Bill Mitchell worked for General Motors from the 1930s to the late 1970s. As legend has it, one day he was captivated by a Rolls Royce and decided to design his own version of a luxury GM vehicle. That would eventually lead to the 1963 Buick Riviera beloved by many automotive enthusiasts today.
It was a bit of an uphill battle for Mr. Mitchell to finally get the 1963 Buick Riviera to production. So, let’s take a look back at how the car came into being, what’s so special about it, and where it stands in today’s market. Keep reading.
Preparing the way for the 1963 Buick Riviera
If Mr. Mitchell’s name sounds familiar, it is because his designs have influenced many General Motors cars through the ages, including the Cadillac DeVille, Chevrolet Bel Air, Oldsmobile Toronado, the Chevy Corvette, and many others. But, when he turned his eye to making the Riviera, he wanted to do something special. His intent was to help relaunch the LaSalle nameplate. But, the idea was canned by the top brass at the company. The story didn’t end there, though.
What’s so special about the 1963 Buick Riviera?
Buick decided they wanted Mr. Mitchell’s new car design. The company needed something to stem any market share losses to the popular Ford Thunderbird. However, to make the Riviera come to life, a new platform would need to be created. This platform would have to be unique to the Buick brand, at least at the outset. And so, the full-size, stretched, two-door, hard top, luxury car was born. The Riviera name had been around before in special trims. But, this new, stand alone car debuted in 1963 and was something special.
The Buick was large. The stretched two door design meant that this Riviera’s long door needed two handles. That’s right! The car had two door handles on the inside of each of the doors. One was understandably rearward on the door panel so that the rear occupants could use it to get out of the car.
Luxury,... yeah, the Riviera had that. The aristocratic flair of high end European cars was reviewed. Then, the 1963 Buick Riviera incorporated a panache of its own throughout the interior of the car. Understandably, many features were thrown in as standard equipment. But, the features would have their own cosmetic or mechanical flair. For example, even the hubcaps were a fusion of General Motors and Rolls Royce flavor. According to Old Cars Weekly, standard features included “power steering, two-speed wipers with washers, back-up lights, glare-proof inside mirror, parking brake signal light, safety buzzer, Riviera wheel covers, electric clock, foam padded seat cushions, center console, heater and defroster and frameless side windows. The console was covered in a black veneer material. Upgrade options include a choice of either fabric or leather seats. The fabric was available in black, blue or sandalwood, while the leather was offered in blue, silver, red, white, black or saddle.” To understand the level of luxury in the new Riviera the best, watch the video below.
The 1963 Buick Riviera was also a powerful beast. It would have to be in order to move the 4,000 plus pound machine. Of course, only V8 power plants were available from General Motors. There were two units available - a 401 cubic inch Nailhead V8 and a 425 cubic inch V8. Motor Trend tested one of the luxury personal coupes equipped with the 425 cubic inch, four barrel engine. Time from 0–60 mph was clocked at about 8 seconds while running the standing quarter mile in about 16 seconds.
The end result of Mr. Mitchell’s design and Buick’s execution was that the Riviera was introduced in 1962 as a 1963 model. Although priced like a luxury car, it was night as pricey as European counterparts. So, the attraction from the consumer was immediate, even at the starting price of $4,330. Buick had a hit on its hands selling nearly 40,000 in the first year. That was not as many sales as the Thunderbird. But, it was a solid start for a brand new model.
What are the Riviera values in today’s market?
The popularity of the 1963 Buick Riviera has made the car an attractive hunt for collectors and tinkerers alike today. So, what could a consumer look to pay now for an example of one? Hagerty is a respected automotive authority that tracks valuations of many collector cars. They break down their valuations into cars in Concourse, Excellent, Good, and Fair conditions. If found, most of the cars will likely be in Fair condition, meaning that work will likely be necessary in the cars systems and cosmetics. Hagerty says those cars are currently commanding about $9,300. By comparison, a Concourse ready vehicle will typically be near the $42,000 area.
Overall, a luxury appointed, V8 driven, General Motors car from the muscle car era is not such a bad thing. The 1963 Buick Riviera, in particular, is still one that catches the eye of many. In fact, the car is so beloved that it has shown up in movies, television shows, and even cartoons decades after its introduction. In short, the car has become an icon most anyone would be happy to have.