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Buick Considers Launching A Wagon In The USA, Could Come In 2018

Buick is considering the launch of a wagon in the USA, based on the next generation of the Regal.
2016 Buick Regal Sport Touring 4 photos
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Buick representatives have refused to comment on the potential launch of a station wagon model on its domestic market, but sources claim dealers were shown renderings of a next-generation Regal in two body styles at a closed-door meeting.

We are writing about a national dealer meeting held in late May, where Buick dealers were shown a GS performance model based on the next-generation Regal, as well as two body styles - a wagon and a sedan.

Buick is expected to launch the next generation of the Regal in the second half of 2017, as a 2018 MY vehicle. Meanwhile, reports quoted by Automotive News announce the arrival of a Regal Wagon in late 2018. As with the ongoing Regal, Buick is expected to share the platform and underpinnings of the next generation model with Opel’s Insignia.

Back in Europe, General Motors’ Opel division is testing the next Insignia. It is also expected to come to market in 2017, and it will have a Wagon body style, along with a five-door model. The four-door sedan version of the Insignia has already been discontinued, as the German brand saw customers preferred the five-door model instead.

However, research from IHS Automotive shows that American customers are not interested in wagons, as the body style represents approximately one percent of the market. As Automotive News observes, the research company does not expect the popularity of Wagons to increase in the coming years.

Meanwhile, Buick’s strategy is focused on targeting niche segments that are ignored by rivals, so the brand might have a shot of selling a Wagon in the USA.

Not all of Buick’s niche models have been successful at capturing customers, as crossovers exploded in popularity in the detriment of traditional body styles. In the case of Buick, the brand will discontinue the Verano compact sedan because of disappointing sales, while focusing on new SUVs and crossovers.


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