Why Isn’t the Buick Regal Selling Well?

Posted on 17. Aug, 2012 by in Auto News

In recent years we have seen a global convergence and streamlining of the major vehicle lineups, which means that more of the Euro-centric vehicles, the automotive enthusiast desire to come here. But many of them are not selling well.

Look for evidence, only the relatively poor-selling BMW 1 Series, Smart ForTwo, Suzuki Kizashi or Scion iQ. (The latter two were designed with Europe.) At the top of the list is the Buick Regal, which was historically one of the best selling models Buick. In 2004 it was remodeled and renamed LaCrosse – now Buick flagship sedan in the U.S. after a six-year hiatus in the U.S. returned to the shelf to our shores, but as a different animal.

From Germany, With Love

The new section has been developed and designed in Germany by GM Opel division, and it was originally built and shipped from Germany to the U.S., when the model was launched in 2010 as a 2011 model year. In Europe it is known as the Opel Insignia and is the flagship sedan for the brand, with a hatchback, station wagon and sedan body styles. The Insignia also offers high-end luxury items, such as Adaptive Forward lights and a camera system, pavement markings and stop signs to read.

The shelf was a major component of the Buick renaissance in America billed but never really that lived. GM has moved more than 500,000 shelf in Europe and more than 200,000 in China, but has only managed to sell about 70,000 in the United States over its lifetime. In fact, in 2012, despite a series of updates and new trim packages shelf sales have tanked. They are down 34.9% year to date, and they are one of the main culprits for the brand select sales, which are down 5.3% year on year so far. It is the slowest seller Buick four-model range, and his days off dealer lots has been above the industry average.

In the shadow of the LaCrosse and Verano

One problem is that the shelf overpriced. Moreover, the more America-minded Buick Verano and Buick LaCrosse spacious and offer more value for the money. Both sedans (especially the Verano) are likely to cannibalize sales shelf.

Some may think this unfair argument because the shelf is against the Volkswagen CC, compete Acura TSX and Volvo S60 and performs pretty well in terms of sales when. Exclusively on this group In addition, the shelf has a high conquest rate for GM, with about 22% of the buyers. Trading in their imports for a shelf from 2011 The average age of a rack shopper, 56, is below the average Buick buyer age of 59 years, according to RL Polk & Co. The average age for the high-performance Regal GS is 43, says GM.

This is all well and good, but Regal sales fell more sharply, mainly due to the more American-focused Verano. Started in December of Verano has a larger trunk and almost identical front legroom, headroom and shoulder width of a shelf, although the passenger compartment, the rear Verano considerably smaller than the shelf. The Verano drove the Buick Regal as the lowest, with a starting price of almost $ 6,000 less than the shelf. In addition, if the Verano, GM debuted cut incentives based on shelf, while significantly increasing transaction prices affect sales by GM Inside News, a GM enthusiast forum. As the Buick went on sale in 2010, the model has seen a $ 2,655 increase in its base asking price.

At the other end of the LaCrosse is only costs about $ 2,600 more than the shelf and much more spacious. It also gets the same great gas mileage with the mild hybrid system: 25/36 mpg city / highway. This is not much reason to look at a shelf, especially if you are in a car dealership does not know much about Buick sedans last three step happen.

GM would say shoppers choose the shelf above the other two, because it is the brand sports model. Fair enough, I suppose. The automaker taunts in his ads, that the shelf "German engineered" and "injected sport." Most of Cars.com 's consumer reviews also mention the sporty handling and luxurious interior like, and even the most silent of the German roots, too.

On the other hand, most consumers complain of shoddy interior fit and finish, something. Cars.com Industry Analyst Kelsey Mays also complained in his review And the model below-average reliability, according to Consumer Reports.

Combine the advantages and disadvantages, sporty handling and a rich interior with poor reliability and a high asking price, and you need a European formula car technology and marketing, which is safe to use. Unfortunately, this formula has never worked well in the U.S., and the proof is in the pudding. It will be interesting to see whether fighting the same problems of the Buick Encore, a small crossover as the Opel Mokka known in Europe. The car seems to have developed primarily for the old country and for China. Pricing of Encore probably will be the key to success.

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