• Sep 30, 2008


Click above for more images of the 2010 Buick Regal

Two weeks ago we showed you spy shots of a 2010 Buick Regal caught testing in China that appeared to be nothing more than a rebadged Opel Insignia. (As you may recall, we'll be getting the 2010 Buick LaCrosse in the States.) All three of those cars are based on GM's Epsilon II platform, which we will also likely see under future vehicles from Saab, Saturn and Chevrolet. The Buick brand, and the popular Regal, are doing very well in China. As such, it's no surprise to see these latest spy shots of the barely disguised four-door Regal dipped in red, and it looks great despite being a badge job. The production version is expected to debut at the Guangzhou Auto Show in November. Thanks for the tip, Jason!


[Source: China Car Times]





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  • 22 Comments
      • 6 Years Ago
      It's pretty, even if it is a badge job.

      Lose those side vents. I dare say it, but even the goofy round Buick portal vents would look better than that.
        • 6 Years Ago
        yeah but it's a badge job accross 3 continenents that will never see the other versions on the road... this is the only exceptable form of badge engineering. so long as GM doesn't sell a saturn aura (insignia) and a buick regal state side with the only difference being the badge and a bend or two in the body work and i see no reason to fault GM.

        GM nock off the badge engineering that goes on in the same market though... Aveo G3 would be a good place to start. kill the G3 before it has a chance to soil the lots of pontiac dealers all accross the US
      • 6 Years Ago
      Giving Buick a bunch of no-name cars to sell was certainly not the right thing to do, I'm not sure how anyone reasonably informed could think otherwise.

      GM succeeded in totally gutting this brand by removing all the names it was known for. It was the very epitome of the wrong thing to do and shows how totally inept the automaker's management is (as if gutting Cadillac, Pontiac, relying solely on trucks for profits, making Saturns too expensive for the brands base and going bankrupt wasn't).

      People still associate Buick with grandpa's cars of yesterday, the new names have done zero to change that. That is the brand's image and GM's lackluster no-name efforts have done zero to change it. To compound the problem now when grandpa comes to the lot he doesn't even recognize what he's looking at or find what he's looking for anymore.

      Instead of drawing on the rich history of Buick's traditional names and the style those cars had at their zenith GM has chose to flush it all away and replace them with rental quality cars. That's branding 101 and GM has failed miserably at it. Is it no wonder nobody buys Buicks anymore?

      What planet is the Enclave a success on? Sales started with a little pop by early adopters then completely fizzled out, just like everything else GM makes. Enclaves fill Buicks lots here and have been that way since months after release. Nobody under 50 is buying them and they are predominantly driven by retirees.

      Not good.
        • 6 Years Ago
        I will still beg to disagree with you. I know Buick's had their hayday and those models commanded respect but the last 10-20 years they lost all ties to any respect they had. Whats so wrong with moving away from an incredibly tarnished name is the eyes of most consumers, not suto-philes like us.

        I wonder if anyone outside of those of us who read automotive publications really care or connect to a car that was in its prime some 20 yrs ago.

        I am not saying that you are wrong, I think these monikers do have a place in the Buick line-up at some point but I believe it's not the worst thing at this time to use other names to try to capture people's interest instead of conjuring up some horrible memories of being in one of their more recent versions.

        As for the Enclave, I will maintain that while it may not be a huge sales success, atleast it's selling! I see them more often than any other late model Buick and usually a middle-aged person is driving it. It's one of the most handsome designed large crossovers out there and is atleast creating some interest in what was once a drab and nearly dead name. Would you rather they still produce that oh so beautiful Rendezvous or the hack job Terazza?????

        Or perhaps they should rename the Enclave as a Park Avenue since it is their largest vehicle.... Times change and companies do too. Until they are ready to do old names justice, why bother trying to bring them back to a market that has largely been plagued with oversized, overweight, squishy Buicks of the past 2 decades?
      • 6 Years Ago
      It is such a shame that GM cannot sell products such as the Buick Regal that China is getting. My first car I owned was a 81 Buick Regal and I had it for 10 years. I now drive an 2007 Mazda6 and I have not considered Buick due to the designs. But if they offered cars such as this Regal, I would consider Buick again!
      • 6 Years Ago
      I think GM is doing the right thing in changing their names after
      abusing them so badly in recent memory. Think outside of the
      automotive world for a minute and in the minds of the everyday
      people. I bet most would associate the names Park Avenue, LeSabre,
      and Regal with Grandpa's car of yesterday.

      I am happy to see Buick finally getting some nicely designed cars out
      there. Lets hope they can build on the success of the Enclave and
      stay alive!
      • 6 Years Ago
      I've never driven the Opel Insignia but it looks like a decent car. I wonder why GM and ford in particular cannot get their acts together and produce and sell cars like this at home. It took way too long for Ford to make the decision to produce only one version of the focus and thankfully we will be getting the euro spec car next time around.

      As for GM, I'm not sure where this car would or could fit into the market place but lets be real, they just need sales, quality and design help across the range. The more good cars they have the better off for the future of the company.

      They are capable of good products: the new Malibu easily compares to the Accord and Camry. So adding another good model can only help in my opinion even if it cannibalizes existing model sales, they all live in the same family anyways.
      • 6 Years Ago
      hey look an infiniti g35 err nevermind
      • 6 Years Ago
      Funny how the names US automakers are traditionally know and famous four live on overseas but here at home they thought it would be smart to can them. It's just another way GM has completely gutted the brand.

      LaCrosse? Lucerne? What are they? Who cares? There's no relevance, no recognition, no heritage or history with those names. They are rental cars.

      Where's our Riviera, Regal, Park Avenue and other great names Buick is known for. In China, where the brand isn't quite dead yet.
        • 6 Years Ago
        In a few years, I think it would be obvious to revive the name "Electra" for a luxury hybrid.
        • 6 Years Ago
        I think GM is doing the right thing in changing their names after abusing them so badly in recent memory. Think outside of the automotive world for a minute and in the minds of the everyday people. I bet most would associate the names Park Avenue, LeSabre, and Regal with Grandpa's car of yesterday.

        I am happy to see Buick finally getting some nicely designed cars out there. Lets hope they can build on the success of the Enclave and stay alive!
      • 6 Years Ago
      Kind of looks like a CLS, what's the Buick equivalent of AMG? :)
      • 6 Years Ago
      It looks like a rebadge of the Opel Insignia.
      • 6 Years Ago
      It is the Opel Insignia with Buick dressing. That's why it looks so good. It's only for China so it won't affect a Saturn version of it here.
      • 6 Years Ago
      Now bring it here, make it RWD with Manual Transmission
      • 6 Years Ago
      It looks nice and clean, sort of like the Hyundai Genesis.

      Re-refined, and freshly re-simplified.

      And that color red looks hot. Alot like my car (see avatar). I do like that color.

      If this had some power, and a non-wallowing suspension, it would be a real consideration. Being an opel it might actually have a stable platform.

      And I do agree. Lacrosse, Lucerne, blah.

      Regal and Grand Sport, Grand National, Riviera, Park Avenue, Road Master. Where are our names?

      They do retro all over the place, but not on their bread and butter entry lux, in a brand that mostly sells to people who remember those names?

      They are almost pulling a lincoln, and ditching known names for stupid monickers that nobody knows. Or like Ford with 500/Montego going BACK to Taurus/Sable.

      Instead of boring cars with new marketing names, how about new designs with the names we all know? Get it straight!
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