BUICK LAUNCHES SUPERCHARGED CHALLENGE;
OFFERS $500 SAVINGS ON REGAL - OR ITS COMPETITORS

DETROIT -- Buick is taking comparison shopping to a new level this summer. In eight markets, Buick is offering owners of competitive vehicles $100 for test driving a Buick Regal and $500 if they subsequently buy or lease a Regal. But, going beyond that common approach, Buick is showing its confidence with an additional offer. If the competitive owner test drives a Regal and buys or leases a new competitive model anyway, Buick will still provide the $500.

The program, titled the Buick Regal Supercharged Challenge, runs through Sept. 15 in Atlanta, Baltimore, Boston, Los Angeles, New York, Philadelphia, San Francisco and Washington D.C. In the rest of the country, competitive owners can download a certificate from www.regal.com good for $100 after test-driving a Regal.

"When we ask competitive owners to drive a Buick Regal in research clinics, virtually all are very impressed and come away with a strong willingness to buy one," said Mark Hines, Regal brand manager. "Our challenge then is to entice the competitive owner to test drive the Regal.

"The Supercharged Challenge does this by putting our money on the line. We are confident that competitive owners will be very interested in purchasing Regal if they try it, so much so that we'll pay them $500 if they test drive Regal and purchase a competitive product. Of course, if they opt for the Regal they also receive the $500."

This is the third year of the Buick Regal's Supercharged Challenge comparing Regal and its competitors: Ford Taurus, Dodge Intrepid, Toyota Camry, Mercury Sable, Nissan Maxima, Mazda 626, Honda Accord and Nissan Altima. In the original Supercharged Challenge, Buick actually placed competitive vehicles in its dealerships for customers to compare.

The Buick Regal Supercharged Challenge will be supported by newspaper and Internet advertising. Purchases must be made within 90 days of the test drive to be eligible for the $500 offer. All monies are delivered via U.S. bonds.

With more power and more safety features than any car in its class, Regal, Buick's sporty midsize sedan, is dubbed the official car of the Supercharged Family. "Regal is designed to provide outstanding safety and security without sacrificing power, comfort or style," said Hines. "We have a clear picture of our customers, and Regal injects a needed dose of fun into the often hectic lives of supercharged families."