For more than 50 years, every time Buick released a performance-oriented model, it was greeted with puzzlement, not unlike the public response to then-presidential candidate Bill Clinton playing the saxophone on a late-night talk show in 1992. In a way, that's odd, because Buick has built some of the hottest passenger cars to emerge from any GM division. Buick was an early advocate of free-breathing overhead-valve engines (an arrangement now universal for modern passenger cars), and Buicks even set a number of speed records before World War 1. As we've previously seen, the 1936-1942 Buick Century was one of the fastest American production cars of its day, and became very popular with hot rodders.


The OHV straight-eight of Buick's 1937 Special. It was 248 cu. in. (4,065 cc), rated at 100 hp (75 kW).

Such feats of speed were not, however, a major part of Buick's brand image, which focused on a cloud-like ride and posh, Cadillac-like interior appointments. Shortly before World War 2, Buick general manager Harlow Curtice even developed a semi-custom model, with bodywork by the coachbuilder Brunn, although Cadillac quickly cried foul. The advent of the smooth but slushy Dynaflow automatic in 1948 only cemented Buick's image as a prestigious but staid land yacht, the prototypical doctor's car.

While Cadillac and Oldsmobile led the switch from flathead straight-eight engines to OHV V8s in the late forties, Buick was in no great hurry to follow suit. Its big OHV straight eight still equaled the output of the early postwar V8s, and Buick engineers insisted that the vee engine offered no great performance advantage. Production design of Buick's own V8 didn't begin until 1950, more than a year after the debut of the Olds and Cadillac engines, and a major motivation for its development was not power, but compactness: a vee engine would be both shorter and lower, allowing a lower hood line.


The 1940 Buick Century had the 320 cu. in. (5,247 cc) straight eight of the Roadmaster and Limited, with 141 gross horsepower (105 kW). In 1941, it added Compound Carburetion, giving it 165 gross horsepower (123 kW) -- the most powerful American production car of that period. The lighter Centuries could reach 60 mph (97 kph) in around 12 seconds, with a top speed of perhaps 103 mph (165 kph). At the time, production cars that could crack the 100-mph mark were not common, especially in the middle-class price brackets.

Despite that slow start, Buick's 322 cu. in. (5,272 cc) V8, which debuted for the 1953 model year, was among the hottest of the new crop of engines. Developed by Joseph Turlay and Verner Matthews, it had an unusual pentroof combustion chamber design, offering the thermal efficiency and short flame travel of a Hemi with less bulk and weight. Its vertical valve stems earned the engine its nickname, "Nailhead."

Although its valve area was relatively small, a consequence of the pentroof combustion chamber shape, the Nailhead was a free-revving engine, capable of 6,000 rpm in proper tune. It was quite compact, and it was one of the lightest V8s of its time -- about 65 lb (29 kg) lighter than Cadillac's V8, and 110 lb (55 kg) lighter than the Chrysler Firepower, both of which had similar displacement. In production form, Buick tuned the V8 more for torque than outright horsepower, but it had considerable potential. Had it not been for the advent of the Chevrolet V8 two years later, which offered even greater potential in a still-lighter, cheaper package, the Buick V8 might have become a favorite of the shade-tree tuner crowd. Even after the arrival of the Chevy small block, there was a brief vogue for the Nailhead among hot rodders like Max Balchowsky and Tony Nancy. Buick even took stab at NASCAR, winning two races in 1955.

Even in pure stock form, the new Buick V8 was formidable enough. By 1954, its second year, it was up to 200 hp (149 kW) and 302 lb-ft (408 N-m), among the most powerful passenger car engines in America. In 1954, Buick revived the old Century nameplate, marrying the engine from the big Roadmaster with the shorter, lighter chassis of the Special. The Century was hardly a small car, but it weighed more than 400 lb (190 kg) less than a Roadmaster, which gave it muscular performance.


The 1955 Buick Century had 236 gross horsepower (176 kW), providing formidable acceleration. By locking the Twin Turbine Dynaflow in Low, it could go from 0-60 mph (0-97 kph) in just under 10 seconds, with a top speed of about 107 mph (172 kph). Even a Chrysler C-300 would be hard pressed to match the Century at around-town speeds, although the Chrysler was much faster all out. (Photo © 2007 Nick Young; used by permission)

The division didn't go out of its way to promote the Century, or any Buick, as a performance car. Buick subscribed to an older and simpler philosophy: that luxury cars should naturally be able to outrun cheap ones. Even the entry-level Special had fine performance, although its handling was soggy and its brakes inadequate. That was fine with buyers, who snapped up new Buicks at an unprecedented rate. By 1955, Buick controlled nearly 10% of the American market, selling more than 737,000 cars for the model year.

Buick's remarkable success soon slipped a gear. At the instigation of Harlow Curtice, who had become president of General Motors in 1953, general manager Ivan Wiles increased production to meet demand, which had a disastrous effect on quality control. The division's conservative '57 styling went over poorly, and the over-decorated '58s were even worse. The disastrous Air Poise air suspension and Flight Pitch Dynaflow exacerbated Buick's already-checkered reputation for reliability. Sales fell to around 240,000 units, less than a third of 1955's peak. While 1959's total sales were better -- a bit under 285,000 -- Buick's market share slumped to less than 5%. In less than four years, one of GM's most successful and profitable divisions had become a liability.

Ed Ragsdale, who had replaced Ivan Wiles as Buick's general manager in March 1956, took the blame for this disaster. How justified that was remains debatable. Ragsdale had been Buick's general manufacturing manager since 1949, so the dramatic decline in quality had occurred under his watch. However, the calamitous decision to increase production had been made by Wiles and by Curtice, who continued to call the shots at Buick well after his departure. Wiles and Curtice had also approved the unpopular 1957-1958 styling, and the use of the triple-turbine transmission. By 1959, though, both were gone; Wiles had retired in December 1957, Curtice in August 1958. Curtice's successor, Jack Gordon, needed a scapegoat for Buick's woes, and so Ragsdale was pushed into early retirement in the spring of 1959.


The wild styling of GM's 1959 cars was directly inspired by the 1957 Chryslers, which left GM designers in mortal fear of losing their styling leadership. Public reaction was mixed, at best, and many of these designs have become notorious as symbols of Detroit excess. This is an Electra 225, which replaced the Limited as Buick's top-of-the-line model in 1959. It's 225.4 inches (5,725 mm) long on a 126.3-inch (3,208-mm) wheelbase, powered by a 401 cu. in. (6,567 cc) engine with 325 hp (242 kW). With air conditioning and other options, it weighs close to 4,800 lb (2,180 kg) at the curb.

With Buick in such bad shape, its top job was not an attractive post. Candidates knew that if the division collapsed -- not an unlikely possibility -- it would reflect badly on them. At least one GM vice president reported turned down the position.

In late April 1959, GM announced Ragsdale's replacement: Edward D. Rollert. Rollert had spent the early fifties as the general manager of the joint Buick-Oldsmobile-Pontiac plant in Kansas City, Kansas (later the first GMAD plant), where he had supervised its conversion to military production; the Kansas City plant built both cars and Republic's F-84F Thunderstreak fighter. In 1955, GM transferred Rollert to run the Harrison Radiator Division in Lockport, New York. A workaholic who found it painful to sit still, Rollert was both aggressive and demanding. He was considering of GM's rising stars.

When Rollert arrived at Buick, he faced the same problem Ed Ragsdale had three years earlier. The 1960 models were already done, and the '61s were close to finished. No one had any confidence that they would sell. The '59s had had all-new styling, bigger engines, a much-improved chassis, a new ad agency, and even new model names, but none of it had done any good.


Although the public wasn't sure what to make of the Batmobile styling, the 1959 Buick offered some useful mechanical improvements, including better suspension geometry, a wider track, and a stiffer K-type frame. It also had much-improved brakes, with big finned drums. As in 1958, the front drums were aluminum, for better heat dissipation; the inner surface was iron-aluminum alloy to reduce wear. Buick used these brakes for another decade, although front discs superseded them by the late sixties.

Rollert wasted little time bringing in his own people. He appointed Roland Withers as general sales manager, Bob Kessler as head of manufacturing, Gerald Rideout as PR director, and Oldsmobile's Lowell Kintigh as chief engineer. Many of the new executives were Purdue alumni, like Rollert, and they immediately clashed with Buick's long-time veterans. For the next few years, Buick was wracked with infighting.

One of Buick's principal liabilities was lingering buyer concern over reliability. Rollert appointed John Gretzinger to oversee quality control, making a big show of Gretzinger's ability to stop the assembly line to address problems. Some Buick executives thought it was only a token gesture, but Rollert had at least acknowledged the issue, which was a step in the right direction.

Despite the new blood, 1960 was Buick's nadir. Sales were less than 254,000, and market share didn't even reach 4% -- only half of AMC's share. Buick's 1960 models were not bad cars, but the division desperately needed a new direction.


The 1960 Buick line differed only slightly from the '59, although the Triple Turbine and air suspension options were both discontinued, and the convex grille of the '59 was replaced by a concave one. This was the last year for Buick's torque-tube rear suspension, which the division had used since 1938; it was replaced in 1961 by an open driveshaft and live axle, located by control arms. The Invicta was one of the smaller Buicks: 218 inches (5,537 mm) on a 123-inch (3,124-mm) wheelbase, weighing around 4,500 lb (2,040 kg).

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