On September 30th, the Buick brand announced the official launch of a new sub-brand - Buick Avenir. The Buick Avenir sub-brand will be specially built based on Buick's high-end models. It combines Buick's centuries-old design essence with today's trend to meet consumers' demand for quality, personalized car and exclusive service experience. “The development of the Buick brand over the past 100 years reflects the evolution of the automobile consumer demand of the mainstream elite in different eras.†Bao Wei, head of marketing department of SAIC General Motors Buick, said, “This time it is launched in the global market including China. The Avenir sub-brand is based on the current consumer demand for consumer demand. This will inject new inspiration and vitality into the brand, strengthen the brand's high-end image, and demonstrate Buick's growing position and influence in the global market. And a vision for the future of the brand."
Avenir is the meaning of "future" in French. The Buick Avenir concept car, which was released in 2015 and won the international award, is also named after this. The Avista Coupe concept car launched this year provides the front grille design inspiration for the Avenir sub-brand, which outlines the future of the Buick brand in a more youthful and sporty design. The Avenir sub-brand innovations interpret Buick's classic design elements. The exterior is characterized by sculptural aesthetics, a three-dimensional mesh grille from Buick's classic emblem, luxurious large-size wheels, and exclusive decorative details. The interior of the car follows the library's quiet and comfortable atmosphere. With exclusive seat details, modern aesthetic materials and the unique Avenir logo, it creates a high-end exclusive driving space.
“In the design of the Avenir sub-brand, we focus on enhancing the international appeal and potential of the Buick brand,†said Hecken Emsley, Buick's global design executive director. “Like the Avenir concept car, the vision of the Buick family, Avenir The brand also demonstrates Buick's aesthetics beyond classics and the design pursuit of future products."
Looking around the world, consumers who love the luxury of Buick brand are growing, and the sales of the new generation of LaCrosse, Angkor and other models are the best proof. This has deepened people's cognition and understanding of the Buick brand's centuries-old inheritance and innovation. It not only attracted many fast-growing affluent middle class, female customers, young consumers who are mainly after 80/90, but also received a large number of competing car owners. The favor of consumers who are transferred from the identity.
“In the first half of 2016, Buick was the fastest-growing mainstream international auto brand in the auto market. The launch of the Avenir sub-brand will drive more consumers to the exhibition hall, which is crucial for future growth.†GM Buick brand global sales Duncan Aldred, vice president of services and marketing, said, “Avenir will be the label for Buick and our best interpretation of luxury quality.â€
In the Chinese market, the Buick brand has formed the product layout of the “Buick Blue†new energy model, high-end comfort models, high-end coupe models and high-end SUV models. With the launch of the Avenir sub-brand, the Buick brand will bring more refined and personalized choices to consumers and create an exclusive service experience. In the future, based on a more subdivided product array, Buick brand will continue to lead the market in design, technology and service with deep brand heritage, forge the core competitiveness of the brand and accelerate the new round of leap-forward development.
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