The new Verano 1SV and Regal 1SV are on sale today at Buick dealerships.
"We'd like to see the models on the consideration lists of a broader range of consumers," Richards said in a phone conversation on Monday.
The new Verano 1SV starts at $21,990, including a $925 destination charge, reflecting a $2,315 price decrease from the previous entry-level model.
The new Regal 1SV starts at $27,990, including shipping, down $2,925 from the previous entry-level model.
"The key is the two are now more closely aligned in terms of pricing and content with their competitive set," Richards said. "There is limited content, limited color on the two."
He said the 1SV trim level on the Verano skips the 7-inch touchscreen, remote start, rearview camera and Bluetooth. It also lacks satellite radio.
The Regal 1SV does not have a turbocharged engine. It is equipped with a 2.4-liter four-cylinder Ecotec engine that delivers 182 horsepower.
Edmunds says: A great way to lure entry-level car shoppers into Buick showrooms.