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Buick Avenir Concept: Surprise, Here’s a Flagship!

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2015 Buick Avenir Concept

The Buick Avenir Concept: SURPRISE!

Buick has revealed the Avenir concept just hours before the kick-off of the 2015 North American Auto Show. Uh…surprise!

The Buick Avenir concept was entirely unexpected, and is hopefully only the first of many unexpected surprises that are dispensed in Detroit in the days to come.

So what is the Avenir? The word itself is French for future, representing a potential flagship sedan that is both inspired by past Buick concept and geared toward the future of the brand’s lineup.

“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.”

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2015 Buick Avenir Concept

The Avenir concept boasts a long hood and a sloping deck balanced by wheels at the corners, an overall look that is intended to evoke the Riviera. The sweep spear and boattail affirm it as a distinctly Buick design, but it’s the face of the Avenir that perhaps most perfectly blends new with old.

The Avenir wears a new grille that will likely find its way to future-gen Buick models. In the center is the Buick tri-shield, only the emblem returns that much beloved red/silver/blue color pattern.


“The new grille is a modern interpretation of a design introduced on the landmark 1954 Wildcat II concept, which shattered expectations of what a Buick was supposed to be,” said Simcoe. “On the Avenir, it represents a break from convention and progressiveness in technology.”

The interior of the Avenir is filled with surfaces inspired by receding waves and nature (because of course they are) and intended to create a bas-relief effect of sort. The materials are enhanced by technology that includes wireless mobile device charging and OnStar 4G LTE with Wi-FI hotspot.

All in all, if the Avenir concept represents the future of the Buick brand, then it’s definitely a good look. Well done, Buick.

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Gallery: 2015 Buick Avenir Concept

2015 Buick Avenir Concept