The Buick Riviera was an automobile produced by Buick in the United States between the 1963 and 1999 model years. A full-size coupe or personal luxury car, the early models of the Riviera in particular have been highly praised by automotive journalists and writers.
Origin of the name
The Riviera name first entered the Buick line in 1949. It was an optional bodystyle rather than a model, and denoted the new two-door pillarless hardtop, which was described as "stunningly smart." The Roadmaster Riviera (along with the Cadillac Coupe de Ville) constituted the first mass production use of this bodystyle, which was to become extremely popular over the next 30 years. GM was first again in 1955 with the four-door pillarless hardtop, so the Riviera option was then available in two configurations. Over the next several years it was offered in all model ranges, including the Buick Century, Buick Special, and Buick Roadmaster. Since it was a body style designation and not a model, however, the Riviera name did not usually appear on the car. The last usage of the term "Riviera" to describe hardtops was coincidentally 1963, only on the #4829 Electra 225 Riviera 4-dr hardtop.
Origins of the personal car
In the very late 1950s GM began to feel the need for a personal luxury car to compete with the highly successful Ford Thunderbird—a uniquely styled, two-door, four-passenger car with an image of both comfort and performance. The design that became the first Riviera was created as a Cadillac model in this style, the XP-715, possibly to be called LaSalle, after Cadillac’s smaller “companion” car of the 1930s. Its styling was reportedly inspired by GM styling chief Bill Mitchell's visit to London during the period, when he was struck by the sight of an elegant, custom-bodied Rolls Royce in the fog. He later said that "knife-edged" styling was what he wanted for the new model—Rolls Royce lines, but with a lower profile and a bit of Ferrari thrown in for performance. The design itself was penned by stylist Ned Nickles.
The management of Cadillac was not particularly interested, since the division was very successful at the time and needed all their production capacity for their existing models. In an unusual move, in 1960 the project was thrown open for competition by the other divisions. Buick Division, which was desperate to revive its flagging sales, enlisted the aid of the McCann-Erickson advertising agency, with which it had just signed, to create its presentation. Buick won, and the finished design was adapted to a shortened version of Buick's cruciform frame. The design was substantially the same as the original, although the hidden headlights -- originally concealed in the fender grilles -- were initially omitted for cost reasons.
First Generation (1963-1965)
The production Riviera had a unique body shell, the E-body, later to be shared with the Oldsmobile Toronado and Cadillac Eldorado. Its shortened frame gave a wheelbase of 117 in (2972 mm) and an overall length of 208 in (5283 mm), 6 inches (152.4 mm) and 7.7 in (195.8 mm) shorter, respectively, than a Buick LeSabre, but slightly longer than a contemporary Thunderbird. At 4190 lb (1900 kg), it was about 200 lb (90.7 kg) lighter than either. The suspension was designed for sportier handling than other Buicks, with a higher roll center to reduce body lean. Other components were typical contemporary Buick: a 401 (6.5L) or 425 cu. in. (6.9L) V8, Twin Turbine automatic transmission, coil springs all around, power steering, and large finned drum brakes.
The Riviera was introduced on October 4, 1962 as a 1963 model, with a base price of $4,333, although typical delivered prices with options ran upwards of $5,000. Production was deliberately limited to 40,000 or less to increase demand.
With the same power as the larger Buicks and less weight, the Riviera had sparkling all-around performance: Motor Trend magazine found it capable of running 0-60 mph (0-96 kph) in 8 seconds or less, the standing quarter mile in about 16 seconds, and an observed top speed of 115 mph (184 kph), although 125 mph (200 kph) was feasible with a longer run. Fuel consumption was a meager 13.2 mpg (18.4 L/100 km).
The Riviera continued with minimal trim changes for 1964, differing mainly in substitution of the Turbo-Hydramatic for the old Twin Turbine. Changes for 1965 were limited to the introduction of the Gran Sport option, which included Buick's most powerful engine, the 425 V8 with dual four-barrel carburetors, giving 360 horsepower (SAE gross), a numerically higher 3.42 axle ratio, dual exhausts, and stiffer heavy-duty suspension. Externally, the headlamps were concealed behind clamshell doors in the leading edges of each fender, as in the original design.
Total sales for the three model years was a respectable 112,244. All in all, the Riviera was extremely well-received and considered a great success, giving the Thunderbird its first real competition. This first Riviera is considered a styling landmark, and is quite collectible today.
Second Generation (1966-1970)
The Riviera was redesigned for the 1966 model year. It retained its cruciform frame, powertrain, and brakes, but it wore a longer, wider, more curvaceous E-body, a shell it now shared with the Oldsmobile Toronado. A notable styling point was the absence of vent windows, a feature GM had introduced with a flourish in the 1930s. Headlamps remained concealed, but now behind the main grille rather than in the fenders. Unlike the sister Toronado, the Riviera retained a conventional rear-wheel drive layout. It was now some 200 lb (90.7 kg) heavier, so acceleration with the unchanged engines was slightly slower. The Gran Sport package remained available as an option.
1967 was substantially the same except for the adoption of Buick's entirely new V8 of 430 cu. in. (7.0L) displacement and 360 gross horsepower to replace the old 425 'nailhead.' Disc brakes became optional for the front wheels only.
1968 and 1969 had a reshaped nose and softer suspensions, but few other changes, and the 1970 was restyled -- unattractively, by most judgments -- with exposed headlamps and rear fender skirts. The engine was upgraded to 455 cubic inches (7.4L), the largest engine Buick has offered to date, rated at 370 hp (276 kW) SAE gross. Even so, sales dropped in the final year, although with 227,669 sold over five seasons, it was more successful than the original, if less distinctive.
Boat-Tail (1971-1973)
The Riviera was radically redesigned for the 1971 model year with flowing and dramatic "boat-tail" styling. Designed under Bill Mitchell's direction, it was penned by Jerry Hirshberg, future head of design for Nissan, mating the fastback rear window design of the 1963 Corvette Sting Ray coupe to the E-body platform. The design was originally intended for the smaller GM A platform, and the use of the E-body -- expanded for 1971 by three inches (76.2 mm) in wheelbase and more than 120 lb (55 kg) heavier -- produced controversial looks. The 455 engine had a lower compression ratio to meet EPA emissions requirements, reducing power to 315 hp (235 kW) with 330 hp (246 kW) in the Gran Sport. Performance remained reasonably brisk, but the Riviera's sporty image was rapidly fading. One noteworthy advance was Buick's Max Trac system, a rear-wheel anti-lock braking system that also acted as traction control, preventing wheelspin during acceleration on slippery surfaces. Although useful, it was rarely ordered.
Despite these features, Riviera sales for 1971 dropped to 33,810, the lowest to that time. The 1972 Riviera was little changed, with the 455 engine switching to net power ratings, 225 hp (167.9 kW) or 250 hp (186.5 kW) with the Gran Sport, although the actual drop in net power was only 5 hp (3.7 kW). Sales remained moribund at 33,728. For 1973 the 250 hp engine became standard, with 260 hp (194 kW) on the Stage One, which replaced the Gran Sport. 34,080 were sold.
The rest of the third generation (1974-1976)
The Riviera lost its controversial boat-tail roofline for 1974, as well as its forward-jutting grille. Thus modified, it looked a great deal more conventional, lacking its former distinction. The tamer-looking Riviera was no lighter, and its standard 455 lost more power, dropping to 210 hp (156.7 kW) and 245 (182.8 kW) for standard and Stage One models. Max Trac was dropped for lack of interest.
The revised styling did nothing for sales, which plummeted to 20,129. The Stage One was dropped for 1975, and the standard engine's output dipped to 205 hp (152.9 kW). Sales for 1975 were 17,306, rallying slightly to 20,082 for 1976.
Fourth Generation (1977-1978)
Buick downsized the Riviera for 1977, sharing the newly smaller GM B platform. It was, in most respects, a Buick LeSabre coupe with unique styling. It was reduced to a wheelbase of 115.9 in (2944), down 6.1 in (155 mm), and an overall length of 218.2 in (5542 mm), down 4.8 in (122 mm). Weight dropped some 660 lb (300 kg). The 455 was gone, replaced by a 350 cu. in. (5.7 L) Buick V8 engine with 155 hp (115.6 kW) or Oldsmobile-built 403 cu. in. (6.6 L) with 185 hp (138 kW).
Sales were up modestly to 26,138 for 1977 and 20,535 for 1978, although this was strictly a transitional model.
Fifth Generation (1979-1985)
1979 saw the debut of the first front-wheel drive Riviera on a trimmer, 114 in. (2896 mm) wheelbase, now sharing its mechanical design and redesigned, downsized E-body with the Cadillac Eldorado and Oldsmobile Toronado. The Olds 403 was droppped, but the 350 remained, as did a new turbocharged V6 engine of 231 cu. in. (3.8L) displacement with 185 hp (138 kW). The new car became Motor Trend’s Car of the Year. Sales more than doubled, to 52,181 for 1979 and 48,621 for the very similar 1980 models.
1981 saw the Turbo renamed T-Type and the demise of the 350 engine in favor of the 307 cu. in. (5.0L) Chevrolet small-block V-8 with 140 hp (104.44 kW). A strange new option was a diesel engine with a mere 105 hp (78.3 kW), offered through 1985. 1982 also saw the first-ever Riviera convertible, although relatively few were built, owing to very high prices. A turbocharged Riviera convertible was chosen to be the pace car at the 1983 Indianapolis 500, although most softtop Rivs had the V-6 engine.
Overall sales made the 1980s Riviera a great success, reaching 65,305 for the 1985 model year.
Sixth Generation (1986-1993)
The E-body coupes were further downsized for 1986, to a 108 in (2743 mm) wheelbase shared with the mundane Buick Regal. The V-6 was now the only engine, rated initially at 140 hp (104.44 kW). This generation was noted for advanced electronic instrumentation, including the first automotive touch-screen controls. The smaller dimensions, generic styling, and lack of V-8 power soured buyers, and sales plummeted to 22,138 for 1986, only 15,223 for 1987, and a dismal 8,625 for 1988. A restyle for 1989 that added 11 inches (279.4 mm) to the overall length (on an unchanged wheelbase) helped, but only incrementally, boosting sales to 21,189 for 1989, but dropping to a low of 4,555 for 1993, the shortened final year of that model. The last 1993 Riviera rolling off the Hamtramck, Michigan assembly line on December 10, 1992.
Seventh Generation (1995-1999)
There was no 1994 Riviera, but a restyled, larger model returned for 1995, now with the option of a supercharged version of the 3800 V-6 with 225 hp (167.8 kW). The new Rivieras were built in Orion, Michigan. The very first 1995 Riviera rolled off the assembly line on May 23, 1994.
1999 was the last model year for the Riviera, a very short, production ceasing on November 25, 1998. The final 200 cars had special silver paint and trim and were denoted “Silver Arrow” models, a designation which harkened back to several Silver Arrow show cars that had been built off Riviera bodies by Bill Mitchell.
Some reports have indicated that Buick briefly considered using the Australian Holden Monaro coupe as a basis for reviving the Riviera. This did not happen, but the car did come to the U.S. as the new Pontiac GTO.
See also
- Riviera Owner's Association has many helpful links for Riviera information.