Buick tried to conquer a more significant chunk of the market with the third generation of the Regal.
It was introduced in 1987 as a 1988 model year.

The new W platform was designed for better handling and comfort. It was the first front-wheel-drive Regal, and it showed a lack of experience in that area. Still, the comfort, look, and amenities led to enough sales, so the car was kept on the assembly lanes until 1996, with regular updates for the look and for the drivetrain.

The Regal’s grille was inspired by the Greek Parthenon, guarded on its sides by the headlights. With big, corner-mounted, turn-signal lamps, it offered a premium look. But that image was kept only or a few years until GM started to change it. Initially, it was offered in a base Custom trim level, with an option for the Limited version. The red light strip in the back of the car provided a futuristic look for those times.

The interior was designed too conservative for customers that didn’t want to experience new technologies. It was the same situation with the Cadillac buyers, who preferred walnut and leather instead. But Buick customers were surprised by the digital display, which was offered as an option. It wasn’t any TFT or LCD unit, but a LED-based system. A bucket-seat option was available.

Under the hood, the Regal started with a 2.8-liter V6 engine that offered a mere 125 hp. Later on, a 3.1-liter and a 3.8-liter were added to the list. All of them were mated to a 4-speed automatic transmission.