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Buick Avenir ready for rear-drive platform sharing, Australian team to be involved
Car Advice
by Daniel DeGasper
Jan 13 2015

At the Detroit motor show this time last year, Cadillac chief marketing officer Uwe Ellinghaus spelled out the future of his rear-wheel-drive luxury sedan platforms in no uncertain terms.

“[Future] platform and component sharing is the name of the game to reduce costs,” the German-born ex-BMW executive told CarAdvice.

“We think about this, and it really isn’t impacting on customer benefit where you do not see or feel something we are well advised to go down this route,” he continued, before commenting on the need to not simply re-badge a product.

“Of course the immediately visible areas of the car like the interior, everybody must say unmistakably Cadillac as much as the exterior design says unmistakable Cadillac.”

It’s no surprise that only General Motors insiders have confirmed the just-released, Australian-designed Buick Avenir concept is underpinned by the company’s brand new Omega platform set for application in the 2016 Cadillac CT6 – or the American luxury division’s new S-Class and 7 Series rival.

The Avenir, then, is not just an important project for the Holden design team, but a crucial first step to sharing a rear-wheel-drive platform beyond a single brand within GM.

While officially the Avenir is just a concept, GM Australia design director Richard Ferlazzo (below) made no bones about this leading to a production vehicle.

“Concept cars can be just for promoting a brand, but not in this case,” begins Ferlazzo.

“These things [like Avenir] are about exploring real opportunities, then you find something that fits under it.”

Asked directly whether he would like to see the Avenir go into production, Ferlazzo replied, “For sure, that’s why we do these.”

*Full Article at Link
 

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From this article, the referenced Chevrolet SS link, and various recent comments by other GM officials – All seem to add up that both the Omega and Alpha platforms will be spreading out to the other GM divisions relatively soon.

The Game is Afoot. :)
 

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Omega SWB:

Cadillac CT6
Cadillac Elmiraj (CT7)
Cadillac SUV

Buick Avenir
Buick Riviera (coupe)
 

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From this article, the referenced Chevrolet SS link, and various recent comments by other GM officials – All seem to add up that both the Omega and Alpha platforms will be spreading out to the other GM divisions relatively soon.
Many here at GMi say that no one should get Omega until Cadillac has at least two years alone on it, so don't get too impatient...
 

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Many here at GMi say that no one should get Omega until Cadillac has at least two years alone on it, so don't get too impatient...
I know. I have always figured that there would be a two+ year delay for other divisions to get use of Cadillac's newest platform(s). I’m actually very patient. Just happy knowing something is truly in the works.
 

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GM has always indicated that Omega would ultimately be a shared architecture.
 

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A flagship like the Avenir maybe a ways off at this time but the business case for it is stronger than ever. Not only are the resources there for Buick but they also have a very good reputation that is constantly getting better.

In fact, the strongest business case for it would be China, where Buick has an excellent reputation. Many very uninformed people fail to realize that Buick sold over 1M vehicles last year, with 80% of that coming from China.

With their desire for large cars and appreciation for Buick, a vehicle would like the Avenir would be very successful in China. Not only is it good for Buick but it would certainly help Cadillac offset some of the cost associated with Omega.
 

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To me, unambiguously good news.

Some might argue this waters down the Ct6-7-8 and they'd be right to an extent, but it's really not cost effective to have Omega be only Cadillac.

These lived side by side - in large measure filling the same need but with minor variations in engines, price and character - with great success for decades, and it seems like Omega could do the same.



 

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A flagship like the Avenir maybe a ways off at this time but the business case for it is stronger than ever. Not only are the resources there for Buick but they also have a very good reputation that is constantly getting better.

In fact, the strongest business case for it would be China, where Buick has an excellent reputation. Many very uninformed people fail to realize that Buick sold over 1M vehicles last year, with 80% of that coming from China.

With their desire for large cars and appreciation for Buick, a vehicle would like the Avenir would be very successful in China. Not only is it good for Buick but it would certainly help Cadillac offset some of the cost associated with Omega.
How will the Chinese pronounce "Avenir"?
 

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while i would like to see buick continue to grow. i hope that they do not take too much from cadillac which is struggling for sales. i feel that caddy should be RWD performance competing with mercedes, bmw. and i think buick should be FWD performance competing with audi and acura. there needs to be some differentiation in how they market them or they will be competing against each other and killing each others sales. the Regal to me is what buick should be focusing on. FWD/AWD vehicle. if they can make it more like the A4/A6 that would be awesome. but i think RWD should be left for Caddy or they are just going to start badge engineer too much
 

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I am sick of this no one can touch Cadillac platforms/engines nonsense. If 50% + people who purchased a BMW 1/2 series did not know if the car pulled itself or pushed itself then I do not see a problem with component sharing between the GM Family. It is Cadillac's strongest trait out of the Luxury makers like Audi they are able to amortize platform costs faster and make more money. Which should mean their lineup should be completely fleshed out. The lineup they have now with the access to 3 divisions platforms is a disgrace. 60-70 % of people will not care if Chevy, Buick, GMC share platforms.

Acura as whole is just Honda Plus yet no one complains or knows because most magazines overlook it. This means all GM platforms need to have quality, strength, reliability and a premium feel. This benefits all GM brands and makes the running cost of each unit cheaper and hold more value. More time effort and flexibility will be involved in all platform engineering efforts allowing for more breadth of vehicles and higher quality of all products based off of them.

GM's engines and platforms will have had more testing, configuring and optimization than most manufacturers
 

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Many here at GMi say that no one should get Omega until Cadillac has at least two years alone on it, so don't get too impatient...
A two year buffer for Cadillac hurts more than it helps. There is a great deal of sales (and amortizing cost) potential lost by waiting. If it is a matter of not having the engineering resources to get these other models out faster, I can almost understand the lag time (Maybe GM needs more engineers?). If it is just to give Cadillac some time on its own, from a making money stance, it is foolish.
 

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A two year buffer for Cadillac hurts more than it helps. There is a great deal of sales (and amortizing cost) potential lost by waiting. If it is a matter of not having the engineering resources to get these other models out faster, I can almost understand the lag time (Maybe GM needs more engineers?). If it is just to give Cadillac some time on its own, from a making money stance, it is foolish.
No,no,no, don't be silly. GM doesn't need more engineers. They need more middle managers!
 
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I have no problem with Buick building the best Buick they can pull off, it shouldn't matter to Cadillac since Buick won't invade Cadillac pricing territory. But there's plenty of room for a $65 - 70K flagship Buick. I don't think any of the divisions should artificially restrict their offerings in consideration of other divisions.
 
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