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2011 Buick Regal – Click above for high-res image gallery

In its ongoing quest to reinvent the Buick brand as something other than the official car of the AARP, General Motors has launched a new social media marketing campaign complete with swanky parties in cities like Miami, Chicago and Philadelphia. There will be no shuffle board. The move is part of The General's new "Buick's Moment of Truth" campaign, where party attendees are given flip cameras to record their impressions – positive or negative – of the brand's products. The videos will then be posted to a site for all to see.

According to Brand Week, the Regal Remix parties are designed to help people become aware of exactly what the Buick brand means in post bankruptcy trim, and the shindigs dovetail with an aggressive internet marketing campaign targeted to 35-40 year-olds. That's a smart move, considering that most consumers hold opinions on the brand that range from apathetic to downright negative.

Automotive News says that while West Coast buyers have little idea of what Buick means as a brand, mid-westerners remember the malaise days of Tri-Shield engineering better than most. Buick's new campaign should kick off later this month with the launch of the Moment of Truth site.



Photos by Michael Harley / Copyright ©2010 Weblogs, Inc.
[Source: Brand Week, Automotive News]


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  • 28 Comments
      • 5 Years Ago
      Your second chance at a Cadillac Catera. If you want an Opel, buy it. I don't.
        • 5 Years Ago
        I drove the old Opel Omega. Not a bad highway cruiser!
        • 5 Years Ago
        Of course, on the Autobahn, "highway cruising" is over 200kmph / 125 mph...
      • 5 Years Ago
      They have swanky parties in Philadelphia?

      Really liked driving the Insignia across the pond so I'm looking forward to driving this version of it. See what characteristics have been kept in or dialed out for the US.
      • 5 Years Ago
      This is the price of mediocrity. GM had allowed it's brands to slide far too long, and they are realizing just how hard it will be for them to even get back to where they once were, let alone where they want to be. The problem they will have in the desired demographic is that most buyers they seem to want, are looking for a vehicle with some cache. Buick does not fit that profile right now. Will it anytime soon? Hard to tell. But this has been an issue I've had with GM for along time. They want to get to a certain level but aren't very good at being patient enough to achieve the goal. Continued high-quality, properly priced, entertaining vehicles will eventually gain them the cache they desire. The problem is, GM never seems able to put forth a good, consistent effort, long enough to achieve the goal.
        • 5 Years Ago
        More than letting their product "slide" is that their customer base started to abandon the brand (as well as other mid-range brands like Oldsmobile, Mercury, etc.) because they could now afford to. The increased popularity and availability of leasing and long-term (72+ month) financing opened up a new segment of luxury cars to people that previously would have only been able to "afford" and therefore would still be buying Buicks, Oldsmobiles, etc.

        Buyers simply jumped the mid-range and went to more luxury brands. If the financing habits and customs of the pre-1990s still existed today, you would still see a healthy mid-range car market. That and buying/owning a new Cadillac, Lincoln, Mercedes-Benz, etc. would actually still "mean" something instead of practically being affordable to anybody with a job.
        • 5 Years Ago
        kat not sure you know I suggest looking at the LaCrosse its a nice new car from Buick too! It happens to sell pretty good as well. When I drove one I was quite impressed.
        • 5 Years Ago
        I will never buy a buick. Excluding the GN, they have produced nothing worth owning in the past 35-40 years.
        • 5 Years Ago
        Actually, you're a perfect example of what GM needs to overcome. The one example you seem to forgive (the Grand National) is really a lousy car that just happens to have a powerful (for it's time) engine, and benefits from a near mythical status thanks to Lord only knows what. Not unlike the LT1-powered '94 - '96 Chevy Impala SS.
        The facts are that Buick is actually enjoying a well deserved reputation for quality thanks to a number of years, of consistently good cars. In this way, they are kind of mimicking Toyota. They haven't been building anything exciting, or anything that really stands out but they have been building "good" cars consistently for some time now.
        The problem is, they aspire to be more like a Lexus that a Toyota. For that, they need some standout products. So far, I think the Enclave fits the bill but I can't really point to anything else in their lineup that does. Perhaps these new rebadges of late will do the trick for them.
      • 5 Years Ago
      I'm 25 and I'll go if that means I get to drive the Regal GS.
      • 5 Years Ago
      Being a life long GM owner I hope GM does a better job concerning the plastic paint on the electronics. Its annoying that an expensive radio or nav system has cheap paint on the buttons. When the flat coloring wears off your nice flat brown color coordinated dash starts showing bright green or blue led lights through them.

      I hope they have learned that the color on the buttons should not wear off .
      • 5 Years Ago
      Damn it that spam post got removed AND it didn't show up properly...

      Now it all doesn't make sense.
      • 5 Years Ago
      "Buick... For the social security set that can't afford a Cadillac" or "Buick... We kept it because the Chinese like it"

      (Yes, I'm a disgruntled Pontiac fan, at least Pontiac still had some cache)
      • 5 Years Ago
      I'll admit to only having looked in one while it sat on the dealer lot (dealer was closed, but the Regal was unlocked), and my first impression of the interior was pretty disappointing. The center console is lined with untextured plastic that didn't even feel like it was rubberized - more Fisher Price than Rubbermaid. Also, it may have been the lighting, but the matte wood that was on the dash looked about as convincing as the matte wood in a '97 Malibu. The Lacrosse's interior might be a bit overwrought, but any shades of cheapness are much more subtle in that car.

      I'm seriously hoping that my impression's unfounded, a small-midsize turbocharged sedan is likely in the cards as my next DD and I'd love to throw the Regal in the ring with the A4.
      • 5 Years Ago
      No Ipads......... FAIL!
      • 5 Years Ago
      well I just hope they figure out how to make a good solid product. Good initial quality and long term quality, think boat. A small hole will still sink the ship.
      • 5 Years Ago
      Sounds like a good move, though getting a 35-40 demographic interested will be difficult. Lexus (Buick's target) has an avg age over 50. It will probably take a few performance luxury models to bring in that crowd.
        • 5 Years Ago
        IMO, you guys might be reading too much into this. It's not like Lexus kicks you out fo the showroom if you don't have an AARP card, and neither will Buick if you don't have grandkids.

        35-40 is the right target, and other buyers will trickle off of it. 35-40s generally have kids (plural), and the money for something nicer than what Chevy sells, but aren't Execs with Caddy money. You can pretty clearly see this demographic in the Enclaves selling to older SoCal moms with larger families. With the Regal coming out, Buick will be picking up the new moms who need 4 doors, cross-shopping against the Acura TSX/TL.
        • 5 Years Ago
        Having entered that sliver of a demo, I can say that their challenge is HUGE. All of us X-ers grew up loathing Buick. With the same old names like "Regal" (the car grandma drove), they're just making the marketing problem worse.

        Reinvention requires ditching tarnished imagery. I'm afraid they're not committed enough.
      • 5 Years Ago
      I still find it immensely entertaining that in the Federalization they removed the red rear fog light and added red bulbs to replace the amber ones for the rear turn signals...

      just when you think GM stops mucking things up...
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