General Motors to build new midsize Buick Regal at factory in Oshawa, Ontario

GM to build new midsize Buick at Canadian factory

DETROIT — General Motors Co. will build a new Buick midsize car at its assembly plant in Oshawa, Ontario, the company announced Wednesday.

Production of the 2011 Buick Regal will begin in the first quarter of 2011 at the plant, which has been working overtime to keep up with high demand for the Chevrolet Camaro muscle car. Oshawa is along Lake Ontario just east of Toronto.

The Regal, based on the Opel Insignia, is a key product for the brand, which has an average buyer age of 70 and is trying to attract buyers in their 40s and 50s. GM says the Regal will have much crisper handling than previous GM midsize models, as well as electronic gadgetry that appeals to younger buyers.

Initially the Regal will be produced at an Opel factory in Ruesselsheim, Germany, but it will switch to Oshawa in 2011, GM said.

The Regal is the third new vehicle to be built in Canada as part of a production commitment GM made with the Canadian and Ontario governments, which have provided aid to keep GM running while it restructures.

GM has about 9,000 workers in Canada.