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General Motors

Buick drops Regal price to reignite brand's U.S. sales

Buick drops Regal price to reignite brand's U.S. sales

General Motors is dropping the sticker price of its Buick Regal sedan as it tries to reverse sagging sales at the brand and counter a consumer migration to crossovers and sport-utility vehicles. GM announced the new pricing strategy in a letter to Buick’s dealer council Thursday. The brand told its dealers that the new prices will appeal to a broader range of buyers of midsize cars. "Ultimately, we’re giving our customers greater value without sacrificing the features they want.” While the price of the lowest trim model remains the same, the sticker for the 2016 Regal GS, the fanciest model, drops to $34,990, about $3,300 lower than the 2015 model. Prices...

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