2011 Buick Regal revealed live at the Hollywood Palladium
by Jonny Lieberman on Nov 13th 2009 at 11:57AM 
2011 Buick Regal live unveiling - Click above for high-res image gallery
Last night General Motors' superstar train blew into Los Angeles for a gala event at one of Hollywood's most iconic theaters, the Palladium. Designed by Hoover Dam architect Gordon Kaufman and opened by a $1 Frank Sinatra concert in 1940, the Palladium has played host to a who's who of music superstars including James Brown, Led Zeppelin, the Rolling Stones, Madonna and the Pixies.
The Palladium wasn't just for music. President Jack Kennedy held a dinner there in 1961, and Martin Luther King Jr. was honored at the Palladium in 1965 after he received the Nobel Peace Prize. However, the Palladium's fortunes declined. Things got so bad that it was forced to close down for eight weeks in the early '90s. Recently, however, the Hollywood Palladium underwent a multi-million dollar renovation that successfully returned the theater to its former glory. Which leads us to Buick and the new 2011 Regal.
Continued after the jump...
Gallery: 2011 Buick Regal Live Unveiling
Photos copyright ©2009 Drew Phillips / Weblogs, Inc.
Among the heavy hitters Buick brought to bare were VP of U.S. sales Susan Docherty, head of global design Ed Welburn and, of course, Maximum Bob Lutz,. And while Susan and Ed were very pleasant, it was Bob and only Bob who provided the quotes. "The 2011 Buick Regal is the next step in transforming Buick," Lutz bellowed to a crowd of around 1,500 very well dressed Buick and GMC customers that GM had invited to attend the reveal along with us auto journo types (i.e. not so well dressed).
Maximum Bob went on to explain how during the 1960s, Buick was the number three brand in America. The brand was aspirational and its cars were legitimate alternatives to people who didn't want (or couldn't afford) Cadillacs. Most importantly, "Buick was cool. But somehow, somehow we let that slip." Bob explained that the Enclave was the first Buick to "conquest import buyers." The LaCrosse was the next step in this process, though its appeal is most evident in China where the average LaCrosse buyer's age is 28 years.
Pictures simply don't do the new Regal justice.
That last part is why all these folks were gathered at the Palladium, munching on Wolfgang Puck and listening to a Colbie Caillat concert while staring at the new Buick Regal. We're sure we're shocking no one by stating that Buick needs a dip in the fountain of youth more than any other brand, GM or otherwise. Will savvy PR stunts like this one convince people that Buick isn't just for Grandpa? Hard to say, but we did watch as dozens and dozens of people climbed the stage and posed for pictures with the new Regal.The new Regal, especially under these conditions, defines a new rule – the pictures simply don't do it justice. We know it has much to do with more sophisticated manufacturing techniques and computer this that and the other, but the Regal we stared at for a good solid hour has an allure and a sophistication -- and dare we say, elegance -- to it that isn't really coming across in 2D. Flattening out Welburn's team's subtle curves and creases just doesn't work. Point is, in person the Regal has presence.
We were also struck by how much Chris Bangle showed up in the Regal. Say what you will about the infamous head of design at BMW, but Mr. Bangle has changed the way modern cars look. The Regal has the now almost mandatory "Bangled Butt," though here it's nicely offset by an integrated spoiler. But there's also a noticeable amount of 6 Series/Z4 in the Regal's snout, especially when viewed from the side, and double especially at the headlight where all three planes are joined together. As to whether or not this design will light a fire within the hearts of car buyers remains to be seen.
Gallery: 2011 Buick Regal Live Unveiling
Photos copyright ©2009 Drew Phillips / Weblogs, Inc.
Get a WordPress.com Blog
Reader Comments (Page 1 of 5)
Aprime 12:02PM (11/13/2009)
1. Worst angle ever (first picture).
2. They just HAD to put a Flex Fuel badge on it, didn't they?
Reply
Big Mola 12:17PM (11/13/2009)
The car has pointy mirrors. FAIL!
ToniCipriani 12:21PM (11/13/2009)
Good grief... look at that front overhang.
Need better photographers.
Coolio 2:40PM (11/13/2009)
"Pictures simply don't do the new Regal justice."
Aprime 2:45PM (11/13/2009)
They do it justice, just not these.
Not THAT Matt 3:59PM (11/14/2009)
The FlexFuel badge isn't exactly new...
Look at any E85-capable GM since 2006 or so (before 2006, E85-capable cars didn't necessarily have the FlexFuel badge on them, even if they were considered FF), they ALL have the badge.
artandcolour 12:05PM (11/13/2009)
why always the dull gray color? what ever happened to gorgeous metallic blues, greens, maroons, golds, etc? how about an incredible paint job that really draws your eye to the lines of the car? i'm sick of gray exteriors and gray interiors.
Reply
naturalyshocked 7:09PM (11/13/2009)
maybe because silver metallic is the most popular color in the world?
Luis 12:05PM (11/13/2009)
Yes! Buick saves the Bangle-Butt!
Reply
Taglane 12:11PM (11/13/2009)
I'd hit it.
Reply
Aprime 12:18PM (11/13/2009)
Taglane, always willing to f*ck cars.
Taglane 12:24PM (11/13/2009)
lmao
Willie 12:12PM (11/13/2009)
Wow another cool looking Buick that doesn't scream "I'm Retired." I love this new direction Buick is going. I can't wait to see what Ford is going to transform Mercury into. BTW, I'm glad the Regal name is coming back. I hated the GM got did away with good nameplates like Regal, Bonneville, Grand Prix, etc.
Reply
Luis 12:48PM (11/13/2009)
If this doesn't scream "I'm retired" I don't know what does. It's very bloat-y looking.
My_SS_RX8 1:21PM (11/13/2009)
""Buick that doesn't scream "I'm Retired.""
This isn't meant as criticism, I'm not seriously arguing your point, anyone can chime in and I hope they do, but what does that phrase mean in terms of design, or value for cost, or anything? I know that Buick has had that "retired" tag hung on it for years but I just wonder why. Why do non retired people see Buick that way? Must be the same reason the Mustang is seen as a kids car or small Beemers as your teenage daughters car?
I probably know as many retired people as most, and not a single one has a Buick. Mercedes, yes...several. Camry's and Accords...yes. Cadillacs, one. I'm retired and pretty ordinary, I drive an RX-8, I also have a Toyota Tacoma, I had a Wrangler a couple of years ago but gave it to a daughter because it wasn't getting driven much. There is a retired couple living next door, they have a late model G35 and a new G37. I'm just curious about the Buick is for retirees tag. Just perception I guess, more than reality.
Maybe Buick should put a person at the showroom door, so if you come in using a walker or have blue hair or wear plaid shorts and have knobby knees.... you will politely be shown the back door and discretely hustled out.
Tourian 5:47PM (11/13/2009)
@My_SS
Let me give this a shot. I think the stigma came a from a long time ago when GM owned half the market. The made Buick and Cadillac out to be doctor's cars, or rich people's, or old people that had "Grown up", matured away and out of the Chevys and Pontiacs. And its typically the retirees and empty nesters who have the discretionary income to buy more expensive cars. I think even their commercials only showed older people driving them, so they ingrained this into our mindset even today even though you are right I think most old people drive Toyotas. Its hard to undo the sterotypes because GM themselves made it that way so many years ago and we as Americans just passed it down as gospel.
Ken Stamper 6:07PM (11/13/2009)
Completely disagree, Luis. This is the first Buick ever to appeal to me and I'm 36. If they offered it with a manual, I would consider it next year when I'm looking to buy a new car instead of a TSX. Very handsome and understated IMO. I even like the waterfall grille.
Chris 2:03PM (11/17/2009)
@ SS-RX8-whatever
I think it doesn't really scream "I'm retired," it's more like "I'm over 80."
I agree, most every retired person I know doesn't drive a Buick. Then again, they're all like 65-ish. Not 85-ish. Which is what I see every time I see a Buick.
akboss302 12:17PM (11/13/2009)
This car looks fantastic with what looks to be about 20" wheels, but I wonder how the appearance will change on a CX model with 17's (or even 16's). That is some seriously low-pro rubber.
Reply
Epix 12:38PM (11/13/2009)
Sorry, but those are 18s...19s at best.