Buick Launches Avenir As A Luxury Sub-Brand

A plethora of automakers have adopted luxury sub-brands dedicated to their top-tier offerings, and Buick is the latest company to do it.

Now, among Vignale, Overland, V Series, Initiale Paris, Denali, and so on, there will be Avenir. Sadly, the only name was taken from Buick’s 2015 concept and has nothing to do with the automobile, as it will be a trim level designed to grow with the needs of future luxury car buyers – in Buick’s own words.

After acknowledging that the majority of its customers go for the top trim levels when buying a model, expecting a high-end experience and premium quality, the American car maker decided to expand its line-up with a new luxurious signature.

“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.

According to Buick, Avenir vehicles will add distinct touches to Buick’s design, including three-dimensional mesh grilles, large-diameter wheels, and unique trim finishes. The car maker kept it vague while describing the interior of future Avenir models, saying it will offer unique seat details, modern trim materials, and Avenir script identification.

Buick is currently experiencing a growth in sales, mainly due to its activity in China. Unsurprisingly, the new brand could appeal to Chinese buyers. The sub-brand will be applied to both existing and future products, although the car maker didn’t specify exactly which ones.