1939 Buick Series 80 Roadmaster

Harlow Curtice, Buick's chief, was determined to set a new sales record for 1939, and to that end, Buick introduced innovative advertising and promotions, along with a host of product improvements. A sales target of 200,000 cars was set, and at the dealer's kickoff meeting, an airplane was displayed on stage with the number '200,000' painted on its wings. The campaign was successful as Buick sold more than 208,000 cars, solidifying its position as number four in the industry, behind only the Big Three.

Buick served pace car duties for the 1939 Indianapolis 500, performed by the Roadmaster Series 80 Convertible Sedan. The 'Indy 500 Livery' was creamy yellow finish with gold lettering outlined black and a red interior, with black 'parade tonneau' along with the regular cloth top. The wood-grain dash was finished in red.

Within General Motor's hierarchy, pricing began with the entry-level Chevrolet and reached its pinnacle with Cadillac. Above Chevrolet was Pontiac, then Oldsmobile, Buick, and LaSalle. Buick's prices began at $950 and rose to $2,350. The LaSalle was offered a single model, the Series 50, and was priced from $1,320 to $1,895. Below the Buick, Oldsmobile's pricing ranged from $775 to $1,120.

Buick began using the Series 80 designation in 1931 and in 1936 it received the 'Roadmaster' designation as part of its name. For 1939, it rested above the Series 40 Special and the Series 60 Century, but below the Series 90 Limited. The Series 40 used a 120-inch wheelbase and the Series 60 had a 126-inch platform. The Series 80 had a 133-inch wheelbase while the range-topping Series 90 rested on a long 140-inch wheelbase.

The 1939 Buick models were powered by inline eight-cylinder engines, with the entry-level Series 40 displacing 248 cubic-inches and developing 107 hp. The Series 60, 80, and 90 shared a 320.2 cubic-inch unit that had five main bearings, mechanical valve lifters, a Stromberg carburetor, overhead valves, a cast-iron block, and developed 141 horsepower at 3,600 RPM and 130 lb-ft of torque. All engines were backed by a three-speed sliding gear transmission with a single dry plate clutch and 'Handi-shift' column-mounted gearshift controls. Stopping power was provided by hydraulic brakes at all four wheels. The Series 60, 80, and 90 were equipped with a No Rol Hill-Holder feature.

All 1939 Buick models had increased window area and wore a new two-piece 'waterfall' grille with thin vertical bars. The hubcaps were larger, the door pillars were thinner, and the hood narrower than in previous years. The interiors received a new dashboard arrangement with all the gauges, except for the clock, were positioned directly in front of the driver.

Pricing on the Series ranged from $950 to $1,400. The Series 60 listed for $1,175 to $1,345, with the four-door sport phaeton shattering the averages with a price of $1,715. The Series 80 was priced from $1,540 to $1,980, and the Series 90 listed for $2,075 to $2,350.

Three examples of the Series 80 Sport Phaeton were built, having a base price of $1,940. The sport sedan was also exclusive, with just twenty built at a base price of $1,540. The touring sedan was the most popular and practical with 5,460 sales, far exceeding the second most popular body style - the Phaeton - with 311 sales, followed closely by 303 of the Formal Sedan. The combined 6,097 examples of the 1939 Roadmaster accounted for approximately three percent of Buick's total production.

The Sport Phaeton (80C) had the 'fastback' trunk treatment while the phaeton (81C) had the 'Trunk-back' or 'Bustle'back' style.

The Roadmaster and Limited shared rear window and windshield stainless steel trim, and mahogany interior trim panels. Standard equipment on all 1938 Buicks included direction signals in the rear. Optional equipment included a push-button 'Sonomatic' radio, fender skirts, leather interior, dual side-mounted spares tires, fender-mounted parking lights, and white sidewall tires.

The Series 80 continued into 1940 but was not offered in 1941 or 1942.

by Daniel Vaughan | Mar 2021