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Buick Uses Opel Insignia To Resurrect Regal for 2010


2010 Opel Insignia

2010 Opel Insignia

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So says a "source familiar with GM's product plans," Buick will sell a version of Europe's Opel Insignia to resurrect the Regal nameplate for 2010. But isn't GM trying to spin much of Opel off to private investors as even foreign arms of the giant's sprawling operations face debilitating financial troubles?

In typical GM PR fashion, Buick-Pontiac-GMC VP Susan Docherty feigned ignorance regarding Opel's troubles: "I don't know the details of what GM is trying to get done with that restructuring," she said, but then brightened, adding, "we're looking at a bunch of stuff from a sedan standpoint...so stay tuned."

Making it a tenuous threesome is the 2010 Saturn Aura, which will use the same Opel Insignia platform. Saturn faces a bleak future, with February sales of barely more than 6,000 units that caused GM to seek an outside buyer for the division that has never turned a profit since its early 90s inception.

[source: AutoWeek]

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Comments (8)
  1. "Here's to More Platform Distribution"

    Since Buick will be hanging around and Saturn will likely bite the dust or be spun off, this is a way to keep the Aura around as a Buick. When the Regal goes into production, if GM is not out of business, I hope that the Opel's Euro handling is standard and its fuel efficient diesel engine is an option.
    As for Opel, Saturn, or Saab, because of the integration with GM, GM will retain a piece of these divisions even if spun off.
     
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  2. "2 comments"

    (1) "typical GM PR fashion" ... meow!
    (2) Anyone remember the catastrophic "Buick/Opel" of the mid-1980s, a rebadged Isuzu I-Mark? Ugh. With luck, everyone who had one back then is now dead or only gets release from the asylum while heavily medicated.
    And, to be fair, the Insignia is a very nice car, and won a bunch of awards last year.
     
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  3. "hmm..."

    Some say the definition of insanity is doing the same thing repeatedly and expecting different results each time. I can't think of one single model that GM has pulled from Opel to the US that has been successful in the roughly 35 years they've tried this. This is another one of those ideas that looks good on paper, but won't fly because Euro sedans just don't sell well in the US, unless they are high-dollar performance machines. GM just needs to look in it's past to figure this out. How many more failures will it take?
     
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  4. "Successful Opel"

    Pontiac Solstice has worked out for GM.
     
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  5. "Another Succesful Opel"

    While you can knock it for having low sales in 2009, the Aura is a decent car based on the previous Opel Insignia. Oh, and as far as those sales, the new Chevy Malibu, another Opel clone, is doing pretty well.
     
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  6. "looks sharp"

    Once again there's lots of criticism, but at this point, what should GM do to get new product and invigorate sales. This car looks sharp and unique. How many Buick buyers are going to recognize it as a rebadged Opel? Not any is my guess. If its as good or better than the Aura and Malibu and is fresh and unique why not try it? GM doesn't have many options.
     
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  7. "One-Two-Three-Punch for Buick"

    Wow!! The 2008 European Car of the Year coming over as a Buick Regal!! Absolutely wonderful!! The Enclave lowered the age bracket for Buick buyers, the new 2010 LaCrosse looks like beautiful, technological Generation X winner, and now the Insignia as a Regal. Buick is admired in China and now it looks like it is getting fully resurrected in the good ole' U.S.A.
     
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  8. "Hang on..."

    The Opel GT and Pontiac Solstice are both underpinned by the GM Kappa platform. The Solstice did not start it's life as an Opel. My reference to Opels failing in the US is in regards to those models that started life as Opels and migrated to the US. Yes, the Aura is an Opel with a mildly altered grille, as is the Astra. Sales of the Aura were reasonable, but volume for the Astra has been very low because it is overpriced for the US market. Sales of both have now tanked because the "no haggle" pricing model does not work in a tanked economy. The Malibu has been a decent success because it has been significantly altered for the US market.
     
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