#BuickRegal

An anonymous GM employee writes:

I have a field role with General Motors that affords me the luxury of driving (mostly) anything in The General’s portfolio. I can choose from any brand except Cadillac, and can’t drive a Corvette or pickup (because of retail demand and limited supply). I’m 22 with student debt down into the low four digits. GM pays for gas, insurance, and incidentals like oil changes and winter tires because I need a car to do my job. I live in a snow-heavy state where I’m expected to do around 30,000 miles a year for business travel alone. Finally, I switch out cars every four months because that means it remains eligible for new vehicle incentives and programs when it’s sold back to the dealer at a big discount.

Here’s the catch: the vehicle is considered a taxable benefit.

After news broke last week about the death of the Buick Verano, it seems the General’s tri-shield brand is looking to bolster its next-generation D-segment offering by bringing a Regal Wagon to North America.

According to a poster on the GMInsideNews forum, Buick showed the next-generation Regal to dealers, which will include a wagon, during a dealer meeting in Austin, Texas.

Because General Motors felt that the world — or at least Michigan and maybe Wisconsin — needed a small, affordable personal luxury coupé with a digital instrument cluster, rackety pushrod four-cylinder engine, and a name that started life as the designation for an early-’80s Regal trim package, the 1985-87 Buick Somerset, sibling to the N-Body Pontiac Grand Am, was born. I have an unexplainable fascination with The General’s attempts to compete with high-end German sporty luxury in the 1980s and 1990s, so I was drawn to this California Somerset like a personal-injury attorney scenting an Accord driver with Takata airbag fragments embedded in his flesh.

A report in Automotive News outlines how General Motors has committed to building a new Buick model at their plant in Russelsheim, Germany. According to AN, the logical choice is the next-generation Buick Regal, also known as the Opel Insignia, since this is a good fit for Buick, and it allows GM to use up some of the excess capacity that is currently plaguing their European operations. But for GM’s venerable Oshawa plant, this is not good news.

Ahhh, the Buick Somerset! One of my favorite obscure General Motors cars of the 1980s, right up there with the Oldsmobile Toronado Troféo and Buick Reatta. The Somerset started out in 1985 as the Somerset Regal, but then GM’s marketers must have become as confused as an octogenarian Buick shopper confronted in the showroom by this little coupe with thrashy four-banger and science-fiction radio pod, changing the name to just plain Somerset for 1986. Not easy to find, the Somerset, so I was happy to spot this one last winter in a Denver self-service yard.

Buick sold some special-edition Centuries as part of their sponsorship deal with the 1984 US Olympic athletes, and we saw one of these cars in this series last year. The later Olympic Edition Buicks are harder to find; there are still some ’88s around, but this is the first ’96 I can recall seeing anywhere. Let us admire its athletic grace.

The current Buick Regal is an excellent car. I know, because I have one parked in my garage (it’s sweet). Still, it could be better- and the guys at the SouthWest Research Institute (SWRI) have figured out a way to enhance the mid-range Buick so that it produces fewer harmful carbon emissions and gets better fuel economy.

Can’t beat that!

Time: 2332, Eastern. Outside temperature: six degrees. Speed: 83 mph, climbing.

One needs to remind himself of following distance when letting the dogs run.

Thoughts appear as bullet points in the frontal cortex.

• Led Zep II makes me hammer down
• The left lane is clear, but there are some right lane travellers that could become obstacles.

One thousand one…

One thousand two…

“I should have quit you, baby, long time ago…”

One thousand three…

“down on this killing floor, break it down for me now…”

One thousand four…

• Prius just oozed into the left lane to pace, not pass, the fuel tanker putting up considerable spray.
• Headlights are dirty. Need to slow down anyway.
• Too bad.

Wait a second, I’m lamenting having to back off while driving a Buick!

“People worry I can’t keep you satisfied…”

This 2014 Regal Turbo AWD is a parts-bin car. A re-badge, and yet, it’s one hell of a highway flyer. The Regal is also surprisingly adroit in kinkier situations. It’s kind of a damn shame that this car is an automotive Palestinian. It’s sold as a Buick, but it started off as an Opel with a side of Saab, and was supposed to be a Saturn. For many, the Regal does nothing to recommend itself. That changes when you drive it, but if you think about it too much, it’ll piss you off.

In my mind, Volkswagens used to be the “Euro Buick.” Positioned one note above the mass market rabble, VW’s Passat shared parts with Audi’s A4, while the Touareg and Phaeton were luxury cars with a mass market logo on the hood. Then Volkswagen decided this was the wrong strategy for them, so they repositioned VW as the German alternative to Toyota and Chevrolet. This left a gaping hole in the market for shoppers looking to step into a European near-luxury vehicle that flew under the radar. And then Buick stepped in.Buick’s Opel-based product offensive has transformed the brand from Barcalounger wheels for the octogenarian, to a window into the soul of GM’s German brand. This transformation isn’t an easy one as Buick’s problem wasn’t just blue-haired buyers and slinky-soft springs. Buick is the penultimate middle child. Jammed between Chevrolet and Cadillac, brand B’s mission is to give Chevy buyers something to aspire to and Cadillac buyers something to graduate from.

Ontario is home to a number of auto plants, both import and domestic, union and non-union, as well as numerous suppliers. None of them are so tightly intertwined as General Motors is with the town of Oshawa, about 40 miles from Toronto (though, as any area resident will tell you, it’s really 2 hours away, thanks to our horrendously inadequate infrastructure). For nearly a century, GM has been building cars in Oshawa in one form or another, as the plant has established a reputation as one of GM’s best, consistently building high quality cars, trucks and crossovers over the decades. But that tradition may be coming to a close by 2016.

GM’s announcement that it would move Camaro production out of Oshawa has left one of GM’s best plants in a lurch, and the CAW says that the plant’s very survival is at stake.

The introduction of the Buick Verano Turbo is right around the corner, and that could spell doom for the Buick Regal, which has seen sales plunge by 37 percent this year.

The official reasoning behind GM failing to bring the Opel Insignia OPC, according to Buick PR staff, is that the all-wheel drive, twin-turbo V6 powered sedan with 321 horsepower “didn’t fit with the brand image”. Right. The real reason is likely that a Buick Regal GS outfitted like this would cost far more than the already expensive $35,310 that GM wants for a car. And if the market for a $35,000 manual transmission Buick is limited, well – imagine who would buy a $45,000-$50,000 AWD Regal.