Report: The Buick Avenir won’t reach production, simply because Cadillac exists

It was a cold, a frigid January in Detroit (when is it ever not…) and Buick rented out an entire warehouse space to reveal the gorgeous Avenir Concept alongside the Opel-based Cascada.

The Avenir was a pitch at a potential new large, rear-wheel drive sedan from America’s Trident and everyone had their fingers crossed with prayers abound, hoping Buick would decide to produce the Avenir–a car which many think the automaker needs to rejuvenate the brand in America’s eyes.

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But sadly, Automobile Magazine reports Buick won’t be producing the Avenir simply because Cadillac exists.

Speaking with Buick’s head, Duncan Aldred, GM thinks the Avenir would cause a bit of a product overlap since it’ll potentially move the car into markets where Cadillac exists. So it seems GM doesn’t want to go to war with itself. This is unlike, say, Volkswagen, who owns Bentley, who produces the world’s most elaborate and fastest crossover SUV, the Bentayga. It’ll soon be directly rivaled by the Lamborghini Urus, and guess who owns Lamborghini?

Although it would be cool to see the General go to war with itself and produce two excellent luxury four-door sedans under two different portfolios, you have to admit, GM has a rough history with badge engineering, or what I like to call “badgineering.” It’s worked with their truck line, where they can make three different variants to the Chevrolet Tahoe to produce the GMC Yukon and the Cadillac Escalade, but making a Buick out of a Chevy Malibu like in the 1980s through the 2000s didn’t quite work in their favor as much.

But could Buick pull it off now a days? Should they make the Avenir so that they can not only compete with the best from Europe and Japan, but compete against themselves? I think so, it’ll give General Motors an upper hand at the odds by giving them a chance to produce two amazing luxury sedans instead of just one.

What say you, audience?

– By: Chris Chin

Source: Automobile Magazine


Chris Chin

Chris Chin is the Editor-In-Chief of egmCarTech and is a regular contributor to Automobile Magazine.

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