• May 7, 2010
2011 Buick Regal – Click above for high-res image gallery

When the 2012 Buicks start rolling into showrooms next year, they will no longer be wearing trim level badges such as CX, CXL, and CXS. As Buick continues to reinvent itself to be more of a competitor to brands like Audi, Acura and Lexus, it is following a similar path by not distinguishing trim levels as separate models. Instead the content within those trim levels will be bundled as option packages much as Audi offers their prestige and premium packs and Acura uses designations like technology and advanced packages.

While some brands limit the combinations to only what's available in the packages, Buick will continue to offer some standalone options such as sunroofs that can be paired with other packages.

One exception to this rule will be special models such as a "hypothetical" (at least in official Buick terms) Regal GS. Spokeswoman Michelle Bunker confirmed to Autoblog that If (when) Buick were to build such a high-performance version of the new Regal it would get a special designation like GS.



Photos by Sam Abuelsamid / Copyright ©2010 Weblogs, Inc. and General Motors

[Source: Automotive News, Buick]


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    • 1 Second Ago
  • 37 Comments
      • 4 Years Ago
      People! Quit nitpicking at the article and focus on the REAL news story: Regal GS!
        • 4 Years Ago
        It better not be "hypothetical," I'm already saving up for a white GS.
        • 4 Years Ago
        Also, hurry up and release the GS at a decent price so I can buy one!
      • 4 Years Ago
      sound's good, trim levels are for people who want to feel their civic is a bit nicer than their neighbors.
        • 4 Years Ago
        Sorry zamafir, Civics got rid of trim level badges in 2006...
      • 4 Years Ago
      Please remove the E85 badge as well. Inform the consumer at the retail level regarding the fuel options for the car. No need for a belt buckle to announce to the world you accept more than one form of gas.
        • 4 Years Ago
        +1 remove all badges while you're at it imo.
      • 4 Years Ago
      I think it's good to cut way back on these. The designations make it feel like an economy car. Chevy is big into them and I don't think they do Chevy a ton of good either.

      I still think a few can remain across the product line (not a few per model, a few total per marque), GS is a good example.

      Also, the spoiler on that car drives me crazy. Take it off.
        • 4 Years Ago
        Agreed. "Z-xx", "SS", "GT", and "V" designations are enough.

        Tho Audi has a lot of these Ax, S-line, Sx, RSx, ...
        • 4 Years Ago
        Can't fathom a better spoiler for it, and I think it'd look too budget-like without one.

        On another topic, why can't GM create properly bolstered seats? Must they design all of their cars for 400 pound land whales? I'd like my seat to hold me in place when I take a corner, dammit.
      • 4 Years Ago
      I believe the reason for weight is due to the global platform. In order to handle all the requirements globally the overall weight tends to suffer. Just look at the Cruze, global platfrom, and this global platform, both very heavy. I personally would like to see a global standarization for safety to all manufacturers can shoot for it, not trying to conform to them and spending billions to do it.
      • 4 Years Ago
      They need to offer more standalone options.
      Give them something to differentiate themselves from the competition.
      Lead, don't follow.
        • 4 Years Ago
        ie like a 2.8L blown v6. Sounds like a good option to me.
      • 4 Years Ago
      Can everyone else do away with them too, please? They trim designations belong in brochures, not on cars. Out in the real world, they don't mean anything to anyone. I always see a Taurus with an SES badge, and I think, "What the hell is a SES?" Same goes for CE, CX, LE, DX, and all that other nonsense.
        • 4 Years Ago
        SES = Special Edition Sport. SEL (the other Taurus trim level used around the same time) is Special Edition Luxury.

        CE = Classic Edition
        LE = Limited or Luxury Edition
        DX = Deluxe

        I don't so much mind letters for trim levels (especially on sports/performance models) but don't care for them in model names e.g. DTS, STS, MKS, MKZ, TSX, RL, TL, etc.
      • 4 Years Ago
      Wait, am i the only one who sees the main pic is a photoshop?
      • 4 Years Ago
      Why oh why would they put red bulbs for the indicators...?
      • 4 Years Ago

      1. Ridiculous speedometer. Too much detail, not enough info.
      2. Why has Buick become the euro-performance company in GM's portfolio instead of the now defunct Pontiac? Buick = Lexus. Pontiac (would have) equaled BMW.

      Okay, the latter is a huge stretch, but Buick? I'll always think of my grandparents. (May they RIP.) Am I the only one having a difficult time getting past the stigma?
        • 4 Years Ago
        1. What's with too much detail? What additional information were you wanting?

        2. I supported Pontiac being saved. However, Buick's profit and sales potential is far higher than Pontiac. The enthusiasts tend to only want higher end performance models while a stripped base model would languish on dealer lots because the people that would pay that money are less likely to care about RWD or handling. So the "G8 GT" and "G8 GXP" type models would be the models people cared about, but they would not be volume. Buick can move volume. Plus if you want to talk about reputation, Pontiac is still thought of as cheapy, gaudy, tacky GM junk by many. Both have reputation issues.

        @ Beastage


        I agree. It kind of appears as though GM understands that. Buick is sort of an upscale brand like Acura and will be positioned accordingly whereas Cadillac will be aimed at "real" luxury marques like Audi, BMW, and Mercedes-Benz. And like I said, it seems like GM gets that. The new Regal competes with the TSX and CC (CC may not be Japanese but isn't big German luxury).
        • 4 Years Ago
        Buick appears to be Lexus (& Acura), while Caddy seems to go after BMW (& Audi)
        • 4 Years Ago
        And what is Cadillac?! GM needs to be careful not to push Buick into Cadillac turf, which is impossible.

        Buick should compete with Japanese premiums not German.
        • 4 Years Ago
        I agree. (This coming from someone who bought a Pontiac G8 GT last year.) What a car. I've had BMW owners come up to me and compliment me on how much they like my car. If GM kept Pontiac, they eventually would have and could have put some very competitve products out there to go along with the G8. GM still needs a performance division, I hope they're not putting all their eggs in the Buick Basket. (I love the new Buicks by the way) I do wish that GM would import more models similarly to the way they did the G8 (Holden ) and Regal ( Opel )
        • 4 Years Ago
        It's 100% because of China. The brand is popular there.
      • 4 Years Ago
      Good idea.
      • 4 Years Ago
      Getting rid of alphabet soup labels is good. Very good. Now they can do the same to Cadillac. Ford should do the same with Lincoln and the MK-nonsense.

      They can also reintroduce the simple and effective trim names Buick was known for while they're at it - Custom & Limited.
        • 4 Years Ago
        Definitely agree on Lincoln. Nobody knows what thei.r models are. LS2 he didn't specify trim levels. He's talking in generally. ie Cadillac 'CTS'. But everyone knows what one of those is.
        • 4 Years Ago
        Luxury cars use letter designations for models in the US.

        As mentioned Buick wants to be more of a competitor to Audi (A4, TT), Acura (TL, RL, TSX) and Lexus (ES,LS,IS).

        If TriShield says that getting rid of letter named models is a good thing, then nearly everyone in the market is doing it wrong.

        Very few companies use names for luxury/expensive cars in the US. BMW, M-B, Audi, Acura, Infiniti, Ferrari, Lexus, Jaguar don't.
        • 4 Years Ago
        Cadillac doesn't use alphabet soup trim level designations. They haven't since the Seville STS/SLS days. That was over a decade ago.
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