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A New Sub-Brand for Buick: Meet Avenir

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Industry watchers will remember that in 2015 Buick unveiled the Avenir concept at that year’s Detroit Auto Show. Now, in a surprise announcement, Buick has announced that the Avenir concept will in fact become reality in 2018, but in the form of a luxury sub-brand and not just as one vehicle.

Buick has been gaining momentum since the beginning of 2016, due notably to the launch of new global-scale products such as the Envision compact SUV, the Lacrosse sedan and the Encore compact SUV, all of which offer an elevated level of luxury.

“Through the first half of 2016, Buick has been the industry’s fastest-growing major international brand, and Avenir is key to future growth and delivering on the high expectations of new customers coming to our showrooms,” explained Duncan Aldred, Vice-President of Global Buick Sales, Service and Marketing. “Avenir will be Buick’s signature. The highest expression of the luxury experiences we’re delivering now and in the future.”

It is not yet known what names will be given to the vehicles to be produced under the Avenir sub-brand, nor which makes and models will constitute their major competitors. A future rival for the Genesis, Hyundai’s high-end banner, perhaps? We will know more over the coming months.