1963 BUICK Riviera 6.6

Vehicle Overview

The first generation of the Buick Riviera Coupe was launched in 1962 as a direct competitor for the Ford Thunderbird, which was already at its second generation.

The personal luxury car was a new concept, and the Ford Thunderbird was ahead of the game. General Motors didn’t have anything to compete against it. A concept car, named Cadillac “LaSalle” was shown but it didn’t get the necessary attention. In 1960, the project was open for other GM brands and Bill Mitchel, the GM styling chief, was “struck by the sight of a custom-built Rolls-Royce”, as he declared later on. The final touches were drawn by the stylist Ned Nickles.

A long body with concealed headlights behind the grille, a “Coca-Cola bottleneck” quarter panels, and a huge chromed grille were the main ingredients of the 1963 Buick Riviera Coupe. To keep the costs low, it used an existing Buick platform, but shorter and narrower. Even if it was shortened, it was still longer than the Thunderbird.

Inside, there was a luxurious vehicle that featured a three-speed automatic transmission, air-conditioning, and bucket seats front and rear. The leather and wood interior confirmed the status of a personal luxury car, meaning that the vehicle was meant to be driven by the owner, but still enjoy the comfort. As a last detail, Mitchell placed a hook on the front right side of the dashboard. It was there for ladies to hang their purse.

Under the hood, there were two engine options: a 6.6- and a 7.0-liter V8 with plenty of torque and enough power to sprint the car to 60 mph (97 kph) in under 10 seconds, which was a very fast time for the era.