Buick to use the Avenir Name for a Sub-Brand

Buick Avenir Sub-Brand (Credit: © Buick)

When Buick unveiled its Avenir concept in 2015, most experts – myself included – assumed that it would spawn a super-luxurious production model bearing the same name. Well, it turns out that’s only partly true as Buick has finally revealed what its plans are for the Avenir nameplate.

According to the sub-luxury automaker, Buick’s Avenir will be not too dissimilar from GMC’s Denali. It will be a sub-brand that takes existing Buick models and pushes their luxury to a level.

2016 Buick Avista Concept (Credit: © Buick)

While Buick was mum on most of the specifics, it did lay out a few details on what this sub-brand will bring to the table. According to the press release, the Avenir sub-brand will include a three-dimensional grille borrowed from the Avista concept, larger-diameter wheels, unique trim finishers, upscale upholstery, unique seats, and Avenir script.

Other than these limited details, there is no other information, including release dates or models that’ll wear the Avenir badge, available yet. I wouldn’t be surprised to see these details roll out in the next few months and the first Avenir models debuting in early- to mid-2017. As for the models it’ll grace, I would bet that it kicks off on the recently redesigned LaCrosse and the new Envision before moving to other models in over the next year.

We’ll continue to monitor the roll out of the Avenir sub-brand and bring you updates as they become available.