Buick says it wants to capitalize on a recent uptick in growth, and in order to do so, it has set about creating a new top-of-the-line luxury sub-brand. Taking cues from the Avenir sedan concept first revealed at the Detroit Auto Show last year, the sub-brand looks poised for release on a global scale starting with the 2018 model year.
Essentially, the Avenir sub-brand will be akin to the Denali trim level currently in place for GMC’s range-topping truck models. Buick hopes the inclusion of Avenir-branded offerings will cement gains made with its changing customer base, which according to a recent press release, includes more female buyers and former customers of competing brands. If all goes according to plan, Avenir will also expand Buick’s reach overseas.
So then – what’ll make the Avenir sub-brand stand out amongst the competition? Buick says the exterior will include “a three-dimensional mesh grille, large-diameter wheels, and unique trim finishes,” while the cabin space will incorporate a “quiet, inviting environment with unique seat details, modern trim materials and Avenir script identification.”
Simply put – a sharp exterior styling with plus-sized rollers and a fancy fascia, as well as upscale materials and lots of badges in the interior. Sounds about right.
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