Buick Riviera.
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With GM’s Ultium platform, possibilities seem endless. The same platform will be used for the next-generation Chevrolet Bolt, as well as the new re-invented huge Hummer EV and pickup. And what about Buick? While Chevrolet and Cadillac get plenty of Ultium-based new models, Buick is getting nothing. At least in the US.
The Chinese market has at least 3 Buick EVs and 2 of these, the Electra E4 and E5, are based on Ultium.
But nothing here. Buick doesn’t even offer a Hybrid. Since GM doesn’t seem that against re-inventing old models like the Hummer, why not a new Buick Riviera? Of course, the 2-door car market is basically dead these days. But the new 2025 Dodge Charger might prove the opposite.
On the other end of the coupe spectrum, Honda is getting ready to launch its all-new 2-door Prelude Hybrid. And Toyota is actually working on a new Celica.
Maybe something a bit larger and more luxurious could find an audience. Something that’s not a muscle car.
The Buick Riviera first came out in 1963. From the start, the Bill Mitchell design looked great. And set the stage for a series of great-looking Buicks. The second generation came out in 1966, and again, looked pretty fantastic.
In 1971, the 3rd generation Riviera adopted the legendary “boat tail” design. Unfortunately, that design only lasted 3 years for some reason.
Then things went downhill with a 4th and 5th generation that just couldn’t visually match the previous designs. It became one of these generic giant 2 door American cars that were everywhere.
The 5th generation from 1979 to 1985 brought back some personality to the Riviera. And sales also went up. To over 63,000 in 1985.
But the worst was yet to come in 1986 with the ridiculously downsized new generation. It just looked like a joke. Trying to squeeze as many late 1970s design cues into a car the size of a Honda. Its cousin the Oldsmobile Toronado and Cadillac Eldorado suffered the same fate.
The Riviera came back in 1993 with a great design. It sold over 41,000 units in its first year. However, by that time, SUVs were already starting to take over. It sold under 2000 units in 1999.
There has been a couple of concepts since, in 2007 and 2013. But nothing came out of them. Which is too bad.
I do understand GM’s fear of launching a new 2 door model for Buick or any other brand in today’s market. Who knows, maybe 2 door coupes will one day be the new rage in China. Where Buick is very popular. Then maybe, we could see a new Riviera…