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Is the Buick Riviera Returning?

By Greg Migliore

By AutoWeek May 10, 2012 3:04PM

The 1963 Buick Riviera. Photo courtesy of Autoweek.




Is Buick's lusty Riviera poised for a comeback? Perhaps, and General Motors isn't shutting the door completely.


GM moved to trademark the "Riviera" name on May 3, according to the United States Patent and Trademark Office.


Why do this?


"There are a number of reasons why companies file for patents or trademarks on names, ranging from potential future use to protecting rights [of] an existing historical name," a spokesman told Autoweek.


The Riviera name is one of the most famous in Buick's history, debuting in 1963 with Ferrari-inspired design cues. The cars remained large and luxurious in the ensuing decades, ending life in 1999 as a premium coupe. The name also was used as a trim level in the 1940s and '50s on some Buicks.


The Riviera concept shown in 2007. Photo by Buick.It's long been a part of GM lore that the Riviera styling was intended for Cadillac, and in 2008, Autoweek named the 1963 model the seventh most significant car in the automaker's history.

GM also showed a Riviera concept at the 2007 Shanghai motor show.


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22Comments
VerumEternus
May 11, 2012 8:07AM
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Buick could certainly use an exciting halo car to draw more people into the showroom, and resurrecting the Riviera name is better than calling it the Reatta.
BECK423
May 11, 2012 5:07PM
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I remember my advanced automotive teacher in college 1n 1982 Mr jowarski in cicero IL he had a 1967 RIV. it was black on black and it was beautiful.

he parked it in the shop every day which was our class room.

carGuyish
May 11, 2012 10:05AM
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This concept doesn't really hone the original Riviera characteristics. It looks like a compact car!!
maccdaddy
May 12, 2012 6:16PM
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Be nice to see an iconic Buick brought back to life. Love the new 2012 Regal GS.

cl330
May 11, 2012 5:27PM
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Before the over saturation of automobiles, designers could design cars without the worry of pleasing all.  Please design a car that does this now, not just try to appeal to the masses.  the riviera has always been such a a good looking car, a car that has been designed "outside the box" and the new version concept looks like every other concept, stick a Lexus label or a Subaru label, no difference.  What happened Pontiac, you used to be sooooo cool.
CirclingtheDrain
May 11, 2012 1:32PM
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Buick would need the front clip/quarter panels to slope forward to make it resemble any Riviera from the 60's.  If Ford can do it with the new Mustang and Chevy can do it with the new Camaro, the Buick can do it to the new Riviera.  If anyone wants to give me their 67, 68, or 69 Rivieras (even if it's just for the summer) I would be willing to keep the oil warm for them!!
LS1 Bird
May 11, 2012 10:01AM
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Oh I love the Riv's, especially with the hidden headlights!  They were the "Gentleman's Hot Rod", back in the day.

 

A new one would be great, but it would HAVE to be RWD, preferrably with optional V8 power. Then again, what would it's market be?

 

You don't see many 2 door sedans anymore,  only one I can really think of is the Accord, and even those are somewhat rare. Doesn't seems like there's a big market for large (non-sportscar) 2 doors anymore...."Personal​ Luxury cars", they used to call them. 

 

The Riv would prob be priced above the Accord class, but far below the Europeans (Mercedes, Bentley, Jag, etc). It would probalby end up close to the CTS coupe, which would make it a CTS competitor. And considering the slow sales of the CTS coupe as it is, I doubt GM would want to see that happen.

 

I LOVE the CTS coupe, btw. They seem to be rare as hen's teeth though.

 

 

 

 

L-E-T
May 11, 2012 10:02AM
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Well whatever they do, I'll bet my pay check it won't look as good as the old ones.
barny
May 11, 2012 9:57AM
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I built a model of one as a kid...I sprayed it silver...loved that car !

Do kids build models anymore ?

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