Latest News
2026 Chevrolet Tahoe ReviewThe Trend Setting ‘60s Buick Riviera
The first-generation Buick Riviera set the mold for 1960s styling with its aggressive front end and bold Coke bottle curves.
Personal Luxury via the Riviera
The Riviera is one of Buick’s most storied and longest running of nameplates. It saw eight generations spanning from its debut in 1963 all the way to 1999 as Buick’s premier “personal luxury car.” That segment was, of course, first pioneered by the Ford Thunderbird as a blend of high-end semi-luxury features and a stylish two-door package. And while Ford started the personal luxury car genre, Buick’s entry with the first-generation Riviera may have well perfected it.
The first-generation Buick Riviera features some of the most striking designs of the 1960s. The front-end is a marvel with its sharp forward lean, wide-mouth grille, and protruding fenders with hidden lights. The Riviera’s bold design is what inspired our search on Carsforsale.com for a prime example. The 1964 model we found is not only the most desirable year for the first-gen Riviera (as we will explain below) but its tasteful restoration keeps and even augments all the car’s best qualities.
The Riviera’s a Car of Distinction
The Riviera’s stunning design was penned by Bill Mitchell, Harley Earl’s successor as GM’s head stylist. Mitchell was determined that GM remain a tastemaker for the industry and the Buick Riviera, along with another Mitchell design, the C2 Corvette Stingray, did just that. The Riviera is an early example of Coke bottle styling, wherein the rear fender flares upward and outward, giving the car the curves and pinched waist of a Coca-Cola bottle, a look that would grow in popularity throughout the 1960s and beyond.
The look of the Riviera won the praise of the industry’s top designers including Sergio Pininfarina, Sir William Lyon, and Raymond Loewy who had first introduced the Coke bottle look a few years prior with his design of the Studebaker Avanti. During development, Mitchell’s design was shopped around among GM’s brands. Both Pontiac and Oldsmobile voiced interest in taking on the Thunderbird with a personal luxury car, but both also wanted to modify Mitchell’s design. Buick, on the other hand, said they were happy with the Riviera’s design as is and thus won the project.
Of course, the Buick Riviera was as well executed inside as out. Its semi-luxury interior featured vinyl or leather upholstery and walnut trim, a power adjustable driver’s seat, and AC. While the dual gauge cluster was shared with other Buick’s of the time, the Riviera’s integrated center console, which swept upward into the dashboard, was a unique touch and a rarity for car of the time.
Hitting the Buick Nailhead
Like the Thunderbird, the Riviera was not just a pretty car. Being a personal luxury car meant mechanical refinement as well. Thus, the inaugural 1963 Riviera was powered by a 401 cu.-in. Buick “Nailhead” V8 making 325 horsepower and paired with a twin-turbine Dynaflow automatic transmission.
For 1964, Buick swapped in a larger 465 Wildcat V8 (the number referring to the torque rather than horsepower or displacement). This Nailhead variant displaced 425 cubic inches and produced 340 horsepower with a single four-barrel carburetor. A dual-carb version, the “Super Wildcat,” was also an option and upped output to 360 horsepower. A new three-speed automatic also came in for ’64, replacing the Dynaflow. Buick reverted to the 401 Nailhead V8 for the first-generation Riviera’s final, 1965, production year.
The first-generation Buick Riviera sold an impressive 112,244 units in its three-year production run. While changes were minimal, there are a few notable visual evolutions that help distinguish the three models. First, the 1964 Riviera introduced the R style hood ornament and emblem rather than the Buick tri-shield badging. The 1965 Riviera is identifiable by its hidden/fold-away headlights.
This 1964 Riviera Delivers High Style
The combination of the larger 425 cu.-in. Wildcat V8 and the now iconic Riviera R-style badging make the 1964 model the most desirable and collectable of those first-generation cars. Luckily enough, the vintage Riviera we found on Carsforsale.com is a 1964 in stellar condition. Under the hood is the 425 V8 complete with original “Wildcat” air cleaner. The car’s original interior is equally pristine with black leather-clad bucket seats front and rear and walnut trim. The car comes with power steering, power brakes, and AC. Best of all is the car’s repaint, done in Metallic Silver with grey and blue pinstriping to emphasize the car’s classic lines.
Priced at $36,900, this immaculate first-generation 1964 Buick Riviera is the personal luxury car at its finest.
