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General Motors Buick brand is introducing a luxury sub-brand called Avenir, the automaker announces today.

Avenir is French for “future,” and is taken from the much-lauded concept car Buick showed off in 2015. That concept and this year’s Avista coupe concept are guideposts for designers sketching and modeling Buick’s future, officials say.

The Avenir strategy is likely to mirror the highly successful Denali nameplate of the automaker’s GMC truck brand which has enabled its pickups and SUVs to expand deep into the luxury market.



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Buick Moves Up Market By Launching Avenir Luxury Sub Brand

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