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Neither Buick nor General Motors had ever built anything quite like the 1963 Riviera. Buick had offered its limited-production Skylark convertibles of 1953-54 and Cadillac had been producing various Eldorados since 1953, but all were based on existing full-size models.

Buick Takes A Chance With A Personal Luxury Car

The mid-size 1963 Buick Riviera broke new ground. It resembled nothing else in the Buick line, a courageous gamble on the division’s part in that the Riviera might have succeeded in sales and in generating showroom traffic or might have failed because of its uniqueness.

Buick had determined quickly that it was right, since the 1964 Riviera was virtually unchanged and the next year’s version was merely cleaned up. The 1965 Riviera’s biggest improvement was at the front, where hidden headlight produced a wonderfully elegant grille, but the car was still essentially the 1963 Riviera.

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