Buick to Add Avenir Sub-Brand

General Motors Co.’s Buick brand is launching a sub-brand called Avenir to signify a top-of-the-line array of features and trim.

Buick says adding the high-end trim level reflects the buying habits of its customers. The unit notes that 90% of buyers of its Enclave crossover choose one of the model’s two fanciest trim packages. Avenir models will be denoted by special grilles, larger wheels and other refinements.

Buick’s move mirrors a similar step at GMC, which added a Denali package for its SUVs in 1999. The Denali sub-brand, which currently carries a premium of as much as $8,000, now accounts for about 25% of all GMC sales.

Buick introduced Avenir (French for “future”) as the name of a concept luxury sedan at last year’s Detroit auto show. The company later incorporated some of the concept’s styling cues in the LaCrosse sedan that went on sale last month.