1963-1978

After launching the RIviera nameplate in 1953, Buick resigned it soon after, re-introducing it in 1963 with a sensational new and unique body not shared with other GM marques. For the next decade the Riviera became an instant classic and style-leader with three all new bodies and numerous styling updates. It is the first generation model of 1963-65 that is most desirable now, though any Riviera prior to 1973 is a winner. With never less than 401 cubes of nailhead V8 under the bonnet, the big Riv always packed a performance wallop - particularly with the GS option from 1965. Topping out at 455 (7.4 litre) cubes for 1971 - Riviera was the personal luxury car of choice for those who liked their style big, brash, and with a touch of elegance.

Tunnel Ram has put together a gallery of vintage and original advertising print images for the best of Buick Riviera. We’ve limited our gallery the mid ‘70s as from that point on, the Riviera was watered down and didn’t have much in common with the first three generations. So take a look back in time via these amazing old print advertisements for one of the great Buicks - the Riviera.