GM Needs New Buick Regal, Chevy Cruze To Be Hits

TOM KRISHER

DETROIT (AP) — Two General Motors cars due in showrooms next year must be hits to help the automaker turn around sales and pay back its big debt to U.S. taxpayers.

The Buick Regal midsize sedan and Chevrolet Cruze compact, both sold in key segments of the U.S. car market, face stiff competition and other obstacles to success.

GM was to roll out the Regal on Thursday in Los Angeles, and it's counting on the sleek-looking sedan to claw out a new market for the once-stodgy Buick, now the official brand of bingo night at the senior center.

Buick has been absent from the tough midsize market since 2004, while the Cruze was recently put on hold because GM wasn't happy with how it drove.

Executives have high hopes that the Regal, much of it designed by GM's Opel engineers in Ruesselsheim, Germany, can help bring younger buyers to Buick, crucial to the brand's long-term growth. Currently the median age of a Buick customer is around 68, but GM is targeting new models for those in their 40s and 50s, said Craig Bierley, Buick's product marketing director.