This recent Buick ad gives us a 30-second peek into the mind of an indecisive car shopper who’s set his gaze on the 2018 Buick Regal lineup. But just which of the three Regal models should he pick?
There’s the Regal Sportback, which looks like a sedan but is actually an innovative hatch with more space. There’s the Regal GS, which has the most powerful engine of the Regal lineup and all you care about is the smiles per mile rating that will make you say “whoa“. And then there’s the Regal TourX, which speaks to the “utility you” thanks to the extra space afforded by the wagon body style and standard intelligent all-wheel drive system… though to be fair, the Regal Sportback offers AWD as an option, while the Regal GS has it standard.
Note the red, white, and blue colors of the three Regal body styles, which reflect the colors of Buick’s tri-shield logo. Bringing color back to the its logo is a recent development, as Buick’s logo was previously monochrome for vehicles sold in North America (it always had the three colors in China). The step is part of a new branding strategy that also involves removing the Buick brand-plate from the rear of the vehicle.
Hit play to see the short clip for yourself.
Comments
The wagon would be my pick but I detest GM forcing the cheap black plastic wheel flares down my throat. How about instead they put the obviously missing sun glasses holder in the upper package tray that was removed on models that aren’t the top Essence trim and the missing rear seat map pockets plus make some simple safety items std like Toyota does on a 21K Corolla or a 23K Hyundai Sonata. Note that a 24K Malibu LS lower trim level has dual rear seat map pockets.
And the question of the day is why can I get ventilated seats on a Chevy Malibu but not any version of the TourX? Note too that you have to go all the way up to a 40K GS hatch to get these seats. This makes no sense to me seeing as Buick is supposed to be a near luxury car and Chevy the value bread and butter brand.
I too dislike the pseudo-SUV treatment on the TourX, but remember, Subaru eventually axed the Legacy Wagon too in favor of the Outback. At least the TourX still looks low slung and not jacked up and lumpy like the Outback. There are some parts of the TourX interior, like the boring looking seats and lack interesting colors/trims, that need work. Also, no heated rear seats; not available at any price, yet my Cruze has them and the Insignia has them. And Buick is a luxury brand?
Because as Buick would tell you, Americans have different tastes than Europeans (translated in Buick speak that means we can sell American’s a cheaper version and charge them more because they are not as sophisticated). In other words they do not think we Americans are discerning enough to check out the Opel website to see that the same cars in Germany offer a huge selection of exterior colors, personalization and a much higher level of seat design and choices on the interior. Where did Buick get its start? China, Germany? No, Detroit, so stop treating us like the poor step child Buick and insulting our intelligence with your childish marketing ploys.
This series of ads are so BAAAADDD it makes me miss the Real People Not Actors ads. And those suck.
I’d rather watch Mahk mock these ads. Which I presume is inevitable.
Buick adverts should be luxury-style, on par with Infinity. Maybe a tagline like “Buick is Beautiful” with a roster of beautiful people driving the better looking vehicles.
Also, drop the tacky theme song. Sales are only up because of new product, not “that’s a Buick?”
I believe the 1-2 punch of Encore and “That’s a Buick” together put Buick back on the map. The insane sales of that car say as much. But, yeah, it had to be retired. And that jingle felt wedged into this ad.
IMO opinion if the cars are beautiful you don’t need to say it. And they are for the most part. “Buick is Best” would be bold.
Buick is Beautiful is a play on the 1970s Black is Beautiful with the goal of both statements being about self-affirmation, making a statement, being bold.
I like Buick is Best, too. It’s true regarding so many of the quality rankings which deserve a mention in non sexy print ads.
Well then let’s compromise, lol.
BEAUTIFUL, BEST, BUICK
😉
For me, its a toss up between the GS and Sportback….but I’ll probably stick with my ’11 LaCross CXS for a few more 10ks. Except for the front post visibility issue, it is still flawless in my eyes.
The one that has rear wheel drive and a V8.
GS, or TourX. They’re some of my tastes I prefer. Imagine what if there’s a TourX with chassis setting combinations of GS and X… 🙂
GS or TourX.
Despite commercials that look like they were done by the same people who do Mentos.
Buick would get my money in a flash if the TourX had the GS equipment and as Kevin says, the missing Map Pockets….col!
This Content Forcing to get minor things that should be standard across the trims is maddening and probably effects sales as it does in my case.
The TourX has a chance to rival the BMW Touring models for an affordable price point, but is it ever going to step up to the plate and offer real competition in the Long Roof segment.
As a past Buick Regal owner, I prefer the TourX wagon. My classmate’s dad had an Estate Wagon which was huge (over 18 feet long), and took seven of us on a trip. It was unforgettable!
Love my “14” regal turbo and all my friends are blown away by it too!
Love wagons. I’d be buying the TourX, but even if I wanted to it’s not available in Canada.
First choice: The FWD wagon, preferably with the Malibu’s hybrid drive train. Ooops, not in the catalog. Nor will it ever be, as the “mid-cycle” Regal will no doubt arrive by a boat sailing eastward along side a bunch of Envisions, and only in sedan configuration.
The commercial is pretty good.
Regal is the most sporty car in Buicks line up.
Then with the TourX wagon it has the “adventurous/outdoors” option.
The commercial works for the buyers this car can pull in.
Well done.