This week, Buick offered up a sneak peek at its
production version of the 2012 Regal GS, which it
describes as a sportier version of the Regal sedan
that was reintroduced this year.
The GS carries an Ecotec 2-liter engine that makes
255 horsepower and 295 pounds-feet of torque.
Buick says it estimates the GS goes from 0-60 mph
in less than seven seconds.
"Buick continues to generate new energy with its
products, and this one is no exception," said John
Schwegman, vice president of Buick marketing.
"We're seeing more people take a new look at
Buick, and liking what they are seeing."
Indeed, Buick is undergoing something of a
renaissance.
It started with the introduction of the outstanding
Enclave crossover a few years ago, was continued
with the presentation of the new LaCrosse sedan
and will now likely move forward with the Regal.
The Regal GS, shown to journalists and the public
in Miami prior to the opening of that city's auto
show, will add even more sportiness to what is
already a very cool sedan.
If seen by enough people, it should continue to
reshape the public's view of what Buick is (a
premium-to-luxury brand that is producing quality
vehicles that are stylish) from what it used to be (a
good car for Grandpa).
That kind of change doesn't happen overnight.
Chris Ayotte, Buick Regal's marketing manager,
said he realizes that brand perceptions don't turn on
a dime. But the company is committed to making
products that have appeal for those who
traditionally might only look to marques such as
Lexus, Infiniti and BMW.
The GS will hit showrooms in the second have of
2011.
So what did some of the consumers think?
The event in Miami, which was highlighted by a concert by the Plain White Ts, drew a pretty young crowd - purposely sought by Buick as it endeavors to change its demographics.
Most seemed to react favorably, but seriously, you probably aren't going to get too many thumbs downs when you bring a bunch of hipsters to a club, give them free drinks and a rock concert.
The Beat's roving correspondent spoke with one young woman, who gave her name as Elena, who said she could see herself driving one of the cars if the price was right.
What's the right price?
"I don't know, just, like, something affordable."
OK, thanks, Elena.
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