Buick to introduce its own luxury sub-brand – called Avenir image

There’s a tradition among the crop of American brands – GMC has the Denali, Cadillac has the V Series – so naturally Buick had to come up with its own luxury sub-brand, the Avenir.

GM’s upscale brand, Buick, has recently revealed its intention to push out its own luxury sub-brand that will be the “highest expression of the luxury experiences we’re delivering now and in the future,” as per Duncan Aldred, Vice President of Buick Global Sales, Service, and Marketing. Apparently, the new nameplate will follow in the footsteps of GMC’s Denali – but without actually reaching overprized status such as a $70,000 GMC Yukon Denali. “I wouldn’t expect to aim that high with where we are in the segment,” added PR man Stuart Fowle.

As per hinted by the Buick executives, the Avenir models should be expected to have “everything that the other trim levels would have, and then it has all this special equipment, too.” So, most likely the new sub-brand will come about with material and aesthetic modifications to a regular model – perhaps with inspiration drawn from the Avenir and Avista concepts. The company so far only revealed the badge – and added that three different Avenir models will become globally available over the next 18 months.