Buick. . .Ah, Um, Regal, That’s Right, Regal

From the official announcement that the next sedan to come from Buick will be named “Regal”: “The Regal name has played a very important role in Buick’s history for many years and continues to be one of the top Buick nameplates recalled by consumers even though it’s been out of the market for the past six years.” This is a little confusing.

From the official announcement that the next sedan to come from Buick will be named “Regal”:

“The Regal name has played a very important role in Buick’s history for many years and continues to be one of the top Buick nameplates recalled by consumers even though it’s been out of the market for the past six years.”

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This is a little confusing. Buick wants to be positioned as a forward-looking company that can compete with brands that use alphanumerics as the names of their products, be they European or Japanese companies. Rather than going down that road—which isn’t necessarily the right one—they’ve actually dusted off the old dealer brochures and are bringing back a name that went out of use earlier in the decade.

(Some might cite the Regal Grand National as a car that was hot, but most people refer to that as simply the “Grand National” or the “GNX,” not as a Regal.)

So, outside of the parenthetical people and the Chinese (where the name has lived on) which consumers recall the name “Regal”? Probably not the ones that Buick is trying to attract to the showrooms.