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Not Every Buick Will Gain Avenir Trim

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.

As previously reported, Avenir was chosen to debut with the 2018 Buick Enclave because buyers were already loading the vehicle up to the gills with top options.

2018 Buick Enclave Avenir Debut at 2017 New York Auto Show 002

“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.

2017 Buick Cascada Sport Touring

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.

Former GM Authority staff writer.

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Comments

  1. I would love to see a LaCrosse Avenir, hopefully featuring real wood trim and an Alcantara/sueded microfiber headliner. I’m a bit worried about the price, though, as the LaCrosse already tips past $50k fully loaded.

    They might mix things up and reveal the LaCrosse Avenir next, for a little variety, but I wouldn’t be surprised if they just reveal an Envision Avenir. As for the Encore, the little guy already gets too damn expensive. You can load it just past $37,000! An Avenir would no doubt hit $40k, which seems impossible to justify for such a small vehicle, in my opinion, especially if the Cadillac XT4 is going to start in the low 30’s.

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  2. Envision

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    1. If it does get picked, it needs to upgrade to the 9 speed transmission and give the design a more sporting exterior. For the same price of a fully loaded Envision, you can buy a fully loaded Volvo XC60 and the 2018 XC60 is luxury and sexy dripping eye candy.

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  3. Cascade is not long for this world. It is ok and a model with little future.

    The next bet would be the second best selling model to get the treatment.

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  4. I would like to have the 2018 Chevy Volt made 5 inches longer to be able to get in and out of the rear seats. Also the width extended 2 inches making it easier to get in and out without climbing over the side quarter panel. In other words make the Malibu the new Volt. I am 80 years old and need a larger vehicle.

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    1. I was appalled at the backseat. I needed someone to help me out. I was literally trapped in it.

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  5. It would be nice to see Vauxhall bring back Corps Diplomate trim level (CD). Although I guess nowadays Vauxhall use Elite as their luxary trim, available in most of the range, with exception to Viva, Adam, VXR8 & Maloo. I’d like to see Elite trim offered in Adam & possibly Viva models too.

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  6. Regal… as it will probably outsell Lacrosse.
    Cascada wouldn’t work so please build Avista!

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    1. The Regal as a 5door hatch is an unknown. I suspect Buick is testing the waters here or should I say white space.

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  7. I think a luxury line with a luxury line is confused. I get why GMC has Denali, but I believe Avenir should belong to Chevy.

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    1. That’s why chevy has the High Country?

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      1. I wasn’t familiar with this branding. It appears to only be related to a truck. If that’s correct, you’re agreeing with me that Chevy should offer luxury branding on other cars?

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        1. I only know they have it on the Silverado and the Traverse. They could possibly do it on the Tahoes and Suburbans and maybe Equinox. But I wouldn’t think it would be suitable for Chevrolet passenger cars i.e. (would you think Impala and Malibu High Country sounds good)?

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  8. I’m fine with not every line getting Avenir trim.

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  9. Whatever happened to that cool interior trim that the Avenir concept had. That was cool and modern.

    Reply

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