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Avenir, Buick's Future

by Frédérick Boucher-Gaulin
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Photo: Buick

GM just added a new branch on their pretty complex family tree: one of its brands, Buick, will feature a new sub-brand named Avenir (which means Future in French).

Let’s clarify a little bit: just like GMC’s Denali, Avenir will be sold as an upscale trim level on Buick models.

If the Avenir name rings a bell, that’s because it was the name of a beautiful concept shown at the Detroit Auto Show in 2015. Everyone who saw the car agreed that it was gorgeous and should be produced. Buick then decided to not produce it.

According to the automaker, the Avenir vehicles will get their own grille, wheels and interior details.

This idea may seem counterproductive, since GM already has a higher-priced luxury brand… named Cadillac.

The future will tell us if Avenir will be successful… but we got a feeling that the Chinese market will love it.

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