Buick to introduce Avenir as a Luxury Sub-Brand
01-20-17, 06:44 AM
#16
Lexus Fanatic
Thread Starter
because, unlike Hyundai, Buicks are often sold and serviced out the same dealerships as Chevy and GMC. Cadillac, IMO, is the one that is likely going to end up suffering the most, since the Avenir is likely to encroach on sales of both the CTS and CT6. Many potential Cadillac buyers, for example, are GM fans, but don't like the Cadillac CUE system.......the Avenir may give them a credible alternative (besides switching to Lincoln). Buicks even carry the same warranty (6/70, 4/50) that Cadillacs do...even the inexpensive Verano and Encore.
Last edited by mmarshall; 01-20-17 at 07:22 AM.
01-20-17, 07:19 AM
#17
Lead Lap
To an extent....but that's where it gets confusing. Genesis is indeed a sub-brand of the Hyundai corporation, supposedly (now) distinct from the bread-and butter Hyundai division, yet still sold and serviced through the same physical dealerships. Same with Ford and Lincoln...LIncolns are considered an upmarket division, yet don't have their own stand-alone dealerships. With the Avenir, it's placement within the Buick/GM heirachy is going to be even more confusing because, unlike Hyundai, Buicks are often sold and serviced out the same dealerships as Chevy and GMC. Cadillac, IMO, is the one that is likely going to end up suffering the most, since the Avenir is likely to encroach on sales of both the CTS and CT6. Many potential Cadillac buyers, for example, are GM fans, but don't like the Cadillac CUE system.......the Avenir may give them a credible alternative (besides switching to Lincoln). Buicks even carry the same warranty (6/70, 4/50) that Cadillacs do...even the inexpensive Verano and Encore.
because, unlike Hyundai, Buicks are often sold and serviced out the same dealerships as Chevy and GMC. Cadillac, IMO, is the one that is likely going to end up suffering the most, since the Avenir is likely to encroach on sales of both the CTS and CT6. Many potential Cadillac buyers, for example, are GM fans, but don't like the Cadillac CUE system.......the Avenir may give them a credible alternative (besides switching to Lincoln). Buicks even carry the same warranty (6/70, 4/50) that Cadillacs do...even the inexpensive Verano and Encore.
01-20-17, 08:24 AM
#18
Lexus Champion
01-20-17, 08:51 AM
#19
Yeah, their current trim level names kind of suck anyways. They used to use Premium I, Premium II? Now they have Preferred/Essence/Premium. Which one is better than the next one??
I thought they would utilize something like "Ultra" which they had used historically. But looks like they're trying to leverage the associations of the successful concept car.
I thought they would utilize something like "Ultra" which they had used historically. But looks like they're trying to leverage the associations of the successful concept car.
01-20-17, 02:17 PM
#21
Lexus Fanatic
01-20-17, 03:07 PM
#22
Lexus Champion
Does whether or not a Verano is based on a Cruze make a difference to you? Because you may have mentioned it once or twice.
I'm pretty sure this entire website exists, in large part, as an outlet for criticism.
I'm pretty sure this entire website exists, in large part, as an outlet for criticism.
01-20-17, 04:47 PM
#23
Lexus Fanatic
While I have had my strong comments regarding the Verano in the past, going forward I would rather practice restraint and not go down that road. This website is better when we try to come together as a community.
01-21-17, 03:03 AM
#24
Lexus Test Driver
This will be a very difficult task to pull off and make successful. Buick already tries to peddle itself as luxurious. And of course that is/was Cadillac's recent mission. I don't know if there is enough room in the GM fold to have a third player.
01-21-17, 06:33 AM
#25
Lexus Fanatic
Thread Starter
And, I might add, doing a pretty good job of it. Their sales are up, while Cadillac's are down. Of course, Buick doesn't have to compete against its two former parallel Oldsmobile and Pontiac (or even Saturn) divisions any more, and Cadillac (now) has to compete against a steadily improving Lincoln.
01-21-17, 10:33 AM
#26
Lexus Fanatic
I personally think this is a good idea. I definitely see the marketing appeal of Denali. If I'm somebody that is in a position to buy a Buick, but perhaps not a Cadillac, or the Cadillac brand is too ostentatious for me I think this would be a good fit.
I've often said I would buy a Yukon Denali before I bought an Escalade, and I could afford an Escalade.
I've often said I would buy a Yukon Denali before I bought an Escalade, and I could afford an Escalade.
01-21-17, 11:18 AM
#27
Moderator
You have to remember, Buick makes a good portion of it's revenue in China, so I can see where this would work well over there. As the article mentioned, the Chinese love the Luxury car market and Buick really has a good niche in that country.
01-21-17, 11:32 AM
#28
Lexus Fanatic
Thread Starter
The idea, though (and I've said this before), that the Chinese market is propping up Buick is outdated. They have had major growth here recently in the U.S....and they would have had even more growth here if they hadn't done such dumb things as cancel the U.S.-market Verano for 2017, and, earlier, the Lucerne. The Verano brought in entry-level buyers, and the Lucerne served as a decent-sized flagship....the LaCrosse, though nice, is not quite large enough The SUVs, especially the Encore, have done especially well lately.
01-21-17, 01:33 PM
#29
Lexus Fanatic
Buick won't have any trouble selling a higher trim level. The Buick brand sells 230K units last year in the US and it was their best year since 2005. Add in to the fact that Buick has had the highest increase in sales (4.6%) on the year and you can easily see that there is a market. Also, add in the fact that GM has a very high average transaction price ($4500 higher than the industry average). Should do very well.
01-21-17, 06:32 PM
#30
How is this a cheap shot?? If anything your trying to make a comment at me about it is more of a cheap shot.
I'm just talking about their lack of consistency and clarity with regard to the conventions of their trim/grade naming strategy, of which this Avenir is a part of (now at the top). I think they would do well have something that is clear and logical so that shoppers and sales associates can effectively understand the value of each. Denali has value because of the consistency that GMC tries to use when it comes to execution across their model line, and has built that equity over many years. Jeep has been trying to do the same with Overland, and now Trailhawk editions.
I'm just talking about their lack of consistency and clarity with regard to the conventions of their trim/grade naming strategy, of which this Avenir is a part of (now at the top). I think they would do well have something that is clear and logical so that shoppers and sales associates can effectively understand the value of each. Denali has value because of the consistency that GMC tries to use when it comes to execution across their model line, and has built that equity over many years. Jeep has been trying to do the same with Overland, and now Trailhawk editions.