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When it comes to the automotive industry, Buick is not widely recognized as a major player in recent years. Nonetheless, the premium brand under GM has been successful in reinventing itself for a younger demographic and it’s showing positive results. Buick has introduced some surprising new models like the Buick Regal TourX wagon, and its luxury Avenir division has been well-received. Buick is strategically positioning itself to maintain its market relevance in the U.S. while simultaneously dominating the Chinese market.
The next phase involves a subtraction rather than an addition to their vehicles. Beginning with the 2019 models, Buicks will no longer sport the “Buick” script emblem on the rear. The brand is banking on the iconic tri-shield logo, a fixture on American roads since the 1950s, being distinctive enough to render the word “Buick” unnecessary.
“For the sake of global uniformity and the recognizable nature of the tri-shield badge, we made the decision to remove the ‘Buick’ emblem from the rear,” explained a Buick spokesperson in an email to The Drive. “Furthermore, this change opens up the possibility of introducing an Avenir badge in the future.”
This suggests that the Avenir line will likely expand across the entire Buick range. Currently, the LaCrosse sedan and Enclave crossover are the only models that have received the Avenir treatment. A remarkable 35% of Enclave sales post-Avenir introduction have been Avenir editions, indicating a strong market demand. Given the upward trend of crossovers in the premium segment, it’s plausible to expect an Envision Avenir in the near future. Perhaps an Encore Avenir could arrive even sooner, given that Buick’s top-selling model is its smallest crossover.
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