Buick to Expand Avenir Sub-Brand

General Motors Co.’s Buick brand plans to spread its upmarket Avenir sub-brand, which launched last fall on the redesigned Enclave crossover, to the bulk of its lineup as new models are introduced.

The next vehicle to get the Avenir treatment will be the 2018 LaCrosse sedan, which is due in February. This will be followed by “many more” models and possibly all future Buick cars and crossovers, Buick chief Duncan Aldred tells Automotive News.

Buick introduced Avenir (French for “future”) as the name of a concept luxury sedan at the 2015 Detroit auto show. The Enclave Avenir features more aggressive styling, larger wheels, additional technology and extra interior amenities compared with standard Enclaves.

Buick hopes the new Avenir models can replicate the success GMC has had with its upscale Denali package. Aldred also heads GMC. To bolster the effort, Buick will feature Avenir in upcoming advertisements.