Thursday, March 15, 2012

The Riviera... (By Buick)

By now most of you have figured out that I consider the original Riviera to be one of the most important cars of the postwar generation, and there is increasing evidence that Buick felt so too. Entered into evidence is the launch brochure from the fall of 1962. 

Note the supreme elegance of the piece- the utter lack of backgrounds, the dramatic photography and the black on silver color scheme. Make no mistake, the piece is shot and printed in full color, but the overwhelming theme is black on silver. 

Riviera is shown in its signature color of Cloud Silver with black leather. No escaping the fact that this is one impressive piece of lifestyle positioning. I'll shut up now and let you enjoy the piece.

NOW wouldn't you really rather have a Buick?

1 comment:

  1. NOW wouldn't you really rather have a Buick? Why, yes I would! lovely brochure. My '64 Tbird folder is spectacular, too, but in a completely different way. The photos in it are all staged like paintings with highly saturated colors and settings. The simplicity of this brochure is striking as you say.