The 1972 Buick Riviera. Even today, the name evokes strong reactions. For many classic car enthusiasts, especially those who appreciate distinctive American automotive design, the third-generation Riviera, particularly the 1971 and 1972 models, is an icon. Growing up admiring cars from afar, the ’71-’72 Riviera, with its unique “boattail” rear end, was always a standout. It was, and to a large extent still is, strikingly beautiful in a way that sets it apart from almost anything else on the road. While opinions on its aesthetics are certainly divided, there’s no denying the 1972 Buick Riviera’s impact and enduring appeal.
Front quarter view of a two-tone 1972 Buick Riviera, showcasing its distinctive boattail design and chrome bumper.
In 1971, as Dodge rolled out the Polara, Buick aimed to create a car that would polarize opinions, and they succeeded spectacularly with the all-new Riviera. This ground-up redesign, the first since 1966, immediately split the automotive world. You either loved the boattail Riviera, or you couldn’t stand it. There was no middle ground, no fence-sitting when it came to this bold Buick. The 1972 model year saw only minor changes from its initial release, solidifying the boattail’s place in automotive history.
Side profile of a silver 1972 Buick Riviera, highlighting its long wheelbase and sloping boattail rear.
However, even among those who criticize the 1971-72 Riviera, there’s often an underlying appreciation for the design’s ambition. The criticism often stems from the execution of the design, rather than the concept itself. The word “execution” is particularly apt when discussing the boattail Riviera.
Rear three-quarter view of a 1972 Buick Riviera, emphasizing the dramatic boattail and taillight design.
The Boattail Riviera’s Development and Design Compromises
The development of the boattail Riviera was famously complex. Despite having the strong support of legendary GM design chief Bill Mitchell, the Buick design studio’s initial vision for a smaller Riviera, based on the A-body platform, was not approved.
Design sketch comparing original A-body Buick Riviera concept with the larger B-body production version.
Buick designers drew inspiration from the elegant skiff-shaped roadsters of the 1920s and 30s – names like Delage, Isotta-Fraschini, and Auburn – reinterpreting that classic form as a fastback coupe with a clear nod to the C2 Corvette in its roofline. Early design sketches and clay models were certainly striking, though not always conventionally handsome.
Clay model of an early Buick Riviera boattail design concept, showcasing the skiff-like rear and fastback roof.
Unfortunately, financial considerations intervened. To control costs, the boattail design had to be adapted to the larger B-body platform. This meant using the existing cowl, windshield, doors, and the 122-inch wheelbase. The original, more compact design (visualized on the right in some comparisons) was stretched and enlarged to fit the bigger chassis. This adaptation left both Bill Mitchell and the Buick design team deeply disappointed, as the final product was a compromise of their initial vision.
Comparison image showing the original smaller Buick Riviera boattail design concept alongside the production B-body version, highlighting size difference.
While the designers may have been frustrated by the upscaling of their design, forced to compromise their original vision, the car-buying public was largely unaware of these internal struggles. All they saw was the undeniably striking new 1972 Buick Riviera.
Close-up of the front grille and headlight detail of a 1972 Buick Riviera, emphasizing its bold and distinctive styling.
Bold Styling and Minor Updates for 1972
The 1972 Buick Riviera was undeniably big, bold, and pointy. Its styling was unlike anything else on American roads at the time. From certain angles, it didn’t even resemble a Buick, although previous Riviera generations had also forged their own distinct paths.
Front three-quarter view of a 1972 Buick Riviera, showing its long hood, hidden headlights, and imposing stance.
For the 1972 model year, changes were minimal. Buick switched to net horsepower ratings, reducing the advertised output of the massive 455 cubic inch (7.5 liter) V8 to 250hp. The grille received an “eggcrate” pattern, and the trunk lid louvers were removed – a welcome change for many. A side-swipe trim piece was added along the sides, providing a subtle visual link to other Buick models and making two-tone paint schemes easier, although this wasn’t a popular option at the time. The featured car’s two-tone paint is likely a later customization, but a well-executed one.
Side view of a two-tone 1972 Buick Riviera, showcasing the side trim and aftermarket paint job.
The influence of GM designs can often be gauged by how many other divisions borrowed elements. While the boattail Riviera’s rear was too unique to be directly copied, the front end styling seems to have subtly inspired the 1972-76 Vauxhall FE Ventora and VX4/90, albeit in a more understated British fashion.
Image of a Vauxhall Ventora, highlighting the subtle design similarities to the 1972 Buick Riviera front end.
Interior Design: A Point of Contention
The interiors of GM cars from this era are often criticized, and the 1972 Buick Riviera is no exception. The trend at the time was to create dashboards that wrapped around the driver, often with aesthetically questionable results. The Riviera’s dash followed this trend, wrapping around both the driver and passenger. While perhaps slightly less awkward than some other GM designs of the early 70s, it still presents a challenging design. A center passenger would have to contend not only with the transmission tunnel but also the prominent central spine of the dashboard. Rear seats were definitely preferable for passenger comfort.
Interior view of a 1972 Buick Riviera, showing the wrap-around dashboard and three-pod instrument cluster.
Even compared to other GM dashboards of the period, the Riviera’s interior is often considered its weakest point. The fragmented instrument panel, divided into three separate sections, can appear disjointed and poorly integrated. While the designers’ ambition is evident, the execution of the interior concept is often seen as lacking.
Close-up of the instrument cluster of a 1972 Buick Riviera, showing the separated gauge pods and woodgrain trim.
Short-Lived but Memorable
While some criticize the exterior styling as well, the boattail Riviera’s execution was generally considered to be as good as it could be, given the design constraints. However, its lifespan was short. The 1973 model year brought federally mandated 5 mph bumpers, which significantly altered the front and rear styling, arguably detracting from the original design. By 1974, the boattail concept was abandoned entirely.
Rear view of a 1972 Buick Riviera, highlighting the boattail shape before bumper regulations changed the design.
The 1970s saw some less-than-stellar Riviera designs. The 1970 models were seen as bloated, the 1974-76 models were often considered unattractive, and the 1977-78 versions were bland and generic. Even the downsized Rivieras of the 1990s didn’t fare much better in terms of styling. Compared to these, even those who aren’t ardent boattail fans often concede that the 1971-73 models were stylistically superior.
Collage of various 1970s Buick Riviera models, contrasting the boattail with other less popular designs.
In contrast, the first generation 1963-65 Rivieras and their immediate successors (1966-67) are widely regarded as design masterpieces. The boattail Riviera may not reach the same level of universal acclaim as these mid-60s classics. It occupies a unique niche – too unconventional to be considered traditionally elegant, but far too intriguing to be dismissed.
Rear three-quarter view of a 1972 Buick Riviera in a garage setting, emphasizing its long and wide proportions.
Market Success and Lasting Legacy
Despite perceptions of the boattail Riviera being a sales disappointment, the reality is more nuanced. Riviera sales figures fluctuated throughout its history. While production did dip slightly (by 10%) from 1970 to 1971, sales remained relatively stable at around 33-34,000 units for three consecutive years – comparable to the well-regarded 1965 model. Sales declined more significantly during the 1974-78 model years. The downsized 1979-85 generation was the true sales success story for the Riviera, averaging over 50,000 units annually. The 7th generation Riviera (1986-93), however, was a commercial failure.
Side profile of a 1972 Buick Riviera with its hidden headlights open, showing its streamlined design.
In context, the boattail Riviera performed respectably in the market and solidified the Riviera’s reputation as a design leader, arguably as much as the original 1963-65 generation. Alongside the AMC Pacer, the 1972 Buick Riviera stands out as one of the most iconic and distinctive designs to emerge from Detroit in the early 1970s. Experiencing a boattail Riviera in person is even more impressive, highlighting its low, long, and wide stance and its remarkably novel shape, even when compared to its contemporaries. The boattail Riviera, especially the 1972 model, remains a captivating and memorable piece of automotive history.
