Buick Avenir Sub-Brand

Avenir Sub-Brand to Represent Highest Expression of Buick Luxury

Across continents, a growing set of new customers are discovering unexpected and attainable luxury experiences from Buick. Soon, those customers will be introduced to a new Avenir sub-brand designed to grow with the needs of future luxury buyers.

The Avenir sub-brand is inspired by Buick’s evolving customer base. The brand has grown quickly with female buyers expecting a high-end experience and premium quality.

This year, an unprecedented number of new global products such as the Envision compact SUV, 2017 LaCrosse sedan, and 2017 Encore small SUV offer an elevated luxury experience that’s encouraging new car buyers to reassess what they know about Buick.

“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. “Avenir will be Buick’s signature. The highest expression of the luxury experiences we’re delivering now and in the future.”

Avenir vehicles will add distinct touches to Buick’s timeless, sculpted designs, including a three-dimensional mesh grille, large-diameter wheels, and unique trim finishes. Inside, Avenir models will enhance the brand’s quiet, inviting environment with unique seat details, modern trim materials and Avenir script identification.

The name “Avenir,” French for “future,” is taken from the award-winning concept sedan from 2015. That concept and this year’s Avista coupe concept — from which the new sub-brand borrows its grille pattern — have served as guideposts for designers sketching and modeling Buick’s future.

Keep an eye on the Western GMC Buick Blog for the latest information on Avenir!