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This is an interesting move. It'll suck not to see the Avenir concept get made, but these models should be hella nice.



Avenir Sub-Brand to Represent Highest Expression of Buick Luxury

Concept car-inspired models will join global portfolio in 2018 model year

DETROIT – 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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Hahaha. Put out a show car to wide critical and internet admiration, then reveal you have no intent of building it or anything like it,

BUT

we ARE GOING TO USE THE NAME FOR OUR EXTRA FANCY TRIM LINE!!!!!!
 

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Im curious to see how this pans out, and how they will keep this separate from Cadillac or if it will cannibalize any sales between the brands. I feel like they should have revived the "Super" or "Ultra" nameplates for this, but thats just me being nostalgic.
 

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This is an interesting move. It'll suck not to see the Avenir concept get made, but these models should be hella nice.
Agreed.

i hate that name and dislike their choice of typography, but I'm interested to see what they'll put out.
I like both, actually. YMMV. :beer:

Hahaha. Put out a show car to wide critical and internet admiration, then reveal you have no intent of building it or anything like it,

BUT

we ARE GOING TO USE THE NAME FOR OUR EXTRA FANCY TRIM LINE!!!!!!
Unfortunately that show car wouldn't have made much money for them, but this will make bucketloads.

Just pick a name people can pronounce. Sheesh. :screwy:
It's hard to pronounce? I'm sorry, but I don't see it. It's no harder to say than "Buick" itself... Hell, it's probably easier.
 

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Is it just me, or is anybody reminded of the low-end cycling accessory brand by the same name?

I totally have one of their cheap carbon saddles on one of my bikes. Never knew it was a luxury spin off of a luxury brand.

 

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Im curious to see how this pans out, and how they will keep this separate from Cadillac or if it will cannibalize any sales between the brands. I feel like they should have revived the "Super" or "Ultra" nameplates for this, but thats just me being nostalgic.
I imagine that it wouldn't be a problem. For one, Cadillac has the whole RWD thing going on. For two, I can imagine they are doing to this to be able to sell higher and higher trim levels (and thus more profitable cars) in China, where Buick is currently huge.
 

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For some reason I had a flashback to the local DATSUN/NISSAN ads when they made the switch in the mid 80s.
"That's not a Dat-sun, that's a NICE-AN."

Avenir.
"Well you obviously love this car. Are you Avenir or not?"
 
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