Trending Up: Buick's Avenir

Buick recently announced that a new top-of-the-line trim level for their cars is coming. But it isn't Ultra, Super, or GS...

Are you familiar with GMC’s “Denali” line? Did you like Buick’s Avenir concept car from the 2015 Detroit Auto Show? If so, then you may be happy to hear that Buick intends to offer a new trim level of their cars called “Avenir” in the future. From what I understand, this new trim would be Buick’s equivalent of GMC’s Denali, or essentially, it would be what the “Ultra” trim level used to be in the early 2000s at Buick. These new high-end models would feature larger wheels, unique grilles, more premium features, and other upgrades to set them apart from other lower trim level Buicks.

Buick has consistently been one of the industry’s fastest growing brands, both domestically and internationally. Thus, it makes sense to me that executives would be looking for ways to continue this growth. Buick’s average buyer age is on the decline, and more individuals are coming from other brands to Buick showrooms. Buick also notes that more women are considering the brand’s cars, and that people who buy the Enclave usually choose the two highest trim levels: Leather and Premium. I think this is a smart strategy to further move Buick upmarket and make them a serious contender with key competitors such as Lexus.

When you look at the 2015 Avenir concept car, you can immediately see where Buick's upcoming models are pulling some of their inspiration from.

Buick has already implemented some of their recent concept car design cues, such as their revised 3D waterfall grille with a chrome bar going through it, into upcoming models (see the 2017 LaCrosse, already on sale in many places). Without a doubt, we’ll see other bits of these design cues make their way into other upcoming Buick models. In case you were wondering, the word “Avenir” is not simply a mashup of “avenue” and any other word. Rather, it actually means “future” in French. Personally, I think it would’ve been great to have seen the Avenir name used on a new flagship sedan placed above the LaCrosse in Buick’s lineup and the “Ultra” or “Super” names brought back as the top trim for models instead. But regardless, I’m sure that this 100+ year old brand’s future is plenty bright if they keep down their current track.

Pricing for the new Avenir trim level is not yet available.

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