Breaking into luxury: Buick upgrades Avenir from concept car to sub-brand

Industry watchers remain cautious when it comes to the outlook for Buick's new luxury sub-brand, where success will hinge on tapping the right marks and the right segments. By Megan Lampinen

Buick may not be luxury enough for some buyers, but it's hoping to fix that with a new sub-brand. Building on the Avenir concept car unveiled last year, first at the North American International Auto Show in January and then again at Auto Shanghai in April, the new sub-brand carries the same name. Avenir, the French word for future, suggests Buick sees a strong role for itself in the luxury segment moving forward.

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