1963 Buick Riviera: The Birth of an American Icon

Posted by D. Brian Smith on Jul 10th 2025

When the Buick Riviera debuted on October 4, 1962, as a 1963 model, it wasn't just a new car — it was a bold statement. Designed to take on the popular Ford Thunderbird in the burgeoning personal luxury car market, the Riviera introduced a distinctively elegant and sporty persona to the Buick brand. With its clean Coke-bottle styling, refined performance, and luxurious four-seat cabin, the Riviera redefined what it meant to drive a premium American coupe.

Design and Styling: Sophistication Meets Performance

The 1963 Riviera was a departure from the typically conservative styling of General Motors. Uniquely, its body shell was exclusive to the Riviera — a rare move for GM at the time, which usually relied on shared platforms across its divisions. The design closely followed the original Bill Mitchell concept car, with only minor changes, such as the removal of hidden headlights that were intended to sit behind the fender grilles.

The Riviera adopted the now-iconic “Coke bottle” look, with a tapered midsection and flared fenders that gave it an aggressive, muscular stance while remaining elegantly refined. From its vertical front grilles to the razor-sharp rear contours, every detail of the Riviera’s exterior projected style, speed, and substance.

1963 Buick Riviera Body Paint Color Codes

Click on the Paint Code Name to See the Mix Codes for the appropriate color:

1963 Buick Riviera

	A Regal Black
	C Arctic White
	D Silver Cloud
	E Spruce Green
	F Marlin Blue
	H Glacier Blue
	J Willow Mist
	N Burgundy
	P Teal Mist
	Q Twilight Aqua
	R Desert Sand
	S Bronze Mist
	T Fawn Mist
	V Granada Red
	W Diplomat Blue
	X Rose Mist

Dimensions and Chassis Engineering

Built on a modified Buick cruciform (X-frame) chassis, the Riviera rode on a 117.0-inch wheelbase, which was six inches shorter than full-size Buicks. The car was also narrower by two inches, and its overall length of 208.0 inches made it 7.7 inches shorter than Buick's full-size models. At 3,998 lbs., the Riviera was a relative lightweight in its class — approximately 390 lbs. less than its bigger siblings.

Width: 76.6 inches
Height: 53.2 inches
Front Track: 60 inches
Rear Track: 59 inches
Rear Track: 59 inches
Tires: 7.10 x 15 standard

This reduction in size contributed to a more agile and controlled driving experience, while still offering the comfort and presence of a true luxury vehicle.

Performance and Powertrains

Above: 401 cubic inch V8 engine

The standard powerplant was the robust 401 cubic inch (CID) “Nailhead” V-8, producing 325 horsepower. In December 1962, Buick introduced an optional 425 CID version of the Nailhead, which bumped output to 340 horsepower and included dual exhaust as standard. Both engines were paired with Buick’s Twin Turbine automatic transmission, a unique continuously variable torque converter system that delivered smooth power and quiet operation.

Above: 425 cubic inch V8 engine

Performance Stats (Motor Trend, 1963):

0–60 mph: 8.0 seconds
¼ mile: ~16 seconds
Top speed: 115 mph
Fuel economy: 13.2 mpg

Transmission Options:

No manual transmission was available.
Twin Turbine automatic was standard.
Gear ratios: Low – 1.82:1, High – 1.00:1, Reverse – 1.82:1
Rear axle ratio: 3.23:1

Ride and Handling: American Grace on the Road

The Riviera utilized Buick’s proven double wishbone front suspension and a live rear axle with trailing arms and a lateral track bar. To improve handling and reduce body lean, roll centers were lowered, and while the coil springs were slightly softer, the car’s lighter weight delivered a firmer and more responsive ride.

Contemporary testers praised the Riviera for its superior road feel and cornering stability, with many noting it was one of the best-handling American cars of its time — a rare blend of comfort, agility, and control.

Interior Luxury: Four-Passenger Comfort

Inside, the 1963 Riviera featured a richly appointed cabin configured for four passengers. Standard were bucket seats front and rear, divided by a full-length center console with integrated storage and a floor shifter. Upholstery choices included vinyl, cloth/vinyl, and optional leather, while the deluxe interior package offered real walnut wood trim in the doors and rear quarter panels.

Standard Features Included:

Two-speed wipers with washers
Back-up lights
Electric clock
Glare-proof rearview mirror
Riviera-exclusive wheel covers
Deep-pile carpeting
Foam-padded seat cushions
Trip odometer
Courtesy lamps (front and rear)
Smoking set
Heater and defroster
Center console

Optional Equipment: Customizing Elegance

Above and below: 1963 Buick Riviera lowered with custom wheels and a full-on custom laying frame but still retaining its original 425 cubic inch Nailhead V8 (photos courtesy of Mecum Auctions)

To suit its upscale clientele, the Riviera offered a long list of luxury and convenience options. Some of the most desirable included:

Air conditioning
Seven-position tilt steering wheel
Power windows / Power door locks / Power driver’s seat
Cruise control
Cornering lights
Wonderbar radio with rear speaker
Twilight Sentinel / Guide-Matic dimmer
Remote control side-view mirror
Whitewall tires / Wire wheel covers
Leather interior trim
Soft-Ray tinted glass
Auto trunk release / tissue dispenser / litter basket

Market Position and Legacy

Targeted squarely at the personal luxury car market, the Riviera was Buick’s answer to the Ford Thunderbird — but with a more distinctive, premium touch. Buick limited Riviera production to 40,000 units, ensuring exclusivity. Only 2,601 units were equipped with the optional 425 CID engine, making them especially rare.

Base pricing started at $4,333, but with options, many Rivieras sold for closer to $5,000, placing it firmly in the upper echelon of GM's offerings and appealing to affluent buyers who wanted style, comfort, and performance without sacrificing exclusivity.

A Lasting Classic

The 1963 Buick Riviera is widely regarded as one of the most beautiful and influential American cars of the postwar era. It marked the beginning of a storied Riviera lineage and helped solidify Buick’s reputation for performance and luxury. With its distinct styling, powerful V8s, and driver-focused engineering, the 1963 Riviera wasn’t just a new model — it was a new philosophy for Buick.

Even today, it stands as a symbol of 1960s American automotive sophistication, often hailed as a design benchmark and an enduring collector favorite.