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Ear viEw
30
63 ’ Buick
RIVIERA
by Barry Kluczyk
photo general Motors Corp.
Used with permission, gM Media Archive
By the early 1960s, American automakers were
diversifying their product lineups at an unprecedented
pace. Whereas the previous 50 years of automotive
marketing saw each brand offer one basic vehicle
platform, but in a variety of models, trim and body
configurations, the 1960s saw a move to distinct,
different-sized products. This was a result of competition
from foreign brands that offered smaller, more efficient
cars — cars that Detroit simply could not counter with its
traditional one-size-fits-all model.
So, in response to Volkswagen and other similar imports,
a new class of American compact cars, including the
Chevy Corvair, Pontiac Tempest and ford falcon, was
born. Interestingly, the counterpoint to the imports’ small
cars also gave rise to a uniquely American vehicle class:
the intermediate. They were the midsize, “personal” cars
designed for the growing class of suburban commuters
who typically drove alone to and from work.
One of the first and most expressive intermediates was
the 1963 Buick Riviera. It was one of renowned gM
designer Bill Mitchell’s finest creations, with gracefully
flowing lines highlighted by a classic long hood/short
rear deck proportion and a subtle “Coke bottle” effect
aft of the doors.
The Riviera did much to change the image of Buick as
a staid, conservative brand. With its comparatively racy
styling and dimensions that were much shorter and
narrower than the full-size Buick models, the Riviera felt
downright sporty behind the wheel. That feeling was
reinforced by the power from its standard 401-cubic-inch
Nailhead V-8 or the optional 425-cubic-inch engine.
Curiously, the 425 engine carried a sticker that read “Wildcat
465,” and in a break from convention, the 465 didn’t denote
the engine’s displacement or horsepower rating, but the
torque rating (the horsepower rating was 340).
Inside, the Riviera continued to defy the public perception
of Buick, with standard front bucket seats, a center
console, floor-mounted shifter and a jet-age-inspired
instrument panel.
About 40,000 examples of the 1963 Riviera were sold,
and it remains one of the most sought-after non-muscle
cars of the 1960s. With its classic Bill Mitchell styling and
perfect proportions, it’s easy to understand why it
interests enthusiasts and collectors.
from the pressure of industry change, the Riviera
emerged a diamond. n
A BOX THAT’S WORTH
A THOUSAND PHOTOS
A future TSS customer takes the ACDelco box for a
spin at the legendary Indianapolis Motor Speedway.
The ACDelco box visits
South Africa, expecting
lions and tigers, but
finds only penguins.
ACDelco’s great parts are found throughout the
world. Now it’s your turn to show us where. grab
any ACDelco part box off the shelf and take it with
you wherever you go. Snap a photo of the
ACDelco box, then send it to Intune for a chance
to see it in our next issue.
Send photos electronically to:
intune@leoburnett.com
Or mail to:
Leo Burnett Detroit
Attn: Intune – Bree Erin Brownlee
3310 West Big Beaver
Suite 107
Troy, MI 48084
The easy-riding ACDelco box is ready for a wind-blown ride—as soon as a square helmet is found.