Concept Carz Home
 ManufacturersArrow PictureBuickArrow PictureRiviera (1963 - 1965)Arrow Picture1963 Buick Riviera 
1964 Riviera Image Right
 
Image credits: © Buick. GM Corp

1963 Buick Riviera news, pictures, specifications, and information

Sport Coupe
 
'America's Bid for a Great New International Classic Car'

Ad copy for the 1963 Riviera proclaimed it to be 'America's Bid for a Great New International Classic Car.' Authors Gustin and Dunham, in their definitive Buick book, state, 'It became a modern classic the day it was introduced.'

GM's answer to the 4-seat Thunderbird was originally intended to be named LaSalle and offered by Cadillac. Developed under the design leadership of Bill Mitchell, the 1963 Riviera was inspired by the classic lines of the Rolls-Royce.

The boldly understated styling featured a crisply-sculptured roofline, low profile, and frameless side glass. At 117 inches, its wheelbase was a full nine inches shorter than that of the flagship Electra. A stiff base price of $4,333 included substantial standard equipment such as bucket seats, console, 401 cubic-inch 'nailhead' V8, power steering and Buick's traditional Turbine Drive (Dynaflow) automatic transmission. Production was intentionally limited to exactly 40,000 units, in order to ensure exclusivity.

The Arctic White Riviera coupe displayed here is equipped with the optional leather interior and aluminum wheels.
Sport Coupe
 
Ad copy for the 1963 Riviera proclaimed it to be 'America's Bid for a Great New International Classic Car.' Authors Gustin and Dunham, in their definitive Buick book, state, 'It became a modern classic the day it was introduced.'

GM's answer to the 4-seat Thunderbird was originally intended to be named LaSalle and offered by Cadillac. Developed under the design leadership of Bill Mitchell, the 1963 Riviera was inspired by the classic lines of the Rolls-Royce.

The boldly understated styling featured a crisply-sculptured roofline, a low profile, and frameless side glass. At 117 inches, its wheelbase was a full nine inches shorter than that of the flagship Electra. A stiff base price of $4,333 included substantial standard equipment such as bucket seats, console, 401 cubic-inch 'nailhead' V8, power steering, and Buick's traditional Turbine Drive (Dynaflow) automatic transmission. Production was intentionally limited to exactly 40,000 units in order to ensure exclusivity.

The black Riviera seen here is completely original and unrestored, and has accumulated only forty thousand miles since new. It was first sold in London, Ontario in May, 1963. When the first owner passed away, the selling dealer reacquired the car and kept it in his showroom until 1990. The current owner purchased the car in 2006, after finding it a mere ten minutes from his home.
Sport Coupe
Chassis Num: 7J1006508
 
Sold for $30,800 at 2009 Gooding & Company.
The Buick Riviera is a very important and special automobile as it was one of the first projects created under the leadership of the legendary specialist Bill Mitchell. It was an elegant automobile with well-proportioned lines with sharp creases and a minimum of bright trim. These personal sports luxury coupes had bucket seats and a potent Nailhead V-8 engine mated to a smooth Dynaflow transmission.

This particular example is painted in Sapphire Blue with a luxurious interior upholstered entirely in white leather. There are period accessories such as a pair of trumpet horns mounted under the hood, simulated wire wheel covers and a liquid-filled compass mounted on the instrument panel. The prior owners of this car had it in their possession for two decades and campaigned it extensively on the Midwestern show circuit.

This car has a 401 cubic-inch eight-cylinder engine with overhead valves and a Carter AFB 4-Barrel carburetor. The 325 horsepower is sent to the rear wheels via a three-speed automatic transmission. There are four-wheel hydraulic 'Al-Fin' drum brakes and a double wishbone front suspension with a live rear-axle setup.

In 2009, this first-generation Buick Riviera was offered for sale at the Gooding & Company auction held in Scottsdale, Arizona. It was expected to sell for $25,000 - $35,000 and offered without reserve. The lot was sold for a high bid of $30,800 including buyer's premium.

By Daniel Vaughan | Apr 2009
Sport Coupe
Chassis Num: 7J1061872
 
Sold for $27,500 at 2009 RM Auctions.
The Buick Riviera was introduced for the 1963 model year. Its design features, performance, body styling, and cost put it in competition with the Thunderbird, Ford's 'personal luxury car.'

XP-715, later known as the Riviera, had aggressive frontal styling with European styling cues and based on the design work of Ned Nickels.

This 1963 Buick Riviera is an unrestored example wearing the original black exterior finish. The chrome and stainless trim, as well as tinted glass, a remote rearview mirror, and factory-installed chrome wire hubcaps are original to this car.

The interior is the original leather upholstery. There is power steering and brakes, a power front seat, power windows and vent windows, a power antenna, cruise control, air conditioning, tilt steering, trumpet-style horns, and an Autronic Eye. The transmission is a 'Twin Turbine Drive' two-speed automatic and the engine is a 425 cubic-inch unit that produces 340 horsepower.

In 2009, this Buick Riviera was offered for sale at the Automobiles of Arizona presented by RM Auctions. The lot was estimated to sell for $30,000 - $40,000 and offered without reserve. It was sold for the sum of $27,500, including buyer's premium.

By Daniel Vaughan | Apr 2009
Sport Coupe
 
The Riviera was new for 1963 and it was Buick's first entry into the specialty vehicle arena to compete with the Chrysler 300 and the Ford Thunderbird. It had high style, performance, handling and power. It was available only as a coupe, and for 1963, Buick produced 40,000 examples. The original prototype design study was called a Cadillac La Salle, but Cadillac turned it down and Buick took over the project.
A classic doesn't just happen. It is created. And the 1963 Buick Riviera was the well thought-out masterpiece of some of the best designers and engineers of its time.

It was a sumptuous car whose name appropriately conjured up vivid images of European sun resort of the very rich. With production deliberately limited to only 40,000 models per year, the Buick Riviera possessed an aura of sophistication and luxury quite as rare as that of the famous Mediterranean playground for which it was named.

Designed to offer some pretty stiff competition to other American luxury cars, the Riviera's body lines were a statement in refinement. Coupled with this classic style were also the hard-biting mechanics that propelled the Riviera beyond the ordinary into the extraordinary.

The engineers and designers of this automotive triumph worked to make the Buick Riviera the most beautiful mass-produced car in the country. Its razor sharp lines, highlighted by an edge that streamed along the length of the body, were reminiscent of fine European coachwork....yet its simplicity was something wholly and refreshing American.

Loaded with mind-boggling interior plushness - seats of leather, rich woodtone appointments, map and courtesy lights - the 1963 Buick astounded critics at the Paris Auto Show, who remarked on its handsome design and styling.

Its impressive 401 V-8 engine delivered 340 bhp and was capable of accelerating the Riviera to speeds that left no question as to its ability to perform alongside any of the competition.

Perhaps the advertising campaign for this beautiful piece of machinery was too successful....Buick had created a car that was the ultimate combination of luxury and performance. Fearing that people might interpret the Riviera's 'exclusive' image as meaning 'unaffordable', Buick decided to play down the advertising and pare down the options.

The beautiful 1963 model was the last to offer the suppleness of leather seating. The later models, while still classically styled, would have much more emphasis placed on their power than on their polish.
The Buick Riviera is a nameplate that was used for many decades by the Buick Company, lasting from 1963 through 1999 with a total production reaching 1,127,261. The Buick Company has been in business since 1902; actually David Dunbar Buick had a company that affixed porcelain to cast iron. In 1899 the plumbing business was sold and the Buick Auto-Vim and Power Company was formed. The purpose of this company was to produce gasoline engines, mostly for farm and marine use. In 1902 the company was reorganized as the Buick Manufacturing Company. As such, the Buick name is one of the old continuous automobile producers in American history - and the world.

The Riviera name has been in use for nearly four of those decades. But its history also goes much deeper, as the name 'Riviera' first appeared on a Buick in 1949. It was used to designate the new two-door pillarless hardtop, known as the Roadmaster Riviera. A couple of years later, in 1951, the Riviera was used to designate the Super 4-door sedan. The Super Riviera had a wheelbase that was 4-inches longer than the standard Buick Super and featured luxurious appointments such as extra interior trim. The Roadmaster still outclassed the Riviera, but it was close.

Buick again used the 'Riviera' name in 1955, this time for its four-door pillarless hardtop vehicles. For the next few years, the 'Riviera' hardtops would be available on all Buick lines, which included the Buick Special, Buick Century, Buick Super and the Buick Roadmaster.

The name 'Riviera' appeared alongside other model names until 1963, when it finally became its own model. Buick had been watching the market change during the 1950s with popular personal luxury car introduction such as the Ford Thunderbird. The Thunderbird had done really well at targeting a unique niche; its two-door sporty performance was similar to that of a Jaguar E-Type and Chevrolet Convertible, but not to the extreme. It married both comfort and performance into a package that was highly sought after by the American public.

GM's styling chief Bill Mitchell had visited London and been captivated by the Rolls-Royce custom bodied machines. They encompassed elegance with performance. Stylist Ned Nickles was tasked with creating a similar union and adapted to Buick's shortened cruciform frame. There were only a few differences from the prototype version and the production versions. The most visual were the forgoing of the hidden headlights in an effort to keep costs reasonable. This vehicle was unique; it did not share its body with any other GM product. It rode on a wheelbase that measured just 117-inches and had a length of 208-inches. Mounted under the elegant hood was a Buick V8 Nailhead engine that displaced 401 cubic-inches and matted to a Twin Turbine automatic gearbox. A 425 Buick V8 Nailhead engine was also available for those looking for slightly more performance. Aluminum finned drum brakes were standard, as was the power steering, buck seats, center console, and floor shifter. Popular options at the time were cruise control, power windows, power seats, AM/FM radio, wire wheel covers, air conditioning, and tilt steering wheel. Other options, such as leather, were offered but not that popular. Buick discontinued the leather option in after 1963.

On October 4th of 1962, Buick introduced their Riviera as a 1963 model. It carried a base price of just over $4,330 with most customers adding additional equipment and driving the price in the $5,000 range. Production was limited to just 40,000 units.

Considering other American luxury-performance machines of the time, the Buick was one of the best. It had luxury, low weight, superior performance, and style. Motor Trend traveled from zero-to-sixty in eight seconds and reached the vehicles top speed at 115 mph. The large V8 engines did not help the vehicles gas mileage which was about 14 mpg.

The Riviera's second year of production saw little changes. The 'R' emblem now appeared on the Riviera and would stay there for the next thirty-six years of production. The most dramatic change was with the gearbox, which saw the Twin Turbine replaced for a three-speed Super Turbine 400, also known as the Turbo Hydra-Matic. The 401 engine was no longer available; in its place was the 425 cubic-inch unit which offered 340 horsepower. A second engine was available, the Super Wildcat, which used dual Carter AFB four-barrel carburetors which boosted power to 360.

For 1965 Buick introduced the Gran Sport which came standard with the Super Wildcat V8 engine, a 3.42 axle ratio, upgraded suspension, and dual exhausts. Styling changes for 1965 included the hidden headlamps per the original design. The scoops located behind the doors and rear wheel arches were removed. The scoops had been for visual purposes only and did not provide any functionality so the removal did not pose any threats to overheating. The taillights were now incorporated into the bumper rather than the body. Tilt steering wheel was now standard and a black vinyl roof was added to the list of options.

Production of the first generation of the Riviera lasted from 1963 through 1965 with a total of 112,244 units produced. 40,000 were produced the first year, 37,958 in the second, and 34,586 for 1965. Though production began to slow a little by the third year, sales were still relatively strong, especially considering the competition.

In 1966 the Riviera was redesigned, now having a longer and wider body. The design became less boxy and more curvaceous and shared its design with the Oldsmobile Toronado. In 1967 the design was used with for the Cadillac Eldorado. Though the styling was new, the powertrain, frame and many mechanical components were the same as the first generation.

The Riviera rested on a 119-inch wheelbase and had a length of 211.2-inches. The bodstyle was a two-door hardtop and had rear-wheel drive. The Gran Sport package was still available. The front and rear bucket seats and center console were replaced with benches, which allowed for additional passenger room, now up to six. Strato bucket seats were still available, as were Strato bench seats with armrests.

In 1967 Buick introduced a 7-liter V8 engine which offered 360 horsepower and a very impressive 475 foot-pounds of torque. To help combat all this power, disc brakes with Bendix four-piston calibers were available for the front wheels. Most customers bypassed this option and kept the AlFin Buick drum brakes.

Changes to both the interior and exterior occurred in 1968. The instrumentation in the interior was new, sharing its design with other Buick models. The wipers were discretely hidden when not in use and the bumpers in both front and rear were given a new shape.

In 1970 the hidden headlamp design was dropped. The engine now displaced 7.4-liters with horsepower increasing to 370 and torque up to 500.

In 1971 the third generation of the Riviera was introduced. Sales had begun to slow for the Riviera, so the new design was well welcomed. The second generation of Riviera's had lasted from 1966 through 1970 with a total of 227,669 examples being produced.

The first generation of the Riviera had a distinct and memorable design; the third generation followed suite. It had a 'boat-tail', fastback two-door hardtop design courtesy of Bill Mitchell's guidance and designed by Jerry Hirshberg. The wheelbase was extended to 122-inches and powered by a 455 cubic-inch V8 engine. In order to comply with EPA emission standards, the compression ratio was lowered and horsepower now rated at 255. The Gran Sport had a slightly higher rating, at 265.

The design of the third generation Riviera was not well received, as sales were at 33,810. This was nearly identical the following year, with 33,728.

In 1974 the 'boat tail' roofline was replaced with a more conventional design. Most of the front end design was retained, such as the grille which came to a point and jutted forward. Slight modifications were made to keep it modern, but by doing so it lost some of its distinction. A landau half-vinyl roof was available on the list of options, as was the Stage One package which had replaced the Gran Sport in the prior year. A total of 34,080 Gran Sports had been produced.

In 1975 the front-end was modified, losing its forward-jutting appearance and incorporating quad rectangular headlights into its design. In the rear, the parking lights in the fenders wrapped around the sides. Sales for 1975 were 17,306 and raised slightly for 1976, at 20,082.

The Stage One was no longer available in 1975; in its place Buick offered the S/R which did have performance features, just not as potent as its predecessors.

The trend towards large cars had been appropriate with larger engines. As emission standards, government regulations and oil embargos had lowered the horsepower rating for the engines, most marques reduced the size and weight of their vehicles. For the Riviera in 1977, the size decreased and now built atop the B-platform. The wheelbase measured 115.9-inch wheelbase and a length of 218.2-inches. The standard engine was a 5.7-liter V8 which offered 115 horsepower. A more powerful 6.6-liter Oldsmobile engine was available, improving horsepower to 185.

1978 was Buicks 75th anniversary and to celebrate they offered a special 'LXXV' option for the Riviera which included a special two-tone paint scheme and additional luxury amenities.

Combined, sales for 1977 and 1978 were nearly 50,000, at 46,673. Of the two years, 1977 was the stronger with a total of 26,138.

In 1979, the Riviera was redesigned and reconstructed. It had a front-wheel drive layout for the first time, sat on a 114-inch wheelbase, and shared a design with the Oldsmobile Toronado and the Cadillac Eldorado. Motor Trend named it their 'Car of the Year.' A variety of engines were available including the Buick 350, and a turbocharged V6 engine that displaced 3.8-liters and produced 185 horsepower. The 350 was dropped in 1981 and replaced with an Oldsmobile 5-liter unit with 140 horsepower. By this time, the V6 252 cubic-inch engine was now standard.

In 1982, the big news was the addition of a convertible. This was the first time a convertible was offered on the Riviera. The following year, the Riviera Convertible was asked to pace the cars of the Indianapolis 500.

In 1986 the design and construction again changed, now having a unit body construction. The wheelbase measured 108-inches with a length of 187.2-inches. The engine lurking beneath the hood was a V6 which had a SAE rating of just over 140. A four-speed Turbo-Hydramatic 440-T4 was the only gearbox available. Disc brakes were standard. The Buick Riviera was ranked fourth on Motor Trend's Car of the Year for 1986.

Sales were low for this generation of the Riviera. The best year was in 1986 which saw 22,138. Things went south from there, with 1989 being one of the better years with 21,189 units produced. For 1993, only 4,555 units were produced, partially due to its shortened model year.

The Riviera name was not used in 1994 but re-appeared in 1995 on a G-body platform. The car had a 231 cubic-inch V6 engine and an optional supercharger which had 225 horsepower. Horsepower increased in 1996 to 240. The design was very modern featuring a rounded and curveacous body. The wheelbase measured 113.8-inches and had a length of 207-inches.

By Daniel Vaughan | Sep 2007
For more information and related vehicles, click here

BUICK TURNS 110: MOST SIGNIFICANT BUICK OF EACH DECADE
DETROIT – Remaining in business for 11 decades requires constant innovation, so choosing one model to represent a decade of significance can be a catalyst for debate. Among the hundreds of models designed and engineered for Buick, the 11 below stand out as the most significant for their respective decades since May 17, 1903. Let the debate begin. ◾1903-1912: The first Buick ever is quite significant, so Buick's first decade honor goes to the 1904 Model B. The first one of the line was so...[Read more...]
S 65 AMG AND SLS AMG GT FINAL EDITION IN TOKYO AND LOS ANGELES
Double world premiere for Mercedes-AMG November 15, 2013 - Affalterbach/Tokyo/Los Angeles Two motor shows, two new AMG high-performance vehicles: Mercedes-AMG is presenting the S 65 AMG and the SLS AMG GT FINAL EDITION simultaneously at the Los Angeles Auto Show and the Tokyo Motor Show (both from 20 November to 1 December 2013). Tobias Moers, Chairman of the Board of Management of Mercedes-AMG GmbH says 'The two new AMG high-performance vehicles represent the spectacular ...[Read more...]
MERCEDES-BENZ 2014 G63 AMG: THE ULTIMATE G-CLASS
 The latest technology for the AMG off-road icon: the new 2014 G63 AMG impresses with a state-of-the-art powertrain, expressive new design and improved efficiency. All this is largely attributable to the AMG 5.5-liter V8 biturbo engine delivering 536 hp and the AMG SPEEDSHIFT PLUS 7-speed automatic transmission. Every new AMG high-performance vehicle offers an outstanding mix of 'more power from less fuel' – and the G63 AMG is no exception. The 'strong man' in the AMG model range has been furt...[Read more...]
BUICK TURNS 110: MOST SIGNIFICANT BUICK OF EACH DECADE
DETROIT – Remaining in business for 11 decades requires constant innovation, so choosing one model to represent a decade of significance can be a catalyst for debate. Among the hundreds of models designed and engineered for Buick, the 11 below stand out as the most significant for their respective decades since May 17, 1903. Let the debate begin. ◾1903-1912: The first Buick ever is quite significant, so Buick's first decade honor goes to the 1904 Model B. The first one of the line was so...[Read more...]
RM Auctions Announces New Paris Sale To Take Place During Retromobile Week
• RM Auctions expands European presence with all-new sale in Paris during the Retromobile show week • Auction to be held within the beautiful surroundings of 'Les Invalides' in central Paris, 4-5 February, 2014 • Magnificent ex-works Gordini 24S already consigned in anticipation of another exceptional RM sale LONDON (20 June, 2013) – RM Auctions, the world's largest collector car auction house for investment-quality automobiles, is delighted to announce the addition of a new sale to...[Read more...]
Magnificent Series of Coachbuilt Classics To Grace RM's Amelia Island Concours D'Elegance Sale
• RM Auctions returns as the official auction house of the Amelia Island Concours d'Elegance, March 9, 2013 • Single-day sale features breathtaking roster of more than 80 investment-quality collector cars • Notable highlights include an outstanding series of coachbuilt classics headlined by a multi-million-dollar 1935 Duesenberg Model SJ Walker-LaGrande Convertible Coupe and a trio of Cords from the personal collection of Jim Fasnacht • Frequently updated list of entries available online at r...[Read more...]

Arrow Right 1963 Buick models
Buick LeSabre Series 4400
Buick Skylark Series 4300
Buick Special Series 4000
Buick Wildcat Series 4600
1963 Buick Concepts
Buick Riviera Silver Arrow I

Collectible: A Gathering of the Exceptional and Captivating
Similarly Sized Vehicles from 1963
Buick Riviera Silver Arrow I
Dodge Polara

Similarly Priced Vehicles from 1963
Oldsmobile Ninety-Eight ($3,980-$4,455)

Average Auction Sale: $14,908

 
Buick: 1961-1970
Similar Automakers
Buick History
Other models by Buick
Manufacturer Website

Buick
Monthly Sales FiguresVolume
September 201417,466 
August 201422,143 
July 201417,683 
June 201421,403 
May 201419,957 
April 201419,214 
March 201420,428 
February 201419,192 
January 201413,278 
December 201315,379 
November 201315,072 
October 201317,555 
(More Details)

 
C25
Centurion
Century
Electra
Enclave
Enclave SEMA Edition
Encore
Gran Sport
Invicta
LaCrosse
LeSabre
Limited
Lucerne
Master Six
Model 10
Model 70 Roadmaster
Model F
Model G
Park Avenue
Rainier
Reatta
Regal
Regal GS
Rendezvous
Riviera
Roadmaster
Series 40
Series 50
Skylark
Sportwagon
Standard Six
Terraza
Verano
Wildcat

1964 Riviera Image Right
© 1998-2014. All rights reserved. The material may not be published, broadcast, rewritten, or redistributed.