Buick is finally launching the Avenir, but not in the way you’d expect. Starting from the 2018 model year, Avenir will debut as a sub-brand dedicated to Buick’s higher-end offerings.
The sub-brand takes its name after the Buick Avenir concept, which debuted at the 2015 Detroit Auto Show. Buick says that concept will serve as inspiration for future cars that launch under the Avenir sub-brand.
Buick says the sub-brand is its version of GMC’s Denali line. Avenir vehicles launching in the 2018 model year will feature unique design details to separate them from standard Buick cars. Look for large-diameter wheels, unique trim finishes, and a three-dimensional grille similar to the one on the Avenir concept, and more recently, the Avista coupe concept. Inside the cabin, the cars will receive special detailing on the seats, modern trim materials, and Avenir badging.
The automaker says the sub-brand comes as a response to customers looking for a more premium experience on their Buick cars. Ninety percent of buyers who purchase the Enclave, one of Buick’s best-selling vehicles, end up selecting between the two top trim levels.
“Avenir will be Buick’s signature,” Duncan Aldred, vice president of Global Buick Sales, Service, and Marketing, said in a press release. “The highest expression of the luxury experiences we’re delivering now and in the future.”
While the Avenir Concept may not make it to production, we shouldn’t rule out all hopes for a slickly styled Buick. Earlier this year, our colleagues at Motor Trend reported that GM was mulling a four-door Buick Avista coupe.