Buick revives Regal name for upcoming sedan

Buick confirmed on Wednesday that it's resurrecting the Regal nameplate for its next midsize sedan.

Additional details weren't announced, but the car is expected to arrive on the market next year or in 2011. Though the Regal name has been mothballed for about six years, Buick says it remains one of the brand's most recognizable.

The announcement is being made at a meeting of 1,000 dealers this week.

Look for the Regal to use underpinnings similar to those on the LaCrosse and the Opel Insignia, two of General Motors' recent, well-received launches. The Regal would be shorter than the LaCrosse in length, and it would slot in below the LaCrosse, which ultimately would take over as Buick's flagship after the expected phase-out of the Lucerne.

“The transformation of Buick began with our luxury crossover, the Buick Enclave, and continued this year with the launch of the 2010 LaCrosse premium sedan,” Susan Docherty, Buick GMC general manager, said in a statement. “We're thrilled to announce that the Regal will be the next member of the Buick family.”

Buick is looking to remake its image with trendier, more eye-catching products and has been hawking the LaCrosse at a new audience with more youth-oriented advertisements.

A Regal based on the Insignia went on sale in China last year.

By Greg Migliore