Buick Announces Avenir, New Premium Sub-Brand | Edmunds

Buick Announces Avenir, New Premium Sub-Brand


CALISTOGA, California — Buick announced Thursday that it will be introducing a new premium sub-brand trim called Avenir across its model line. If the name sounds familiar, it's because it is shared with Buick's 2015 sedan concept.

The name Avenir means "future" in French, and the 2015 concept vehicle's purpose was to showcase Buick's new design language, dropping styling hints of what eventually became the 2017 Buick LaCrosse.

Avenir is to Buick what Denali is to GMC, intended to provide a little more separation beyond the usual premium trim packages — a designer label of sorts. Buick was thin on details and photos at the time of this writing, but disclosed features such as a three-dimensional mesh grille, larger wheels, special interior and exterior trim, unique seat elements and Avenir badging.

"Through the first half of 2016, Buick has been the industry's fastest-growing major international brand, and Avenir is key to future growth," said Duncan Aldred, Buick's vice president of global sales, service and marketing.

Edmunds says: If the Avenir sub-brand is able to catch on like Denali has for GMC, Buick could experience a healthy uptick in premium trim model sales.    

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