New Design Language for Buick

Avenir front quarter

After introducing the Cascada compact four-seat convertible, which has been available as an Opel in Europe for nearly two years but which won’t reach the U.S. rebadged and retuned as a Buick until this time next year, General Motors had a surprise. A large sedan concept, tagged the Avenir, indicates the design direction that will be taken with future Buicks. The concept’s proportions are very much those of an athletic rear-wheel-drive car. Flowing yet controlled forms, with far more curves than you’ll find on a Cadillac, suggest British more than German design, and perhaps Bentley most of all, though some hints of BMW can be found in the front fender vents and the complex surfacing of the lower bodysides. Buick’s traditional “sweepspear” is perfectly integrated into the shoulders.

Avenir interior

Inside, flowing forms again dominate. Trim on the dash and center console has an embedded wave pattern that appears unusually deep. I’m told we’ll see this particular detail sooner rather than later. The controls–well, there aren’t many aside from the large, vivid displays. The artful yet minimalist aesthetic reminds me of Audi’s most recent concept, if with more curves.

Avenir trim

Could this car actually be produced? My initial thought: no way. And GM did emphasize that this is “just a concept.” But, after speaking with Manoli Katakis of gmauthority.com, production of a not terribly dissimilar car seems surprisingly likely. While some changes would likely be made in the interest of practicality, for the most part the Avenir’s shape is not too far fetched–the windshield is even fairly upright by current standards. A production version could well share basic dimensions and under-skin components–including a body composed of weight-saving aluminum (visible on the concept’s B-pillars when the doors are opened)–with the upcoming Cadillac CT6. If this car does happen, in design terms it will check off all the boxes: powerful yet elegant, traditional yet current. Buick hasn’t had such a suitable flagship in a very long time. I’m very eager to see how much of this concept makes it into the production cars, both a new flagship and the front-wheel-drive models (which will almost certainly have more upright proportions) lower in the range.

Avenir rear quarter