Launched last fall on the new-for-2018 Enclave crossover and extended to the LaCrosse large sedan, Buick now is making noises that the Avenir sub-brand will extend across the lineup, potentially landing on every model it sells.
That didn’t take long. Less than three months ago, we reported Buick brand boss Duncan Aldred said, in reference to Avenir, “We’re not going to force it,” while speaking at a media event near Detroit. It must be tempting to do so, however, when the brand looks across the showroom to see Denali trucks helping push the GMC brand to a record average transaction price north of $55,000.
“As a premium brand, we reach up into luxury and down into mainstream and Avenir is the way we go toe-to-toe, I think, with some of these Tier 1 luxury brands,”Aldred told Automotive News during the Detroit auto show. “You’ll see Avenir roll out across many more models and maybe the whole range over time.”
The Denali sub-brand was allowed a significant gestation period in the early 2000s before it migrated to other models. It was offered exclusively on the Yukon SUV for a solid two years before appearing on the Yukon XL and Sierra. In doing so, it arguably allowed the trim to exceed expectations because it was permitted to grow slowly rather than immediately be pinned to everything the brand built.
In contrast, it has been about four short months since the first Avenir-badged Buick rolled onto dealer lots.
Those with long memories will recall the short-lived C3 trim which preceded Denali on the Sierra. Machines with Denali badging garner a younger and more affluent audience than conventional GMCs, do not disrupt the Cadillac Escalade’s success, and more thoroughly differentiate it from its bowtie brother. Buick seems to be trying the same trick with Avenir.
For 2018, an all-wheel drive Enclave Avenir stickers at $56,795, representing a $5,400 walk from the Premium trim. Its littlest crossover, the Encore, currently tops out at $38,120 with a check-all-the-boxes AWD Premium example. Will the market bear a $40,000-plus Encore Avenir?
The sub-brand’s prospects are greatest, of course, in China, where Buick enjoys a healthy market share and brand image. The Monroney for an Avenir version of the GL8 minivan, shown below, starts at 449,990 yuan (about $70,300). That’s nearly double the price of a base model and 10 percent more than the next trim down from Avenir.
Is Buick jumping the gun with Avenir if it apply it across the lineup? Perhaps. I’m not sure a Regal TourX Avenir would sell any faster than the rate of glacial progression. This author does enjoy the thought of a cushy Buick, and sincerely hopes Mr. Aldred’s interpretation of “over time” is sufficiently lengthy to give Avenir a chance to ingrain itself into the public’s psyche. A stand-alone premium trim, after all, is a terrible thing to waste.
[Images: General Motors]
I know that minivan is ancient under the skin but visual it looks like Buick agreed to sell rebadged Hondas.
I was laughing at the $40,000 encore, but then you mentioned the $70,000 minivan…….yikes!
Look at what some people are willing to spend on a CLA, and see what you get.
Value is all in the eyes of the consumer.
Look at what some people are willing to spend on a CLA, and see what you get.
Value is all in the eyes of the consumer.
Friends do not let friends Brougham up!
Blasphemy!
Quilted pattern all the things!
I have cast a Continental Town Coupe spell over your comment.
Brougham is perfect for today’s market. Modern CUVs, SUVs, and minivans are not performance orientated. They don’t even offer manuals and are all about comfort and height. So a good brougham strategy makes a lot more sense than a ridiculous Edge ST. I hope to see more of this. Practical and smart.
“They don’t even offer manuals and are all about conforming.”
Had to fix it.
I was just in Kings Point NY. In a sea of Range/Land Rovers, with new Escalade and Porsche Cayenne as the official mom truck. The GMC version is the downscale I Dont Wanna Be Showy Choice. Of course one could mistake most private homes here to be palaces or governmental buildings….
I was just in Kings Point NY. In a sea of Range/Land Rovers, with new Escalade and Porsche Cayenne as the official mom truck. The GMC version is the downscale I Dont Wanna Be Showy Choice. Of course one could mistake most private homes here to be palaces or governmental buildings….
This seems to be the right move, but they definitely want to wait a couple of years before trickling it down to the Regal, Envision, and Encore. Let it mature and become associated with being premium first, then when someone is shopping for a Regal or Encore they’ll be willing to plunk down the extra cash to have a higher trim level than the neighbor down the street, or “match” the rich guy who has an Enclave Avenir so they can feel on the same level. Though, I can imagine a Regal TourX Avenir, and it is pretty glorious…
“As a premium brand, we reach up into luxury and down into mainstream and Avenir is the way we go toe-to-toe, I think, with some of these Tier 1 luxury brands,”
– people collectively snort coffee out their noses in response to that particular composting
So dead brand Buick springs new wings.
I’ll see your Avenir and raise you a Denali.
Only GM can add a bunch of cheap crap on a car and call it up scale
And charge a ton of money for it. Some people have more money than sense.
Future depreciation bombs. Make sure you take out an 84 month load on it too.
I’ll show myself out
Waiting for deadweights comments.
…and AMG.
“Depreciation bombs” is right.
How much do you think one of these would be worth to a used-car shopper in three or four years?
Anyone who buys one of these isn’t paying much attention to their future net worth (or negative net worth). They would be upside down for so long that their face would be permanently red.
Of all vehicles to put this on. LaCrosse sales are shrinking month over month. Making a version that can crest 50 grand is lunacy. Expect about 50 a month of these to sell if they are really lucky.
Sales may be shrinking (due to overall shrinkage in the segment and GM’c reduction in sales to fleet), but ATP for the LaCrosse has been rising.
9 out of 10 LaCrosse buyers purchase the top 2 trims, so think you’re underestimating what an Avenir trim will do.
That being said, the Avenir trim should include not only a higher-end powertrain, but a higher-end interior.
With Buick relying increasingly more on crossovers, and sold in the same showrooms as GMC which also has an upscale subbrand, how are they going to distinguish Buicks from GMCs?
Vinyl tops and wire wheel covers, as usual!
Sheetmetal and direction.
JLR doesn’t seem to have that problem while adding all those Jaguar crossovers.