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Buick Regal Sales Shrink 8 Percent To 3,408 Units In Q1 2019

Buick Regal sales decreased in the United States and in Mexico in the first quarter of 2019.

Buick Regal Sales - Q1 2019 - United States

In the United States, Buick Regal deliveries totaled 3,408 units in Q1 2019, a decrease of about 8 percent compared to 3,708 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
REGAL -8.09% 3,408 3,708

Buick Regal Sales - Q1 2019 - Canada

In Canada, Buick Regal deliveries totaled 287 units in Q1 2019, an increase of about 184 percent compared to 101 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
REGAL +184.17% 287 101

Buick Regal Sales - Q1 2019 - Mexico

In Mexico, Buick Regal deliveries totaled 1 units in Q1 2019, a decrease of about 91 percent compared to 11 units sold in Q1 2018.
MODEL Q1 2019 / Q1 2018 Q1 2019 Q1 2018
REGAL -90.91% 1 11
2019 Buick Regal Avenir

2019 Buick Regal Avenir

Competitive Sales Comparison

The Regal family bumped up to second place in its competitive set during the first quarter, overtaking the Kia Stinger. That puts the Regal behind the segment leader – the Acura TLX – and gives the Regal 25 percent segment share, up three percent from Q1 2018.

Though the Acura TLX sold twice as many units as the Buick Regal and accounted for 51 percent segment share, its sales fell more than any other vehicle in its segment. Sales of the Kia Stinger also fell more than those of the Regal, at nearly 18 percent.

Sales Numbers - Sporty Midsize Premium Cars - Q1 2019 - United States

MODEL Q1 19 / Q1 18 Q1 19 Q1 18 Q1 19 SHARE Q1 18 SHARE
ACURA TLX -21.58% 7,029 8,963 51% 54%
BUICK REGAL -8.09% 3,408 3,708 25% 22%
KIA STINGER -17.68% 3,227 3,920 24% 24%
TOTAL -17.64% 13,664 16,591

The sporty midsize premium car segment shrunk almost 18 percent to 13,664 units in Q1 2019.

2018 Buick Regal GS Sportback - exterior 013

The GM Authority Take

Buick Regal sales are exhibiting resilience to demand fluctuations associated with consumers’ ongoing fascination with crossover utility vehicles, including Buick’s own Enclave and Encore, over the sedans body style. We see this as a very impressive feat for the Regal.

We believe that the following aspects enabled the model to reach this relative level of success:

  1. Healthy availability of the new, sixth-generation Regal Sportback and TourX at the dealer level
  2. An attractive, modern and highly competitive product offering in the Regal Sportback
  3. A unique, attractive, modern and highly competitive product offering in the Regal TourX that provides a unique alternative to a crossover
  4. A lower base price compared to direct rivals

Even so, Regal sales don’t even come close to those of the Acura TLX. Hence, we believe that Regal sales would be even higher if GM/Buick marketed the vehicle and dealers were more incentivized to sell it.

We expect Buick Regal sales to continue to persevere throughout 2019 as it continues to close the gap with Acura TLX while surpassing the Kia Stinger, so long as supply allows. This last part is not guaranteed due to issues associated with the Russelsheim plant that produces the Regal. The facility is owned and operated by PSA Groupe since GM sold Opel to PSA in 2017.

About The Numbers

  • All percent change figures compared to Buick Regal Q1 2018 sales
  • In the United States, there were 76 selling days in Q1 2019 and 76 selling days in Q1 2018
  • U.S. Buick Regal sales include Buick Regal Sportback, Buick Regal TourX and Buick Regal GS
  • China sales figures represent retail deliveries and not wholesales
2018 Buick Regal Sportback Reveal 06

2018 Buick Regal Sportback

About Buick Regal

The Buick Regal is a midsize-size premium passenger vehicle line that is currently in its sixth generation and slots above the compact Excelle and Verano (in China) and below the full-size LaCrosse (in North America and in China). The Regal family currently consists of the following models:

  • Regal Sportback - a four-door Regal sedan with a liftback trunk
  • Regal GS - a four-door Regal Sportback with several performance upgrades
  • Regal TourX - a five-door ruggedized wagon
2018 Buick Regal TourX Reveal 01

2018 Buick Regal TourX

Buick revealed the all-new Regal in April 2017 at the New York Auto Show and the vehicles launched for the 2018 model year. The sixth-gen model is based on the GM E2 platform, which also underpins the 2016 and newer Chevrolet Malibu and upcoming Cadillac XT4. The Regal is also sold as the second-generation Opel-Vauxhall Insignia and the NG 2018 Holden Commodore in Australia and New Zealand by GM subsidiary Holden.

Prior to the launch of the sixth-gen model, the fifth-generation Regal was available for a total of seven model years, from 2011 thru 2017. That model rode on the GM Epsilon II platform also shared with the first-gen Opel-Vauxhall Insignia and eighth-generation Malibu.

2018 Buick Regal Sportback Interior 001

2018 Buick Regal Sportback interior

For the 2019 model year, the Buick Regal family gets a new Avenir trim level, along with Whisper Beige seats with Ebony interior accents for the Regal Sportback as well as a new cabin air ionizer for the Sportback and TourX models.

The sixth-gen Buick Regal is built at the following facilities:

  • Opel Rüsselsheim plant in Germany, satisfying North American markets, and
  • Shanghai-GM Jinqiao South plant operated by GM China and its partner, SAIC, satisfying the Chinese market

Related News & Info

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Comments

  1. Despite GM producing over 900,000 vehicles in Mexico in 2018 and having hundreds of GM dealers, so far this year Buick has managed to sell 1 Regal in all of Mexico? That just goes to show the power of GM marketing and the high esteem the country holds for GM products.

    Reply
    1. I sell A LOT of GM products to Mexicans here in the U.S. I have coworkers of Mexican descent who advise me to not even show a used Ford, Chrysler, or import to Mexican customers. Only GM products. That is consistent with my experience.

      Again, that’s one guy selling vehicles here in the U.S. at a Buick-GMC dealer. Very small sample size. But it is in stark contrast to these figures.

      Reply
  2. I sold the last Regal at our store about 9 months ago. The only one I’ve seen since then was at the car show. We haven’t been able to get any. I could have sold several more if inventory was actually available. Our allocation is so limited that we are forced to prioritize Enclaves, Encores, a few Envisions, and so far this year one Lacrosse, leaving no room for Regals of any flavor. Which sucks, because I really like them and so do a number of my customers.

    Reply
  3. One can only wander what Buick could sell if they added the LGW Twin turbo engine and there I say a manual option? This would be a A5 RS competitor and a halo modl for Buick!

    Reply
    1. I would love that IF they would do a serious marketing push to move them. The problem with the Regal is it is now is that people just don’t think of Buick for sports cars. They are hard to sell (relative to an Enclave or Encore). Making it a manual transmission would actually make it harder for their core market, so it would only help if they really ramped up their advertising to bring in new buyers. The option itself won’t do much at all.

      Reply
      1. The brand needs to be reinvented and a serious effort put into the vehicles. It had some glimmers of hope over the last decade but the engine selection is often disappointing and the styling sometimes plays it a little too safe. It’s similar to the struggles of Lexus which is also plagued by its image of being an old retiree’s vehicle.

        Reply
  4. Gee what a surprise…. Another classic example of general motors mismanagement on every level

    Reply
    1. I’ll do you one better. A couple of weeks ago, in Southern California was the ‘Electric Vehicle Gathering’ that coincided with Earth Day. Tens of Thousands of people attend each year, especially young people looking for environmentally friendly transportation. All the Electric vehicle manufacturers were there: Tesla, Nissan, BMW, Ford, Fiat, Kia, and the latest entries: Volkswagen, Audi, Mercedes Benz with plug in models. Guess which Brand was a no show despite spending “Billions” developing electric vehicles? GM. Even the Electric Company was there with rebate programs as well the state and local representatives, not a Bolt or Volt to be seen.
      Management loves to throw out big numbers to demonstrate how GM is committed to the future of electric transportation but fails at the very simplest level of promotion. Is there anyone minding the store or is everyone asleep at the switch?

      Reply
  5. The Regal is really a nice car…………nicer than the Malibu that looks like a catfish with no whiskers!
    But………..will it be around in a couple of years?

    Reply
    1. Ford somehow sells Mustangs that look like catfish these days.

      Reply
  6. If I was in the market I would be serious about the TourX. Probably won’t be around in couple years when ready for new car? The TourX never in any TV ads. Should be marketed against Outback.

    Reply
  7. I see Outbacks everywhere in the NE US, GM just need the Regal line-up to get into the KC plant pronto or GM got a hard-on for selling Enclaves so bad…

    Reply
  8. A couple of months ago I bought a new Regal TourX on a great deal. Wanted to replace my great 2nd Encore with a non-SUV. I have driven an SUV of some type since 1995 and am sick of them. Although the Encores were great (designed by Opel) they still weren’t cars. I’ve driven many Opel products , BMWs and Mercedes in Europe over many years, and my TourX is a match for any, at a much better price. Shame on GM for selling off the division that designed their most competitive products to please the short-term Wall streeters, who know the price of everything and the long-term value of nothing (and I own GM stock- it’s about product, not short term stockholders). Bad decision for the long term. This is one of many problems in GM. I am not going to buy a car or vehicle that doesn’t have an American based company stock and headquarters, but come on GM stop skimping on design and quality (which the TourX has in spades). In the long term that creates value for everyone, including investors.

    Reply
  9. AGAIN, A “Leading” “Consumer” Magazine rated 2019 Audi A4 & Buick Regal above the TLX in their “Luxury Compact” category. AND the only “recommended” models in the group we’re the Regal & Audi (for $15k MORE). So what does the dopey low-info American Consumer go out & buy?? Apparently, the Acura TLX in overwhelming numbers. Marketing, marketing, marketing for any overpaid GM exec in Detroit collecting a paycheck & coasting to that pension that actually reads this….Yourmarketingsucks.com

    Reply
  10. “we believe that Regal sales would be even higher if GM/Buick marketed the vehicle and dealers were more incentivized to sell it.”

    That statement hits the nail on the head.

    Reply

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