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Buick Avenir will be made...as a trim level instead of a car

Almost two years after Buick showed the gorgeous Avenir concept, the company announced the Avenir name will reach production. Specifically, it will be a top-tier trim level for 2018 model year Buicks. It's taking a page from GMC's Denali, Lincoln's Black Label, and, well, plenty of examples of extra-fancy sauce. This is disappointing news for fans of the concept, but they can take solace in the fact that the Avenir's good looks are starting to rub off on production Buicks, such as the new LaCrosse. For those interested in what this new Avenir trim will bring to the table, it's a similar formula to what many other auto brands are doing. Buick specifically compares Avenir with the Denali trim for GMC. Models with the trim will get a special 3D mesh grille inspired by the Avista concept, large wheels and unique trim finishes outside. Inside, Avenir models will receive a nicer interior, which Buick generically described as having "unique seat details" and "modern trim materials." Cars equipped with the package will also get a smattering of Avenir badges. Avenir looks like a win-win: interested buyers get some extra cachet and bragging rights and Buick gets to load high-profit options on it cars and SUVs. Buick's inspiration for the Avenir trim is a bit strange, though. The company says it is "inspired by Buick's evolving customer base," which includes women and owners of competing products. Apparently both groups are buying Buicks in greater numbers, and the company also says that many of their customers opt for the most expensive trims. While it seems straightforward to tailor a package for luxury-seeking buyers, we're not sure what would make a package specifically appeal to women and people with competitors' vehicles. That being said, Buick isn't as patronizing as Cosmopolitan was with its car. In fact, quite the opposite. With Avenir, Buick is cashing in on new customers that willing to pay for luxury plain and simple, without any pandering. Related Video: Auto News Buick Luxury denali buick avenir

Buick prepares Super Bowl ad blitz to introduce Cascada

Super Bowl 50 will kick off on February 7, and Buick will use the big game's massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online. Buick hasn't released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the "Experience the New Buick" campaign, which aims to position the brand to appeal to a younger demographic. The brand also has Ellie Kemper, the star of Netflix's hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick's new convertible. The spot tries to capitalize on the quirky charm of the actor's Kimmy Schmidt character. Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers' reactions to Kemper's commercial have been "totally positive" so far. First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski Latest "Experience the New Buick" ad spotlights new Cascada convertible 2016-01-26 DETROIT – Buick's first-ever Super Bowl ad will bring the brand's award-winning "Experience the New Buick" campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers' false perceptions of the brand. The 30-second spot, scheduled to air during Super Bowl 50, features Buick's all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski. The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products. The Cascada, Buick's first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down. Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.

2021 Buick Envision is a vision of Buick's future that's shockingly stylish

Allow us to introduce you to the new and much improved 2021 Buick Envision. Don’t let the handsome shape and sharp design fool you. This compact crossover is a Buick. The Envision has been a frumpy and rather boring looking crossover since its launch for the 2017 model, and now GM has remedied that sticking point. This new made-in-China (the first Buick sold in America that was assembled there) crossover is full of sharp edges, muscular lines arcing through the body and crisp lighting fixtures. ItÂ’s verging on European in nature. If this is a hint of things to come at Buick, we are quite optimistic for the future of its crossover designs now that the cars are dead. “The 2021 Envision will be lower and wider, with premium proportions and striking styling designed to combine the expressiveness of a car with the practicality of an SUV,” said Helen Emsley, executive director, Global Buick and GMC Design. Perhaps youÂ’re hoping for additional details? We only have a few. Buick says it will be powered by a 2.0-liter turbocharged four-cylinder, and shifting duties will be handled by a nine-speed automatic transmission. ItÂ’s likely the same 2.0-turbo that makes 252 horsepower and 295 pound-feet of torque in the outgoing Envision. ThereÂ’s no word on the 2.5-liter naturally aspirated four-cylinder model, but itÂ’s likely being dropped from the lineup. There are no interior photos, but itÂ’ll have a 10-inch infotainment screen in the center that comes with Apple CarPlay and Android Auto functionality as standard equipment. There will also be a number of safety and driver assistance features tacked on as standard including lane-keeping assist, forward collision warning with automatic emergency braking and pedestrian detection, rear parking sensors and GMÂ’s safety alert seat that pulses directionally for alerts. Some options include a 360-degree camera, front parking sensors, rear cross-traffic alert, blind-spot warning, head-up display and GMÂ’s rearview camera mirror. Buick also says the Envision will be available in their top-tier Avenir trim. Other details will have to wait for later in the year, as Buick says all will be revealed at some point down the road. Consider this a preview with a few tasty bites of info about whatÂ’s to come. For now, weÂ’re liking the direction that Buick is taking this crossover. Related video: