Buick Thinks Regal Wagon Will Exceed Expectations In U.S.

The 2018 Regal TourX, Buick’s first wagon model in over 20 years, could account for 50% of all Regal sales in the US, a considerable increase compared to previous projections of 30%.

This would be quite the achievement, seen as how the U.S. car market isn’t exactly dominated by station wagons – it’s hard to break through with family-oriented models that aren’t crossovers or saloons.

“We’re pretty realistic about where the car market’s at, but we’re getting some pretty good feedback on it,” stated Buick and GMC U.S. marketing VP, Phil Brook during an interview with Autonews.

“We’re flexible enough that we can flex things up and down. That’s not a problem.”

For 2018, the Regal shifted from a sedan to sportback and wagon models in an attempt to stand out in what is both a highly competitive, yet also declining mid-size car segment. In 2017, Regal sales fell by as much as 42% to just 11,559 vehicles as the entire segment shrunk 16%.

The automaker actually expects the Regal TourX to draw in some buyers from rival brands such as Subaru, Audi or Volvo, as well as owners of discontinued wagons such as people who drive/drove Saabs.

“It really is a head-turning,” added Brook. “We’re not an old-man sedan brand anymore. We’re very much a cutting-edge SUV brand with some really good sedans to back that up.”

“We just want people to look at it for what it is, consider it and not pigeonhole it. And not think of ‘The Brady Bunch’ when you say, ‘wagon’.”

The Regal TourX is priced from $29,995 in the U.S., a starting price that’s roughly $4,000 larger than that of the Sportback model.

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  • Harry Nimmergut

    Let’s hope so. I’m SO tired of looking at all those boxes out there. BUT, I DO have to say that, looking hard at this, I’m beginning to see that wagons weren’t quite as distinctive as I remember them being. Crossovers/SUVs certainly aren’t, at all. But neither is this vs. say the Outback.

  • Bash

    The interior is so beautifully laid. I have a warm spot in my heart for Buick.

  • RS6 Performance Wagon Lover

    The Regal TourX deserves to do well, even if it is more of a crossover wagon than a real estate.

    • Andrewthecarguy

      Does it deserve it though?
      Nothing about it is emotional. The brand cannot shake its old man past, as much as they are trying.
      Buick should have been left for China only, while Saturn should have been spared (remember the Pontiac Solstice and Saturn Sky twins; the Sky was hot). Perfect platform for hybrid and all electrics too, which GM is not doing so hot at.
      I see this going the way of the CTS wagon.

  • Shahul Usman

    i think its a good looking wagon… not enough around anymore.. E class mercedes, Allroad, VW alltrack/sportwagen, outback, bmw 3 series wagon, Porsche sport turismo

  • gor134

    I still think Buick could have had a bigger impact with the Regal. All of the Insignia’s press photos included the 20inch wheels, nicer looking grille, and lower suspension. When the Regal was revealed, it got an uglier grille, and much smaller wheels, as well as high suspension, which made it look much more boring. https://uploads.disquscdn.com/images/c5a541174bb79d1fdd9dfcc382bcb43c52526abbb32d15adacda805bd30606de.jpg https://uploads.disquscdn.com/images/0b9fdc2aabdec6605da57888834d0405879c5c5a0df9d816d864c38a1411183e.jpg

  • Sell Buick to the Chinese

    Yes, it should do well in China.

    • Andrewthecarguy

      In fact, BUICK should have been killed off in America and sold exclusively in China.
      The Enclave did well because it looked best of all the versions GM put out. The Chevy and Saturn looked the worst.

  • Harry_Wild

    I like the new Regal wagon without the black plastic cladding around the wheel wells. To bad Buick does not offer a regular version yet! Buick sale guy said many buyers like me don’t care for it either! I am more of a luxury buyer and love the look of the G Class Wagon!



    • Andrewthecarguy

      So true. Nothing about this says Buick.

  • blizzy63

    Alright already! It’s 2018 and I haven’t spotted one new Regal in my city, sedan or otherwise! And we have two GM dealerships! Lots of press but no actual cars in sight. What kind of promotion is that?

    • Althea Later

      Well… they did say “coming in late 2017” LOL

  • Marty

    I just don’t get GM badge engineering. So now Opel is Buick on the US market? I thought Opel was Saturn. Or was it Pontiac? Don’t American care at all about brand DNA?

    • Status

      There is no such thing as ‘brand DNA’.

      • Marty

        And there’s no such thing as ‘Americans’.

  • Rocket

    There was a surprising amount of interest in the TourX at the NAIAS in Detroit last week– at least when I was there. Few showed much interest in the Sportback, or even the GS on the display stand. I want the V6 and adaptive suspension, so I’d rather deal with the GS Sportback’s lack of cargo flexibility to get the “right” mechanicals. What I really want is a V6 Avenir wagon, or better yet a GS wagon.

  • Mark S

    This should do well in the US.

    • jsz00

      “should” is the keyword

    • Andrewthecarguy

      Wish I could share your optimism but this is GM’s second modern day try at the lux/pseudo lux wagon thing and it simply does not work. Remember the CTS wagon? Even came in a V spec that could be had with a manny tranny. Dealers were offering $14k off to get rid of them.

  • jsz00

    It won’t do well unless it’s jacked up by 2 or 3 inches or so for easy entry and exit, as well as visibility for soccer moms.

    • Andrewthecarguy

      Especially since they are pushing the rugged look with the black plastics.
      Needs lots of earth-tone color choices too. A white one just looks like its a cheap base model.

  • Althea Later

    Volvos have gotten ridiculously expensive and the cargo area in the V60 is a joke. The Outback has the feeling more of a crossover/minivan/SUV when you drive it. Golf wagons are nice, but just too small for many buyers. This might fit the bill for someone who wants a nice wagon at a reasonable price.
    BTW, those oddly shaped black plastic wheel trim things need to go!

  • Gertrude

    my grandma is gonna love this !!!

  • ediotsavant

    Buick execs need to attend these auto shows. Its still an old man’s car. https://uploads.disquscdn.com/images/95df018b9a710fa7c5fea572176d69ac8852b5b4f4043aee8331586a8e909cbe.jpg

  • Victor DB_2017

    this might be the car that finally makes Buick stand out

  • Joseph

    The TourX needs …

    More powerful engine, at least 350 hp, no one cares about electric or hybrid though diesel’s torque of benefit
    ten speed automatic
    get rid of obnoxious engine start-stop
    skid plates
    16 inch wheels/tires for off road as well as accommodate poor winter roads without blowouts or wheel damage
    vehicle height adjustment capabilities
    road adjustments to braking, suspension, steering, i.e., rain, snow, gravel, sand, asphalt, soft, auto and sport adjustments
    latest generation magnetorheological dampers
    optional Xenon driving lamps

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