Buick — Is there any other modern American brand that speaks louder to traditional values, “understated luxury”, mature mindsets, AND one that has done so with so much success for so long a time?
Although Buick has increasingly tried, with some success, to reach a younger audience with CUVs and the somewhat deprecating “That’s Not A Buick!” ad campaign, the past five decades or so have firmly cemented Buick’s image as an old person’s, or at least a middle-aged and older person’s car.
Buick’s deep-rooted image as a mature person’s car long dates back to its once clearly defined position in the Sloan Ladder hierarchy above Oldsmobile and directly below Cadillac. Often referred to as the car of doctors and lawyers, as a more expensive automobile, Buick naturally was more accessible to those with successfully established careers and deeper pockets, and thus more older buyers than younger.
That’s not to say that there weren’t plenty of well-heeled new car buyers in their early-40s, 30s, and even 20s, but generally speaking, the newer the money the greater the display of wealth and success. Younger buyers looking to revel in the glory that he (or she) “made it” were more apt to be drawn by the glitz and glamour of a Cadillac.
Buicks meanwhile, were more commonly purchased by those wanting less attention associated with owning a more expensive car, yet still seeking the features, comfort, and amenities of owning a luxury automobile. As often the case, Buick buyers often stuck with the brand, never “moving up” to the ritzier Cadillac. With the Malaise era quelling most performance aspirations, the Brougham era elevating ostentatious luxury cues, and an ever-loyal customer base seeking luxury without too much showiness, Buicks naturally became glitzier than ever, which is where this 1984 Electra Park Avenue comes into play.
The Park Avenue name first appeared in 1975 as an available luxury trim and equipment package on the Electra Limited, adding many luxury upgrades, most notably its special overstuffed loose pillow seats with available front center console. Starting in 1978, Park Avenue became its own full-fledged trim level positioned at the top of the Electra and fullsize Buick lineup, where it would remain until becoming its very own model in 1991.
This featured example hails from the final 1984 model year of the generation which first debuted for the 1977 model year — the first generation of downsized fullsize Buicks and the last generation of rear-wheel drive fullsize Buicks (excluding wagons) until the 1992 Roadmaster sedan. Despite being the eighth year of this bodystyle, clean, simple body lines and nearly annual styling detail changes helped keep these big Electras popular as ever in their final year.
In fact, word that the Electra and other C-bodies were to be downsized yet again and switch to front-wheel drive probably spurred more buyers to spring for a 1984 Electra instead of waiting for the 1985, as the stabilizing economy and falling fuel prices once again were driving up demand for big cars.
While styling of the Electra remained very in-line with that of the less-costly LeSabre, the Electra’s full-length upper-bodyside brushed aluminum accent trim with ventiports, more vertical roofline, semi-skirted rear wheels, and more ornate rear fascia signaled that this was a more special, more prestigious Buick. Versus the Electra that debuted for the 1977 model year (1978 pictured two above), the 1980 restyle did wonders in making the Electra look lighter, leaner, and more refined. With its clean, dignified styling, the 1980-1984 Buick Electra was arguably one of the most attractive and well-proportioned fullsize cars of the era.
Of course, the tacky-by-today’s-standards Brougham-era add-ons including vinyl quarter-roof, wire wheel discs, and electroluminescent opera lamps were present in abundance, particularly on the Park Avenue. At least by early-1980s standards, they were done in a somewhat tasteful manner.
Inside, the Electra Park Avenue pampered its passengers in very comfortable surroundings not unlike those found in any Cadillac or Lincoln. Seats were of a distinctive loose bolster pillow style, upholstered in either rich velour or optional leather, with a 50/50 split front bench seat and 6-way power driver’s seat. For easier accessibility, the driver’s seat controls were located on the driver’s door panel, though this was curiously not the case for the front passenger.
Thankfully, the “wet wrinkly skin” upholstery style was dropped after 1980.
Standard interior amenities found in the 1984 Park Avenue included upholstered door panels, acres of simulated blonde-tone wood trim, full-foam construction seats, power windows, power door locks, remote control powered driver’s mirror, Delco ETR AM-FM “Concert Sound” six-speaker stereo, and electronic automatic climate control. As this was the early-1980s when nearly 40% of Americans were smokers, all 1984 Electras — whether Limited or Park Avenue — featured ever-convenient dual rear cigarette lighters and ashtrays… “Smoke-up kiddos!”.
The Buick Electra Park Avenue was positioned as the flagship of GM’s second-most prestigious brand, so luxury was a standard affair. Naturally, there were some extra comfort and convenience luxuries buyers could add to further personalize their Park Avenue. Select extra-cost options included 6-way power passenger’s seat, electric front seatback recliners, 2-position memory driver’s seat, front cornering lights, tilt-and-telescoping steering column, Twilight Sentinal automatic headlight control, “soft-close” electric trunk pulldown, automatic load-leveling suspension, and somewhat ridiculously extra-cost, a rear window defogger.
Starting at $15,281 ($37,676 in April 2019 USD) in this final 1984 model year, the last rear-wheel drive Electra Park Avenues offered tremendous value for the money. Sure, one could pay a lot more for the prestige of a Cadillac DeVille — $17,625 to be exact, adjusted to $43,455 in April 2019 USD — but truthfully, beyond more highly-styled exteriors and interiors, a Cadillac DeVille offered very little in the way of additional luxury features pertaining to comfort, convenience, performance, or technology.
Indeed, this final “big” Electra was popular right up until the end. Its sales hovered around 68,000 units each model year 1980-1982, and likely due to buyer’s weariness of the upcoming downsized front-wheel drive Electra, actually drove demand up some 30% for 1983 with 88,585 units. This trend continued for the big Electra’s final abbreviated 1984 model year. Despite production ceasing early in April 1984, as that of the new front-wheel drive Electra had begun in December 1983, a total of 56,626 rear-wheel drive units were produced, nearly half of them from January-April 1984. It’s also worth noting that for these model years 1980-1984 model years, the Park Avenue represented approximately 10-15% of total Electra sales each year.
Curiously, for each of these years, Electra sales paled in comparison to those of its Oldsmobile Ninety-Eight and Cadillac DeVille C-body platform mates. The DeVille, despite its price premium, sold nearly as many coupes each year as sedans, helping it achieve such lofty sales. Although the Ninety-Eight’s price was very similar to that of the Electra, and like the Electra it sold very few coupes versus sedans, its greater volume was consistent with that of total Oldsmobile versus Buick brand sales of that era. Oldsmobile was riding a wave of great brand equity and popularity during the early-1980s, but Buick was waiting in the wings and its time would come.
The front-wheel drive Electra and Electra Park Avenue ended up proving just as popular as their successors, but a “big” Buick Electra would never be again. Particularly with this 1980-1984 iteration, there was something truly dignified and powerful about these flagship Buicks, qualities a newer Buick has never matched.
Photographed in Hingham, Massachusetts – April 2019
My dad replaced my grandfather’s 1970 Chevelle with an Oldsmobile 98 Regency in the spring of 1984 from Kirschner Olsonville in Roscoe, New York, and I remember how much Dad said that car was although I never saw a bill of sale or the window sticker : $14,000.
So the top-of-the-line Buick was 9% more than the top of the line Oldsmobile? Let me think what the Park Avenue had that the 98 lacked? Soft close trunk lid, electronic passenger front seat adjustment, that electronic ride control? I do remember Dad bouncing is 300 pounds on the left front bumper to test the shocks that had been blown so maybe not? And Dad’s 98 had dark leather upholstery so the sale price up a bit?
Both had Oldsmobile 307, right?
Not really a genuine ‘Buick’ with FWD and Olds engine… LOL!
I’ve always liked the Electra Park Avenue and its over-the-top interior. I somewhat prefer the interior in the ’77-80 models over those that came later, with the ’78 being best. The wrinkled-skin seats were more comfortable than the later lumpy pillow style, the woodgrain was more realistic, the steering wheels more attractive, the gauges had a neat silvery finish (including a big analog clock on the passenger side) and the door panels looked and felt nicer. The ’84 Electra was the last Buick with ventiports until decades later, though they had been reduced to etchings on a trim strip by this time.
> Starting in 1978, Park Avenue became its own full-fledged trim level positioned at the top of the Electra and fullsize Buick lineup, where it would remain until becoming its very own model in 1991.
Almost, but not quite. For the last two years of the Electra (89-90), there was a trim level above even the Park Avenue – the Electra Park Avenue Ultra. A fab factoid about these: Giorgetto Giugiaro, though a famous and legendary car designer, isn’t a name usually associated with Buick. But he did indeed design and style the 20-way-adjustable seats in the 89-90 Ultra, as well as the similar seats in the Cadillac Sixty Special from this generation.
Fantastic cars. I’ve driven many and ridden in just as many with lots of (s)miles in them.
That maroon featured “used” car just screams please give me some proper white wall tires.
In 1982, my uncle (who owned a used car lot in the midwest) ordered a brand new 1982 Park Ave in a cream with dark brown top and velour seats. He checked every option available for that time including the memory seats to make my aunt happy. After all, he was about 6′ 3″ and about 350 pounds while she was 5’3″ and maybe 100 pounds. So that memory seat was a must and quite the feature for 1982.
Why does CC lately runs old articles with old comments removed and not showing the date when it was first published?
Because it allows them to be seen on Google Discover. Old posts do not appear there.
Interesting that Buick used a name from the east coast like Park Avenue, while Chevrolet, almost exclusively, for a hot minute used Southern California names like Laguna and Malibu, a reflection of the aspired addresses of the prospective purchases?
Business versus leisure ?
These 1980-84 Buicks, Pontiacs, and Oldsmobile are interesting in that you never see them anymore. I check what is for sale in Northern California and they are a subset that I rarely, if ever, see for sale. Yes, for Chevrolet and Cadillac though and those are the two I am not interested in. Some cars you expect like American Motors from the 70s but these last four year of RWD, from a major, have vanished. Maybe Cash for Clunkers had something to do with it out here? I don’t know as this 84 is an attractive car.
They were all significantly underpowered compared to the years before and after. Almost dangerously so in modern traffic.
I remember as a little feller growing up in the 70’s , in middle Tennessee. Everytime the electricity would go out, daddy would say, well I guess somebody in a deuce and a quarter has done broke a light pole off at the ground ,down theiron the highway. I really thought each time that really happened. Someone in a deuce and a quarter hitting a light pole when our power would go out.
Ok we’ve had a decade plus of crossovers. They have been practical and all but I think its time for the pendulum to swing back to stuff like this and PLCs lol
Oh and make Buick Buick again! The Asian built models are luxury GEOs and the Enclave looks like a last generation Santa Fe that stopped taking Ozempic.
I loved my 1980 Park Avenue and wrote about it here.
In 1978 my dad allowed me to pick out his next new car which was a rare thing. The photo showing the 1978 Park Avenue is how I suggested the Electra. He didn’t spring for the PA but did lease a 225 in black with a red interior.
At the time I was unaware he had leased it with the sole purpose to buy it for me at the end of the lease. Sadly it didn’t happen as he went bankrupt due to a crash in the housing market (he was a builder/realtor)
Very nice article
Personally, I think that, of all the downsize years, the ’79 2-door was the best-looking. I had one and really liked it…though I would have liked it more had I learned back then how to perform the valve surgery the engine needed. I always liked the 225 era.
The ’84 as I recall had terrible transmission issues which the prior years didn’t have, but it was still good-looking. Then GM had to do that dreadful shrinkage to all its big cars (save for the Caprice and one model of Cadillac).
The v6 was horrible being thirsty and unreliable and slow. The V8 was a way better choice. The v6 in a cab I drove was horrible. 10-12 mpg and slow like a 4100 Cadillac. Other than that it was beautiful and had a wonderful interior with top of the line leather seats. Best I ever sat in. Alas it did not hold up. At a relatively low mileage it had the transmission, rear end and engine fail with in about 2 months. The engine failed accelerating up a ramp. Not sure accelerating is the proper word. As it slowly gained speed, pedal to the metal there was a loud bang and a horrendous knocking noise and a bunch of grey smoke. Boss man man had me drive it in and it made it. The seats ended up a battered V6 b body Delta 88 along with the wheels. The Buick had one trip left in it and I drove it to the junk yard engine knocking, pouring grey smoke and on 4 donut tires. It made it.
I wish Buick kept these instead of the downsized 85 with perhaps the power train of a 350 roadmaster. They were beautiful and comfortable and I loved the dashboard, but the best choice was get a Grand Marquis.
To Me, Buick was always Classy Understatement! As a kid, they were always My favorite car. It’s so sad to see what they are nowadays. I was the only kid who wanted a LeSabre or Electra as My first car. I had brochures for every Buick from 84′ until the 2000s. Seeing this article brings back the best memories for Mr, thank you for the effort on the research.
They became popular in demolition derbies by the ’90s, as they were RWD. Also a few of them went to their demise in monster truck shows, crushed off by the big tires..