Avenir Concept Introduces New Buick Grille, Reinstates Colorful Tri-Shield Logo: Feature Spotlight
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The Buick Avenir concept is hot. Seriously hot. The concept of a full-size flagship sedan from Buick is chock-full of new styling elements that aim to take Buick’s design to the next level. Two of these elements — the grille and the Buick logo — are rather noteworthy, as they mark a departure from today’s Buick models and put “a new face on the brand”, according to Buick.
The Avenir’s grille marks the most striking departure from the waterfall design on contemporary Buick models on sale today. The new grille still features a waterfall-like vertical pattern while introducing a large opening accented by Buick’s tri-shield insignia. Flanked by wing-shaped elements, the tri-shield logo returns to the three-color red, white, and blue hue that adorned the logo as early as the late 2000s, before being switched out in favor of the monochrome tri-shield in use today. Notably, Buick never switched to the monochrome logo on its Chinese-market models, which have continued to feature the red, white, and blue tri-shield.
“The new grille is a modern interpretation of a design introduced on the landmark 1954 Wildcat II concept, which shattered expectations of what a Buick was supposed to be,” said Michael Simcoe, vice president of design, GM International Operations. “On the Avenir, it represents a break from convention and progressiveness in technology.”
1954 Buick Wildcat II Concept served as inspiration for the grille on the Avenir concept
We wonder how much of the new grille will make its way into future Buicks, Opels and Vauxhalls due to the global alignment of the three regional brands. After all, the 2016 Cascada has those wing-shaped elements in its grille, yet is missing the colors from its tri-shield badge.
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I’ll take the ’54.
Meet the new Lacrosse, only larger.
These are the styling cues that will define Buick for the following.decade. Design is elegant, out classes Japanese rivals and gives Caddy a serious run for it’s money.
We can be now be fairly sure that a Omega based flagship is on its way.
I tend to think you are probably right about this. And I am fine with that if it is how things pan out.
The Lacrosse will remain FWD, so it is not a Lacrosse. This is a potential Park Avenue or Roadmaster successor to it.
You sure about the LaCrosse staying FWD?
Looks nearly production ready.
This is production ready less the interior tricks and may be an inch on the wheels. I expect 2017.
No it is not the Lacrosse as that is also coming too and looks more like an Audi A7.
As for the name I think you can put away the old names as why saddle this car with an old name when it has enough strong styling to create a new historic name plate of its own.
As for out doing Cadillac well they both have two different missions. The new coming Cadillac’s will have even more to offer and more options. This car is just taking the slot Cadillac is leaving. The correct way to see this these brands will compliment one another as they will be in two different price segments and they will have two district styles with two different powertrains since Cadillac will get their own.
I see these like the Nox and Terrain as they are similar but appeal to two very different groups. Just the Cadillac in the future will see engines and options the Buick will never see.
This car will dominate its price segment well though it will not be cheap. But what is?
By the way they made a waterfall and port hole I really love for once.
Am I alone in wishing to see it called Electra 225?
Looks to me like they added the bar from an Opel grill
…. which is a mistake, in my opinion. Buick has traditionally had the most handsome grilles in the business. This one does not measure up. The horizontal Opel bar looks as awkward as Subaru’s crude airplane silhouette bars they put in their grilles. Buick: simply it.
Bring back the Wildcat!
I think this concept is as close to a production vehicle GM has shown us . Sure some of the techno gadgets won’t see the light of day , but the major elements are there . Even the dash is some what close to the S-class , seems very doable . Nothing wrong with Buick having a luxo in the market . The Lucerne and Roadmaster ( thank goodness ) are gone and there is room in the line up for this car . So, come on GM stick your neck out and build this . Its definately a winner . And if you do build it don’t go back to the Lucerne or Roadmaster as its name PLEASE . Oh ,Ilike the tri-shield with color I always thought it was red , white and blue . Screams American luxury . JMO
I love it its good looking…I love the hood… but the trunk is a little too short… I doen;t like the short rear.. long front look so much…I wish the front and rear would equal out without having the hood too short.
I think those who think the rear is too short had better see the car in person as the rear sticks out a lot more than you think in person. The rounded shape in photos hides it true length. If it were much longer it would look very odd.