Buick Thinks Regal Wagon Will Exceed Expectations In U.S.

The 2018 Regal TourX, Buick’s first wagon model in over 20 years, could account for 50% of all Regal sales in the US, a considerable increase compared to previous projections of 30%.

This would be quite the achievement, seen as how the U.S. car market isn’t exactly dominated by station wagons – it’s hard to break through with family-oriented models that aren’t crossovers or saloons.

“We’re pretty realistic about where the car market’s at, but we’re getting some pretty good feedback on it,” stated Buick and GMC U.S. marketing VP, Phil Brook during an interview with Autonews.

“We’re flexible enough that we can flex things up and down. That’s not a problem.”

For 2018, the Regal shifted from a sedan to sportback and wagon models in an attempt to stand out in what is both a highly competitive, yet also declining mid-size car segment. In 2017, Regal sales fell by as much as 42% to just 11,559 vehicles as the entire segment shrunk 16%.

The automaker actually expects the Regal TourX to draw in some buyers from rival brands such as Subaru, Audi or Volvo, as well as owners of discontinued wagons such as people who drive/drove Saabs.

“It really is a head-turning,” added Brook. “We’re not an old-man sedan brand anymore. We’re very much a cutting-edge SUV brand with some really good sedans to back that up.”

“We just want people to look at it for what it is, consider it and not pigeonhole it. And not think of ‘The Brady Bunch’ when you say, ‘wagon’.”

The Regal TourX is priced from $29,995 in the U.S., a starting price that’s roughly $4,000 larger than that of the Sportback model.