In the 1960s and early 1970s, muscle cars flourished in the US. However, during this very period, a car of a completely different class, the Buick Riviera, was especially popular. This was a luxurious hardtop coupe with a powerful engine. Riviera, like the Cadillac Eldorado, was one of the benchmarks in its class.

Source: Mecum Auctions

Until 1963, the name “Riviera” denoted the most luxurious equipment in the brand’s line of luxury automobiles. In the late 50s, GM management was in dire need of a new model – the personal luxury coupe, which would become the main competitor of the Ford Thunderbird. It didn’t work out with the Corvette – a sports vehicle – small, tough, and extremely fast. In 1963, Buick showed the world the first generation of “land yacht”. It was precisely such associations that the car’s name evoked. French-born American industrial designer Raymond Loewy named it “the most beautiful American automobile after his Studebaker”. His opinion was shared by Italian automobile designer Sergio Pininfarina. After such reviews, the vehicle was doomed to success – over 100 thousand cars were sold in the first three years. The second generation became even larger and more luxurious – based on the Cadillac Eldorado platform. However, the apotheosis of the “land yacht” was the third generation, presented in 1971.

The origins

Source: DUB Magazine

The first automobile appeared in 1949, but its name was used rather as a designation for a specific body – namely, a hardtop rather than a separate model.  In this sense, it was used until 1963, when the automobile became a separate line. Its appearance had nothing in common with other Buick models of that era, although the frame used for it as a standard Buick, was only shortened and narrowed. The model was produced exclusively with a coupe body, thereby becoming one of the founders of the “personal luxury coupe” class of cars that was emerging in the US. In 1968, the vehicle received completely new front and rear parts. It looked almost the same in 1969. In 1970, the model again underwent serious restyling. 1971 was the year of another redesign. The model went back to its roots in a way, again getting the reverse sloped front end always associated with the shark’s nose, but the back end was in the “boattail” style popular in the early 1930s…no longer accepted by all.

The 1972 model year

Source: Wallpaper Flare

The third-generation model radically changed the design of the body. It was developed by Bill Mitchell and Jerry Hirshberg. As a result, the vehicle lost its sporty character. And the main advantage of the new generation was the appearance of Max Trac. This was a special traction control system that did not allow slipping during a trip on a slippery road. The new cars received a dynamically narrowed stern section and smooth lines. The future head of the design department of the Nissan Corporation took part in the development of the interior. During the development process, the car received a wheelbase increased by 76 millimeters, became heavier by 55 kilograms, and acquired an upgraded power unit, the power of which reached 255 hp. From standstill to hundreds, the automobile accelerated in 8.1 seconds. Remarkably, the new look was so unusual that the car was either loved or hated. The exterior received an unusual design with a pointed tail in the style of “boattail” (stern of the boat) and a huge rear window. “Ultra trendy” styling gave the vehicle a personality but scared away the general public. The average American buyer was not ready to perceive such a catchy appearance. As a result, sales fell below 35 thousand cars annually, even though in 1969, almost 53 thousand cars, not the most successful sample, managed to be sold. In 1972, a 250-horsepower engine began to be installed on a car in the Gran Sport modification.

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Source: Drive2

Dark green Riviera of 1972 release was featured in the popular 90s TV series about the brave Canadian policemen “Due South”.

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1967 Riviera is the pinnacle of the Buick family in the personal luxury coupe class. Extravagant style and a huge power reserve have made it the most sought-after luxury car of the 60s, thanks to the high praise of experts and automotive journalists.

Source: Auto Vercity

Riviera was named after the rich and charming French Riviera. From the very beginning, the car was designed to combine the dynamics of the famous sports car Ferrari and the lux respectability of Rolls-Royce. The car first appeared in the Buick line back in 1949 as a two-door hardtop and was touted as “stunningly smart.” It was one of the first dual-core hardtops. In the 1960s, GM lacked a personal luxury car to compete with the highly successful Ford Thunderbird, a uniquely styled two-door that soared in popularity as it transitioned from a two-seater to a four-seater. To fill this gap, an experimental design was created for the Cadillac XP-715, dubbed “LaSalle” after GM’s former luxury marque. Its angular look was reportedly inspired by a visit by GM chief designer Bill Mitchell to London during the period when he was struck by a custom-bodied Rolls Royce car. He later said that the “knife-edge” styling was what he wanted from the new model, but with a lower profile. When Cadillac took over the project in 1960, the project was put up for competition by other GM divisions. Buick, desperate to revive falling sales, won the contest by enlisting the help of the McCann-Erickson advertising agency to create its presentation. Initially called “LaSalle” and later “Riviera”, the finished design was adapted to a shortened version of the model’s existing cruciform frame. In 1963 the model became the flagship of the Buick model line, immediately securing success in the USA.

Source: Hemmings

1967 Riviera – the jewel of the Second Generation

The new generation, compared to their predecessors, got a new design and technical specifications. The body transformed and became more figured, slightly lengthened, and expanded. At the same time, the ventilation window was removed. The large dimensions and increased weight category with the same engine slowed the acceleration of the car. Thanks to this update, sales of the model immediately jumped. In 1966, the second generation of cars was launched into the series. Endowed with smooth forms, the car had become more like the famous Oldsmobile Toronado, but the similarities ended on the outside. The second generation received an extended wheelbase and a much more massive two-door body. In 1966, sales rose to 45,000 a year. The next year, the most significant update for the 1967 release was replacing the old venerable 425 “Nailhead” engines: they were no longer installed on the model and new 4.3-liter engines were offered, which were more reliable and produced the same power. Replacing the 425 with the new 430 ccs was smoother, more reliable, and produced the same 360 ​​horsepower (270 kW) and 475 lb-ft (644 Nm) of torque in performance. Also, when operating the car, fuel consumption has decreased significantly. This, too, could not but affect car sales – they grew noticeably.  Powerful disc brakes with Bendix four-piston calipers became optional on the front wheels, but most Rivieras were still ordered with Buick’s high-performance ribbed aluminum brake drums. Cosmetic changes were few and limited to the addition of a wide, horizontal, centrally located, full-width chrome grille that extended over the headlight doors and side marker lights.

Source: Drom

In 1967, US mandatory safety equipment was introduced to improve occupant protection during a crash, including an energy-absorbing steering column, non-protruding control knobs, 4-way hazard warning, padded interior surfaces, seat-back locks (on 2-door models), dual-circuit hydraulic brake system (with warning light) and shoulder strap attachments. Rivieras complied with all requirements and had a full range of safety features.

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The unique design and decent level of equipment always set apart this brand’s cars. Moreover, this combination made a name for the brand and quickly gained millions of fans around the world. No wonder, the 1967 model is probably one of the most cinematic cars of the last century. This car has appeared in films such as Fletch Lives (1989), Kingpin (1996), Dirty Deeds (2002), La chamade (1968), Death Race (2008), Death Race: Inferno (2013), and much more.

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In the turbulent 60s, when the rivalry between the major automakers was at its height, GM was challenged to combine the dynamic performance of a sports car with the glamor and glitz of Rolls-Royce.

Source: FavCars

Back in the 60s, the Thunderbird’s success became a thorn in the side of General Motors’ top management. Of course, the empire was considered the main leader of the big Detroit three, in terms of sales and profitability. However, Chrysler was deservedly known as an engineering fiefdom and the avant-garde of technical progress, and Ford held the palm in matters of style and design trends. And this was not an exaggeration at all: if we take the success of the Falcon, Thunderbird, and later the Mustang, which not only became classics of the genre but also turned into the founders of new market segments. The situation urgently needed to be corrected. But since none of the GM affiliates had anything worthwhile to offer (at least nothing worthwhile, according to the president of the corporation), the task of “creating something extraordinary” was left to an experimental development studio led by a former chief stylist Buick by Ned Nickles. More importantly, the project, which received the code name XP-715, was taken under his patronage by GM Vice President of Design Bill Mitchell – not only a dexterous manager but also a talented artist who enjoyed great prestige in design circles.

Dynamic like a sports car and chic like a Rolls-Royce

Source: FavCars

Mitchell took a fresh look at the automotive design and abandoned the trendy “airplane” style when developing the XP-715 concept. The final shape of the XP-715 was formed after Mitchell’s trip to London in 1959. Intrigued and hungry for inspiration, he went across the Atlantic to see the latest European car industry at the London auto show. True, at the exhibition itself, Bill did not see anything outstanding, but fortune smiled at him on the way … to the hotel. “We were returning from the exhibition, it was a typical London evening: damp and foggy when suddenly I saw a parked Rolls-Royce,” Mitchell recalled a moment of wonderful inspiration much later. “Its silhouette, accentuated by the rays of the lamplight, its bold lines, and sharp angles simply delighted me! I immediately understood what our new project should be”. Returning to the States, Mitchell discussed the idea with Ned Nickles, and the Ford Thunderbird competitor project, based on the pre-war La Salle and the aristocratic Rolls-Royce, spun with renewed vigor. This version satisfied the GM vice president completely. Mitchell was delighted – finally, GM had a car that no one would call pathetic even against the background of the trendy Thunderbird!

1963 Riviera

Mac’s Motor City Garage

Following the fashion trends of the time, this car was the most stylish in its segment. The separate grooved instrument dials and a narrow, sloping center console made this machine a real epitome of European chic. Separated by a transmission tunnel, four separate seats were installed inside, and the steering column was height adjustable. Leather and wood were used in the decoration, and air conditioning, cruise control, power steering, radio, power windows, and front seats were installed, which made Riviera akin to science fiction. The initial version was equipped with a 6.6-liter 325-horsepower V8, and a 7.0-liter 340-horsepower engine was available for a surcharge. With a 3-speed “automatic”, a more powerful version showed good dynamics, given its mass of 1900 kg – it accelerated to 100 km/h in 8 s and developed 200 km/h. Of course, the average fuel consumption was huge – 17.8 l / 100 km – but gasoline in those days cost a penny. The presentation of the new model took place at the end of 1962, and its production began in 1963. For its time, the coupe was not cheap: it cost $4,300, more expensive than all other Buicks and at the level of the Chevrolet Corvette and Jaguar E-Type. In modern money, this is $ 35,000. Riviera immediately became successful and produced 40 thousand cars in the first 12 months.

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Source: AutoHS.ru

When the Buick prototype was ready, Cadillac and Chevrolet refused to release it under their brand. But representatives of the remaining trio: Pontiac, Oldsmobile, and Buick, expressed extreme interest in it. Especially the guys from Buick needed a new project to save the brand from collapse. Buick Management perseverance won in a creative competition organized by GM.

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