CC Contributor Aaron65 has noted several times that his ’63 Riviera feels significantly quicker and handles better than his ’63 Thunderbird: “It will absolutely leave my T-Bird standing around as if tied to a tree“. Well, he’s hardly the only one. Motor Trend tested the new Riviera, and even with the base 325 hp 401 cubic inch “nailhead” V8, they were surprised at how brisk it was. It was capable of sub-8 second 0-60 times and clicked of a 16.01 second 1/4 mile at 85.71 mph. For a none too-light (4200 lbs curb weight) luxury coupe with a standard engine rated at 325 hp, that was pretty impressive. And its handling was equally better than average, as were the brakes.
The Riviera may have competed with the Thunderbird in general concept, but in terms of dynamic qualities, it was in a league of its own. And that’s without factoring in its sublime styling.
After having the four-seat luxury coupe market for itself since 1958, the ’63 Riviera was a highly anticipated car, especially with the automotive journalist set. It’s not often something this new and unique came along. M/T was convinced that the very handsome new Riviera would do well against the T-Bird, especially so since the ’63’Bird was in its last year of the “bulletbird” design. It turned out that way, with the ’63 Riviera selling 40k units versus some 61k for the ’63 T-Bird. The Riviera was a success even if it was not going to dislodge the well-established Thunderbird.
When it came to drivers who put a priority on how their cars actually performed, the Riviera stood head and shoulders above the rather ponderous Thunderbird. Starting with acceleration; the Riviera acquitted itself very well indeed, with the numbers stated above (the tested 0-60 time with a passenger and full test gear was 8.1 seconds).
As a somewhat surprising point of reference, this 325 hp Riviera’s acceleration stats are virtually identical to that of a 300 hp 327 4-speed ’67 Corvette tested by R&T that we posted here (0-60 in 7.8; 1/4 mile in 16.0 @86.5 mph). You’ll never badmouth the Buick Dynaflow again, eh?
Some years back, we also did a vintage C/D test of a ’64 Riviera with the larger 425 CID V8 rated at 340 hp, which was standard in ’64 and optional in ’63, and its acceleration stats were actually a wee bit slower than this ’63, with a 0-60 of 8.3 seconds and the 1/4 mile in 16.6 @83 mph. So much for C/D always having the best acceleration times, but the differences are slight, and easily chalked up to the usual variances within engine builds, temperature, track conditions and others. The 425 CID version had the same heads as the 401, with tiny 1.875″ intake valves and 1.5″ exhaust valves, meaning that the 425 didn’t breathe any better (an inherent limitation in the nailhead design), thus it likely produced only a very nominal amount more actual horsepower. Torque increased from 445 to 465 ft.lbs. The 425’s camshaft had slightly more duration and lift.
M/T went as far as to say that the Riviera “could even be a real sleeper at the drags” in its class” (F/Stock automatic for the 325 hp version; E/Stock automatic for the 340 hp). The existing record at the time for E/SA was 14.18 @98.10 mph. M/T speculated “you can almost bet that someone will show up at the Winternationals in a Riviera“. A quick check of entries shows that a Hal Geber did enter a ’63 Buick in the E/SA class. No indication of how he did.
The rumors that Buick would offer a four-speed stick in the Riviera never came to pass. The Dual-Range Turbine Drive acquitted itself well, being “hard to beat, either in smoothness or performance“.
Another other superiority were the Riviera’s excellent finned brake drums; aluminum on the front (with cast iron inserts) and cast iron on the rear. According to M/T, these drums withstood two more panic stops than other cars with cast-iron drums all-round. And they recovered faster after being overheated.
The Riviera’s didn’t just go fast in a straight line either; its handling was deemed surprisingly good. Raising the tire pressures a bit resulted in very good cornering and all-round handling, thanks to the front anti-roll bar and the quick (3.5 turns) power steering. Car and Driver also praised the Riviera’s handling in its extensive test.
None of that diminished the Riviera’s ride and comfort while tooling around town. Seating for four in the semi-bucket seats was comfortable, and visibility was good. The build quality was high, but the lack of engine instruments in the otherwise handsome instrument panel was a bit of a let down.
All in all, “the Riviera would be a very satisfying car to own.” Indeed.
Related CC reading:
Curbside Classic: 1964 Buick Riviera – The Peak GM Experience
COAL: 1963 Buick Riviera – “Here’s Where Man And Riviera Get To Know Each Other”
This past Monday marked one year since I pushed the “bid” button for mine. It’s been a lot of work, and there’s more to do, but I’ve driven it more than anything else this year. As usual, a few blue ’63s have popped up for sale in my area for fairly reasonable prices this year, but how would I have known that would happen?
My initial impressions of the Riviera are still valid. Fuel mileage is in the 10-13 range, which is the same as the Thunderbird; both could get 14 in the right conditions. I still like the T-Bird’s seating position better, although I was able to modify the Riviera’s seat brackets to get an extra inch of front legroom. The non-adjustable steering wheel is at an angle that would suggest you pay the extra for the tilt-wheel option. 🙂
I’m still very happy that I bought it.
The ’63-’65 Rivieras just keep getting better with age. They’ll always be on my top-five dream car list. The perfect combination of midcentury-modern ‘cool’, timeless styling, and sophisticated performance.
I couldn’t care less if had to completely remove the damn seat to sit in it, so long as I could say “I own this. Yes, me!” What a permanently gorgeous thing.
The test here gripes about over-sensitive brakes (which seems a bit of a thing with assisted drums generally). They also mention they’re not so large, and the comparative size of the hand in the photo shows them to be indeed pretty small for 2.25 tons, so I mut ask, air-fins and all, how do they do in the somewhat savage traffic of 2023?
My Riviera has replacement cast iron front drums; they’re a little touchy, but if you’re accustomed to driving old cars with drum brakes as I am, they’re totally fine. Typically, the only time they’re an inconvenience is when the light turns yellow at an awkward time and you have to make a quick decision to lock ’em up or to keep going.
The seating position is a minor imposition when I can drive one of my favorite cars whenever I feel like it. 🙂
I often struck the same pose as this advertisement when admiring my 1964 Riviera. It was one of the few old(er) cars of mine that drove as good as it looked.
Wow…that color combo of silver/blue with red is stunning! Thanks for sharing it. So Ferrari-esque, which really works on the Riv’s lines. If I found this in excellent shape I would be hard pressed to hold on to my money.
I love the photos of it drifting around on fire roads in the mountains above LA! Drag strip, canyon road, fire roads – truly a multipurpose car. Interesting too was the use of the term “personalized luxury car”, not “personal”. I always assumed that the “personal” in PLC referred to its compact interior space, optimized around driver and front passenger rather than rear seat comfort with a professional driver up front. “Personalized” adds a new twist. Or maybe just sloppy semantics.
Buick has built many a sleeper. My ’68 Wildcat is another such car. In stock form it was a second faster than this Riv. Since then, with a few minor tweaks I shaved another .6 tenths.
An admirable automobile, yet always a sales bridesmaid to Thunderbird’s bride. There seems to be a production difference between being a personal luxury car for one of the big three, (Ford, Chevy, Plymouth), than for one of the middle four, (Olds, Buick, Mercury, Chrysler). It isn’t until Cutlass cuts loose, than we see the Thunderbird’s sales reign end.
The original Riviera is an outstanding car. It combines comfort, practicality, performance, and exceptional styling. This gave the owner great satisfaction and pride of ownership. Typical additions like bigger radial tires and stiffer shocks bring it up to it’s potential.
I never had a first Gen, but I had two ’66’s and a ’71. These models still had the distinctive Riviera character. As the 70’s progressed it became more brougham than performance car.
My final Gen, ’97 will never be considered as beautiful as the original, but I think that it’s a worthy successor. It is a very good road car and it’s virtually the same size as the first Gen.
I had 5 Rivieras. ‘64 blue; ‘79 tan/brown; ‘89 diamond white; ‘84 red convertible, white top; and ‘95 light jade green. Loved them all. The ‘64 was the classiest, fastest and well balanced, but not good in deep snow. The’79 was outstanding in all kinds of weather conditions. Never had snow tires and she went through snow banks, drifting, didn’t slip and slide, braked well. Wonderful all weather front wheel drive with a great ride. Lots of space and a huge trunk. They were all really nice cars but I have my favorites.
Well 40 years later I now know why my friend with his 65 Rivera wanted to race me in my 65 Thunderbird!!
He had me at a car length by the end of it all!!
Although I had the better running engine (his needed carb work) it was fun to run the two competitors!
Back in the day when I was just a young man I owned a 64 Riviera with 1900 original miles on it. My best friend had a black T-Bird same year. Trust me he never tried to run that Buick again after the first time. He hated to lose
and he always did.
Iacoca said in his book by the mid late 60s , Thunderbird was dying on the vine which made him develop the Mark III, I really prefer the Riviera in the 60s
A convertible, or a soignee 4-door based on the elegant coupe would have been divine. Were such cars ever in the GM pipe-line? If not WHY?
I had a 63 riviera. One of my top two vehicles I’ve owned. I’ve owned 50 plus. That car and a 70 Pontiac Grand Prix model SJ. Those cars were neck and neck in performance. I drove a friends 63 T-Bird a couple of times, and just for the record, that T-Bird was not even close in comparison to performance compared to that Riviera. I see various numbers on performance and I think they’re all off according to my experience. I’ve often regretted getting rid of that Riviera… Maybe again someday