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.
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Comments
nice colour on 2nd pic … had a 1995 GMB Corsa Wind so in Pearl Purple, loved
in 1968 , this color was similar to what Chevy offered on the top of line Caprice and it was called Plum Mist.
it looked great then as well!!
yeah, today saw a VW in light blue lila almost… very rare to see a sky blue car those days.
Among all blacks, grey and silver whites, it called my attention. My ex father had in 1983 a sky blue VW Voyage, well came my memories to that, very rare colours indeed…
I could see Buick spinning off the Avenir to be the flagship model rather than just a trim. GMC should consider doing the same with their Denali brand.
Heh, no chance. And even bigger “no” for Denali.
Fair enough. It just seems that quite a bit of people already speak of driving a “Denali” or “Avenir” as if that’s the vehicle name rather than the trim. I’m sure GM will continue to see success in this trim level.
Within the Buick hierarchy of model names are classics in automobile history. Roadmaster. Electra. Super. Special. Riviera. Names that were not numbers but words that have vision.
Look this is worth a try but they have to have some collective element in styling that sets each model clearly something different but looking like the other Avenir.
This also need to be on special models that stand out and it will take time. The Denali took a while to establish and today is the envy of the auto mfgs world wide. It is a big money maker and the Denali name holds equity like few other names on the market.
Peop,e don’t say you own a GMC Denali just Denali.
Seriously? Another concept car we’ll never see in production?
S/R, Limited, Grand Sport, T Type, Ultra….there have always been “sub” models in each car line. It differentiates the vehicles giving owners some degree of customized choice. Some folks are more frugal and some want a “loaded” car. My grandad’s LeSabre Luxus, was awesome, I’ve loved my former Rendezvous Ultra (wow what a great, comfortable and reliable car!) and am loving my Envision Premium II (folks you have no idea how amazing this Chinese made vehicle is). This new system seems well thought-out and clear. Go for it Buick…..here’s to another 120 years!
Sub brands are easier to manage vs a brand.
Like Hummer the first time around. It involved special dealers, advertising and other costs that if it had been a model sub brand could have been all in house as it is today.
That way if it fails you just pull the emblem and name,
Typical “largess” problem. GM has lost sight of the automobile as such. They are re-inventing it as a “brand” instead of “vehicle.” We finally are being told the truth behind Oldsmobile and Pontiac being trashed. They were cars, while Buick was “brand.” Corvette is THE exception, it is its own brand and it is a car. But GM has gotten too big for the auto industry. They have advanced to the “brand” maker business. People buy cars. They lease brands. GM is making the break it began in 2008 by exiting sales in the auto industry. I bought a car from GM. I will not buy stock in their brand.
Gee, read autoextremist much?
Well i hope they actually make the Avenir trim “the top of the line” because as it stands right now, the avenir trim is mediocre at best.
Avenir debuted as a stunning concept sedan that if produced would’ve put Buick back on the map and in tons of American garages. The Avenir brand is more weak phoning it in BS and a stark reminder of gm’s countless major missed opportunities. Avenir translates to Bungled in English.
GM Kills brands better than any other automobile manufacturer in history…
GM Killed Pontiac, Killed Oldsmobile, Killed Saturn, Killed SAAB, tried desperately to Kill Opel and Lotus, so don’t hold those failures against GM…
Now on to Killing Buick.
Across the entire lineup??? What’s that these days? Two or three models?
Get real!
Remember Electra will be used for all EVs so I’ll take a Buick Envision GX Electra Avenir, please! Avenir is more a trim level than sub brand unless, like Mercedes, GM will begin a Benz & Maybach naming system which will NEVER happen. In a way the use of Avenir reduces the same auto sold as a Buick to Ford-like junk.
Brand building is essential especially when faded automakers like Buick try to reinvent themselves for a younger Millennial audience who only remember grandpa’s Buick. Buick must be relatable & desirable.
Problem is GM is being too cute by half with Electra and appears to be running away from the Buick name instead of making efforts with the new logo to make Buick cool luxury in a non cheezy way. GM needs to look at how Lexus does branding.
Please Buick if you do a Wildcat & Skylark don’t make it boring , stupid prosaic SUV – Crossover PLEASE !
You full SUV lineup is RIDICULOUS .
You have enough legacy to build popular cars YOUNG people with $$$ will buy !
Electra please !
I am very much confused by Buick right now. Maybe I am misunderstanding but they are supposedly going Full BEV by 2030 but will name their vehicles Electra with a Number designation? So like Electra 1, Electa 2, Electra 3 and so on.
Why Not just call them the current names they currently have and make the first Buick BEV the Electra?
Am I missing something?
It would be cool to see majority of the physicians, attorneys and business owners own a Buick again if GM have guts to make avant-garde designs like yesterday during the ’50s-’60s. The only gorgeous designs Buick currently has is the Envision and the refreshed Enclave not too far behind.
One Day Buick Will Remember. Oh Wouldn’t You Rather Have A Buick. Originated In America Not China. One Day Buick Will Bring Our Automobiles 🚘 Back Home. As If We, As Americans Like Seeing Our Parkavenues On Chinese Streets, Instead Of Americans Streets. Which Is Wrong. Fix It Dyna-Ride…☝🏾💯✔️