• Jul 15, 2010
2011 Buick Regal television ad spot – Click above to watch the video after the jump

The 2011 Buick Regal has had a lot of premature exposure ahead of its on-sale date in the U.S. In fact, we've driven it not once, not twice, but thrice, and we're fairly confident that General Motors has done right in letting us Yankees taste the goodness that is the Opel/Vauxhall Insignia.

Buick is now starting its full Regal ad campaign in the States and the first television spot doesn't hide the fact the Regal was honed in Germany before making its way to our shores. It certainly isn't a bad thing to brag about. And as for Buick's suggestion about creating an American Autobahn, consider our hands raised.

Hit the jump to watch the first television ad for the 2011 Regal. The official press release from GM is available for your reading pleasure, as well.



[Source: Buick]



Show full PR text
Buick Introduces the First Television Commercial for the 2011 Regal

Buick is launching the first of several television commercials today as part of its advertising campaign for the 2011 Regal. The campaign launching throughout July uses both unconventional and traditional outlets to introduce Regal to a new consumer audience.

"The first of the Regal television commercials will allow consumers to discover the all-new Regal sports sedan's German inspired engineering and performance," said Craig Bierley, Buick advertising director. "The subsequent television spots and the advertising campaign will present the Regal in a range of mediums that will allow consumers the ability to draw their own conclusions on the vehicle."

The first television spot for the Regal titled "Autobahn" celebrates the Regal's design, engineering and performance, and features the voice of Kevin Bacon. Future commercials will tell the comprehensive story on the Regal and highlight the vehicle's engine performance, driving dynamics, driver friendly personal technologies and sculpted interior design. Additional commercials will be released through the remainder of 2010.


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  • 47 Comments
      • 4 Years Ago
      This is the best Buick since the regal gnx and possibly the best gm car of the year.
      • 4 Years Ago
      Funny that Opel Insignia looks quite a bit better :)
        • 4 Years Ago
        You can't buy the Insigna, quit whining about it. Besides, the folks who are lusting after the the OVER-Stylized euro look mostly cannot afford this car anyway.
      • 4 Years Ago
      I would love to test drive this in gs wagon awd manual form. Even turbo diesel. I haven't driven domestic in 15 years.
      Nicholas Neveu
      • 3 Years Ago
      Well, turbo engines run cooler than a supercharged (I have one of each type). There is no need for excess power if the engine/car dynamics are balanced. These cars can go fast...not just in a straight line. Anyone that compares supercars to other supercars is not a true car nut. They all should be respected and praised. We all know the government in place now wants us to drive battery operated tin-cans...Ummm...can I get a hell no! Mosler cars are the ****!
      • 4 Years Ago
      I saw this ad on TV last night and thought it was pretty weak.

      German engineering + autobahn + Buick really just doesn't go together. All of that will be lost on Buick's traditional customer base (which is still what supports it).

      And judging by people checking out Acura TSXs and other similar cars none of them want a Buick, no matter what car it really is, no matter how good it is.

      Playing up it's sport is fine, but playing up it's traditional Buick qualities and name should be done as well.
        • 4 Years Ago
        GM tried the "made in Germany" approach with the Cadillac Catera, too. Remember that stupid campaign?

        I get the whole "born and raised on the 'Ring" thing since that seems to appeal to enthusiasts; in particular those who are fans of European brands, but I really wish these guys would get more comfortable with their AMERICAN roots.

        The old problem with American brands wasn't that they were designed or built in America. The problem was that they were designed by accountants and managers hell bent on saving every possible penny without an eye to the cares of the consumer. Instead of building the amazing cars they were capable of creating, they built junk...for decades. They ignored the consumer and they lost the market for it. That said, recent history seems to suggest that GM and Ford may have parted ways with their former arrogance and are now focused on bringing good/better product to market. I think they've both come a long way in recent years towards overcoming those problems.

        Nevertheless, Euro-centric American buyers won't prefer a Buick over a German competitor simply because it has German roots. They'll prefer a Buick if it's a good car that offers similar or better levels of comfort, performance, quality, soul, etc. I'm looking forward to taking a 6 speed equipped Buick for a spin and might even consider buying one...but it won't be because of its German roots.

        They need to sell an American car because it's American and make it better than (or just as good as) the best foreign manufacturers because they can!
        • 4 Years Ago
        Buick's message here is really confused. It's almost as if the ad agency is trying to push as many buttons as possible hoping they hit the ones that will keep them from getting canned. Listen to the first sentence Kevin Bacon speaks -- it's a mess!
        • 4 Years Ago
        Sorry TriShield, but "playing up it's traditional Buick qualities and name" will kill this car. As John H said, this car is not and can not be aimed at the traditional Buick driver. The whole challenge of this car is that it is a good product for a market that would never ever consider a Buick. They absolutely have to get on the short lists of buyers with the Acura TSX, Audi A4, VW Passat, and other like-vehicles on their mind. These shoppers are as attracted to Buick as a Halo gamer is to wing tips. Buick has to become something different to these people. I don't think this add packs that message hard enough, but I hope I'm wrong.

        Look, your handle is "TriShield" You are obviously a fan of the brand. And you read Autoblog, which likely makes you an enthusiast. I would venture that makes you something of a rare bird. Buick may have kicked considerable ass a few decades ago, but it has largely been a brand for retirees for a while.

        The Regal is an upscale 4-cylinder compact sedan with an emphasis on handling. Not exactly an embodiment of Buick or even American luxury tastes. If this car does not attract the attention of import intenders, it will die. And that would be a shame.

      • 4 Years Ago
      Turbocharged Direct Injected Wagon please! (Colbert voice and open/closing hand gesture)
      • 4 Years Ago
      I recently saw and was able to sit in this car (car lot after hours). Very nice exterior and interior, however, given that the only engine choice is a 4 cylinder, it's priced about 4k higher than an equally nice and equipped sonata (which also only offers a 4 cylinder). The one I sat in was pushing 30k$. That being said, I hope Buick is successful with this model.
        • 4 Years Ago
        RE: Jay Tee

        Ok, dude, you're telling me what I and others have already mentioned: at 33k, the Regal is expensive. All I can tell you is that in the US, sitting on lots about a mile away from each other, a Regal without a sunroof priced for around 28k$, while a equally equipped Sonata with a sunroof priced around 24k$. All I can do is present my experience here... give me a break.
        • 4 Years Ago
        Coop:
        The Regal in the US tops out somewhere in the US$33k range. I have the "bill of sale" for each, and, equally equipped (sans OnStar) they weren't far off at all. (C$1500). It could be aggressive pricing by Buick, or not-so-aggressive pricing by Hyundai in Canada. The Sonata is a nice car, that's certain, but it really doesn't compete with the Regal if you're looking for something that stands out in the mid size class.
        • 4 Years Ago
        Isn't the Sonata a class size larger? Can't compare them.
        • 4 Years Ago
        RE: Mapoft...

        I was referring to equally equipped models which had leather,... Oh, and the Sonata even had a sunroof, the Regal priced 4k more did not.
        • 4 Years Ago
        It doesn't compete with the Sonata. The base Regal has leather heated seats and a sunroof...

        The base Sonata is cloth without heated seats...apples and oranges man!
        • 4 Years Ago
        Yeah, not sure of the cause in price differential, but these 2 cars were about a mile away from each other... the Sonata was around us 24k, the Regal around us 28k. Another post on this story indicated a us 33k Regal, which is way too much for this car.
        • 4 Years Ago
        @jay tee
        Maybe there's some wacky pricing in Canada but down here in the U.S. there's no way the two cars are even vaguely priced the same. I don't know if it's a tax issue or simply that you're not bargaining hard enough at the Hyundai dealership but the Sonata should be a lot more than $1500 cheaper.
      • 4 Years Ago
      There are better ways to send the message that this car takes the curves better than your Grandpa's Roadmaster. If Buick wants to make a splash to match their new products they need a mroe clever advertising firm. How many times in the past 20 years have we heard companies using this same tired advertising campaign idea?
      • 4 Years Ago
      Talking up the "German Roots" is a mistake IMHO. Nobody really gives a crap about that in the midsize car market anyway -- if they did, the Passat would be outselling the Camry, Accord, Malibu, Altima, etc.
        • 4 Years Ago
        "Clearly you are clueless about the US market - your constant pissing and moaning about the Regal being a "sales rep car" is beyond ludicrous - please go back to your Asian or Euro Peon masters to find a new anal retentive mission - this is so far above their inane comparatively priced vehicles that your constant whining is clearly a misbegotten cry for respect that they have obviously lost!

        Seriously - if you post here again I will nail you so bad you will be ashamed to look at yourself in the mirror! You should be totally ashamed of your paid for shilling!!!" -anoldbikeguy


        It sounds to me as if you have no clue about the world outside of your trailer park in Bumblefrig, Oklahoma. The Regal is a tarted up Insignia - which is a sales rep's car. There is no getting around this fact. Now, as an American if you want to be duped into thinking that the Insignia/Regal was originally designed to be some sort of junior exec then ago ahead - you have every right to be ripped off.

        Think of it this way - as a European, when I see a Regal I see "Insignia with fancy badge." As an American, if you went to Europe (which in your case I appreciate is highly unlikely) and saw a Dodge Avenger badged as a Mercedes, you'd be looking at a direct equivalent.

        Be careful what you threaten on here, because you don't know who or what you're dealing with.

        • 4 Years Ago
        "German roots" matter if they drive a higher margin for the premium handling.

        Or, if you're trying to tell potential capture customers that Buick lost it's nautical handling.
        • 4 Years Ago
        I agree, this german roots thing is stupid, it basically says in so many words "Germans know how to make cars." If that's the case Buick why don't I just go buy a German car? American cars have gotten worlds better in the past 5 years, it's time to have a bit more confidence and not always default to Europe for justification.
        • 4 Years Ago
        "I agree, this german roots thing is stupid, it basically says in so many words "Germans know how to make cars." If that's the case Buick why don't I just go buy a German car? American cars have gotten worlds better in the past 5 years, it's time to have a bit more confidence and not always default to Europe for justification."

        And therein lies the problem. The new Regal is about as American as sushi. So as a car manufacturer, you either come clean about it and use it as some form of advertising tool, or lie through your back teeth only for the consumer to discover where its built and find out through word of mouth that it's a European car.

      • 4 Years Ago
      This car is wonderful with both Opel or Buick logo.
        • 4 Years Ago
        For those marking me down because I said the Insignia is outclassed by a Mondeo - just read any comparison test. Or alternatively, continue to bury your head in the sand.
        • 4 Years Ago
        But unfortunately, it's outclassed by a Mondeo.
      • 4 Years Ago
      I happen to think this is one of the best-looking vehicles GM has produced in ages. However, the rear view leaves something to be desired.

      I showed it to my wife and she was like, meh, and it's a Buick. Eww.

      Anyway, hats off to the General for this nice design.
      Marion Mazura
      • 2 Years Ago
      All this hype on the 2011 Buick Regal....why can't the company factory install splash guards on this vehicle? I bought a 2011 Regal in November and to this day can't find splash guards for this vehicle, for the price of the car this product could come up with something!!! :(
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