With the 1978 Regal, Buick proved it could offer traditional Buick style and comfort in a smaller and more sensible package.
The luxury-themed Buick Regal, introduced in ’73 as Century sub-model and promoted to stand-alone brand in ’75, was a popular and successful addition to the Buick lineup. But still, it could be seen that the basic platform (introduced back in 1964) was not as efficient in space and weight utilization as it could be, and buyer’s tastes were changing. When General Motors’ intermediate A-body cars were downsized for 1978, the Regal came along as well, and the result was an even bigger seller.
There were no major engineering changes in the new A-body package—it was essentially a clever miniaturization of the previous platform. The previous body-on-perimeter-frame construction continued with the wheelbase shrunk from 112 to 108.1 inches. But overall length was shrunk by more than a foot, while lighter materials and trimmer components were used throughout. The result was a net weight reduction of 650 lbs and a more competent and manageable machine. Car and Driver magazine, among others, gave high praise to the improved interior packaging and roadability.
While there were still V8s on the order blank, the standard engine was the Buick V6 launched back in 1962, now vastly improved with revised cylinder heads and an even-fire crankshaft with offset rod throws. The 3.2-liter (196 CID) base version produced just 95 hp, but far more common was the LD5 V6 with 231 CID and 105 hp, invariably coupled to a Turbo-Hydramatic three-speed. The optional V8s included two 305 CID Chevy small-blocks with 145 hp (two-barrel carb) or 165 hp (four-barrel), but most buyers opted for the V6.
One major development for ’78 was a turbocharged version of the V6, offered in the Regal and LeSabre (above). Only three manufacturers in the world—Porsche, Saab, and Buick—-offered turbochargers in production cars at the time. Actually, Buick’s turbo V6 arrived in two states of tune: the LC5 with a two-barrel carb and 150 hp, and the LC8 with a Rochester Quadrajet and 165 hp.
While the Buick setup was primitive by later standards, it did include one important innovation: a piezoelectric knock sensor threaded into the block that enabled real-time control of ignition timing. Over the next eight years the turbo was steadily improved, acquiring an intercooler and sequential fuel injection in the 1986 T-Type/Grand National that became a Buick legend.
The turbo package was offered in a specially trimmed and equipped edition called the Regal Sport Coupe (above), which at $5,958 was the most expensive model in the lineup. Meanwhile, the base Regal Coupe listed at $4,885, while the Limited offered seating and interior upgrades and more sound insulation for $5,268. Surprisingly, the turbocharged Sport Coupe found more than 30,000 buyers in the first year—an encouraging buyer response to an unfamiliar technology.
Right-sizing the Regal for 1978 proved to be the right move at the right time for Buick as sales rose to nearly 237,000 cars, a 23 percent increase over 1977 and 30 percent of the GM division’s total volume that year. In 1982 a four-door was added and in this basic form, the Regal (now designated a G-body) remained in the Buick lineup through 1987.
The added Regal sedan was a huge seller. The humpback (but not hatchback) Century coupe and sedan that debuted in ’78…what were they thinking???
I always thought that between it and the very clean, almost European front of the Century, it would’ve been better as a Chevy while the more Brougham-nosed 6-window notchback body Chevrolet came up with was classy enough to be a Buick.
Either one is still better than the hack job “formal roof” 4 window sedan with its rear door vent windows that are at an odd angle to everything else about the roofline. They were made to echo the wagon D pillars and were just used without changing them.
The execution of the slantbacks was off, but basically the slantback problem can be filed under “stuff happens.” GM corrected in 24 months and the world kept turning. Note that the X bodies reserved the fastback for the lower brands and made Buick and Olds exclusively notchback 18 months later.
European brands were going fastback. Those are buyers Buick craved, not Ma and Pa Kettle.
It’s a mistake to think that Buick was intended for heartland buyers. When Buick was big in the Fifties it was a big city brand. It was an aspirational brand that appealed to ambitious, stylish younger people. I have a picture of my aunt and uncle with their 57 Super convertible while he was in grad school. She was sitting on the trunk lid in shorts and a spaghetti strap top.
The Buick’s V6 is a classic but I don’t care for GM’s styling during this era. Although I’m aware that they had larger issues to focus on at the time. The Regal is not unattractive, just bland and it seemed like every GM car used the same style of roof. The good news is that this generation of Regal was successful and kept the lights on during a difficult period. I still wish that Buick had been sacrificed instead of Oldsmobile.
The Malibu and the Le Mans (and the Buick and Olds slantbacks) are cleanly styled. The premium coupes continued the frosting and curlicues from the Colonnade coupes. With a line that big, there’s probably no harm in offering something for everyone.