Buick Regal Party Shows How Far the Automaker has Come
Jan 28 2010 by Lori Hindman
Tell the truth: What comes to mind when you think of Buick? Cardigan sweaters and BenGay, right? Octogenarians in Miami Beach and your grandparents? These days, Buick is having some work done — an eye lift, a facial peel and a little under-the-hood rejuvenation. It’s no longer your grandfather’s car company, and the 2011 Buick Regal launch party was the perfect example of this.
When I first got invited to the party for “Buick enthusiasts,” I hesitated. I mean, who is a “Buick enthusiast?” I had visions of old guys playing checkers on the front porch of the local market and grandmothers who carry their knitting in their purses. But the invitation said singer Colbie Caillat was going to play, and I love her. Also it’s kind of my job to go to these things, so I took a deep breath and went to the party. Wow, was I ever wrong about Buick.
The event was held at the Hollywood Palladium, a venue rich with history. Blue lighting illuminated a curtained area in the center of the dance floor, while colored spotlights wove through the crowd. The young, well-dressed crowd mingled with cocktails in hand. A band played at one end of the building, while two separate buffets offered cuisine by chef Wolfgang Puck. The Buick Enclave and LaCrosse were on the floor, open for admiration, but the Regal was hidden behind the curtain. Most of these events aren’t nearly this fancy, but we thought it’d be fun to give our readers a behind-the-scenes look at the Regal party.
GM bigwigs — Bob Lutz, vice chairman; Susan Docherty, vice president of sales, service and marketing; and Ed Wellburn, vice president of global design — joined members of the press in a private room to answer questions about Buick. (Docherty drives her kids around in an Enclave, by the way.)
Later in the evening, after some serious investigation of the buffet, the big moment came. Lutz and Docherty unveiled the new Buick Regal amid camera flashes and applause. I was pleasantly surprised by how great the Regal looks. Traditional Buick elements remain in the grille and tail section, but the middle is all sport sedan. We’re talking big, slanted headlights; sculpted shoulders; and sleek sweeps of chrome.
After the big unveiling, Caillat put on a great show. I sang along with most of the set list; I think she liked that — or filed for a restraining order.
With its lineup, Buick is remaking itself in a major way. They even packed a big-time Hollywood venue and showed all if us that Buick is no longer your grandfather’s car company.
User Comments
Buick, the new Saturn, warmed over Opels, Chinese-made whatcha-ma-call-its.
Do’nt be fooled, GM products are Union made, by fair compensated workers the world round, there not for mean Darwinian types, they are made by decent human beings for decent human beings, kind of like German cars but far less expensive.
Nice car!
Please tell me you are smart enough to know the crowd of “Buick enthusiasts” were not Buick owners (other than those people who work for GM who own a Buick), but were marketing people and others invited to the private party to improve the perception of the brand.