Buick Drawing Younger Buyers

Although in the past, Buick’s vehicles have been stereotyped as cars for an older demographic, the brand has found ways to reinvent itself through the past few years, developing new models which are both sleek and sophisticated.

The average age of a Buick buyer five years ago was 64. Now it’s 57.

The restyled Buick Regal is largely responsible for attracting thsi new segement of younger buyers. The average age of a Buick Regal buyer is just 43, and about 50 percent of the drivers who purchase Regals have previously purchased import cars from brands like Lexus, Acura, Volkswagon, Volvo and Audi.

Speaking of which, the Buick Regal has received a few improvements which will help it compete with top import brands. IOne of the changes is an overhaul of the touchscreen IntelliLink system to include speech recognition. All-wheel-drive has alos become an option and the turbocharged four-cylinder engine has been updated as well.

Improved Power

Turbocharged engines are very popular because they allow the car to be downsized to improve efficiency without taking away the power that makes the car feel sporty. The engine was revised to improve power to rival import brands. The mid-level Regal is equipped with 295 foot-pounds of torque and 259 horsepower. This is an 18 percent improvement over the current model.

Buick is confident that the changes they have made in engine power will translate to better performance on the highway. Less friction means smoother operation and better efficiency. Estimates of fuel economy for the upcoming 2014 models have yet to be released.

The Regal GS and Regal Turbo come standard with the turbocharged engine. The GS is also equipped with enhanced suspension, steering and braking systems. It’s styling is also sportier than previous models. Buyers can purchase the Regal GS with a six-speed manual transmission, which is not often available in an American car.

The four-cylinder engine that was the base model in previous years is now available as an option. This engine includes the GM eAssist system that is called “mild-hybrid” because it’s less complicated than complete hybrid systems that are available in the Toyota Prius and Chevy Volt.

Revised IntelliLink System

The revised IntelliLink system is another draw for buyers. This system offers touchscreen controls that include swipe and drag capabilities similar to those on a smartphone or tablet. The system is also equipped with Siri, the same digital assistant that is standard on many Apple iPhones.

Buick has simplified the controls in the center console to make them more streamlined and less confusing. The new steering wheel also includes controls for the stereo and other functions.

Styling and Accident Avoidance

The taillights and headlights have been replaced with LED bulbs and two-tone interior treatments are now available. The instrument panel has also gained a digital color display. The Regal is also equipped with several accident avoidance and detection systems, including a lane-change alert system that lets the driver know when there are vehicles approaching quickly in the next lane.

Buick is sandwiched between the upscale Cadillac brand and the mass-market Chevrolet brand from GM. A Regal GS with every option pushes the pricepoint into the territory of a basic Cadillac, several thousand less than the Cadillac ATS.

Conclusion: The newly redesigned Buick Regal has what it takes to compete for younger buyers with import brands.