Avenir Luxury Subbrand To Span Entire Buick Lineup

In other words: "Buick" doesn't resonate as a luxury brand so giving it probably the same cars but with a new name should interest buyers.

That's how pathetic this move is in a nutshell.

One must still remember that BUICK sold a Million cars in China last year - and the direction that Buick moves in is for THAT market - not ours. However - since the newGM has essentially marketed the GMC Denali through Buick/GMC dealers - those dealers have largely been successful at getting high ticket sales in the GMC department - and adding Avenir to Buick is just more of the same. In fact - it would bring back something they lost when GMC brought back their Acadia on a shorter platform - Buicks big Crossover - the Enclave Avenir will replace the Acadia Denali.

They should consider axing Buick in the USA and have Cadillac pick up the slack with some Lexus-like models.

The strategy is brilliant but applied to the wrong brand and likely not to move the needle much at Buick if at all. With performance reaching insane never imagined levels of power and handling that can only really be truly experienced on a track, imagine one of the top German brands introducing a luxury sub brand to its lineup. Mercedes AMG is a strong brand built on performance across its entire model range. Now imagine if Mercedes used Maybach as a sub brand across its entire lineup taking luxury versus performance to a level not seen before, particularly in the smaller C & E Class plus SUV's. Just a thought.