• by Karl Greenberg , December 4, 2009

If Buick is on a mission, as Buick's Product Marketing Director Craig Bierley said it was in a speech at last week's L.A. Auto Show, the 2011 Buick Regal -- unveiled there -- represents the mission statement. The company is hoping the new Regal will help turn the brand from aged to agile, and staid to steroidal. "This is Buick's new performance flagship with European-inspired ride and handling that will defy preconceived notions about driving a Buick," he said.

"We're rapidly building an all-new portfolio that will transform the brand and what it represents," he said, adding that the Enclave SUV brought in younger and more diverse buyers to a brand whose average buyer is in his 60's. Bierley said Buick sold its 100,000th retail Enclave in October, "so it's been a strong performer as well."

He added that the latest iteration of the Buick LaCrosse, which was launched this year with ads calling out Lexus, has tripled the rate of conquest sales -- those made by people who had not owned a LaCrosse previously -- and nearly quadrupled its conquest rate against import brands. Bierley said LaCrosse's consideration has increased more than eight times compared to a year ago.

The Regal is being positioned as a sport sedan with European roots, as the car came out of GM's Opel unit and shares a platform with the Opel Insignia -- the bestselling mid-size sedan in Europe today, per GM.

Since launching it in China late last year, GM has sold more than 64,000 Regals. Bierley said combined LaCrosse and Regal sales there boosted overall Buick sales in China 48% this year. "We're not sure how high is high with our customers in China, because LaCrosse and Regal continue to sell out virtually every unit we can produce," he said, adding that the average Regal buyer in China is 36 years old.

Regal comes to the U.S. market next spring, positioned against performance-driving sedans like Acura TSX and Volvo S60. The car comes with a turbocharged option and something Buick hasn't seen in years -- a six-speed manual gearbox.

Bierley said GM will announce pricing early next year, "but our strategy is clear. It will be a premium sedan without a premium price tag," he said. The next car will go a step further into territory that Buick has not visited: compact sedans. The company will introduce a premium compact.

Buick had its best month of the year in November, with retail sales up 33% versus the month last year. The company says sales of the new LaCrosse are strong, up 238% versus last year. Sales of the Enclave crossover rose 33% compared with the same month a year ago.