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Avenir: the shape of Buick luxury to come

LaCrosse midsize sedan becomes second Buick to offer Avenir premium trim

Joe Duarte
Published: November 10, 2017, 9:40 PM
Updated: November 14, 2017, 9:56 PM

2018 Buick LaCrosse Avenir

Buick Avenir script

Buick is expanding its product offerings with a sub-brand called Avenir, to top-of-the-lines luxury trim first introduced in October on the compact 2018 Enclave crossover, and will welcoming the LaCrosse midsize sedan early in 2018.

“Nine out of ten LaCrosse buyers are choosing one of the top two trim levels — customers are signaling they want more from Buick,” said Duncan Aldred, GM’s vice president of the global Buick and GMC brands. “With even more content and an elegant look, Avenir adds a unique name and appearance for those who want the best of our attainable luxury.”

2018 Buick LaCrosse Avenir grille

Avenir models feature unique styling cues and extensive standard equipment list, and are appointed in premium materials. Among the LaCrosse standard equipment is a 9-speed automatic, panoramic moonroof, and Bose Centerpoint surround sound system. Power is supplied by the 310-hp 3.6-litre V-6.

Unique Avenir styling cues include 3D mesh grilles, with the Buick shields flanked by chrome wings on the upper grille. Exclusive wheels are also part of the package, with LaCrosse fitted with 19-inch Pearl Nickel wheels, or optionally fitted with 20-inch Midnight Silver units.

2018 Buick LaCrosse Avenir

“Exterior styling is very important to LaCrosse buyers, and its sculpted beauty withstands passing trends,” says Bob Boniface, global director of Buick Exterior Design. “For Avenir, we focused on maintaining the timelessness of the LaCrosse, while giving these customers subtle and tasteful details that elevate this car to a new level.”

The exclusivity continues inside, where LaCrosse is cloaked in a Chestnut colour theme. The front seat headrests are embroidered with the Avenir script, which also adorns door sill plates and the exterior at the leading edge of the front doors.

2018 Buick LaCrosse Avenir interior

Optional equipment includes black interior, twin-clutch all-wheel drive, and a Dynamic Drive package that features continuously variable real-time damper (shock) control.

A more extensive equipment list will be available closer to the car’s launch date, probably after the North American International Auto Show in Detroit.