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1973 Buick Riviera GS Headed To Mecum Chattanooga Auction

Harley Earl was an icon who brought innovation and change to the automotive world. He was the first person to use modeling clay in development of new model mock-ups, he advanced the idea of integrating fenders with car hoods to make bodies more unified, he was GM’s first Vice President of Styling, and he would use concept cars for his personal daily drivers. When Earl retired in the late 1950s, his replacement, Bill Mitchell, knew he had to define himself in a grand fashion. One of Mitchell’s first acts was to create a new personal luxury coupe, the Buick Riviera.

The Buick Riviera name had been used before, as a trim line in the Buick Roadmaster line. The new Riviera would set a new standard for Buick fit and finish. For example, the doors and door windows would be installed on the car before the door skins were applied, in order to assure proper fitment. Constructed on a modified Electra frame, the Riviera came in at seventeen feet long.

The Buick Riviera debuted as a 1963 model. The Riviera’s primary market target was the Ford Thunderbird, that was both shorter and four hundred pounds heavier than the Riviera.

As a personal luxury car, the Buick Riviera had a lengthy list of equipment and options. As the dash cascade flowed into a console that separated both the front and rear seats, the Riviera was strictly built for four passengers, which the roomy interior accommodated with ease. Separate air conditioning and heat controls, as well as the radio occupied the center stack. Door panels were equipped with both front and rear door handles, enabling back seat passengers to open the doors without having to trouble the front seat occupants. Standard upholstery was vinyl, but leather could be had. Other options included tilt wheel, power seats, power windows, power locks, AM-FM radio, cruise control, and an electric trunk release.

1973 marked the final year for the third generation Buick Riviera, and it came with a number of changes. 1974 Federal Impact Standards meant the Riviera bumpers had to be thicker and have bumper guards. The grille bars were switched back to horizontal slats, front marker lights became part of the new wraparound headlight design, and the boat-tail design was muted, much to the chagrin of the diehard Riviera faithful. Sales numbered just over 34,000 units.

The 1973 Buick Riviera Gran Sport package included improved ride and handling courtesy of a specially tuned suspension, rear sway bar, and wider steel-belted radials. Also included in the GS package was better sound insulation and GS badges.

Our feature 1973 Buick Riviera GS is a bit of a time capsule, showing just 13,201 miles on its odometer. It is finished in Burgundy Iridescent with a white vinyl top over a burgundy interior. It is powered by a 455 cubic inch engine producing 250 horsepower and 375 pound feet of torque, backed by a three-speed HydraMatic automatic transmission. Still every bit the personal luxury car, the Riviera is equipped with leather upholstery, power steering, power brakes with front discs, power windows, power locks, and an in-dash clock.

This 1973 Buick Riviera GS will cross the Mecum Auctions block at their Chattanooga, Tennessee event taking place October 13th and 14th.

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Comments

  1. A HS friend drove a green one. We called it the racin’ Rivvy.

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    1. I had a HS buddy who also had a twin to this one in the same colors and 455. He drove the snot out of it and I can personally attest to the 20’+ burnouts he could do with it. Fun time in that big old Riv.

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  2. Really want this 73 Riviera GS

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  3. The old saying is that the squeaky wheel gets the grease. So if I sound like a squeaky wheel, it’s on purpose.

    Buick NEEDS cars. Buick NEEDS both sedan’s (4 doors) and a 2 door Riv in the lineup. Go ahead and keep the crossover/SUV’s, but add cars. People who understand Buick and know Buick will tell you that the current (lack of) lineup is pathetic. Not saying they are “bad”, but saying the lineup is lacking in diversity and choice. They are missing an enormous opportunity by not bringing out a larger Buick EV sedan (4 door and 2 door) with the name Electra. That should absolutely NOT be placed on another SUV.

    I can only hope that someone with any pull at GM reads comments on this site and at least relays that back to others within GM. BTW, this Riv being offered is stunning. Love it.

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    1. “Buick NEEDS both sedan’s (4 doors) and a 2 door Riv in the lineup.”

      And sedans/2-doors that Buick actually had a part in designing! NOT a Chevy Malibu with different badging and $7000 price premium (and then wonder why it doesn’t sell…).

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      1. other side: I would agree with that, but add a side note. I’d prefer Buick design and build them for themselves, but I’d accept the Malibu (and CT5) with complete Buick sheet metal and interior rather than nothing at all.

        Remember, platform sharing is alive and well today. Just a few that do well and share: Enclave/Traverse. Tahoe/Escalade. Trax/Envista. XT5/Equinox and XT4/Envision just to name a few.

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        1. Classic and artwork 👌

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  4. Not only has Buick blown it by dropping the sedans and coupes, they also blew it by stopping the import of the Tour X wagon. Most smart companies diversify but Buick has become a one trick pony. Once fuel prices increase, SUV’s will fall out of favor and Buick will go the way of Pontiac and Oldsmobile. This is what happens when soulless bean counters drive the bus

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    1. John: I agree. You bring up fuel prices. Here in southern California, the price of gas (average) is now over $5,65/gal. I’m sure ‘n heck glad I’m driving my Bolt and not having to fill up with gas. I do like the new Buick Envista because it looks less SUV and more sedan hatch, but it’s combined MPG is only around 30. For a 3 cyl turbo and 6 speed?? They really need to get those numbers better.

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  5. This is my very favorite car. I started my Freshman High School year in 1973. And to this day I still wish I had one. Thanks for sharing the pictures.

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  6. I have a 71 Corvette Red Riviera with the louvres in the trunk lid and split window like the Corvette The 72 and 73 were the last years of the boats 🚤 mine drives like it’s on clouds and I’m on cloud 9 when I’m behind the wheel of my spaceship

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  7. A guy at work has one of these in the GM Buick green paint color.

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  8. Buick Electra Convertible , IMHO was one of their Masterpieces. GM has fallen woefully behind. These GREEN NUTJOBS will end up killing the Auto industry! Biden and his minions on the picket line SLAYS me! Can’t the UAW see it Him and his greenies killing their jobs and future?!?!…smh

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  9. I saw a 1974 Buick Park Abe diesel for sale. I couldn’t believe it. I would never have guessed that this was an option.

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