Regal TourX Owners Are Buick’s Richest Customers
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There’s a running joke in the industry that the only folks who want a wagon are automotive journalists. I’m a contributor to that stereotype. I think wagons are great, but few automakers offer the body style, instead focusing on high volume-sellers like SUVs, crossovers, and pickups. However, the Buick Regal TourX offers a nice compromise, with oodles of cargo room in the back and tough lower-body cladding to ward off errant bits of terrain, plus the efficiency and easy drivability of a car. It seems like a smart buy, and apparently, Buick’s wealthiest customers agree.
Buick Regal TourX
Marketers and demographic nerds would be happy to know that Regal TourX buyers have the highest average income of all current Buick customers, according to the brand. That should come as a bit of a surprise, as the Regal TourX isn’t exactly Buick’s all-the-bells-and-whistles, high-dollar nameplate.
Buick Enclave Avenir
For that, you’re gonna want to look to the Buick Enclave Avenir full-size crossover SUV, which offers seating for seven passengers, acres of leather upholstery, wood accents, digital instrumentation, and a standard 3.6L V6 engine producing 310 horsepower. Pricing for all that goodness starts at $53,500, $24,430 more than the $29,070 starting price tagged to the 2019 Regal TourX. Even more curious is the fact that Buick doesn’t offer the Regal TourX in its range-topping Avenir trim level. Such a model would likely increase the starting price of the midsize wagon to around $40,000.
It’s hard to pinpoint why wealthy customers prefer the Regal TourX. Perhaps they need the low load height and long cargo space to haul around all those priceless works of art, or perhaps they are the only remaining discerning automotive buyers and know a good thing when they see one.
Buick Regal TourX has 73 cubic feet of cargo room behind the first row, and 32.7 cubic feet behind the second row
Either way, there’s further good news for the wagon, as apparently it’s selling better than expected. Regal TourX sales account for 40 percent of overall Regal sales, which also include the Regal Sportback. That’s more than initial estimates of 25 percent. With 3,408 Regal deliveries taking place during the first quarter of 2019, roughly 1,400 Regal TourX models are now in new homes. We’re glad to hear that, especially considering how difficult it is to actually buy this thing.
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Source: Autoblog
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Lol, my dad helped me finance mine and he’s a doctor… Their demographic study must be correct?. Also, For the first time, I saw two in one day drive past me.
During the past year in Palm Beach county Florida, I have only seen one TourX and that was in a parking lot. It’s hard to believe that the TourX represents 25% of the Regals” sales.
To further prove my point, according to their web sites, The buick dealer in Fort Pierce Florida currently has 71 Buicks in stock and only 1 TourX, the Buick dealer in Delray Beach Florida, has 133 Buicks in stock with 0 TourX. With that kind of inventory how could the TourX represent 40% of sales?
Thanks to GM / BUICK / OPEL / PSA for the bold and correct decision to offer the Buick Regal TourX. With V6 engine even more customers would be ready to buy a Buick Regal TourX. Sport models are gladly bought! Supply and demand are probably right here again.
Finally the customers finally buy cars again! I love cars and I’m not interested in off-road vehicles because I drive on roads and not off-road. Only very often the streets are very bad with potholes and ruts. Even very high entrances in supermarkets are easier to drive with SUVs. Why the infrastructure now prefers off-road vehicles can justify the state authorities. So I drive more quietly and love my compact car, convertible and Sedan.
Imagine that GM / BUICK / OPEL / PSA would also sell the new Corsa 1.6i Turbo petrol engine (200HP) and Electric Corsa-e (200HP) in the US and Canada. Especially in California, the customers want but also small electric cars like the Corsa-e.
Happy time ever 4 Buick!
GM should take those stats and really make them mean something by promoting the Buick Regal TourX and adding to its options and appearance.
25% of crap sales is still crap sales. The wagon is on pace to sell 5600 units. There are 75 million people in the United States that are old enough to own a car.
Sales are at 40%, not 25%.
People are buying the Buick Regal TourX because it’s different, it’s not a cookie cutter CUV and it is equipped with a 250hp turbo 2.0L 4-cyl engine, AWD and is a bargain for under $30K; but best of all, a buyer could almost expect to be the only one in the neighborhood who has one.
Would be interesting what other car buyers considered. Euro wagons ? Was always a wagon fan, too. Makes me think of my Celebrity Euro Sport wagon in the 80s.
How much people makes when both the wagon and sedan are selling in numbers that are really poor mean little.
One has to wonder has GM really turned much if any profit here on either model.
That’s all really great. Now let’s get the Regal and TourX sales moving and grooving!! I’d love to read an article saying that the TourX is at 40% of 100,000 sales instead of 3,408.
But this extends to a much broader issue the American brands have. Just today I was on a delivery of a new $38,000 Mazda CX5 Signature to a quite wealthy customer in Pacific Palisades (Ca) where their home is literally overlooking the ocean. This is someone who makes just over one million a year (his income, not hers). As we are finishing up the paperwork in their dining room, he looks at me and says that Japanese cars are the only one that are worth buying and that will last. I very quickly (but nicely) said “I only drive American brands and I drive a Buick now”. His next sentence put the icing on the cake when he said that I must not keep them long or put many miles on them. This guy just has zero clue about what American brands are like and have been like for many years now. It’s that type of mentality that will keep more people from buying higher numbers of cars like the Regal and/or TourX. And worse yet is that I don’t know if any amount of advertising or direct mail will ever help. So how does a great brand like Buick change that?
Sad!
Unfortunately this vehicle is not sold in Canada. Looks interesting.
GM and Buick are shooting themselves in the foot by not promoting this car. It’s a bargain compared to the competition.
Like most of the posters here, even though the sales are 40% of regal sales, its still not much. I think its largely due to GM not aggressively marketing this car. the Regal sedan is okay. but its got a lot of competition as there are a lot cars out there that are generally similar to it. But the Regal wagon is another story. Not many manufacturers have wagons these days. so this offering from Buick could get them some showroom traffic if they played their cards right. I live in Hawaii where we have two Buick dealers. i happened to stop in to one of them to see if they had one. the salesman said they had one come in and it sat for a while in the back lot. but when they put it out front where it was visible from the street, they sold it in a day. they seemed surprised. then they said several people have since stopped in and asked to see the wagon. But that was the only one they had and they didn’t know when they would get another from the mainland. the second dealer is more puzzling. they have two in stock. Both leftover 2018’s. Not sure why they aren’t selling them. but i suspect they may also not have them in a visible location. the only way to know they have them is to look online to the dealers inventory. the particular dealer is also not known for making enticing deals. the online price they wanted for the 2018 they had is about the same as the price for a 2019. so most people will probably balk at paying the same amount for a year older car. to me, any car dealer that has any unsold inventory of any model that old is a poorly run dealership. So something is wrong with that dealership. But in any event, like everyone else said, Buick has got to spend the money to advertise this model so the public knows it exists. even if it doesn’t result in a sale of the tour x, it could generate foot traffic in their dealerships that could result in being able to sell one of their other models. GM let the Buick brand languish for too many years. Now, even though they have a lot of nice cars, they will have a long slog to make themselves relevant again. they can do it. but it won’t happen over night. It will take years to rebuild their reputation to what it once was.
This is news. Considering how GM cheaped out on the interiors of the Regal models. Thing has more hard plastic inside than a Fisher-Price toy. And the wagon isn’t even available with the V-6. Pass. Volvo V90.
This thing is DOA considering that it will be not cancelled as soon as the GM/Opel production contract ends in 2022.
GM should be commended for trying to sell it here but it just reinforces that the numbers just are not enough to justify this car or even another attempt till the market changes
The market has just rejected automotive wagons. Now if you make it taller and butch it up you can get some traction but the magnum failed, CTS failed and now the.
Buick failed.
GM did market these cars and they were not a mystery. Peop,e who want wagons knew about them but all others passed over them.
You can not force on the market what is not wanted in numbers unable to support itself or if the investment could go to a model that sells 200k units.
The TourX is just a ‘Grand’ automobile. It makes you feel good to drive it or look at it. To bad it won’t be around much longer.
Sales were also probably due to steep discounts in the first Quarter.
This is the kind of vehicle folks say GM should build. So they do and folks still complain and don’t buy it.
Ok, well I can’t believe I’m commenting here, I just saw my first Buick Regal Tourx in our town, in a dark gray metallic.
I’m a huge wagon fan, and already drive one of the best, a 2000 Mercedes Benz e320 wagon (aka w210), 7 passenger model.
But the TourX seemed to have a “Euro” design vibe going on, and I just saw it for a moment. Couldn’t catch the driver but did locate the model & details on Google.
My other Daily Driver is a Benz ML500 our AWD Sports Utility. Love the V-8 power and practicality. Not the MPG, though.
I was trying to get more info on the Engine, admittedly a 2.0 4cylinder Turbo sounds intriguing but a little on the small side, not sure how it can tow.
I will do more research, and am willing to consider this as our next vehicle if my research turns out positively.
Never thought I would consider a Buick but this Tour X appears to be a ‘game changer’.
GM has a winner here, they need to promote this vehicle as a tremendous value on a Euro sportswagon.
David in East Texas