Buick has announced that it will add a new sub-brand, known as Avenir, to its product portfolio starting in 2018. Essentially, an Avenir will be a special, range-topping version of Buick’s existing models featuring unique exterior and interior trim. It’s similar in concept to Lincoln Black Label, which includes finishes and color combinations not available on lower trim levels.
The addition of such a sub-brand is also in keeping with a trend toward providing customers with something beyond the most basic luxury experience. This can be seen in Mercedes‘ AMG and BMW‘s M sub-brands, which have transcended their original high-performance meanings to, in the minds of many consumers, simply indicate the best of the best. Other luxury goods, as well as high-end hotels, also have such sub-brands.
Yet besides simply keeping up with the luxury Joneses, Buick says that 90 percent of Enclave buyers are opting for one of the top two trim levels, indicating a willingness to already pay extra for the highest, ritziest trim level. Avenir will give them something beyond even that.
Avenir cars and SUVs will feature a distinct, 3-dimensional mesh grille, bigger wheels and unique trim finishes on the outside. The cabin will get special seat details (likely stitching), more modern trim materials and plenty of Avenir badging. Look for more details in the coming year, most likely at the 2017 Detroit Auto Show in January.