicles account for 30 percent of GMC’s total retail sales in the United States. With prices 43 percent higher than base model GMCs, Denali remains a cash cow.
Buick won’t place identical premiums on Avenir to start. The first Avenir-branded Buick, the 2018 Buick Enclave Avenir, starts a $54,410, which represents a 33 percent higher price than its base model. It’s 11 percent, or $5,400 more than the next closest trim, the Premium.
The 2018 Enclave Avenir includes such niceties as unique grille, 20-inch pearl-nickel wheels, rearview camera mirror, power-folding third-row seats and more. The design cues found on Avenir-branded cars are meant to channel the Buick Avenir concept, which the brand showed at the 2015 North American International Auto Show.
Buick previously said not every vehicle in its lineup will receive an Avenir trim, but recent reports peg the 2018 LaCrosse as the next recipient. It’s safe to say all of Buick’s hot-selling crossovers will gain an Avenir variant eventually, however.