GM Counting On Avenir Sub-Brand To Boost Buick Sales

According to General Motors CEO Mary Barra, the company has high hopes for the Avenir brand, due to arrive in U.S. showrooms as the flagship trim of the redesigned 2018 Enclave.

GM is hoping Buick and Avenir will follow in the footsteps of GMC and their Denali sub-brand, which has accounted for nearly 30% of GMC retail sales in the U.S., something Avenir can do as well, reports Autonews.

“Avenir already seems to be capturing the imagination,” said GM exec Duncan Aldred, during a media event last week. “It just seems to have something maybe in the same way Denali has something.”

However, despite their similarities, GM is initially putting a lower premium on Avenir than GMC did with their Denali models. For example, starting prices for 2018 Denali-badged cars are, on average, 43% (about $15,750) higher than equivalent base models.

Meanwhile, prices for the Enclave Avenir start at $54,410, which makes it 33% ($13,420) more expensive than the base Enclave, and 11% ($5,400) more expensive than the Premium version, which is Enclave’s next-highest trim level.

“We certainly didn’t want to price it too high,” added Aldred. “We were’t going to overprice this to begin with, for sure.”

Still, it’s worth noting that a fully-equipped Enclave Avenir can cost as much as $60,000, more than an entry-level BMW X5 or a Mercedes-Benz GLE.


  • Auto

    Why? They should just launch the Avenir CONCEPT as a SEDAN, not a SUB-BRAND.

    • CarCzarDesigner

      GM wanted a Sub-brand from its core brand Buick so, they can eek out more money and help put Buick at the top of the sales charts. The thinking is, from now on…there will be no more sales losses to those **other** foreign brands. Now, that you’ve seen this, aren’t you ready to dump your luxury import for it?

      Oh, there are more models to come! One could even be the sedan you have been dreaming of.

      • Hell NO

        “Now, that you’ve seen this, aren’t you ready to dump your luxury import for it?”

        • CarCzarDesigner

          Yup! I am willing to trade my red & silver La Ferrari & Aperta, my P1 GTR, my Aventadors, my Concours winning Countach, my Miura, my Wraith (Just got it a month ago) and my Phantom, my Bentley’s, my Land Rovers, all for a new Buick Avenir, once its available. It’s called…consolidation!

          I can stop paying my detail guy a salary and when my neighbors realize I spent over $60,000 over a base BMW X5… Wow! I just know they will be impressed!

  • fabri99

    Buick models are always “meh”. I think it is smart to use Avenir as a sub-brand, but they should use a flagship sedan to launch it. Which means, the first model of the Avenir sub-brand should be the Avenir Concept, or something just as special and desireable (this is just another SUV).

    • WTF

      agreed, its nothing special if its a trim level EVERY brand at GM has an upgraded trim level that is of questionable value compared to the other line up (Denali?? a different color fake wood and a real wood steering wheel arent special or worth thousands more)

    • LWOAP

      Like the Avista for example.

  • I’mCallingYouOut

    …even the type treatment on the “Avenir” branding looks dated.

  • TheBelltower

    This entire strategy is messy.

  • WTF

    Those interior plastics look cheap in this picture I can only imagine whats like on the inside if youre going to charge luxury car money put luxury car quality in it

  • Rocc E. Normyss

    All these comments are spot on!

  • Merc1

    Just warming over the same shite. Why didn’t you build the Avenir sedan? That would have been the best thing for Buick. This is just a absurdly expensive trim option on a vehicle that isn’t worth 50K to begin with.


  • Liam Paul

    They need a halo car, they should had made that concept coupe that look similar to the carmeo, even as a 4 door, this car would had sold good and brought in younger buyers, when buick go bankrupt in the usa, their be saying we should had made that car, it was one of the many mistakes we made, that or they should leave the usa and focus on china where their doing good.

  • Craig

    Avenir a silly name. Something like ‘Electra’ would be better. The Buick Enclave Electra.


  • Tumbi Mtika

    Is it bad that for a while I forgot Buick existed?

  • Tumbi Mtika

    The Avenir is a large sedan. NOT A SAD CASH GRAB.


    Really should have launched the Avenir and the Avista. That could have helped.


    • James Denz

      Great idea except it’s no longer 1960 and people are flocking to SUVs and CUVs. Buick, like most manufacturers, is focusing on that market trend.

  • Bullitt2605

    Makes sense people won’t know they are actually buying a Buick.

  • Emoto

    What a horrible name!

  • Larry Qualls

    More garage huh…
    They just refuse to learn. We don’t want these cheap ass, boring, re-badged Chevy’s W/leather and a crease in the fender!! WE WANT THE FORWARD THINKING CONCEPTS WITH THE BEAUTIFUL INTERIORS AND CREASED FENDER BUICKS!!!
    Damn it!!!

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