[staff]

Buick hopes Regal will reign on California roads

BUICK REGAL FORUM - When General Motors Co. takes the wraps off of the 2011 Buick Regal today at the Los Angeles Auto Show, it will be the third significant launch for the re-emerging brand.

The midsize car has success written all over its sheet metal. Its sleek design, aggressive stance, comfortable, high-tech interior and European performance provide all of the trappings for a successful run.

But it's still a Buick, and even GM executives acknowledge they face a challenge in reaching a new generation of buyers in places like California, where Asian brands are overwhelmingly popular.

"That's one of the reasons we're launching the Regal in California -- we have to reach those customers if we want to survive," said Susan Docherty, GM vice president sales and former Buick-GMC general manager.

The new Regal, based on the Opel Insignia, will be the third critically acclaimed vehicle for the brand, following the Enclave and the LaCrosse. Pricing for the Regal has not been released. Production is slated to begin in the first quarter of 2011.

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