BUICK AVENIR SHOWCASES GM AUSTRALIA’S DESIGN TALENT
GM Australia Design took centre stage today as Buick revealed a stunning concept vehicle at
the 2015 North American International Auto Show (NAIAS).
Designed in collaboration with GM North America, and built at GM Australia’s advanced
design studio in Port Melbourne, the Avenir – French for future – leverages Buick’s unique
styling legacy to explore a vision for a modern flagship sedan.
A striking design statement, Avenir embraces Buick’s rich design heritage of creating exquisite
sculptures, precise in their design and beautifully proportioned.
Ed Welburn, Vice President of GM Global Design, said the concept showcased the very best
of GM’s advanced design talent and capabilities.
“As a brand with one the richest histories of design, Buick’s legacy is recognised and revered
around the world,” Mr Welburn said.
“The designers in Australia understood the essence of Buick’s design language just as well as
those in America, which fostered a more cohesive collaboration between teams, with
seamless integration.”
Avenir’s classic rear-wheel drive proportion and exterior design theme originated at GM’s
Australian design studio, while the interior theme was penned in the United States.
Michael Simcoe, Vice President of GM International Design, explained that a collaboration like
this was nothing new for the talented GM Australia Design team.
“Time and distance are always factors in the design process, but the teams’ understanding of
the project brief and the sculptural essence of Buick transcended the time zones,” Mr Simcoe
said.
“GM’s global design studios are very well connected and we contribute to each other’s
projects all the time. There is a tremendous understanding of the brand’s design language
and passion for the future of this portfolio.”
Avenir’s signature sweep-spear body side motif and nod to the “boat-tail” styling of the 197173 Riviera are modern interpretations of classic Buick cues proposed by GM Australia’s Lead
Exterior Designer, Warrack Leach, who said it was easy to be inspired when working on such
an iconic brand.
“When you receive a brief titled ‘Buick Flagship’ you immediately think of a vehicle with
impressive road presence, a confident yet graceful stance, emotive and progressive form
language, but above all else, a beautiful automobile,” Mr Leach said.
“It has been incredibly exciting to be part of this passionate global team, and we are
immensely proud of what we have achieved. To be given the opportunity to present a show
car at Detroit, one of the biggest automotive stages in the world, is the ultimate compliment.”
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Construction of the concept took place at GM Australia’s Fabrication Studio. The team
overcame the time zone challenge with precise communications and in-house craftsmanship.
Paul Clarke, Manager for Creative Hard Modelling, was responsible for managing the build
and described the talent in his team as simply outstanding.
“This project has been particularly special as it is the first time the team here in Australia have
built a Buick concept for an International motor show. To have a concept on display in Detroit
is very exciting and a great thing for Australian design,” Mr Clarke said.
Michael Simcoe summarised: “simply put, Avenir is a beautiful piece of sculpture, delivered on
a premium proportion that acknowledges the Buick design heritage in a very progressive way.
It has been a wonderful opportunity for all involved and we are sure the result will take your
breath away”.
DESIGN OVERVIEW
Exterior
A long hood, wheels-at-the-corners stance and a sloping, rear deck that pays homage to
historical models, such as the Riviera, distinguish Avenir’s sports proportion.
Avenir remains unmistakably Buick with a modern take on the traditional Buick cues, such as
the sweep spear and boattail.
The most striking departure from contemporary Buick models is a new grille design that puts a
new face on the brand. It features a large opening accented by a return to the three-color –
red, silver and blue – Buick tri-shield insignia, accented by wing-shaped elements. The grille is
flanked by bold headlamps featuring full LED lighting.
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. On Avenir, it
represents progressiveness in technology and a break from convention.
Sculptural surfaces, taught lines, short overhangs and a broad-shouldered stance stretches
5,195mm in length and 1,931mm in width. Its reimagined sweep-spear element complements
the long body lines and conveys a sense of motion, as does tapered rear-end styling.
Its length enables exceptional spaciousness inside, but just as importantly, a presence that
speaks to luxury and the importance of style. In short, it’s the befitting proportion for a Buick
flagship.
Avenir’s sophisticated colour palette, including a Crystalline exterior colour and measured use
of bright work, accent the Avenir’s body lines and sets up the interior for a combination that
takes Buick’s contemporary style to a higher level.
Interior
Avenir’s four-place interior includes deco trim, premium leather and ambient lighting to create
an environment that is inviting and comfortable.
Inspired by nature and sea waves receding on a beach, the interior flows seamlessly through
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the cabin featuring a three-dimensional motif on the seats and carried through in other
components including the clear transparent décor that reveals the intriguing, sculptural wave
motif beneath the surface
A colour palette of light and natural tones blended with rich, premium materials such as oiled
and buffed wood trim, and Galvano satin-chrome accents, enhance Avenir’s ambience.
Functionality is manifested in Avenir’s device-integration technologies, which are designed to
lift the user’s mood and make the details associated with daily life a little easier. It starts the
moment the vehicle is started, synchronizing information and devices within seconds.
Avenir’s integration features build on the technologies already available or coming soon in
smartphones and streamline them in a system that makes accessing and interacting with them
easier.
Personal connectivity extends to rear-seat passengers, where USB ports and video screens
allow occupants to plug in to their favourite media and slip into complete relaxation, arriving at
their destination refreshed and rejuvenated.
Avenir is a showcase of thoughtful and modern design with the capacity to anticipate and
facilitate the personal needs of its occupants. It’s absolutely its own getaway destination.
Vehicle highlights:
 Personal seating for four
 Full light-emitting diode (LED) exterior lighting
 21-inch wheels
 Next-generation direct-injected V-6 engine with fuel-saving Active Fuel Management
(cylinder deactivation) and stop/start technology
 Nine-speed paddle-shift automatic transmission
 Driver-selectable suspension damping
 Twin-clutch all-wheel-drive system
 Next-generation Buick IntelliLink infotainment with large, 12-inch diagonal colour touch
screen
 Driver-recognition features that automatically sync infotainment preferences
 Ionic cabin air filtration
 Mobile device wireless charging
 OnStar 4G LTE with Wi-Fi hotspot
Media notes:
 Images are available at:
o http://chrisnorman.photoshelter.com/gallery/Buick-Avenir-HiResSelection/G0000hMKgUEQXKGg (Password: BuickAvenir120115)
 B-roll available on request from 2:00pm on Monday 12 January 2015
For media inquiries, contact:
Kate Lonsdale
Senior Manager – Product Communications
GM Holden
+61 409 629 608
kate.lonsdale@gm.com
Mark Flintoft
Product Communications Manager
GM Holden
+ 61 428 255 876
mark.flintoft@gm.com
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