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This is a very interesting, and potentially very shrewd move by Buick. In a certain way, they’re taking a page from Honda, Nissan, and Toyota’s playbook circa late-80s and are rolling out a high-end luxury brand-within-a-brand much like Acura, Infiniti, and Lexus. And all signs point to Buick going worldwide with this plan.
First, there’s something of a wider focus to consider here. Remember back in 2010 when GM folded up the tent for Pontiac" And people were saying, “Why" Why kill Pontiac" Why not kill off Buick instead"”
Funny thing is, I had the opportunity to ask a GM rep that very question because I was writing for another publication at the time. Evolving Customers, Luxury Concepts
“The answer was simple,” he said with a sigh, but without even hesitating. “China.” It was off the record for background info, but he went on to elaborate: “Look, I’m with you. I’ve got an old GTO myself, but you have to understand that GM sells more Buicks in China in a month than Pontiacs in America in a year. The Chinese market loves Buick products.” It was a sad, but understandable rational, and I had to agree with him.
Now, dovetail that info in with this quote, the first line actually, from Buick’s statement concerning the upcoming Avenir sub-brand: “Concept car-inspired models will join global portfolio in 2018 model y...