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BUICK RIVIERA

Unique Cars

Issue 483

MARKETING A two-door ‘personal’ car wasn’t new territory for Buick, but within three years of reviving the Riviera name, its stunning new design was selling 45,000 cars a year into a sector dominated by Ford’s Thunderbird.

The 1963-65 Riviera used engines from Buick’s full-sized Electra range and enclosed them in sleek bodywork with hidden headlights. Basic interiors were plush, even before selections were made from an extensive options list which included air-conditioning, power windows, brushed nylon trim, AM/FM radio and power seat adjustment.

A GS pack added sports wheels and uprated tyres, fast ratio steering and a limited slip differential. Power disc brakes still cost extra though.

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