Buick Dealers Face Short Supply With Popular 2011 Regal Sedan

Buick recently reintroduced its 2011 Regal sedan to the United States and just a few months into its sales run, dealers are struggling with a short supply.

Based on the Opel Insignia, the new Regal has proven itself as a contender in the entry-level luxury market. Buick claims some 40-percent of its Regal sales are stolen from other brands with similar offerings. "The (Audi) A4 is the aspirational intender," Buick marketing manager Christopher M. Ayotte told Ward's Auto.

"Dealers are asking for double what we can provide," said Ayotte. With four full months of sales figures in the books, Buick has recorded 5654 deliveries of the 182-horsepower direct-injection Ecotec 2.4-liter I-4 powered Regal. Production of the 220-horsepower 2.0-liter turbocharged I-4 began last week at the General Motors plant in Russelsheim, Germany, and examples will start hitting showrooms next month. GM's plant in Oshawa, Canada will take over production for North America in March 2011.

Buick is also experiencing a respectable transaction rate for the Regal, with the average price coming in around $28,000. Base pricing starts at $26,995, whereas a fully-loaded model rings in at $35,185. When the turbocharged model arrives next year, it will start at $29,495. The most basic CX trim isn't available yet, and won't go on sale until sometime in 2012, with an expected price of around $24,000.

The high-performance Regal GS isn't due to arrive until 2011, but we're sure it'll be worth the wait. Powered by the same 2.0-liter turbocharged I-4 as a standard Regal, its boost has been cranked up to make 255 horsepower and 295 pound-feet of torque. Power is transferred to the front wheels through a six-speed manual transmission. Pricing for the GS also has yet to be announced.

With several more models waiting to be introduced, Buick is optimistic about the Regal's future in its lineup. "It's going to be a high-volume model for Buick," said Ayotte.

Source: Wardsauto.com

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