On Wednesday, October 14, 2009, Buick announced that the Regal nameplate would be returning, set to christen the automaker's latest mid-size sedan expected to arrive on showroom floors late in 2010 or early in 2011.

The Regal name has been out of action for approximately six years, but remains closely associated with Buick. The company hopes to capitalize on that association in the mind of consumers.

The underpinnings of the new Regal will likely be close relatives of the Opel Insignia and the LaCrosse, both recent launches by General Motors that have fared well in the marketplace. Rumor suggests that the Regal will take its place in the Buick line-up below the LaCrosse and will ultimately replace the Lucerne.

In the statement issued by Buick GMC, spokeswoman Susan Docherty said, "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. We're thrilled to announce that the Regal will be the next member of the Buick family.

In its bid to recapture market share and recover from the international automotive industry crisis, Buick homes to offer products that are more eye-catching and trendier. Advertising efforts with the LaCrosse have sought a younger, newer audience for the brand and have enjoyed a level of success sufficient to give the Regal more than a fighting chance with prospective buyers.