Buick Trademarks “Avenir” Plus Regal And LaCrosse “Sport Touring” Names

GM filed federal trademark applications for three Buick model names last month. These include the “Buick Avenir”, “Buick Regal Sport Touring” and “Buick LaCrosse Sport Touring” names.

Now, automakers do this all the time for numerous reasons, from protecting their past to safeguarding their future, regardless of production plans, so you can never be sure whether a new name will actually be used on a car you’ll see on the lot.

The Avenir nameplate was utilized on Buick’s most recent concept car shown in Detroit this past January hinting at a flagship sedan. While no final decision has been made yet, GM’s global product head Mark Reuss told reporters in New York last month that they’re “working” on it.

As for the other two names, if it was only the Regal Sport Touring, one could speculate that Buick is pondering about bringing the Opel Insignia Sports Tourer (station wagon version of the Regal’s German twin) to North America, but since they also trademarked the LaCrosse Sport Touring, it may end up being just a trim grade, or perhaps as our tipster Ed D. said, “new performance models for the next-gen Regal and Lacrosse”.

For what it’s worth, the next LaCrosse is expected later this year or early 2016.

Thanks to Ed D. for the trademarks!