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 Daniel Vaughan | Apr 2019