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Video: Buick Touts Regal's German Heritage In Promo Spot

By Nelson Ireson
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6 2,086 views July 14, 2010

2011 Buick Regal

The new Buick has already surprised us with the overall competence and quality of the new LaCrosse, with the Regal a strong follow-up. But Buick isn't letting it lie at that--instead, it's touting the Regal's "German engineering" and calling for an "American Autobahn."

The move contrasts sharply with Jeep's endeavor to become the most American of brands as it launches the 2011 Jeep Grand Cherokee and pushes toward premium buyers. And while the Regal certainly can't lay claim to American heritage, we're not sure well touting its Opel roots is going to go over in middle America, either.

Essentially a rebadged Opel Insignia, the Regal definitely delivers on European style and chassis setup, as noted by Marty Padgett in TheCarConnection's drive report on the car. Perhaps the German take on the Buick experience is exactly what the brand needs to jar the public out of its "old people, squishy ride" perception of the Buick name.

Watch the video and let us know how it rubs you in the comments below.

[Buick via YouTube]


HI-RES GALLERY: 2011 Buick Regal




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Comments (6)

  1. By btlh2oguy Posted: 7/14/2010 2:46pm PDT

    Same old "new" GM.
     
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  2. By adamk Posted: 7/14/2010 3:03pm PDT

    I like the German messaging, but I'm an internationalist east coaster. For me, the problem isn't the car (which I'm sure is quite good), it's the Buick brand. I suspect a lot of foreign-buying Gen Xers like myself just can't bring themselves to tell their peers they drive a Buick, even one that shares nothing except the nameplate with its predecessors.
     
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  3. By tvc Posted: 7/14/2010 6:07pm PDT

    Are these guys nuts?!!!
    Daimler tried this with Chrysler; it flopped. Now an American company owned by the US Government and Taxpayers is claiming that they are better because the Germans designed their Buick.
     
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  4. By dave Posted: 7/15/2010 2:42am PDT

    Has anyone asked the Germans what they think of Opel?
     
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  5. fb_1040813947 avatar David Loving Posted: 7/15/2010 7:56am PDT

    I like the ad and I like the car - saw one at a dealership couple of days ago. My only problem with 'german' engineering is that the repairs and parts get real expensive - and will Buick back us up on parts later in the car's life?
     
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  6. By dan Posted: 8/1/2010 3:36pm PDT

    i love the crying American company owned by the US Government .. how stupid could you be !! Air bus is owned and ran by most European Governments a lot like their Auto industry -- so stop crying The US Government Saved US JOBS
     
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