Buick is an entry-level luxury brand that’s seen sales trending upward in recent years thanks to a new marketing design that targets younger customers. Still, Buick thinks it can attract even more customers by introducing them to luxury touches and features. The result is the launch of the Buick Avenir luxury brand that’s inspired by the fast-moving customer base.
The Buick Avenir luxury brand will serve as Buick’s signature on high-quality vehicles designed to be the best of the best. Half of Buick’s current customers are finding their way over from competing brands. About 90 percent of those who purchased a new Buick Enclave, for example, chose one of the top two trim levels.
“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,” said Duncan Aldred, vice president of Global Buick Sales, Service and Marketing for the Buick Avenir.
The Buick Avenir sub-brand will offer unique touches to Buick’s sculpted designs, like trim finishes and large-diameter wheels. The name itself is French for “future” and comes from an award-winning 2015 concept sedan.
General Motors and Buick will announce more details on the Avenir sub-brand at a later date.
We here at Swanson Buick GMC near Framingham, MA can’t wait to see what the launch of the Avenir sub-brand does for the Buick brand as a whole!