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Buick recently unveiled the 2018 LaCrosse Avenir, a more premium option when compared to the traditional model. Avenir is Buick’s new sub-brand, meant to expand their product line into more luxurious territory. The move may well usher in a new chapter for Buick, an automaker seeking to redefine themselves. Last year, we sat down with Buick’s Marketing Director, Molly Peck to gain some insight as to where they are headed in the future. Part of that conversation included the Avenir sub-brand, which made its official debut in October with the release of the 2018 Enclave.
Avenir is, interestingly enough, the French word for future.
Above & Beyond
In short, Avenir is Buick’s way of delivering more for their customers: more styling cues, more standard features, more premium materials – and so on. The idea is to make Buick resonate with those who desire a luxury vehicle unique to their lifestyle. “Nine out of ten LaCrosse buyers are choosing one of the top two trim levels – customers are signaling they want more from Buick,” explained Duncan Aldred, Vice President of Global Buick and GMC. “With even more content and an elegant look, Avenir adds a unique name and appearance for those who want the best of our attainable luxury.”
2018 Buick LaCrosse Avenir. Photo: Buick.
Styling & Design
The Avenir’s design was ultimately inspired by Buick’s concept cars...