The 1972 Buick Riviera. Just the name evokes strong reactions, doesn’t it? For many, especially those who grew up far from the land of classic American automobiles, the boattail Riviera holds a special place in their hearts. Like a teenage enthusiast admiring from afar, there’s an undeniable allure to the 1971-72 Riviera, a design so distinctive it carves its own niche in automotive history. While opinions remain divided on this generation, its polarizing design is precisely what makes it so captivating.
Front quarter view of a two-tone 1972 Buick Riviera showcasing its distinctive boattail design and chrome bumper.
1971 marked a pivotal year. Dodge was making waves with the Polara, but Buick aimed for something more profound: polarization. The all-new Riviera, a ground-up redesign for the first time since 1966, arrived in dealerships, immediately splitting the automotive world. You either succumbed to the charm of the boattail or you simply couldn’t stand it. This was a car that refused to be ignored, a bold statement on wheels.
Side profile of a vintage 1972 Buick Riviera highlighting its long body and sweeping boattail rear.
However, criticism of the 1971-72 Riviera isn’t always rooted in dislike. Some critics appreciate the design’s ambition but question its execution. “Execution” – in many ways, that’s the crux of the debate. The journey of bringing the boattail Riviera to life was famously complex, a story of ambition versus budgetary constraints.
Rear view of a red 1972 Buick Riviera emphasizing the pointed boattail and chrome details.
Despite Bill Mitchell’s strong support, the Buick studio initially struggled to justify a smaller Riviera, even though the boattail concept began on the A-body platform. The initial vision was for a more compact and agile Riviera, a departure from the traditional full-size luxury coupe.
Design sketch of a Buick Riviera concept, showcasing early boattail styling ideas.
Buick’s designers drew inspiration from the elegant skiff-shaped roadsters of the 1920s and 30s – names like Delage, Isotta-Fraschini, and Auburn – reimagining them in a fastback coupe form. There was also a clear nod to the C2 Corvette in the roofline. While not every design study was universally praised, the overarching theme was undeniably striking, aiming for a visual impact that would set the Riviera apart.
Clay model comparison of original smaller Buick Riviera design concept versus the larger production version.
However, financial realities intervened. To control costs, the larger B-body platform was mandated, bringing with it the existing cowl, windshield, doors, and a 122-inch wheelbase. The original, more svelte design was adapted to fit this larger chassis, a compromise that left both Bill Mitchell and the Buick designers deeply disappointed. The design on the right in the image shows the impact of this change, illustrating the shift from the original vision.
Side-by-side comparison of two Buick Riviera design concepts, highlighting the evolution from a sleek smaller form to a larger, more elongated silhouette.
It’s understandable. Imagine pouring your creative energy into a groundbreaking design, only to be instructed to enlarge it to dimensions that compromise its intended proportions. Frustration is an understatement. Yet, the public remained unaware of these internal struggles. All they saw was a revolutionary new Riviera.
Front view of a 1972 Buick Riviera emphasizing its wide stance, hidden headlights, and prominent grille.
It was undeniably large, unapologetically bold, and distinctly pointy. It defied categorization, bearing little resemblance to anything else on the road. From certain angles, it barely even looked like a Buick, a departure from the brand’s more conventional styling cues. But perhaps that radical departure was part of its appeal.
Slightly angled front view of a blue 1972 Buick Riviera showcasing its unique front end and overall road presence.
For the 1972 model year, changes were minimal. The powerful 455 cubic inch (7.5-liter) V8 engine’s output was now rated in net horsepower, adjusting the figure to 250hp. The grille received an eggcrate pattern, and the trunk lid louvers were removed – a welcome simplification. A side-swipe trim piece was added, subtly linking it to the broader Buick family styling. This trim also conveniently facilitated two-tone paint schemes, although this wasn’t a popular trend at the time and likely not a factory option. The featured car’s two-tone paint is likely a later, but tasteful, modification.
Close up detail of the 1972 Buick Riviera's front grille and headlight design.
The influence of a successful GM design can often be gauged by how many other divisions adopted similar styling cues. While the boattail Riviera’s rear was too unique to be directly copied, its front-end design subtly influenced the 1972-76 Vauxhall FE Ventora and VX4/90. The Ventora, in particular, shares a similar understated elegance in its front fascia, hinting at the Riviera’s impact on international design.
Side view of a Vauxhall Ventora, highlighting the design similarities with the Buick Riviera front end.
However, one aspect of GM interiors from this era often draws criticism, and the Riviera is no exception. The attempt to create a driver-centric cockpit often resulted in aesthetically questionable dashboards. The Riviera’s dash, while following this trend, at least extended the wrap-around design to include the passenger, making it arguably less jarring than some of its GM contemporaries. However, this design would undoubtedly make a center front passenger feel even more confined, battling both the transmission tunnel and the prominent central spine of the dashboard. Rear seating was definitely preferable.
Interior view of a 1972 Buick Riviera dashboard, showing the wrap-around design and three-pod instrument cluster.
Despite being better than many GM dashboards of the period, the interior remains a point of contention for many. The fragmented instrument panel, divided into three distinct sections, can appear disjointed and somewhat haphazard in its execution. While the designers’ ambition is evident, the fundamental concept falls short in delivering a cohesive and refined aesthetic.
Close up of the 1972 Buick Riviera instrument panel highlighting the separate gauge pods and woodgrain trim.
This criticism of fragmented design has also been applied to the exterior by some. While not flawless, the exterior execution was arguably as refined as it could be, given the design’s inherent boldness. Sadly, its reign was brief. The 1973 model year brought federally mandated 5-mph bumpers, significantly altering the front-end aesthetics, and the boattail design was abandoned altogether after 1973.
Angled dashboard view of a 1972 Buick Riviera showcasing the steering wheel, gauges, and center console.
A pity indeed. The 1970s, in many ways, were a decade of automotive missteps. Beyond the 1971-73 boattails, Rivieras of the 70s largely missed the mark. The 1970 models were bulky and unremarkable, the 1974-76 iterations were arguably unattractive, and the 1977-78 models were so generic they could have been badged by any number of manufacturers. And the less said about the downsized Rivieras of the 1990s, the better. Even those who aren’t ardent boattail fans might concede that the 1971-72 models stand out positively against this backdrop of 70s Rivieras.
Collage of various Buick Riviera models from the 1970s and 1990s illustrating the design evolution and perceived decline after the boattail era.
In contrast, the 1963-65 Rivieras are rightfully considered legendary, and their immediate successors (1966-67) were also design high points. The boattail Rivieras may not reach the same level of timeless elegance as the mid-60s models. They occupy a unique space – perhaps too unconventional to be called classically beautiful, but far too intriguing to be dismissed.
Rear quarter view of a 1972 Buick Riviera showcasing its boattail design and taillights.
Finally, let’s address the boattail’s market performance. Riviera sales figures fluctuated throughout its history. While production did dip by 10% from 1970 to 1971, this was a relatively minor shift, and sales remained consistent at around 33-34,000 units for three consecutive years – comparable to the acclaimed 1965 model. Sales declined more significantly to around 20,000 annually for the 1974-78 model years. The downsized 1979-85 generation became a sales success, averaging over 50,000 units per year, a record for the Riviera nameplate. However, the 7th generation Riviera (1986-93) was a commercial disappointment, averaging only 15,000 units per year.
Front view of a 1972 Buick Riviera parked on a street, highlighting its long hood and imposing presence.
In this context, the supposedly polarizing boattail actually performed quite well. It solidified the Riviera’s place in automotive consciousness, arguably as much as the iconic 1963-65 generation. Aside from the AMC Pacer, it’s difficult to name a more design-forward car from Detroit in the early 70s. Experiencing a boattail Riviera in person is even more impressive, revealing its low-slung profile, expansive dimensions, and truly unique shape, even when compared to its contemporaries. The boattail Riviera, undoubtedly, earns a permanent spot in the dream garage of any automotive enthusiast.
