DETROIT -- Buick unveiled the Avenir concept, a lithe large sedan that gives a glimpse of a possible future flagship for the brand.
The Buick Avenir -- French for "future" -- features a long hood, Buick's signature "sweep spear" crease along the body and a sloping rear deck that pays homage to the Riviera and other iconic Buick's of yore.
General Motors executives said the concept indicates Buick's future design direction, but also hinted that a future production model is on the table.
"I think the brand is absolutely ready for it," GM global product chief Mark Reuss told reporters after its unveiling.
GM, in a formal statement, said the concept car's new grille "puts a new face on the brand."
Reuss said the Avenir is based on GM's Omega rear-wheel-drive platform, the same one that will underpin the Cadillac CT6 large sedan that is expected to be shown at the New York auto show.
The Avenir is 204.5 inches long -- about 8 inches longer than a LaCrosse sedan, now Buick's largest.
The concept also shows a new direction for Buick's face. It features a large opening that sports the return of the red, silver and blue Buick tri-shield insignia, keeping the waterfall design while overlaying wing-shaped lines.
The 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,” said Michael Simcoe, vice president of design for GM's International Operations, in a statement.
GM CEO Mary Barra and GM's other top executives all attended the event along with top Michigan political leaders such as U.S. Sens. Debbie Stabenow and Gary Peters, both Democrats.
