Buick's high-class Avenir line will be applied across the range.
Buick is reinventing itself. A redesigned Tri-shield badge will make an appearance on new models from next year. More importantly, the brand will introduce a battery-powered Electra in 2024. The unveiling of the gorgeous Wildcat electric concept is a massive departure for the company and, while it's unlikely to make it into production, Buick has said future models will adopt the sleek design language.
But those aren't the only changes in the cards for America's oldest carmaker. Buick has announced that the Avenir sub-brand will grow in the coming years and be applied to the rest of the lineup.
At a media call, the company's Global VP Duncan Aldred revealed that the brand will continue to develop more Avenir-branded models.
"Avenir is a wonderful sub-brand for us that conveys the top of the line for Buick's portfolio and we plan to continue building Avenir into our portfolio as we go forward, and that would include EVs as well ... it will be on every ICE vehicle going forward, along with EV as well," remarked Aldred.
Currently, the Avenir treatment is reserved for Buick's most expensive models, such as the Enclave and Envision SUVs. This announcement means we can also expect the Encore and Encore GX to receive plusher variants, as Buick hopes to attract premium car buyers back to its fold.
On the Enclave, for example, Avenir-specific appointments include classier diamond-stitched leather seats, more technology, and unique exterior styling treatments. Perhaps there's an opportunity for Avenir to become an even more exclusive lineup of cars that sits above the regular range, much like GMC and its popular Denali models.
Future Buick electric vehicles will also be available as Avenir models. To appeal to crossover-crazed consumers, we expect the first of the company's EVs to be premium SUVs. As Avenir-equipped vehicles, they will compete in the highly competitive premium electric SUV segment currently dominated by Tesla, BMW, and Jaguar - all of which have a very strong image.
The advent of the Cadillac Lyriq won't help, either. But, hopefully, a combination of Buick's new design direction and keen pricing will give the brand a fighting chance as it continues to reinvent itself. The GM-controlled company is hoping to transition into an all-electric brand by the end of the decade and, if it can market Avenir correctly, it may find success in selling plush battery-powered vehicles to American and Chinese consumers.