Buick PR Gets It Wrong on the Regal 40th Anniversary

"AMC/Renauledge" (n2skylark) 10/23/2013 at 16:12 • Filed to: Buick, Buick Regal, Releases, GM, PR

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Today, Buick posted a press release celebrating the 40th anniversary of the Buick Regal. The only trouble is, the Regal is 41 years old , since it was introduced on September 15, 1972 as a 1973 model.

http://media.buick.com/content/media/…

Here's a quote from the release:

"Introduced in 1973, the Century Regal, as it was originally called, served as an upmarket model in the Century line and one of GM's first “personal luxury” cars. Designed with sporty suspension characteristics and luxuries aimed primarily at the driver, the ‘73 Regal coupe sold 91,557 units helping Buick surpass its 1955 all-time sales record."

There are a couple of things wrong with this:

1) The Regal wasn't introduced in 1973, but on September 15, 1972, as evinced by this press release ( !!!error: Indecipherable SUB-paragraph formatting!!! ).

2) The Regal wasn't one of GM's first "personal luxury cars". It was actually one of the last. Here's a list of the GM personal luxury cars that were released before the Regal:

-1961 Oldsmobile Starfire

-1962 Pontiac Grand Prix

-1963 Buick Riviera

-1964 Oldsmobile Cutlass Supreme

-1966 Oldsmobile Toronado

-1967 Cadillac Eldorado

-1970 Chevrolet Monte Carlo

A year ago, Buick was too busy not advertising or promoting the 2013 Buick Regal. So much so, they forgot to mark its actual 40th anniversary. So today, now that Buick has a facelifted Regal on offer, they're trying to use the missed anniversary as a way to promote the car.

Did they not think we'd notice the original Regal was a '73, while the one shipping to dealers right now is a 2014? And that 2014 - 1973 = 41?

At least when Universal missed an anniversary with The Jerk , they acknowledged it on their packaging.

MontegoMan562 is a Capri RS Owner > AMC/Renauledge 10/23/2013 at 16:17

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I'll give you that the first "personal luxury" is an iffy statement.

But the introduced in 72 for 73 model year makes it iffy on the 40 vs 41. If they are going off model year they are technically correct.

AMC/Renauledge > MontegoMan562 is a Capri RS Owner 10/23/2013 at 16:21

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The 2014 model is already out.

They introduced the Regal on 9/15/72. 41 years, 1 month, 8 days ago.

04sneaky - Boxers. Blowers. Bikes. And bitches. > MontegoMan562 is a Capri RS Owner 10/23/2013 at 16:26

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Either way they're wrong. If you go based off of model year:

100 - 73 = 27

27 + 14 = 41

Or if they go buy announced/build date:

100-72 = 28

28 + 13 = 41

MontegoMan562 is a Capri RS Owner > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/23/2013 at 16:28

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ok ur right they should have run it for 2013. I thought you were saying they should have ran it for the 2012 model year.

AMC/Renauledge > MontegoMan562 is a Capri RS Owner 10/23/2013 at 16:56

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Did you miss this part? Second to last paragraph.

"A year ago, Buick was too busy not advertising or promoting the 2013 Buick Regal. So much so, they forgot to mark its actual 40th anniversary. So today, now that Buick has a facelifted Regal on offer, they're trying to use the missed anniversary as a way to promote the car."

Takuro Spirit > AMC/Renauledge 10/24/2013 at 11:52

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So how old is that Vauxhall again?

Fragile_this_side_up > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 11:53

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waaaaay too much math going on here..

SaabLife, because Gripen > AMC/Renauledge 10/24/2013 at 11:54

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Huh....now I kinda want an Opel Insignia.

UncleWalty > AMC/Renauledge 10/24/2013 at 11:55

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Buick: Slightly less dysfunctional than Lincoln....slightly.

Acidboogie > AMC/Renauledge 10/24/2013 at 11:56

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This is why releasing things on X year and naming them X+1 is stupid.

dogisbadob > AMC/Renauledge 10/24/2013 at 11:57

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Well remember, since Buick is most known for being popular with old people, you know, sometimes they're not as sharp as the used to be, so it';s totally targeting to demographic

(sorry)

Doug DeMuro > AMC/Renauledge 10/24/2013 at 11:58

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This annoyed me so much when we came out with the 50th anniversary 911. I BEGGED everyone to understand that the 50th anniversary was actually 2012, not 2013, for reasons that are incredibly obvious to anyone who can count. The truth is it works better for PR this way.

Marthaen > AMC/Renauledge 10/24/2013 at 12:01

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No wonder Detroit's bankrupt... They can't do basic math!

RW53104 > AMC/Renauledge 10/24/2013 at 12:07

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1963 Riviera... Can they please revive that one? Do it right this time. Once GM perfects that RWD structure, take the Cadillac underpinnings/engine and slap a pretty Buick 2 door body on it.

Alex Murel > SaabLife, because Gripen 10/24/2013 at 12:25

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I have a Regal and I want to swap out my badges so badly. The Opel is just so much cooler.

duurtlang > Takuro Spirit 10/24/2013 at 12:27

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The Buick/Vauxhall is actually an Opel, and it's a direct decedent of the 1970 Opel Ascona A. A car sold in the US as the Opel 1900. The Buick Opel. And the circle is complete...

EdwardR > AMC/Renauledge 10/24/2013 at 12:30

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All good points and excellent examples of the grasp of mathematics and the use of a calendar but who fucking cares!!!!

TCass > AMC/Renauledge 10/24/2013 at 12:39

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A year ago, Buick was too busy not advertising or promoting the 2013 Buick Regal. So much so, they forgot to mark its actual 40th anniversary.

It was mentioned, at least briefly: http://media.gm.com/content/media/…

The Buick Regal name, which celebrates its 40 th anniversary in 2013, is a powertrain innovation pioneer. In 1975, it was the only mid-size vehicle in the United States to forego a standard V-8 engine for a more efficient V-6, while remaining competitive in performance. Three years later, the Regal employed a turbocharger.

rad_mike > AMC/Renauledge 10/24/2013 at 12:50

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What's even more wrong here is how eager they are to have us remember the past. The past is the reason that the demographic that bought a Regal 40 (41?) years ago just bought a new Camry last year (since the Avalon was slightly outside they're budget). Buick - it's like you're half awake. You've started to make a somewhat exciting produce, now show us how its progressive. There is zero value in reminding me of how lame you were.

JimSlade > AMC/Renauledge 10/24/2013 at 13:09

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I just hope they get their shit together in time for the 40th anniversary of the Reatta!

TylerLinner > JimSlade 10/24/2013 at 13:14

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I just want them to partner with Mazda and make a new Riata... or Meatta.

DuckDraper > duurtlang 10/24/2013 at 13:21

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DuckDraper > Alex Murel 10/24/2013 at 13:22

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Lucky man! Idk about you but I think the grille on the Buick looks much better than the Opel's/Vauxhall's. Just ties the front together better.

Jartosz > SaabLife, because Gripen 10/24/2013 at 13:26

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Probably because you live in N. America, no one wants an Opel. Not even people in E. Europe that buy clunkers, so long as they're from W. Germany...

ttyymmnn > AMC/Renauledge 10/24/2013 at 13:28

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So, did you celebrate the new millennium in 2000 or 2001?

AMC/Renauledge > ttyymmnn 10/24/2013 at 13:41

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I celebrated the new decade in 2000 and the new millennium in 2001.

AMC/Renauledge > Doug DeMuro 10/24/2013 at 13:51

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What's worse is that they're celebrating the anniversary in the 2014 model year, well after the 2014 Regal debuted. Had they done it anytime during the 2013 model's run, they'd have had an excuse.

But they didn't.

My whole point here, which I haven't made too well, is that Buick has had absolutely no idea what to do with the Regal. They relaunched it in mid-2010 as a 2011 model, called it "Sport-injected" and "German-engineered" when it only came with the base Malibu engine at first and we Americans just bailed GM out.

When its lacklustre ad campaign failed to find an audience for the new car, they basically abandoned it just in time for the turbo model to debut. But they botched the launch of the 2011.

Then the 2012 didn't hit showrooms until midway through the '12 model year because they couldn't get the navigation system to work with IntelliLink. When the GS bowed - to disappointment - it got light ad rotation. The eAssist model never saw an ad, either.

Then, silence for 2013. Over the Regal's actual 40th anniversary.

Now we've got the MCE, and it's an improved car with AWD and more power in everything except the GS. But are we seeing anything in the way of ad support? No. We have an idiot press release where Buick proves they can't do math and support a product line at the same time.

AMC/Renauledge > UncleWalty 10/24/2013 at 13:53

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Yeah, no.

Buick's sales are up, its products are relevant with good value, quality, and performance. The Verano Turbo is see as superior to its imported rivals, no less.

Lincoln's sales are nowhere.

AMC/Renauledge > rad_mike 10/24/2013 at 13:56

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Depends on what you mean by "the past".

The past is when we got turbocharged Regals like the GNX. Even the '73-77 Regals were nice, competitive, well-made cars. They pioneered the use of V6 engines in midsize cars with the Century/Regal line.

"The past" is also when we got horrible W-body Regals that ran for way too long with way too few changes and updates to make/keep them competitive.

Richter1212 > AMC/Renauledge 10/24/2013 at 14:07

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That's okay - anyone that liked the Buick Regal enough to pay attention back when it first came out died already.

UncleWalty > AMC/Renauledge 10/24/2013 at 14:21

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Skylark...sorry, it is pretty hard to take you seriously with a screen name like that.

Nytmare > AMC/Renauledge 10/24/2013 at 14:22

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Nobody celebrated the new Buick Century.

AMC/Renauledge > UncleWalty 10/24/2013 at 14:25

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Why?

My screen name could be "LAMBOFERRARIPAGANIBUGATTIFTW!?!?!?!?!?!?!" I guess.

But wait. This is Jalopnik. Why does liking a car like the '92-98 Skylark discredit me? I like it and I don't care who knows it . Maybe asking why I like such an odd car would be a better idea than judging me for my screen name.

I also like the Ferrari 365 GTB/4, for what it's worth. And the Jaguar XK SS. And the Clown Shoe. And the MX-5 Miata. And the Renault Avantime. And a host of other great cars.

UncleWalty > AMC/Renauledge 10/24/2013 at 14:27

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Skylark? As in Buick? Fanboy.

AMC/Renauledge > UncleWalty 10/24/2013 at 14:42

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Yeah.

Got a problem with that?

Also, Buick gave us one of the first popular-priced cars to hit 100mph...the 1936 Century.

They gave us the '63 Riviera, which is widely regarded by most designers past and present as the most beautiful American car ever made.

They gave us the GS455 Stage 1. The aluminum V8 that went on to power Morgans, TVRs, and Range Rovers for 40 years. The V6 that was turbocharged, supercharged, made the GNX beat the Corvette, was the best engine you could get in a Cadillac in 1981, and reliably and ably powered much of the GM line through its death in 2009 as a SULEV, after nearly 50 years of production.

Also, if I were truly a Buick fanboy, do you think I'd be pointing out that their PR got it wrong? You'd think I'd want to portray them in only the best possible light.

I am a big Buick fan. I love 'em. It's true. And I'm only 30. Once again, is there something wrong with that? Why does that discredit me? Especially when it comes to math skills?

SaabLife, because Gripen > Jartosz 10/24/2013 at 14:46

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I'd dare say that Opel would do much better in North America than Buick is currently doing. Besides, all we have over here is rebadged Opel's in Buick costumes. Given the right marketing and the obvious better looks of Opel, GM could possibly get rid of the "old folks" Buick stigma and give America a more aggressive German look. All while keeping the bread and butter of the two brand, Buick, rolling down the lines in China.

FriscoFairlane > AMC/Renauledge 10/24/2013 at 15:42

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"Shit, dude, we totally forgot the Regal's birthday, what should we do?"

"Just send it one of those belated birthday cards and a gift certificate. It's the thought that counts, right?" "Make it a cute one."

FriscoFairlane > DuckDraper 10/24/2013 at 15:43

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I will never get tired of this gif.

xxxxxx > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 15:52

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Quick math lesson. You can just do 2014-1973=41 and 2013-1972=41

04sneaky - Boxers. Blowers. Bikes. And bitches. > xxxxxx 10/24/2013 at 16:05

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Thanks.

Sincerely,

College Computer Science Major

Prophet of hoon > AMC/Renauledge 10/24/2013 at 16:05

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My wife has been celebrating her 18th birthday for nearly 30 years - should I tell her she's got it wrong?

Prophet of hoon > rad_mike 10/24/2013 at 16:06

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A Camry is more exciting than a Buick? pot meet kettle

AMC/Renauledge > Prophet of hoon 10/24/2013 at 16:06

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No way on God's green earth would I want to be held responsible for that.

xxxxxx > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 16:28

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Anytime

-9th Grader

04sneaky - Boxers. Blowers. Bikes. And bitches. > xxxxxx 10/24/2013 at 17:00

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Love the pretentiousness of this website.

Please, refrain from commenting on anything of mine again. I'd greatly appreciate it.

EdificeWrecks > AMC/Renauledge 10/24/2013 at 17:09

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What is a Personal Luxury Car?

Seems to me that Ford defined the segment in the US with the Continental MK I and MK II and secured it with the series II Thunderbird. The '55 Chrysler 300 also falls within my parameters.

However, I think the first GM entry was not the '61 Starfire but the 1949 Buick Roadmaster Riviera.

The '57 Cadillac Eldorado Seville also fits the bill and pre-dates the '61 Starfire.

Arguably, the '49 Riviera, 300 and '57 Eldorado are just trim levels above more standard models with some unique body work, but so were the regal, Grand Prix, and especially the Cutlass Supreme (which is a stretch to call a PLC).

AMC/Renauledge > SaabLife, because Gripen 10/24/2013 at 17:12

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No. No they wouldn't.

Care to name the rebadged Opels in Buick costumes? I'll help:

1. Encore

2. Regal

Buick has three other cars, though. The Verano came before the Astra sedan. So technically, the Astra sedan is a rebadged Buick. The LaCrosse isn't a rebadged Opel at all, and neither is the Enclave.

But don't be sad. Cause 2/5 ain't bad.

Also, how well is the Fiat launch going? How much money did they have to put into relaunching that brand here? We haven't had Opel in this country since the last Buick Opel Isuzu drove off the lot in 1979.

Truth is, Buick is profitable here, increasing its sales, and dropping its average buyer age (the only car brand sold in America to do so ). No dealer agreements need be violated by shuttering the brand. No costly brand relaunches in this country.

No need to kill the brand that was the original launchpad for General Motors in the first place.

FriscoFairlane > JimSlade 10/24/2013 at 17:26

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Yeah, it's going to be hard to scrounge up all those green CRTs. They better get cracking now!

papanoels > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 17:39

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only thing pretentious here is your comments...

04sneaky - Boxers. Blowers. Bikes. And bitches. > papanoels 10/24/2013 at 17:42

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Please explain to me where I was pretentious. I made a simple math statement and he wants to come about and "school" me. So who is the one making a stab?

xxxxxx > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 17:44

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I wasn't trying to be offensive or mean in any way, just trying to show that there's another simple way.

04sneaky - Boxers. Blowers. Bikes. And bitches. > xxxxxx 10/24/2013 at 17:53

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I don't believe that, sorry. You don't say "quick math lesson" without being pretentious or trying to take a stab. I appreciate your comment, but starting it off like that is not the proper way.

SaabLife, because Gripen > AMC/Renauledge 10/24/2013 at 17:54

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Dude, you've made a lovely little write-up here and I'll give you points for that.

But I could give a damn about the chicken or egg argument of platforms that are so often tossed around between the beautiful business model that GM has relied off of for so many years. Or the lack of success that Fiat has had with their less than stellar mini-car line-up, that American's typically don't care for.

I just like the Opel look, that's the extent of it . Between the Astra and Verano, I'd gladly take the Opel counter part. The same goes for the rest of the Opel/Buick line-up. The sad truth is that Buick has been to the edge and back many times and finally has a secure foot being backed by China (lets not kid ourselves, that's where the money is, which is why it has such a larger priority over the US). I'm glad for them. Nothing would suck more than GM going kill-happy again and remove one of it's original brands from the line-up.

Would Opel do well here?

Who knows. That's in the realm of opinion.

Would GM ever do that?

Did you seriously even need to say that "No. No they wouldn't"?

Let's not try to be so condescending next time, ok?

xxxxxx > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 17:59

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Well then excuse me. I was trying to be brief and to the point.

04sneaky - Boxers. Blowers. Bikes. And bitches. > xxxxxx 10/24/2013 at 18:01

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And excuse me for coming off in the wrong way as well.

xxxxxx > 04sneaky - Boxers. Blowers. Bikes. And bitches. 10/24/2013 at 18:05

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Yay happy ending

...unless that was a pretentious stab at me XD
I kid, I kid(I think)

04sneaky - Boxers. Blowers. Bikes. And bitches. > xxxxxx 10/24/2013 at 18:08

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Haha! Definitely not.

AMC/Renauledge > SaabLife, because Gripen 10/24/2013 at 18:31

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I think it's fine that you prefer the Opel look to the Buick look. I understand. And I'm sorry about the condescending tone. I guess I got carried away in the face of comments like, "Skylark? Sorry, but it's really hard to take you seriously with a screen name like that" like I got today.

I'm a Buick guy. I've found that people these days don't really understand the brand, or continue to cling to perceptions that GM foolishly cultivated for the 20 years of mediocrity they put the brand through between the GNX and the Enclave.

The idea that people would say "A small car? A manual trans? A hatchback? A turbo? But isn't Buick for old people?" seems silly to me. Buick made small cars for decades (some as MT hatchbacks!), and was successful with them. All four attributes even coexisted in the same model 27 years ago.

So the Adam or GTC or Verano Turbo aren't really a far cry if you know history.

I was born in 1983...back in the day when Buick offered everything from the compact Skyhawk to the massive Estate Wagon to the Regal T-Type to the Riviera convertible. Buick would go on to sell a million units in 1984 and again in 1985 and though the cars weren't great, they catered to everyone, young and old, enthusiast or not.

But for most of my life, they were "the brand that GM forgot", as everything interesting was pared from the line and the brand's bread-and-butter models each went the better part of a decade between updates.

There was a time when Buick was aspirational, even for young people. And I want them to get there again.

I watched Eagle, Plymouth, Oldsmobile, Saturn, Pontiac, and Saab (I had an '89 900 and loved it) all die. But my favorite brand, Buick, got a reprieve. Not just because it does well in China, but because it was still profitable in America in the dark days of 2008/09, when GM needed profits. I want to see it be given the products it deserves and the competent marketing to succeed.

So that's where I'm at.

SaabLife, because Gripen > AMC/Renauledge 10/24/2013 at 19:02

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It's all good. No disrespect intended on my part. Personally I love the platforms that run between Buick/Opel. Hell, the Regal GS is a fantastic vehicle (test drove one last year). I'm just not crazy about the grill. Everything else? It's a fantastic vehicle.

You are spot on about the public perception of what Buick is, which is a difficult problem for the brand in the last 20 years. I will give GM credit for sticking with the brand, especially with the company trying to focus in on the younger crowd, which they seem to be making their way through.

Much respect for sticking with them on your part. I know I've gotten a good amount of flack for being a Saab fan, before and after it went belly up.

AMC/Renauledge > SaabLife, because Gripen 10/24/2013 at 19:04

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Yeah, Saab is also deserving of a lot of love.

And I did a huge touchdown dance the day the first new NEVS Saab rolled off the Trollhattan line a few weeks ago. I've missed 'em.

wabbastang > MontegoMan562 is a Capri RS Owner 10/24/2013 at 23:52

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Fortunately for Buick..... NO ONE CARES!!!!!!!!!!!!!!!!

And your math is right whether we're talking model years or actual current date vs release date. September 2013-September 1972=41 years.

n1zm0 > Alex Murel 10/25/2013 at 09:32

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Is it because there's only one Buick you know from the past 30 years before the latest gen that imo was a NICE Buick? You say the name Buick to me, first thing that comes to mind is old people boat cars.

MBaer > SaabLife, because Gripen 10/25/2013 at 13:22

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Turn you "Buick Regal" back into Opel Insignia

http://opel.gtxgp.com/conversion/con…

Alex Murel > DuckDraper 10/25/2013 at 14:34

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Visually it's great. Mechanically it leave quite a bit to be lusted after.