1954 Buick Series 70 Roadmaster

In 1954, Buick achieved a milestone by becoming the first automaker to build one-half million hardtops. They would produce over 531,000 vehicles during the year, which placed them third in the industry.

1954 marked the introduction of the sixth-generation Roadmster flagship, and compared to its predecessor, the chassis was lowered and widened, and the handling was greatly improved. The redesigned Roadmaster bodywork was more streamlined than its predecessor, with a very similar appearance to the less-expensive sibling, the Super. One of the few distinguishable differences on the exterior was the ventiports, with the Roadmaster having four while the Super had three. Roadmaster script could be found on the rear quarters and within the deck ornament.

The Roadmaster sold for around $500 more than the Super, and where customers saw the difference was on the interior. The Roadmaster featured more luxury and amenities than the Super. The upholstery was much posher and the interior was fully carpeted. There was a wider array of leather, broadcloth, and nylon combinations available. Standard equipment included power steering, power brakes, Dynaflow automatic transmission, windshield washers, glare-proof rearview mirror, electric clock, deluxe wheel covers, foam-cushioned seats, foam-backed carpets, padded dash, and, on certain models, power windows and a power seat. Sedans also received a rear seat armrest. The 76C Convertible had power-operated windows, top, and seat adjustment. Options included 40-spoke Kelsey-Hayes wire wheels, a power seat, a radio, and an electric antenna.

Even with the Roadmaster Convertibles' price tag of $3,521, sales were not deterred and it was the second most prolific convertible sold through Buick Dealerships totaling 3,305 units.

Buick had replaced their traditional straight-eight engine in favor of an all-new V8 design. The 322 cubic-inch with 8:1 compression unit offered 200 horsepower and was much more compact, lighter, and robust with a smaller footprint than the previous inline-eight.

The most popular Roadmaster body style was the Riviera Sedan which had a base price of around $3,270 and 26,862 units were built. The hardtop had over 20,400 units built with a base price of $3,3275 and the convertible was the most exclusive with 3,305 examples built having a base price of $3,520. The factory base price of the convertible was topped only by the Skylark in 1954.

Overall, 1954 turned out to be a monumental year for Buick with consistent annual growth in both production capacity and sales throughout the preceding decade. The company's reputation for luxury, styling, performance, and quality had brought the brand into the top-four American automakers by market share, and it would continue to tighten the reins of quality control across an ever-expanding lineup of sedans, convertibles, coupes, and estate wagons in four trim levels.

by Dan Vaughan

Convertible
Chassis number: V5811917

In the postwar United States, GM's Motorama and showrooms presented a new wave of the future to automotive buyers. Buick helped lead the charge with stunning new designs and technology, including the new Roadmaster Convertible. It was offered as a separate model from its sibling Skylark Convertible that made its introduction a year earlier. Power was from a 322 cubic-inch overhead valve Fireball V8 engine, which would power full-size Buicks from 1953 to 1970 and was better known as the 'Nailhead.' The engine was mated to an innovative Dynaflow automatic transmission.

For 1954, Buick produced just 3,305 examples of the Roadmaster. This particular example is finished in Seminole Red and has a black and white pleated leather interior. It rides on wide whitewall tires and chromed wire wheels. It left the factory with power steering and brakes, power windows and front seat and a power-operated canvas top. Gauges, lights and horn are all fully functional, as is the original push button radio.

by Dan Vaughan

Convertible

This example is finished in tuxedo black paint with a red leather interior. It has been given a rotisserie restoration this reportedly cost a quarter of a million dollars. This car is nicely optioned with Kelsey Hayes wire wheels with spinners, lots of chrome and dual side mount spot lights.

by Dan Vaughan

Hardtop
Chassis number: 7A4029752

1954 was the first year of the sixth-generation Buick Roadmaster and lurking beneath the bonnet was a 322 cubic-inch V-8 engine paired with a Dyanflow transmission. Standard equipment included power brakes, power windows, power steering, windshield washers, glare-proof rearview mirror, and an electric clock. The interior was sumptuous with an all-new instrument panel with a horizontal speedometer.

This particular Buick Roadmaster Coupe is finished in dark green and white with a matching interior. It has a Selectronic push-button radio, wide-whitewall tires, and red-painted steel wheels with deluxe covers.

by Dan Vaughan

Riviera Sedan

With the exception of the limited production Skylark Convertible, the Roadmaster was Buick's most expensive offering for 1954. 3,305 were produced for the model year and like all Buicks for 1954, it featured the Panoramic wraparound windshield introduced to the public in 1953 on GM's Motorama cars. Roadmaster shared Buick's longest wheelbase of 127 inches with lesser Super models while Roadmasters were fitted with Buick's hottest 200hp 322cid 'Fireball' V-8 when equipped with the Dynaflow automatic transmission. The public responded to the new Buicks in a big way. Though not a record sales year, Buick moved from 4th to 3rd place in industry sales knocking Plymouth out of 3rd place, which it had held since 1931. Other than in 1946, Buick had been in 4th place in industry sales since 1938.

The Roadmaster's name first appeared on Buick automobiles in 1936, known as the Series 80 Roadmaster and as a celebration of the engineering improvements and advancements in design. The Roadmasters were built on the longest wheelbase Buick had to offer, and from 1946 through 1957 they were the most elegant and prestigious automobiles that Buick sold.

From 1936 through 1948 the Roadmaster appeared in coupe, sedan, convertible, and station wagon body styles. A hardtop coupe was added in 1949 and dubbed the Riviera.

The Roadmaster's named reappeared in 1991 and continued in production until 1996. It served as a replacement for the Electra model line and offered as an Estate Wagon. A sedan was introduced in 1992.

The end of the 1953 Buick Roadmaster station wagon meant the end of the last wood-bodied station wagon to be mass-produced in the United States. In 1996, the end of the Buick Roadmaster Estate Wagon meant the end of the full-size family station wagons.

by Dan Vaughan