Buick Avenir Sub-Brand Cribs GMC's Denali

Buick is learning a valuable lesson from its showroom-mate, GMC.  GMC’s Denali sub-brand accounts for about a quarter of brand sales, giving the truck maker a very profitable luxury line that has extended to every model.  Sophisticated exterior styling, upscale interiors, and enhanced technology attract drivers who would have purchased European or Japanese luxury brands.  Playing off the 2015 concept car by the same name, Buick launches the Avenir sub-brand.

“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 customer coming to our showrooms,” said Duncan Aldred, vice president of Global Buick.  “Avenir will be Buick’s signature.  The highest expression of the luxury experiences we’re delivering now and in the future.”

This makes much sense.  Primarily due to Enclave and LaCrosse success, but also with younger buyers of the Encore crossover and Cascada convertible, Buick customers expect more than big boats; they expect craftsmanship and precise dynamics.  They have the money to pay for it too.  About 90 percent of Enclave buyers choose one of the top two trim levels. 

Timing is good as Buick introduces the all-new Avenir-inspired 2017 LaCrosse sedan and updated Encore.  A completely new Enclave is due for 2018.  Providing a unique signature like Denali’s billet grille, Avenir models will wear a three-dimensional mesh grille, large-diameter wheels, unique seat details, and all of the latest infotainment tech.

“Avenir” is French for “future”, putting a highlight on Buick’s international aspirations.

“Stretching the Buick brand’s international appeal and potential has been a major focus on 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 directions.” Avenir details will be announced later.

Storm Forward!

E-mail Casey at AutoCasey@aol.com; follow him on YouTube and Twitter:  @AutoCasey.