Avenir: Buick’s New Sub Brand to Bring Even More Luxury in 2018

The Changing Face of Buick

Around the world, Buick has come to represent a highly-desired, yet attainable form of luxury to its customers. Though Buick has consistently been a leader in luxury automobiles, with the coming introduction of Buick’s Avenir sub-brand, their vehicles and features will continue to expand to meet and exceed customers’ expectations.

What’s Driving the Change?

One fascinating thing about Buick is that in the last few years, their customer base has completely evolved. In fact, half of Buick customers today have switched over from a competing automobile brand. What made them decide to choose Buick?

Simply put, these are drivers who aren’t looking for the run-of-the-mill, base model. These customers expect premium quality out of their cars, and they are also seeking high-end performance and experience. A fact that illustrates this point is that 90% of buyers who chose the Enclave also opted for one of the premium trims.

What is Avenir?

“Avenir” is the French word for “future,” and that’s just the direction that Buick was looking when they designed the award-winning original Avenir concept sedan in 2015. The original Avenir sedan and the 2016 Avista coupe have served as design inspiration for Buick as it moves into the future.

When creating Avenir, Buick’s aim was to add unique touches to their already timeless designs. Some of these include distinctive trims with unique finishes, large-diameter wheels, and 3-d mesh grilles, just to name a few of the external changes.

Avenir doesn’t stop there–the interiors of Avenir models provide drivers with an inviting, peaceful environment. A few of the interior luxury appointments include unique seating details, as well as Avenir script ID.

Avenir: Expanding Worldwide Appeal for Years to Come

Executives at Buick are extremely excited about the opportunity presented by the Avenir sub-brand, and it’s understandable. Avenir will greatly expand Buick’s international appeal. It’s also serving to keep their designers working diligently, with an eye on the future.

The Avenir series was born from concept cars–cars that stretch the limits and exceed expectations. This has benefited not only the Avenir series, but every new Buick as well.

This re-invention has paid off; in 2016, Buick has found unprecedented global success with new products like their compact Envision SUV, as well as the 2017 model of the LaCrosse sedan. These vehicles offer a premium experience that encourages car buyers to reconsider everything they thought they knew about Buick.

So far in 2016, Buick has lead the industry as the fastest-growing international car brand. They see Avenir as the key to keeping this growth, as well as delivering on the Buick promise of a premium luxury experience.