The first generation of the Buick Riviera, produced from 1963 to 1965, remains one of the most celebrated and influential designs in American automotive history. As Buick’s entry into the burgeoning personal luxury car market, the Riviera set a new standard for style, performance, and luxury. With its sharp lines, sleek proportions, and unmistakable presence, the first-generation Riviera is still considered a design masterpiece that influenced the direction of American cars for years to come.
The Birth of the Riviera: 1963
The Riviera was introduced in 1963 as Buick’s answer to personal luxury coupes like the Ford Thunderbird. Designed by Bill Mitchell, Buick’s chief stylist, the Riviera was intended to be elegant, sporty, and different from the more traditional models in Buick’s lineup. Its long hood, short rear deck, and fastback roofline created a sleek and aggressive look, often compared to European grand tourers.
One of the defining characteristics of the first-generation Riviera was its knife-edged styling, which gave the car a crisp, clean profile. The front featured a bold, squared-off grille flanked by hidden headlights that contributed to the car’s distinctive appearance. Buick kept the design free from excessive chrome, which allowed the car’s lines to speak for themselves. The Riviera’s restrained use of ornamentation made it stand out in an era known for flashy details.
1963 Riviera: The Introduction
When it debuted in 1963, the Riviera was offered with a 6.6-liter (401 cubic inch) V8 engine, producing 325 horsepower and 445 lb-ft of torque. Known as the “Nailhead” engine, it provided ample power for effortless highway cruising. The car featured a sophisticated suspension system and power steering as standard, ensuring a smooth and responsive driving experience.
Inside, the Riviera was all about luxury. The interior featured high-quality materials, bucket seats, and a center console—further enhancing the driver-focused layout. It came equipped with standard features like power windows, air conditioning, and a tilt steering wheel, making it one of the most luxurious cars of its time.
1964 Riviera: Refinement
For 1964, Buick made minor refinements to the Riviera without altering its successful design. The hidden headlights from the previous year remained, and the overall shape of the car continued to draw admiration from enthusiasts and critics alike.
The most notable update for 1964 was the introduction of a more powerful engine option—the 7.0-liter (425 cubic inch) V8, producing up to 340 horsepower. This gave the Riviera even more performance, solidifying its reputation as a luxury coupe with muscle car capabilities. This engine option became popular for those seeking greater power while maintaining the Riviera’s luxurious persona.
1965 Riviera: A New Front-End Look
The 1965 model year saw more significant changes to the Riviera’s design, particularly in the front fascia. The most noticeable update was the relocation of the hidden headlights, which were now concealed behind clamshell doors integrated into the grille. This gave the 1965 Riviera a more futuristic and streamlined appearance while maintaining the car’s elegant profile.
Mechanically, the 1965 Riviera retained the 401 and 425 cubic inch V8 engine options. A Gran Sport performance package was also introduced, offering a more aggressive rear axle ratio, dual exhaust, and stiffer suspension for enthusiasts who wanted a sportier driving experience. The Gran Sport package, coupled with the Riviera’s luxury features, appealed to drivers who sought both performance and refinement.
A Legacy of Elegance
The first-generation Buick Riviera is often considered one of the most beautifully designed cars to come out of General Motors during the 1960s. The Riviera’s perfect blend of European-inspired design and American luxury earned it a lasting legacy in the automotive world. Even today, the Riviera is admired by collectors and enthusiasts for its timeless style and groundbreaking design.
Production numbers were relatively low for a car of its stature, with fewer than 113,000 first-generation Rivieras produced from 1963 to 1965. This exclusivity only adds to its appeal as a collector’s item, with well-preserved examples fetching premium prices at auctions.
Key Updates of the First Generation:
- 1963: Introduction of the Riviera with the 401 cubic inch V8 engine, hidden headlights, and sleek design.
- 1964: Minor updates, introduction of the 425 cubic inch V8 engine for increased power.
- 1965: Significant front-end redesign with clamshell headlight covers, introduction of the Gran Sport performance package.
A True American Icon
The first-generation Buick Riviera remains a symbol of mid-century automotive design and luxury. It combined powerful performance, elegant design, and cutting-edge technology in a way that captured the spirit of the 1960s. The Riviera’s influence on car design is undeniable, and its first generation continues to be a sought-after classic for collectors who appreciate style and substance.
Summary of Key Features (1963-1965 Buick Riviera):
- Engine Options: 401 cu in (6.6L) V8 (1963-65), 425 cu in (7.0L) V8 (1964-65)
- Transmission: 3-speed automatic
- Body Style: 2-door coupe
- Notable Features: Hidden headlights (with clamshell covers in 1965), Gran Sport package (introduced in 1965), luxurious interior, power windows, and air conditioning.
The Buick Riviera’s first generation is a hallmark of elegance, performance, and innovation, continuing to captivate classic car enthusiasts to this day.
New Photos courtesy of Don Laughlin’s Classic Car Museum, taken by George Wakim.
This article was crafted with assistance from Chatgpt
