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Buick Regal lives on in China, gets visual and tech updates

Axed from the American market after the 2020 model year, the Buick Regal lives on in China. It's selling well enough across the Pacific for the General Motors-owned brand to justify investing in a round of updates that includes a new-look exterior design and more interior tech. Chinese buyers only have access to the sedan variant of the Regal; the TourX wagon briefly sold on our shores isn't available. The facelift includes sharper-looking headlights, a big grille that occupies most of the space on a redesigned front bumper, and Buick's new logo. Not much has changed when you look at the Regal from the side, it still features an upswept line that runs across the bottom of both doors, and Buick chose not to publish photos of the rear end which strongly suggests little has been updated. New wheel designs are available as well. Most of the changes made to the interior fall in the technology basket. Buick notably added its QuietTuning noise-cancelling function, which promises to make the cabin quieter, while shift-by-wire technology frees up space for two big cupholders on the center console. Connectivity is part of the package, too: Buick's eConnect infotainment system includes an artificial intelligence-powered Baidu voice assistant. Power for China's Regal comes from a turbocharged, 1.5-liter four-cylinder engine whose output hasn't been released. Alternatively, the list of options includes a 2.0-liter turbo-four rated at 233 horsepower and 258 pound-feet of torque. It spins the front wheels via a nine-speed automatic transmission. In contrast, the Regal sold here was available with anywhere from 250 to 310 horsepower depending on the trim. Pricing for the 2023 Buick Regal starts at 159,800 Chinese yuan, which represents around $22,400. China is the Regal's last bastion. Buick left the sedan segment in the United States after it swept the Regal out of its range in 2020, and no evidence credibly suggests that a successor for our market is in the pipeline. Opel — which General Motors sold to Peugeot in 2017 — developed the Regal and sold its own version of it called Insignia across Europe until 2022. Here again, the model won't be directly replaced. Continuing our global tour, Australia-based Holden tried to market a variant of the Insignia as a replacement for the rear-wheel-drive, V8-powered Commodore from 2018 to 2020. The model flopped and retired after a lackluster career, and Holden closed shortly after. Related video:

General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")

Junkyard Gem: 1990 Buick Reatta Coupe

During the 1980s, General Motors worked hard to woo back American car shoppers who had defected to European luxury brands. Swanky interiors, futuristic electronics and Europe-influenced styling found their way into quite a few GM models during the second half of the decade. Pontiac had the 6000 STE, Oldsmobile offered the Toronado Trofeo, Cadillac sold the Turin-Hamtramck-built Allante, and Buick produced the sporty Reatta two-seater. Just under 22,000 Reattas were built during the 1988 through 1991 model years, and today's Junkyard Find is the fifth example I've found during my junkyard travels. The Reatta was the most expensive 1990 Buick, priced at $28,335 for the coupe and $34,995 for the convertible (or about $65,895 and $81,380 in inflation-adjusted 2022 dollars).  For that kind of money, American car shoppers in 1990 could get a BMW 325i in coupe or convertible form for $24,650 or $33,850. They could get a Saab 900 Turbo convertible for $32,995 or an Audi Coupe Quattro for $29,750. Each of those European competitors had sophisticated overhead-cam engines and grippy suspensions, but the Reatta was built on a shortened version of the chassis that went under the Barcalounger-esque Buick Riviera and its engine was the old-timey pushrod Buick V6. The 3.8-liter Buick V6 had been made quite reliable and acceptably smooth by the time this car was built, and it made 165 horsepower (just three fewer than the BMW 325i), but Buick salesmen didn't have much to brag about when showing this engine compartment to a 35-year-old youngster who had just driven a Saab 900 Turbo. The antiquated engine was problem enough, but the lack of a manual transmission served to chase off additional potential buyers. A four-speed automatic was mandatory in every Reatta. Just in case some traditional (i.e. Greatest Generation members) Buick customers might consider this glamorous two-seater, Buick scared them off with the Reatta's video-game-style digital dash and its way-ahead-of-its-time Graphics Control Center touchscreen interface. You can't win! The Graphics Control Center hardware has been grabbed from this dash (the components also fit optioned-up Rivieras and Trofeos of the same era, so junkyard shoppers pull them for resale). Naturally, a Reatta owner would want a hardwired car phone. If you really wanted to be cool in the early 1990s, you bought a Chrysler product with the amazing VisorPhone.