Flagship saloon will be sold as the Buick Regal
15 October 2009

The Vauxhall Insignia is set to be sold in the US, badged as the Buick Regal.

The Insignia is the current European Car of the Year and its sale in the US forms part of the General Motors’s plans to improve sales as it exits Chapter 11 bankruptcy protection.

Buick is one of four key brands maintained by GM, alongside Chevrolet, Cadillac and GMC. GM has discontinued the Pontiac and Saturn brands and it is currently negotiating sales of Opel/Vauxhall and Saab.

The saloon car is already sold as the Buick Regal in China and the name will now extend to the US model. Before the Chinese model was announced, it had been six years since any Buick model wore the Regal nameplate.

Susan Docherty, Buick GMC general manager, said in a statement: “We're thrilled to announce that the Regal will be the next member of the Buick family.” The statement also said that Buick dealers were the first to know the new name of the car, as part of GM’s new strategy to be honest, open and engage with them.

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