If you are born sometime in the eighties, chances are you had a grandparent, or knew someone who had a grandparent, that drove a Buick. Why? Being the oldest active automotive brand in North America and a car once known as the “Moving Couch” because of it’s plush interiors – Buick tended to attract a population of people 65 and over. But fast forward about three decades later, the brand is starting to reap the benefits of all their hard work and efforts in repositioning Buick not only as premium, but as vehicles attractive to a much younger target demographic.
A feat thought to be impossible by many is slowly becoming more and more realistic year after year with serious financial investment from General Motors and most importantly a well appointed design team. Car companies live and die by two measures – product and pricing. Over the last couple of years, Buick has seen much success by employing a very basic strategy in regards to both: Do what others aren’t. Meaning, manufacturing high quality vehicles at a price point affordable to those who can’t quite make the leap to the luxury category. This has helped the company’s fleet not only gain the attention of the hard to impress car geeks on the auto show circuit but also attract a whole new, refreshing demographic, which I just happen to fall into – women between the ages of 25-45. As I’ve gotten older, or shall I say more mature, with major “adulting” lifestyle changes no less, I am now drawn to different vehicle amenities and attributes. I’ve bid adieu to the notion that my vehicle’s laniard symbol on the grill is the most important thing, followed by speed or where it falls within the luxury class. I remember when the BMW 3 series and Benz C-Class was the car everyone wanted post university to symbolize they’ve found their first good paying career job. Whereas now, I’m interested in seeing more value for (my) money in a car instead of it simply coasting off the prestige of it’s brand name providing the same offering as a base model Accord. Sorry Honda!
Last year my interest was seriously piqued when I made the trek to Napa Valley, California with Lauren of This Renegade Love, for 36 hours to learn more about Buick’s 2017 Lacrosse sedan and it’s newest compact luxury SUV, Envision. The vehicle’s design cues, elegance and technology features drastically elevated the expectations of what a Buick can be.
This month, I kept the travel a bit closer to home for the much anticipated reveal of Buick’s piéce de resistance…it’s first ever vehicle in family-oriented luxury; the 2018 Buick Enclave Avenir, which debuted at the New York International Auto Show. Similar to most other women in my age bracket, I’ve developed an interested in smart innovation and technology features but not at all prepared to sacrifice style for either of those things. So yes, I guess you can say I want it all. Turns out, all come standard in the new Enclave Avenir and will play an integral role in setting the stage for Buick to successfully claim it’s deserved place in between the mainstream and luxury categories. How?
To make the new Enclave, we spent time in the homes of our loyal customers and the homes of competitive buyers, learning how they use their vehicles with an eye for making their lives more better, easier and more satisfying! – Global Buick Vice President, Duncan Aldred (shown below)
The exterior, which comes in five premium colours, visually sets itself apart. It’s sleek and slightly deceiving when it comes to size. Slimmer and lower bodied than it’s predecessor, plus roomier than it has been in the past. You wouldn’t guess this seven passenger SUV has more room behind it’s first row of seats than the Acura MDX, Audi Q7 and the QX60. However, it’s the interior that oozes premium, with it’s Avenir Chesnut and Ebony colour way, wood accented steering wheel and super luxe embroider first-row headrests. Pretty much what you would expect to find in vehicles 2.5 times what I predict the Avenir Enclave to be priced at, which won’t be revealed until later into the year. And these well appointed design details are no fluke, but rather carefully curated and planned 3-4 years in advance by Buick’s highly skilled team; who looks at trends in fashion, interior and even furniture design industries to help develop a luxurious aesthetic that is also highly functional. In a way, creating consumer demands eons before we could ever dream of needing these attributes. Half a decade ago, would you ever think that you would need wireless charging capabilities for your phone, a 360-surround vision camera system for easier parking, or a rear camera mirror that can function as a traditional mirror or a camera; virtually eliminating potential obstructions of the past like oversized headrests or passenger heads? And of course, I can’t forget access to 4G LTE wifi and Apple Car Play. All available now in the Avenir and select Buick models.
But what really blew my mind are the little things that the special teams thought to include that really enhances a family’s lifestyle and makes life easier. Think, second row SmartSlide Seats that provides easy access to the rear third row – normally a nightmare to access, especially when you have a car seat in the mix. It now has pitch slide functionality to allow you to fold the row down, even with an empty front facing child seat in it. How brilliant is that for growing families? My favourite lifestyle enhancing feature announced at the reveal is the Enclave’s air ionizer that not only eliminates odours but also provides better overall air quality – reducing bacteria, dust, viruses, pollen and debris, plus it turns out, all can significantly improve driver alertness. Are you thinking about the hassle of maintenance for this feature? I sure as hell was, but Buick has managed to find a way to manufacture this thing in a way that it requires no maintenance or filter replacement.
The most standard response from those who have seen the latest from the brand is, “That’s a Buick?!” which has ironically been their tag line and social media hashtag since switching into high gears of it’s brand repositioning. This little sneak peek across the border has left me itching with anticipation to get behind the wheel of the Enclave Avenir and the rest of the new fleet roll-out. So let’s just say my fingers are crossed for some adventures with Buick this summer!
Head to Buick.ca for more details on the 2018 Enclave Avenir or the rest of Buick’s current six car line-up.