Buick reworks its image, again Page 2

April 20, 2017

2018 Buick Regal Sportback

Yet the long-term prospects for the Regal remain a huge mystery. GM is in the process of selling Opel's brand and assets, both physical and intellectual, to French automaker PSA. What PSA, which builds Citroens and Peugeots, plans to do with Opel remains fuzzy, but one thing's for sure: the Opel Insignia will soon be French and not remotely American. It's likely that there's a clause buried in the deal regarding how the Regal will make its journey from Opel's Russelsheim, Germany, assembly plant to dealers scattered across the U.S. once GM hands the keys to Opel over to PSA. 

And no discussion of Buick could be thorough without mentioning China, where Buick sold over a million vehicles last year. There, Buick's image is untarnished by the years of neglect the brand is working to scrub off here. Decades of milquetoast LeSabres driven by octogenarians left a mark here that's still tough for GM to eradicate.

At this point, GM is throwing spaghetti at a wall with this latest product onslaught—but the opportunity for this brand hasn't been better in years. 

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