Buick Expects the Regal TourX to Make Up 50% of Its Regal Sales
In spite of several obstacles that the Regal-based wagon faces, Buick is optimistic about the TourX's future
One of Buick’s more ambitious models for 2018 is the Buick Regal TourX. This variant of the Buick Regal passenger car is the Buick brand’s first wagon in more than 20 years.
It would seem that Buick has plenty of faith in the TourX, as it predicts the model could account for as much as 50% of Buick Regal sales this year.
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That 50% estimate is up from the brand’s previous estimate of a 30% Regal market share for the TourX. That previous 30% estimate is now in the low range of Buick’s estimations.
“We’re pretty realistic about where the car market’s at, but we’re getting some pretty good feedback on it,” explains Phil Brook, U.S. vice president of marketing for Buick and GMC.
Buick hopes that the Regal TourX will draw customers away from brands like Subaru, Audi, and Volvo. It’s already seen customers weighing the model against vehicles like the Subaru Outback and Mazda CX-5.
Of course, before the Regal TourX can be counted as a success, it has many obstacles it needs to overcome. The first of these complications is the fact that the heyday of wagons has long since passed.
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Buick plans on moving away from perceptions of it being a brand primarily made up of “old-man sedans.” That’s why it seems like a somewhat odd choice for the automaker to go with a vehicle type reminiscent of the 1970s.
To counteract this perception, Buick won’t be referring to the Regal TourX as a wagon for promotional purposes. Instead, the TourX will be labeled as a crossover.
Another detriment surrounding the Regal TourX is the fact that recent wagon model releases from U.S. automakers have ended in financial disaster. Such was the case for the Chevy Malibu Maxx and the Ford Taurus X.
Yet, the Buick Regal TourX has the advantage of European engineering on its side. After all, the TourX is based upon the Opel Insignia model.
Buick is rather optimistic about the TourX’s future, and with Regal sales experiencing a 42% decline last year, the brand could certainly use a win. The Buick Regal TourX might just be distinct enough to attract attention and customers to the Regal lineup.
News Source: Automotive News (subscription required)