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.


  • Obsequious Lickspittle

    How about Avenalaugh?

  • mccarluvr123

    For the last time, DS is NOT a sub-brand. It WAS when Citroen relaunched the DS name a few years back, but they spun it off into its own brand now. DS is to Citroen as Audi is to VW. Same is true with Genesis and Hyundai.

  • fabri99

    Yeah, because the Buick range is already so nice and complete it couldn’t possibly need anything better. They really have so much time and money to invest in this new project, there’s absolutely no better way to spend it GM.

  • Breda



    in the USA Buick will be renaming the brand from Avenir to Medicare

  • Nordschleife

    Yeah…NOT what we wanted to hear when referring to the Avenir nameplate coming to the Buick lineup. You still have a chance to make the Avista a reality though Buick. 😉

  • Ronald Beach

    So, will Cadillac get an Escala sub-brand? Or Lasalla? Will Avista be Buick’s Sport option?

    • Nordschleife

      If they make the Avista a sport option, I will flip over a desk as well.


  • TheBelltower

    Why would Buick need a sub-brand? Buick already IS a sub-brand. Perhaps this is Buick’s attempt to re-Brand?

    • WTF

      buick is a division not a sub brand

      • TheBelltower

        I suppose you’re right. But a sub-brand of a division of GM seems like they are inching back to the days when GM consisted of poorly distinguished models between divisions. Why not just make great Buicks?

        • Nordschleife

          Do you feel this way about the Denali brand as well?

          • TheBelltower

            Not sure. I guess I always considered Denali to be a slightly uplevel trim for affluent buyers who didn’t want the glitz of the escalade. I never thought of it as a brand.

        • getoffme

          Because it would spell the end for Cadillac. Two premium brands in one house is not going to work.

          • Taurusimpala

            Audi an Porsche dont seem to have that problem vw makes both of them an are both luxury

        • getoffme

          Because it would spell the end for Cadillac. Two premium brands in one house is not going to work.

  • ejd1984

    This is a great idea and name for a trim package.

    Part of me is a little disappointed. I’ve had a little (drying) spark of hope that the name Avenir name would have been saved for a possible (true) Buick flagship.

    Nearly insulting for fans of the (near production) concept car.

  • Tumbi Mtika
    • U8INIT


  • Toronado_II

    So… Cadillac failed !!
    This is a big statement.

  • getoffme

    A middle finger to Cadillac.

  • getoffme

    A middle finger to Cadillac.

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