The Avenir subbrand from Buick, meaning “future” in French, is paralleling Denali’s impact on GMC. It’s elevating the brand’s image and boosting the selling prices of their vehicles. Typically, the more luxury an automaker integrates into an existing car, the greater the profit margins.
Although Buick isn’t commonly associated with high-end luxury, the brand is actively reshaping that perception with considerable success. The initial Avenir-labeled Buick was the 2018 Enclave crossover, introduced in the fall of 2017. Since the debut of the Enclave Avenir, it has accounted for approximately 35 percent of all Enclave sales, indicating a significant market for upscale Buick crossovers.
Buick
The next model to receive the Avenir touch is the LaCrosse, Buick’s flagship sedan. LaCrosse was already renowned for offering exceptional value in premium sedans and now, the pricing for the Avenir variant starts at $45,795. While it may not match a fully-loaded E-Class, it presents a spacious, sophisticated, genuinely luxurious sedan that offers significant value. The all-wheel-drive version commences at $47,995 (both prices inclusive of destination charges).
The LaCrosse Avenir will come equipped with premium features as standard, including navigation, Bose Centerpoint Surround Sound audio, a panoramic moonroof, wireless charging, and an exquisite interior that is usually associated with more expensive luxury cars. Along with Avenir badging, it includes a special appearance package with a 3D mesh grille. With no performance enhancements, the LaCrosse Avenir will be powered by the same 310-horsepower 3.6-liter LGX V6 and nine-speed automatic transmission found in the LaCrosse and shared with the new Regal GS.
Buick
Surprisingly, a considerable portion of Buick’s customers are inclined towards these opulent Buick sedans. According to a Buick spokesperson’s email to The Drive, “The LaCrosse trim mix tends to be affluent, with 87% of buyers opting for one of the top two trim levels, resulting in a 12% rise in the average transaction price over the past year.”
Between the sumptuous new Avenir lineup and the exhilarating (yes, indeed) new Buick Regal GS, this is not the Buick of the past.