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.
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.
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.
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.