'Wouldn't You Really Rather Have A Buick?'

Special Riviera was Buick's top-seller in '55

• By: Larry D'Argis
• Updated: November 18, 2011

For 1955, Buick got a serious facelift

New front fenders, grille, taillights and side trim accompanied the first year for a tri-tone paint treatment and a variable-pitch Dynaflow transmission.

A new ad campaign touted the 1955 Buick as the "new thriller in style-power-performance." Buyers must have noticed, because Buick posted an all-time sales record with 738,814 units built, putting Buick solidly in third place for vehicle production.

Even today, Buick remains positioned only one rung under Cadillac in the General Motors sales ladder.

But today, as collectable vehicles, the mid-'50s Buick takes a definite back seat to its Chevrolet and Pontiac brethren.

In 1996, Chuck Lewis was visiting Winnipeg from The Pas. Having owned several special-interest autos over the years (including his 1957 Dodge Custom Lancer), it was only natural that he'd check out the vintage autos for sale in the newspaper. One ad for three mid-'50s Buicks caught his eye and he decided to take a look.

Sitting in the garage was a 1955 Buick Special Riviera two-door hardtop. A good solid car, it had all of the bodywork done, with new Deep Blue and white paint. Inside, the upholstery had been replaced with new matching white vinyl and blue fabric, closely matching the original factory pattern.

After talking to the owner and seeing detailed photos of the body and interior restoration, Lewis knew he had to have the car. But there was a problem.

"To afford it, I had to sell my Dodge first, so I put it up for auction on eBay's online website," Lewis says. On the very day the auction ended and a buyer had won the car, the Dodge's engine let go. With a new buyer on the way, it left Lewis scrambling.

"I knew he was on his way, expecting to find a running car, so a friend and I spent many hours working on the car to get a rebuilt engine in place before he arrived." With the Dodge on its way and cash in hand, it was time to pick up the Buick.

While the Buick's cosmetic restoration was complete, the engine hadn't run in years and the mechanical systems still needed attention. After getting the car running well enough to move it, Lewis placed it in storage for the winter and started on a full mechanical restoration the following spring.

First order of business was to the engine and transmission. After a bent driveshaft was found and corrected, they were removed and rebuilt.

"The only problem we encountered was finding the new seals and gaskets we needed, and most of it had to be sourced and delivered from the U.S.," Lewis says. With the powertrain complete, attention turned to rebuilding or replacing the suspension, brakes, steering and exhaust systems to make the car fully roadworthy.

Under the hood, the Buick boasts a 264-cubic-inch V8, affectionately called a "Nailhead" by restorers because of its relatively small-diameter intake and exhaust valves and their vertical placement in the Buick's cylinder head. Fitted with a two-barrel carburetor and with a 8.4:1 compression ratio, it produces a respectable 188 horsepower at 4,800 r.p.m.

Backing up the Nailhead is Buick's Dynaflow automatic transmission. The unit employed a torque converter with 20 variable-pitch stator blades that opened wide under quick acceleration and returned to their normal position for cruising. The feature gave greater fuel economy without sacrificing performance.

Rolling stock is modern 15-inch Centerline aluminium wheels turning BF Goodrich T/A radial tires. Optional equipment includes power steering, power brakes, electric clock, Easy-Eye tinted glass and Sonomatic push-button AM radio.

For some personal touches, Lewis added a modern 1,000-watt stereo system that resides in a custom-built floor console, rear continental tire kit, front windshield visor and icy-blue flames on the sides of the car.

Completed in 1998, the Buick has been driven every year from early spring to late fall, with taking to most of the local shows and cruise nights.

As the owner of Mr. Electric, Lewis even hosts and sponsors an annual car show. Held at Red River College with all proceeds in support of Ronald McDonald House, mark next June 23 as a must-attend date, or check out www.winnipegcarshow.com for more information.

While a restored Buick may not be in everyone's sights, Lewis' Riviera Special is a welcome addition to the Winnipeg cruise scene, allowing spectators the opportunity to see one of the rarer vehicles from the decade of dreams.

The 1955 Special Riviera hardtop was Buick's top-seller that year. Built on a 122-inch wheelbase, the 3,720-pound hardtop coupe sold for a base price of $2,232 before options. With 155,818 units built, it outsold all other Buick models that year by nearly two-to-one.

So, as the old advertising slogan asked: "Wouldn't You Really Rather Have A Buick?"

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