Concept car-inspired models will join global portfolio in 2018 model year
Buick Avenir Sub-Brand |
Across continents, a growing set of new customers are discovering
unexpected and attainable luxury experiences from Buick. Soon, those
customers will be introduced to a new Avenir sub-brand designed to grow
with the needs of future luxury buyers.
The Avenir sub-brand is inspired by Buick’s evolving customer base.
The brand has grown quickly with female buyers, and one in two Buick
customers today are coming from competitive brands. They’re expecting a
high-end experience and premium quality. For example, 90 percent of
Enclave buyers purchase one of the top two trim levels.
This year, an unprecedented number of new global products such as the
Envision compact SUV and the 2017 LaCrosse sedan offer an elevated
luxury experience that’s encouraging new car buyers to reassess what
they know about Buick.
“Through the first half of 2016, Buick has been the industry’s
fastest-growing major international brand, and Avenir is key to future
growth and delivering on the high expectations of new customers coming
to our showrooms,” said Duncan Aldred, vice president of Global Buick
Sales, Service and Marketing. “Avenir will be Buick’s signature. The
highest expression of the luxury experiences we’re delivering now and in
the future.”
Avenir vehicles will add distinct touches to Buick’s timeless,
sculpted designs, including a three-dimensional mesh grille,
large-diameter wheels, and unique trim finishes. Inside, Avenir models
will enhance the brand’s quiet, inviting environment with unique seat
details, modern trim materials and Avenir script identification.
The name “Avenir,” French for “future,” is taken from the
award-winning concept sedan from 2015. That concept and this year’s
Avista coupe concept — from which the new sub-brand borrows its grille
pattern — have served as guideposts for designers sketching and modeling
Buick’s future.
“Stretching the Buick brand’s international appeal and potential has
been a major focus of exploration in our design studios,” said Helen
Emsley, executive director of Buick Global Design. “Concept cars stretch
the boundaries of what is possible and every new Buick is benefitting
from this vision work. As the Avenir concept expressed the prestige
vision for the portfolio, the addition of an Avenir sub-brand
illustrates an important piece of future direction.”
Additional Avenir details and product specifics will be announced later.
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