Why Buick, Why?-The 2018 Buick Regal Wagon

Last week Buick unveiled the 2018 Regal TourX and the Sportback Wagon editions. While I’m sure Buick marketing and product planning had a great idea, the history is bound to repeat itself. Buick sold less than 20,000 Regals last year, with the crossover sales eclipsing the total sales of passenger cars. Now the may be an indication of paradigm shift from consumers, or the cars aren’t really moving the crowd.

The history of wagons, when are cross-overs in the product portfolio, have proven to be a thorn in the side of General Motors. Cadillac tried the crossover and wagon combination with the CTS, twice. It got axed once before it even made it to the public. The second time, the CTS wagon faded off into the sunset even with an V-series option, after one and a half product cycles. The foundation for creating the wagon alternative is that the European and Japanese brands have both wagons and crossovers in the brand portfolios. Buick as a brand, wants to hold a premium designation as it competes with the Volvo XC60, Audi A4, and BMW 3 series, for compact wagons.

As experimental as this design exercise may be for GM, time will tell if this move will sink the Regal or maybe the Regal maybe in star somewhere else.

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