The 1972 Buick Riviera. Just mentioning its name can spark debate among automotive enthusiasts. For some, it’s a design marvel, a bold and distinctive statement from an era of automotive experimentation. For others, it’s an acquired taste, a design that pushed boundaries perhaps a little too far. Regardless of personal preference, the 1971-72 Buick Riviera, particularly the 1972 model, remains an unforgettable and polarizing figure in American automotive history.
The Genesis of the Boattail Riviera Design
The story of the boattail Riviera begins with ambition and a desire to break away from the conventional. In the early 1970s, Dodge was making waves with the Polara, and Buick sought to create its own sensation with a completely redesigned Riviera. This marked the first ground-up redesign since 1966, signaling a significant shift in direction. The result was a vehicle that immediately divided opinions, creating a clear line between those captivated by the boattail’s allure and those who simply couldn’t warm up to its unique aesthetics. This Buick was designed to provoke a reaction, and it succeeded spectacularly.
However, even some critics who appreciate the design’s intent have reservations about the execution of the 1971-72 Riviera. The development process of the boattail Riviera was famously complex. Despite having the strong support of legendary GM stylist Bill Mitchell, the Buick design studio’s initial vision for a smaller, more agile Riviera, based on the A-body platform, faced internal resistance.
Buick designers drew inspiration from the elegant skiff-bodied roadsters of the 1920s and 1930s – names like Delage, Isotta-Fraschini, and Auburn – reimagining these classic forms into a fastback coupe silhouette. There was also a noticeable influence from the C2 Corvette, particularly in the roofline. Early design sketches and clay models were undeniably striking, though not always conventionally beautiful.
Unfortunately, financial considerations intervened. To control costs, the decision was made to utilize the larger B-body platform. This meant incorporating existing elements like the cowl, windshield, doors, and the 122-inch wheelbase. The original, more compact design (visualized on the right in design comparisons) had to be adapted to fit the larger chassis. This compromise left both Bill Mitchell and the Buick design team feeling deeply disappointed, as the expansion somewhat diluted the original design’s purity.
Despite the design compromises during development, the final product, the 1971-72 Buick Riviera, still made a powerful visual impact. While designers may have been aware of the “what could have been,” the general public saw a vehicle that was undeniably attention-grabbing.
Exterior Styling: Bold, Pointy, and Unmistakably Buick (or Not?)
The 1972 Buick Riviera was undeniably large. It was bold. It was, as some described it, pointy. It was unlike anything else on the road at the time. From certain angles, it barely even resembled a Buick, a departure from previous Riviera models which, while stylish, maintained a clearer Buick family resemblance.
For the 1972 model year, changes were minimal, focusing on refinements rather than major alterations. Buick, like other manufacturers, began quoting engine power in net horsepower figures, which for the massive 455 cubic inch (7.5-liter) V8, resulted in a reduced but more realistic rating of 250 horsepower. The grille received an eggcrate pattern, replacing the previous design, and the louvers on the trunk lid were eliminated – a change many considered an improvement. A side-swipe trim piece was added to the body sides, arguably providing a subtle visual link to the broader Buick design language of the era. This trim also inadvertently lent itself to two-tone paint schemes, although this wasn’t a popular or heavily promoted option at the time. The featured car in the original article showcases a two-tone treatment, which is likely a later, but tastefully executed, modification.
1972 Updates: Refinements and Subtleties
The subtle changes for 1972, while not dramatic, contributed to the ongoing evolution of the boattail Riviera. The eggcrate grille offered a slightly more refined appearance compared to the 1971 model, and the removal of the trunk lid louvers cleaned up the rear styling. The side trim, while perhaps not universally loved, did add a touch of visual length and could be seen as an attempt to integrate the Riviera more closely with Buick’s overall styling direction.
Interestingly, the front-end design of the boattail Riviera, despite its polarizing rear, seemed to have influenced other GM products, even across continents. The 1972-76 Vauxhall FE Ventora and VX4/90 in the UK, for example, share a subtle but noticeable resemblance in their front fascia design, suggesting the Riviera’s forward styling had a broader reach than initially apparent.
Interior Design: A Driver-Centric (and Passenger-Inclusive?) Approach
The interior of GM cars from this era, including the 1972 Riviera, often faced criticism. The trend towards driver-centric dashboards, intended to wrap around the driver, frequently resulted in aesthetically challenged designs. The Riviera’s dashboard followed this trend, but with a twist. It attempted to envelop both the driver and passenger, arguably making it less visually jarring than some other contemporary GM interiors. However, this design created a prominent central spine in the dashboard, which, combined with the transmission tunnel, would make the center front seating position exceptionally uncomfortable. Rear passengers were undoubtedly favored in terms of comfort.
Despite being arguably better than many GM dashboards of the early 70s, the Riviera’s interior remains a point of contention. The fragmented instrument panel, divided into three distinct sections, can appear disjointed and lacking cohesion. While the effort to create a stylish and driver-focused cockpit is evident, the execution is often seen as falling short of its potential.
Market Performance and Legacy
The boattail Riviera’s production run was relatively short, spanning only from 1971 to 1973. For 1973, the design was somewhat softened with a larger front bumper and a toned-down rear, before the boattail concept was abandoned entirely for 1974. Many enthusiasts consider the 1971-72 models to be the purest expression of the boattail design, before subsequent changes diluted its impact.
Compared to other 1970s Riviera models, the boattails stand out, for better or worse. The 1970 models are often seen as bloated and bland, while the 1974-76 models are frequently criticized for their ungainly styling. Even later downsized Rivieras, like those from the 1990s, are considered by many to be less visually appealing than the boattails. Even those who aren’t ardent fans of the boattail often concede that they are more distinctive and memorable than many other Riviera generations from the decade.
In contrast, the earlier 1963-65 Rivieras are widely regarded as design masterpieces, and their immediate successors from 1966-67 are also highly praised. The boattail Rivieras, however, occupy a unique space. They may not possess the timeless elegance of the mid-60s models, but they are undeniably intriguing and impossible to ignore. They are perhaps too unconventional to be considered classically beautiful, but their sheer audacity and uniqueness make them captivating.
Contrary to some perceptions, the boattail Riviera’s market performance was respectable. While production did dip slightly from 1970 to 1971, the yearly sales figures remained consistent at around 33-34,000 units for three consecutive years – comparable to the well-regarded 1965 Riviera. Sales declined more significantly for the 1974-78 model years, while the downsized 1979-85 generation became a sales success. The 7th generation Riviera (1986-93), however, struggled in the market.
Why the 1972 Buick Riviera Still Matters Today
In conclusion, the 1972 Buick Riviera, part of the boattail generation, achieved considerable success within the Riviera lineage. It solidified the Riviera’s reputation for bold design, arguably as much as the original 1963-65 models. Alongside perhaps the AMC Pacer, the boattail Riviera stands as one of the most iconic and instantly recognizable designs to emerge from Detroit in the early 1970s. Experiencing one in person is truly impressive, highlighting its low-slung profile, substantial width and length, and the sheer novelty of its shape, even when viewed in the context of its era. The boattail Riviera, especially the 1972 iteration, remains a significant and fascinating chapter in Buick’s history and a testament to the daring design experimentation of the 1970s.
