Buick, faced with an aging Regal and U.S. consumers that continue to abandon midsize and large sedans for crossovers and SUVs, is lowering prices as much as nearly 9 percent on the car for 2016.
Duncan Aldred, head of Buick, told dealers on Friday the Regal lineup is being “simplified and attractively priced” to appeal to a broader slice of American buyers.
The Regal will be offered in 4 trim packages for 2016 -- down from five for 2015. The biggest price cut -- $3,320, or 8.7 percent -- will come on the high-performance GS, from $38,310 to $34,990, Buick said.
The price for the Regal with premium II trim will drop by $2,535, or 7.2 percent, to $32,490 for 2016.
Pricing on the Regal Group package is falling by $1,000 to $29,915.
For 2016, the base Regal’s price will remain unchanged at $27,990. All pricing includes destination charges.
Content among the four packages will remain the same for 2016, Buick said.