Just yesterday, GM unveiled a wealth of plans and updates regarding the Buick brand, outlining how Buick will transition with The General in the latter’s pivot to all-electric vehicles. Among the details mentioned was the future of the Buick Avenir sub-brand, which is now set to expand to the entirety of the Buick model range.
For those readers who may be unaware, the Buick Avenir sub-brand is reserved for only the range-topping models in the Buick lineup. The word Avenir is French for “Future,” and now, it looks like the future of Buick will include Avenir trim levels for the entire range.
During yesterday’s media call regarding the new Buick Wildcat EV concept and Buick brand identity attended by GM Authority, Global Vice President of Buick and GMC, Duncan Aldred, was asked about the Avenir sub-brand.
“Avenir is a wonderful sub-brand for us that conveys the top of the line for Buick’s portfolio and we plan to continue building Avenir into our portfolio as we go forward, and that would include EVs as well,” Aldred said. “It will be on every ICE vehicle going forward, along with EV as well.”
The inclusion of the Avenir sub-brand with not only Buick’s upcoming all-electric model range, but every ICE-powered Buick as well, is big news. For the moment, the Buick Avenir range includes the Envision and Enclave, but not the Encore or Encore GX. This will likely continue being the case. The upcoming three-row Buick Envision GX, sold as the Envision Plus in the Chinese market, will also be a part of the Buick Avenir sub-brand.
From there, the all-electric Buick models will get Avenir iterations of their own. As covered yesterday, the first Buick electric vehicle to market for North America is slated to arrive in 2024, with Buick set to offer a fully electric portfolio by 2030. To that end, the tri-shield brand is launching a new brand identity, as outlined in yesterday’s debut with a new logo, as well as the unveiling of the Buick Wildcat EV concept vehicle.