1940 Buick Series 70 Roadmaster

Buick introduced its six different 1940 models on September 22nd of 1939. The Roadmaster received a new Series 70 designation to accommodate the new Series 80 Limited, positioned below the Series 90 Limited.

The entry-level Buick model for 1940 was the Series 40 Special, with prices of $895 to $1,355. Its wheelbase grew by an inch to 121-inches and came with a 248 cubic-inch inline-8 with overhead valves, mechanical valve lifters, and five main bearings. It shared this engine with the Series 50 Super which also had a 121-inch wheelbase and a length of 204-inches. Distinguishable features included the lack of running boards and Bedford cord upholstery in a two-tone tan. Next in the pricing scheme was the Series 60 Century with a 126-inch wheelbase, a length of 209-inches, and powered by a 320.2 CID inline-8. Prices of the Series 60 ranged from $1,200 to $1,345.

The bulk of Buick's 1940 sales were from the Series 40 and Series 50, with the Series 40 accounting for forty-one percent of Buick's total and the Series accounted for forty-six percent. The Series 60's combined sales were under four percent of Buick's total.

The engine powering the Series 60 was the same found in the Series 70, Series 80, and Series 90. It used mechanical valve lifters, a Carter or Stromberg carburetor, five main bearings, and developed 141 horsepower at 3,600 RPM and 130 lb-ft of torque at 1,000 RPM. All engines were backed by a three-speed sliding transmission with a single dry plate clutch and column controls. Hydraulic brakes on all four wheels provided the stopping power.

1940 Buick Roadmaster
The 1940 Buick Roadmaster Series 70 had the same body shell as the new Series 50 Super line with body styles that included a touring sedan, convertible phaeton, convertible coupe, and sport coupe. The sport coupe had a base price of $1,275 and 3,921 examples were built. The convertible coupe listed for $1,430 and 606 examples built. The most popular was the touring sedan with a price of $1,360 and 13,583 examples built. The most exclusive was the $1,770 convertible phaeton which had 235 sales.

The Series 70 interiors were Bedford cloth in either tan or gray.

Above the Series 70 was the Buick Limited Series 80 and Series 90. The Series 80 rested on a 133-inch wheelbase while the Series 90 had a larger 140-inch platform. The 133-inch wheelbase had previously been used for the Roadmaster and prices ranged from $1,550 to $1,950. The Series 90 was offered as a 6- and 8-passenger touring sedan priced at $1,940 and $2090 respectively, and the limousine at $2,200.

Buick automobiles had found success during the late 1930s and early 1940s due to its expanding model line, beginning with the Special that was priced at just $200 more than comparable Chevrolets. The Buick quality, prestige, and potent eight-cylinder engine were attainable by a very broad market. Their sales had grown steadily by offering a quality car to buyers with more conservative tastes. They were popular with professionals including lawyers and doctors who wanted a comfortable, high-quality car but without an ostentatious appearance.

Buick vehicles were renowned for their engineering excellence, with an advanced overhead-valve inline eight-cylinder engine, hydraulic brakes, and an independent front suspension. They were quiet, smooth, and sophisticated.

Buick produced their four millionth automobile on November 18th of 1940 and enjoyed record production totals surpassing 310,000 units this year.

by Daniel Vaughan | Feb 2021