The Buick Avenir was a very well kept secret for the 2015 North American International Auto Show. It took everyone by surprise, and was received with a warm welcome, despite the cold temperatures during the time it sat on a pedestal inside COBO Hall.
Having your work received well is something the designers of the Buick Avenir were absolutely thrilled about, but winning an Eyes On Design award had them humbled. Warrack Leach, Exterior Lead Designer, and Michael Simcoe, Executive Director of Exterior Design, have a few words about their work and what inspired the Avenir’s exterior design.
“Buick is a brand that deserves a flagship, and to deliver a flagship for Buick, the Avenir show’s a little bit of heritage from the past pulled forward” commented Simcoe. This is apparent from the boat-tail rear end of the Avenir, a cue that plays tricks on your eye depending on what angle you view the car from.
“We knew we wanted to do a boat-tail Buick, honoring the third generation Riviera,” said Warrack who oversaw much of the design process that took place inside GM Australia’s Holden. The boat-tail works wonders in integrating a sleek coupe profile, but allows enough space to fit comfortably inside without feeling cramped.
Simcoe continued to be outspoken about the Buick brand, and understands how badly Buick deserves good design. “Buick is a brand that deserves this level of sculpture, it’s a subtle presence, but without any pretense in the design.” We couldn’t agree more. The Avenir succeeds in creating a statement without being too bold or flashy.
Although there currently aren’t plans to put the Avenir into production, we think it would be such a waste to throw this whole design embodied into a gorgeous four-door away. What’s that old saying? Build it, and they will come.