By on August 1, 2015


If you are looking for a new midsize car to add to your driveway and the Buick Regal is on your shortlist, you might want to wait a few months.

According to a dealer communique sent out by Buick head Duncan Aldred, the Regal will receive a massive price cut for 2016. Even the top-trim Regal GS will have its price slashed to make it more competitive as an older offering in a crowded segment.

The letter, sent yesterday, outlines the changes to the Regal as it struggles toward the end of its lifecycle.

The Regal is being simplified and attractively priced to appeal to a broader share of midsize intenders. The 2016 Regal will be available in four trims, with the popular 1SL, 1SP and 1SX all priced dramatically lower than the 2015 trims — with no change in content. Ultimately, we’re giving our customers greater value without sacrificing the features they want.

You’ll find more details in the attached 2016MY Buick Regal Product and Pricing Guide, but a few highlights of the new pricing structure include:

  • Starting price for 2016 Regal GS is $34,990; more than $3,300 lower than the 2015 model
  • 2016 Regal 1SP is priced below the 2015 Regal 1SN (which has been eliminated)
  • 2016 Regal 1SL is now priced below the Nissan Altima SL — yet offers more standard horsepower (+75 hp), more torque (+100 lb-ft) and standard 18-inch wheels

Regal trims will be realigned, eliminating the “Premium I” (1SN) trim and decreasing the “Premium II” (1SP) trim’s price below that of 1SN. GM states there will be no change in equipment. Base price for the Regal will remain unchanged at $27,065 before destination. The biggest cut is to the GS FWD model at $3,320, bringing its price down to $34,065.

In the midsize sedan segment, the Regal only bests the Volkswagen CC and defunct Dodge Avenger in terms of year-to-date sales, having dropped 23.7 percent. June saw sales drop 12.3 percent versus the same month last year.

So, don’t buy a 2015 Buick Regal — unless it’s the base model or a lightly used example traded in by its original owner after less than a year on the road.

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43 Comments on “Don’t Buy a 2015 Buick Regal...”

  • avatar

    Does this really mean lower transaction prices or just fewer discounts?

  • avatar

    This may or may not help Buick. The actual transaction price for 2015 may be far lower than the MSRP. I’ve seen many $5000 off and 20% off sales in the last year. The basic problem with Buick is that it has fallen off the radar. Little advertising, few dealers compared to 20 years ago, and too few of the Regals on the road for any of the Gen X, Y or Millenials to even identify them. I might be willing to lease one, but the depreciation would keep me from being a retail buyer. Then again, at 68, although I might consider a Buick, they are facing the extinction of their buyer pool. If they can boost their volume, and attract a lower age customer, this will pay off for Buick.

    • 0 avatar

      The sticker kept me from even waking into the dealership, and we were trading in an Aura. After the haircut we took on the Saturn and the ridiculous sticker price on the Buick, I bought my first non-American car in my 53 year life.

    • 0 avatar

      I’m 36, and I’m in to the “nice but not ostentatious” approach to things.

      There’s nothing wrong with Buick from that perspective. They look nice, and I assume they’re comfortable.

      What is wrong with Buick from my perspective is that I’m a techie. Cars with a regular gasoline engine are useful enough to own used, but aren’t really worth new-car money to me. Put a plug on it, or even a diesel, and it gets interesting.

      Since Buick doesn’t have any plugin, diesel, or hybrid vehicles, that’s the end of the story for me.

      It’s not so much the old people image (I’ve lost enough of my hair that I’ve accepted that I’m a real grownup), it’s the old tech under the hood. My 11 year old Prius makes the best Buick has to offer look like my father’s Oldsmobile under the hood.

      • 0 avatar

        So gasoline engine can’t be “techie”??? you think 1990s gas engines are same as 2010s gas engines???

        And then, diesel engine is a new, “techie” technology???


        • 0 avatar

          Engines today are far more refined and have made nontrivial gains in efficiency and longevity. They’re just not different enough from the engines I currently own to be interesting to me… I’m an end user who likes to experiment with different ways of doing things, and so a better mousetrap is still a mousetrap.

          CAE and the simulations used to design modern engines…. Now, *that* is interesting!

          BTW, I owned a diesel car once and loved the lazy torque it delivered. Unfortunately, the car I owned was a Volkswagen, and so I’d love to see someone else do that car over, correctly.

      • 0 avatar


        I know you’re interested in aviation. Have you seen the E-Fan electric airplane?

        • 0 avatar

          I’ve been following the e-fan, but Pipistrel’s efforts with the Alpha Electro and the Taurus Electro self-launch glider look more accessible.

          Both are on sale for “reasonable” prices, as far as aircraft go.

          Alpha Electro – basically a modernized C-150 with gas and electric options:

          Taurus motorglider with gas and electric options:

      • 0 avatar

        no techie i know drives an 11 year old car (old-tech right there), plus your 11 year old prius still uses dino juice to power it….and that, in the eyes of a true techie is simply unacceptable. “Tesla or GTFO” is the new techie mantra.

        • 0 avatar

          My 11 year old cars are very practical.

          I’m a techie, and I work in Silicon Valley, but I don’t live there. I can seriously contemplate owning a Tesla (the cash flow works out at the end of the month, the whole picture should work out in about a year). But, for some perspective, but there’s NFW I can afford the rent in Palo Alto. Fortunately, my employer lets me work from home a couple of thousand miles away.

          For new-car money, the car had better be able to beat my 11 year old cars on the criteria I care about. And I’m mostly practical.

          Not many cars can beat an 11 year old the Prius on its own turf – a newer Prius is only marginally better, and not enough better that it’s worth new-car money. The same thing goes for the 11 year old minivan.

          I’ve almost talked my wife in to a Tesla Model X, though, and that thing might actually be 10x better than the $11k I paid for my van. The damn thing looks like a Prius mated with a Mazda 5, which works in its favor in our house. I’m going to drop by the Tesla store the next time I’m in SV and see if they have a demo model on the floor yet. But real cars are often less enticing in person than they are in theory, and the Leaf is a nice match for one of the spots it my driveway — so, we’ll see.

          In any case, I’m in the demographic where a lot of luxury car brands would like to get me started on their truadmillp.. But I’m a knowledge worker, and I got to this point in my career by building things that work, regardless of the hype. When you bring the dollars and cents in to it, most of those luxury cars just can’t beat our 11 year old Toyotas in practical terms on the criteria we care abeut. I have high hopes for the Tesla models but, if they don’t measure up to the hype, there’s a used Nissan Leaf out there somewhere with my name on it.

          If I’m going to buy something for non-practical reasons, it’s going to be electric. Or maybe some other sort of alternative fuel, but probably electric – and Toyota doesn’t make them yet.

          To get back to the point, a premium brand is selling something which has a higher TCO than necessary. They need to justify it. For me, that justification is “something interesting” and “green” under the hood. I don’t know what the people who actually buy Buicks are looking for.

    • 0 avatar

      Buick’s problem is like that for the rest of GM, an aging sedan and limited crossover lineup.

      A new, more luxurious (and larger) Verano, Regal and LaCrosse are on the way, but while that should help, what would really help are a new Enclave and the Envision (still over a year away) crossovers.

      As for the current Regal, it, being a Euro-model, always had a size issue with the US market, being on the smaller end of the midsize segment (much like the TSX/Euro Accord) – and along with being FWD-based, competes in the compact segment (actually is a competitor to the ATS).

      And being an older model, Buick really had to react to the pricing of the newer Acura TLX (in particular the V6 trims).

  • avatar

    “Don’t Buy a 2015 Buick Regal”


  • avatar

    You know, we were having some dealer add ins put on our new Yukon XL and the salesman was trying to get me to buy a GS so he gave us one as a loaner. If I didn’t have s then-three month old Mustang GT, he would have succeeded. The car is a hoot to drive but very polished. The turbo 4 has instant torque.

  • avatar

    If I find a huge discount off MSRP on a car, it can be very attractive, but I really need to want the car. That would work for one-of-a-kind models — if I decide a hybrid convertible wagon is the perfect car for me, it’s actually better if I can get it at a big discount from a mythical MSRP. It feels like I’m getting a reward for who I am.

    If I’m only mildly interested in the car, a lower MSRP would be better, because otherwise I wouldn’t even investigate the model to find out what the real prices are. The Regal feels like a car where I could buy any of ten other similar cars and the difference wouldn’t change my life. So I think a lower MSRP is a good move.

  • avatar

    I really wanted to like the Regal. It looks “fine” no worse than any other midsizer, it’s FAR quieter than most, handles surprisingly well, power is good enough, if not a match for the German turbo fours, and it actually feels pretty tossable considering how much it weighs, far more so than the supposed “hoot to drive” that is the Infiniti G37, which I thought felt heavy, numb, wooden, and pretty boring.

    The seats killed it for me. I didn’t drive a GS so I don’t know what those are like, but the regular Regal turbo seats are awful. Hard and lumpy, and despite the 4-way lumbar adjustment, I couldn’t find a position that was in any way comfortable for my lower back. I had the exact same issue with a non-sport E60 BMW 535i. Hated those seats immediately as well – very similar feel.

    The Verano’s seats, even with no lumber adjustment at all, are VASTLY more comfortable. If I could transplant the Verano seats into the Regal, I’d buy one. Otherwise, not gonna happen.

  • avatar

    I looked hard at the Regal and the ATS but found the back seats essentially unusable for adults, so I went Japanese instead.

  • avatar

    Regal is in a weird space. I can’t come up with any reasons to get one over the new Malibu in top trim. Cheaper and better.

  • avatar

    “Starting price for 2016 Regal GS is $34,990; more than $3,300 lower than the 2015 model”

    holy cow, 1.5 times the price of a base Accord/Camry for a non-luxury (and tainted) brand sedan? Especially with the sedan segment dying? and this is the lower price?

    I know they offer huge discounts, but here s the problem, when I car-shop I first look at the website. I also assume some discounts are scam anyway. So MSRP is my first price to compare. wouldn’t it make more sensor to lower MSRP and get rid of discounts? that way you can advertise lower MSRP, you know, to lure people on your website or in your dealership….

    and I though Cadillac is disillusional. Selling an Opel (which is below VW!) for Audi money. I guess sales numbers prove I’m right….

    • 0 avatar

      A Camry XSE V6 is also close to 1.5 times the cost of a base Camry. What’s your point?

    • 0 avatar

      You’re making exactly the right comparison, I think. When I was looking for a new commute car in 2013 I stopped in to the Buick dealership, but I couldn’t understand what the Regal offered to justify its premium pricing. Neither it nor the Verano seemed to offer interior quality or performance beyond the Camry/Accord/Mazda6/Passat level. Certainly they’re not stylish-looking cars, either.

      The Verano was intriguing to me because of the manual transmission option, but of course no dealers stocked them and were not interested in ordering them. It didn’t help that the dealer was not particularly welcoming – I never even went on a test drive.

      A V-6 Accord, Camry, or Passat is a fairly nice car nowadays – option them up and it’s hard to find a car for less than twice the price that is obviously worth the higher price.

  • avatar

    Regal’s future is tied to Oshawa’s, IMO. Regal’s volume is below 25,000, but by this time the tooling is paid for and the model is probably profitable. If Oshawa does close, it might not make fiscal sense to transport the tooling to what would a 5+ yo old unpopular model and both Regal and W-Impala ride into the sunset at the same time. Buuut… both W-Impala and Regal are profitable so why not keep squeezing them beyond MY16? Meaning Oshawa won’t close…

    2014: 22,560

  • avatar

    Something else to consider, if GM does close Oshawa in 2016 as planned and the Regal goes with it, there will be a fire sale on the model (not to mention wholesale will drop another 5%-10%).

  • avatar

    Is the name “Regal” designed to evoke memories in the target market of when they watched Princess Elizabeth’s coronation in the news reels?

  • avatar

    Argh, the GS will come and go with that awful coal-black interior.

    The Cashmere interior is SO much more pleasant…

    I’m convinced I’ll have to build my “dream car” with all the best parts of different trim levels:

    – Regal GS with interior lifted wholly from the regular Regal
    – Golf GTI with interior lifted from a European model with brown leather
    – Chrysler 300SRT with interior lifted from the prior Luxury Series

  • avatar

    Go read my comment on the TTAC review of the Regal a few days ago where I said it was a good car but overpriced. Thank you GM, for reading my comment. Maybe I need to consult in the auto biz?

  • avatar

    I bet a leftover 2015 is going to be a hell of a deal when the 2016s show up on the lots with lower sticker prices.

  • avatar
    George B

    Rearranging deck chairs on the Titanic. $35k is way too much money for a car with essentially zero extra prestige over a Malibu. American consumers either go for best perceived value or a real luxury brand.

  • avatar
    Jeff S

    The sedan market is too competitive for Buick to be charging this much for the Regal. It is a nice car but there are too many other nice vehicles that can be bought for the same amount of money or less. Too many competitors and automobiles are declining in market share with crossovers gaining at their expense. For the most part it is a buyers’ market for the sedan.

  • avatar

    Bring back the Buick Century! they were some of the greatest FWD handling sedans of their time! GM had to detune their 3.1 powerplant so that they wouldn’t compete with Camaro sales!

    And give it a stick this time!

  • avatar
    Jeff S

    Buick should not replace the Regal but just have the LaCross and the Verano. Buick should just release a crossover in between the Encore and Enclave. The market for midsize sedans is crowded with good and competent midsize sedan. A good midsize crossover that is a little more upscale but competitively priced would bring Buick much more sales and lower the average age of the Buick customer.

  • avatar

    Still. Too. Much.

  • avatar

    For what it’s worth I took my mom Buick car shopping in early June. She really wanted a Regal with the crystal red tin coat exterior. With premium 1, sunroof, NAV the MSRP was $34,315. After some pretty spirited negotiations we made the deal for $29,315. She’s happy, I’m happy. This car was on the lot yes.

    Waiting for a 2016 was not really an option (she was really bored with her Lacrosse). 259HP feels very nice. Cheers.

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