You might call it a heroic task, an essential duty handed down from generation to generation. Or, if you’re being uncharitable, it’s more like a mission impossible for these changing times. Either way, it’s hard to deny that the folks at Buick have been given something of a monumental challenge in reinvigorating the once-staid brand and getting people excited about a sedan as buyers continue to reject the form out of hand. You’d need a highly specialized tool to walk that razor-thin line—enter the 2018 Buick Regal GS, a 310-horsepower, naturally-aspirated liftback with a lot to prove.
For many, the Regal nameplate conjures up images of rounded, front-wheel-drive boats with a bench seat up front and ashtrays in the back. That was especially true in the early aughts, when the Buick Park Avenue, LeSabre, Century, and Regal were all shades of the same color. After Buick’s popularity in China spared it from the executioner’s sword during the recession, the bosses at GM raided their Opel division across the Atlantic to bring a little European style to the brand back home, resulting in four co-developed products: the Buick Verano (Opel Astra), Buick Encore (Opel Mokka), Buick Cascada (Opel, uh, Cascada), and of course, the re-launched Buick Regal (Opel Insignia).
It’s easy to scoff at the “better living through corporate synergy” ethos on display here, especially since badge engineering is partly what sunk the old GM in the first place, but there’s no question the Opel-Buick partnership has drastically improved their lineup. The Buick Regal is no exception, as the car’s refreshed styling at the start of the decade helped draw the praise of critics and propel it to over 40,000 sales in 2011. In an effort to highlight the brand’s performance heritage, the Gran Sport (GS) trim was added, offering a more powerful four-cylinder engine, a sportier suspension, and a six-speed manual transmission.
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