After launching an Avenir concept vehicle, Buick pivoted and announced that Avenir would be the new name of their luxury sub-brand. It wasn’t clear at the time what that would entail, but now Buick have released details about the Avenir brand’s first vehicle.
The Buick Avenir concept car debuted in 2015 as a sleek sedan with Jaguar-esque contours and a low profile. Many were disappointed that Buick didn’t approve production. Nevertheless, the Avenir inspired Buick’s gradual reinvention. Now, Buick have decided to cement the Avenir’s importance to their company by lending its name to their luxury offerings. The first vehicle to launch under the Avenir label will be the 2018 Enclave.
Arguably, the Enclave is the most stylish Buick in recent memory. It is, therefore a worthy candidate for Avenir badging. Further, Buick reports that 90% of Enclave purchases involved the vehicle in its top two trim levels. Duncan Aldred, vice president of Global Buick and GMC, says, “It’s a beacon for the modern, attainable luxury Buick stands for and is a natural place to launch Avenir.” It doesn’t hurt that the Enclave is one of Buick’s most popular vehicles.
The Avenir concept wasn’t completely abandoned. One feature that survived was the new grille. The 3-dimensional mesh front with chrome wings sets the tone for an overwhelmingly elegant SUV. Add 20-inch, six-spoke wheels with a pearl nickel finish. Meanwhile, the interior is an Avenir signature, featuring Chestnut and Ebony with contrast stitching and embroidered headrests. The steering wheel with wood accents, sill plates, and even floor mats have all been framed in the Avenir design philosophy. All of these pieces look even better in the light afforded by the standard dual sunroof.
Additional Enclave Avenir features include:
- Heated and ventilated front seats
- Heated second-row seats
- Navigation, wireless charging, & 8” cluster display
- 360-degree surround vision camera system for easier parking
- Rear camera mirror
That last feature might be of particular interest. The Enclave Avenir will be the first Buick to receive a rear camera mirror. Also, the system will expand the rear field of vision by an estimated 300 percent. When added to the rest of the available safety technology, the Enclave Avenir really shines. Common features like lane keeping and blind spot monitoring are, of course available, but you can also get advanced features like full-speed Forward Automatic Braking.
The luxury market is hotly contested one, and it could be difficult for Buick to make headway. But, if the company sticks to providing standard first-class features at fair prices, and if the rest of the 2018 lineup follows from the Enclave, Buick stands a chance.