Buick Wants To Tackle BMW And Mercedes With Its Avenir Sub-brand

Buick recently introduced the LaCrosse Avenir at the Los Angeles Auto Show and it appears a number of new Avenir models are on the horizon.

In an interview with Automotive News, Buick and GMC’s global vice president revealed “Avenir is the way we go toe-to-toe, I think, with some of these Tier 1 luxury brands” such as BMW and Mercedes. Duncan Aldred went on to say “You’ll see Avenir roll out across many more models and maybe the whole range over time.”

The Avenir sub-brand launched on the 2018 Enclave and the model features unique styling cues such as an exclusive mesh grille and 20-inch alloy wheels. The crossover also comes equipped with premium leather upholstery, heated / ventilated front seats, a wireless smartphone charger, and standard GPS navigation.

Aldred declined to say which model will receive the Avenir treatment next but the Regal is a leading candidate as the model was introduced last year and it is one of the company’s best-selling sedans in the United States. Other possible candidates include the popular Encore and Envision.

Buick wants the Avenir sub-brand to mimic the success of the GMC Denali lineup which launched on the Yukon in 1999 but has now spread to every non-commercial vehicle the company makes. Denali models now make up approximately 25 percent of GMC sales and this has pushed the brand’s average transaction price to a record $55,600.

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  • Innocuous

    I wish them good luck. They’re gonna need it.

    For me, Buick is the most pointless brand on the market today. And wasn’t Cadillac’s job to compete with the germans?

    • brn

      I agree about Cadillac.

      I disagree about Buick. When we helped the mother-in-law buy a car, Buick was the only brand that hit all the buttons. They have that market figured out.

      • Innocuous

        You have a very, very peculiar family…

      • SteersUright

        Really? Has she tried the Lexus ES or RX? Lexus tends to do everything Buick does only far better, far classier, and far more reliably. I’d venture to say Buick is targeting or should target Lexus if anyone.

        • Enter Ranting

          Lexus does everything far uglier, with pointlessly oversized grilles and clunky interiors. And Buick is third in reliability behind Lexus and Toyota.

          • brn

            Buick was also the easy winner on price.

    • paulgdeaton

      General Motors once had a more interesting Buick, with more innovation and performance; it was aimed at a market younger and more technology-driven than the more mundane Buicks. They called it an “Oldsmobile”.

      And then GM neutered the differences… and the rest is history…

      • Enter Ranting

        Oldsmobile was a great brand that had loads of innovation in its history. GM didn’t know what they had. The Aurora was a great looking and performing car.

  • Not Gonna Happen

    “Buick Wants To Tackle BMW And Mercedes…” Stop right there, LMAO. Looks like a FCA product.

  • Bo Hanan

    Extra chrome = sub brand???

    • Dr Strangefinger

      Yes, more chrome = so much more luxury, quality and prestige. And you know this, bro!!!!

      • Hot new yorker

        Yep. 20″ aloys, heated and ventilated seats, navigation. Wow!!! Ladies and gentlemen we have a new Bentley!!!

        • Vanquish

          iim guessing you mean the Bentayga right lol

    • Hot new yorker

      You mean “plastic chrome”.

  • Christian Wimmer

    Avenir. Avenir.


    Where have I heard that name before?

    Oh yeah.


    Keep the Buick name or sell these things as Cadillacs if you plan on doing this in Europe. At least Europeans (most of them) are familiar with Cadillac. Creating a premium brand out of the blue is not gonna work for the European market. Hyundai does not even sell the Genesis sedan here (smart move). Infiniti and Lexus are barely moving cars here.

  • Dr Strangefinger

    Hmmmmm…. perhaps Tackle isn’t the right word.

    • HaltestelleLuitpolthafen

      Fumble is more like it….

      Cadillac can’t even take on BMW and Mercedes, what in the hell makes them think Buick can?

  • MikeofLA

    Isn’t that Cadillac’s job… this brand is designed to go up against Acura and what Volvo used to be.

    • Bo Hanan

      Thank you!

    • LWOAP

      It was. I guess Buick didn’t get the memo or just doesn’t care anymore.

    • Kash

      I don’t think Buick is going after things like the 7 series or or top spec models with Avenir, I think they’re eyeing more of the entry level to mid range models and give them similar pricing but the trump card would be you’re getting a fully loaded Enclave Avenir for the same price, or a little more than a BMW X5 35i.

      • MikeofLA

        Wouldn’t that just be the entry level Cadillacs that compete with the entry level BMWs?

        • Kash

          The entry level Caddies and BMW’s appeal to a different kind of people buying fully loaded Buicks. The people buying entry level BMW’s and Caddies are typically buying for the badge or the sportier driving dynamics or maybe even the RWD drivetrain, the people buying the Buick are buying for value and put value above most other things. If that makes sense.

    • brn

      Let’s not forget that BMW has been working it’s way down market. Also, Mercedes has the C-class. That might be what Buick is targeting.

    • MarketAndChurch

      Maybe it’s also an omission that Cadillac alone can’t do that job.

  • Harry_Wild

    just price it a thousand dollars more then their competing models! Now you are competing with BMW and Mercedes!

  • Nordschleife

    Now Buick c’mon now.

  • Vanquish

    Denali and Avenir are jokes….has anyone seen what makes a Denali versus a regular model? cheap matte plastic wood trim that doesnt even look like wood and denali badges i sat in a denali versin of the new Acadia and couldnt believe how crappy its interior was. GM in general has reverted back to their old ways of making crappy quality interiors………the last Lacrosse had a nicer interior than the current one, same goes for the new Regal its interior quality is worse than the last model which was actually comparable to lower end luxury cars. Buick just isnt a big enough step up from Chevrolet or GMC to warrant its existence while Cadillac has gone far enough either.

  • MarketAndChurch

    It needs an entirely new design language to draw in the Mercedes and BMW buying public. The one Buick has now is best for taking on Acura, Infiniti, and Lincoln, and adding chrome accents and better leather won’t change that perception one bit.

  • carlbolt

    Stop Buick! open your eyes and check out the competitions.

  • Rocket

    I think the Avenir has a place in Buick’s lineup, but its success will be limited, and it will never compete with the Germans. Ever.

  • jsz00


  • Eric D

    As if…

  • Mark S

    A Buick made in China is still a Buick made in China.

  • SteersUright

    Disclaimer: possibly controversial comment, as in entirely my own personal opinion.

    Here it goes: Buick has little to no chance to tackle Germany’s finest because Buick is managed by GM and GM hasn’t been able to exceed or even match the finest out of Germany for decades via any of its brands. Cadillac would be the natural contender for BMW & MB but, is clearly so mismanaged as its practically bizarre they cant put out one car, not a single car, that is meaningfully better than its German or even Japanese counterpart. In their arrogance, the GM brass, thinking its just a perception issue,decide to now shift the onus to Buick to do what Cadillac could not? Yet another boneheaded move by this company.

  • Larry Qualls

    Bmw/Audi comp? Lol they’re tryin it!

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