2012 Buick Premium 3 on 2040-cars

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What's in a trademark? Sometimes, the next iconic car name

The United States Patent and Trademark Office is a treasure trove for auto enthusiasts, especially those who double as conspiracy theorists.
Why has Toyota applied to trademark "Supra," the name of one of its legendary sports cars, even though it hasn't sold one in the United States in 16 years? Why would General Motors continue to register "Chevelle" long after one of the most famous American muscle cars hit the end of the road? And what could Chrysler possibly do with the rights to "313," the area code for Detroit?

Buick Avenir Concept saunters into Detroit [w/video]

We'd never accuse the most recent crop of Buicks of being ugly. Then again, we'd also never argue that they're overly pretty. Instead, they waltz along a middle ground, not standing out while not causing offense. The Buick Avenir Concept occupies no such middle ground – it's gorgeous. A long hood and a short deck fit well with an evolved form of Buick's long-running design language, while traditional highlights such as the waterfall grille and portholes mingle nicely with newer touches, like a beautiful, curvaceous set of rear haunches that bleed into the rear decklid. The cabin, meanwhile, is solidly in the concept realm, with a prominent 12-inch touchscreen as its centerpiece. Like the exterior, the Avenir's cabin is an evolution of current Buick designs, with a curve that tops the dash and feeds into the doors. A higher center console is finished in buffed wood, although the majority of the interior materials appear to be fine leather. Check out our gallery of live images of the new Avenir, at the Buick stand at the 2015 Detroit Auto Show. Show full PR text Buick Explores Future with Avenir Concept New design proportion, device integration, rejuvenating interior push brand forward DETROIT – Buick introduced the Avenir concept today in advance of the North American International Auto Show – a flagship sedan exploring progressive design with new levels of passenger well-being and technology integration. The Avenir – French for future – is distinguished by its premium sports proportions and all-new interpretations of traditional Buick cues. It is the creation of a global team of Buick designers and sculptors who were inspired by historic Buick concepts, which pushed traditional boundaries, shaped future Buick models and influenced the entire auto industry. "Avenir embodies Buick design, which centers on effortless beauty and presence without pretense," said Ed Welburn, vice president of General Motors Global Design. "It demonstrates the growing international reach of Buick and offers an exciting vision of where it can go." The Avenir's sculptural surfacing, expressive proportion and Buick's signature sweep-spear bodyside visually cue an exceptional driving experience that awaits inside. "The interior is designed with the driver and passengers' comfort and well-being in mind," said Welburn.

2019 Buick LaCrosse Sport Touring isn't that sporty

The 2019 Buick LaCrosse Sport Touring is presumably a new, sportier version of Buick's large sedan. And on the surface, it does look more exciting. It has less chrome trim than its counterparts, the grille gets a body color surround and a black wire mesh insert. It has a simple little spoiler at the back, 19-inch wheels, and the all-important badging. We can't imagine Ford is thrilled at the use of the "ST" nomenclature on display at the back, though. Unfortunately, Buick hasn't really done anything to actually make this car sportier than other LaCrosse sedans. It has the same 3.6-liter V6 found in other versions making the same 310 horsepower and 268 pound-feet of torque. That power goes through the same nine-speed automatic as the others, too. Additionally, the Sport Touring is only available with front-wheel drive. Still, if you like the style, and the LaCrosse's standard performance is suitable to you, you'll want to know how much it costs. Base price is $41,220. You'll also have a choice of five colors: white, black, red, and two kinds of silver. And if the LaCrosse ST isn't sporty enough for you, you might want to check out the Regal GS. It has the same engine, but with a bit more torque, all-wheel drive, is in a smaller body, and has hatchback versatility. Related Video: Featured Gallery 2019 Buick LaCrosse Sport Touring Image Credit: Buick Buick Luxury Sedan