When General Motors decided to field a Ford Thunderbird-fighter, chief stylist Bill Mitchell decided it should look like a Rolls-Royce with the flavor of a Ferrari. The result — the 1963-1965 Buick Riviera — was a styling milestone. Now the Riviera is one most coveted cars of the 1960s. The first-generation Buick Riviera is a classic in the true sense of the word: a work of enduring excellence. Conceived in a burst of creativity by some of General Motors’ best designers and engineers, it was also a product of some of the best minds in advertising and marketing, with a carefully groomed image that contributed mightily to its immediate high success. Today we remember the 1963-1965 Riviera primarily for its superb styling, a masterful blend of curves and razor-edge lines that was quickly recognized as an architectural landmark for the U.S. industry.