Midsize Luxury: Buick Ready to Launch Regal Avenir

Steph Willems
by Steph Willems
midsize luxury buick ready to launch regal avenir

As you might have heard, Buick’s Avenir luxury sub-brand is off to a good start. Playing the same tune written by GMC’s Denali line, “Avenir” debuted on the second-generation Enclave crossover for 2018, then bestowed its luxurious trappings on the LaCrosse sedan.

According to Automotive News, Enclave sales are up 15 percent over the first half of 2018, with the Avenir trim counting for 25 percent of all units sold. That’s money in Buick’s pocket, as the Avenir badge adds roughly $14k to the model’s base MSRP. Average Enclave transaction prices are up $5,000 from a year prior.

Buick boss Duncan Aldred said last winter that the case for Avenir would be made on a vehicle-by-vehicle basis, adding that we should expect to see more models add the new trim (and price point) in the future. It now looks like the redesigned Regal will be the third Avenir model.

According to General Motors’ fleet order guide, 2019 brings the Avenir badge to the Regal Sportback, but not the Regal TourX wagon.

Slotted below the top-flight GS model and the high-end Essence, Regal Avenirs dispense with the optional all-wheel drive that’s available on Preferred and Essence models (and standard on the GS). The same engine powering all but the GS — a turbocharged 2.0-liter making 250 horsepower and 260 lb-ft — appears in the Regal Avenir, though the transmission gains an extra cog, to nine speeds. A nine-speed automatic is standard kit on the GS.

While the suspension stays the same as other front-drive Regals, content is obviously different. Regal Avenirs gain 19-inch wheels with Pearl Nickel finish (an upgrade from lesser models’ 17- and 18-inch hoops), shod with the same 245/40R19 rubber as the GS. Self-levelling headlamps and cornering lamps also come standard. And, as luxury demands to be felt, beneath the Avenir driver’s ass lies perforated leather buckets.

Buick’s most feature-filled version of the Driver Confidence Package I arrives on all Regal Avenirs, with the “II” version available for extra coin. That brings things like four-way lumbar adjustment and heated external mirrors on board, as well as Rear Park Assist, Rear Cross Traffic Alert, Lane Change Alert with Side Blind Zone Alert. Upgrading the package adds adaptive cruise control, Lane Keep Assist, forward emergency braking, and front pedestrian braking.

In the driver’s field of view lies a 8-inch infotainment screen delivering standard navigation and access to the model’s Bose eight-speaker audio system.

While external brightwork wasn’t mentioned, we have to imagine there’s an extra helping of chrome on this trim, as well as the Avenir script adorning both front doors. If other Avenirs are any indication, expect fancy grille mesh as well.

It isn’t known how how much a Regal Avenir will cost, but expect it to lie somewhere — at least midway — between the $34,795 Essence (2018 pricing) and the GS’s $39,995 sticker. We’ll likely see the model debut later this summer.

[Images: General Motors]

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4 of 63 comments
  • Namesakeone Namesakeone on Jul 26, 2018

    Wow, they're debuting a sedan, and not another (bleep)ing crossover? Who cares where it's made, bring it on!

    • See 1 previous
    • PrincipalDan PrincipalDan on Jul 26, 2018

      @tankinbeans I would agree that with the exception of the Encore, Buicks are generally good looking. I really love the way that the chrome trim on the TourX goes clear back into the taillights. However I do agree with Buickman (paraphrasing) "If the marketing department can't sell Buicks, don't get rid of Buick, get rid of the marketers."

  • Buickman Buickman on Jul 28, 2018

    Buick has no lease program for cloth Enclaves. it's all about the failed marketing by parchment holding, inexperienced and incompetent management. Buickman Founder GeneralWatch.com

  • SCE to AUX Probably couldn't afford it - happens all the time.
  • MaintenanceCosts An ugly-a$s Challenger with poor equipment choices and an ugly Dealership Default color combination, not even a manual to redeem it, still no sale.
  • Cha65689852 To drive a car, you need human intelligence, not artificial intelligence.Unfortunately, these days even human brains are turning into mush thanks to addiction to smartphones and social media.
  • Mike1041 A nasty uncomfortable little car. Test drove in 2019 in a search for a single car that would appease two drivers. The compromise was not much better but at least it had decent rear vision and cargo capacity. The 2019 Honda HRV simply was too unforgiving and we ditched after 4 years. Enter the 23 HRV and we have a comfy size.
  • SCE to AUX I wonder who really cares about this. "Slave labor" is a useful term for the agendas of both right and left."UAW Wants Auto Industry to Stop Using Slave Labor"... but what will the UAW actually do if nothing changes?With unrelenting downward pressure on costs in every industry - coupled with labor shortages - expect to see more of this.Perhaps it's my fault when I choose the $259 cell phone over the $299 model, or the cheaper parts at RockAuto, or the lower-priced jacket at the store.Do I care about an ethical supply chain? Not really, I just want the product to work - and that's how most consumers are. We'd rather not know.Perhaps the 1990s notion of conflict-free, blood-free, ethically-sourced diamonds will find its way into the auto industry. That would be a good thing.