Here they are – the 1954 Buicks. New inside and out – the crowning achievement of fifty – one years of Buick progress – finer than the finest Buicks of the past – finer than other cars in their class.

There is so much to tell, so many things new and different about Buick for 1954 that all we can hope to do in this Announcement Issue of the Buick Magazine is to present the high lights. The articles on following pages by Mr. Verner P. Mathews, Buick’s chief engineer, and by other Buick executives will convey some idea of all the good things embodied in these superb new cars. But all of us hope that you will take the very first opportunity to see the new Buicks for yourself and to experience their thrilling performance on street and highway.

Even your first quick viewing will show you why everyone who has seen them is so genuinely excited about these new cars. As your eye glances from one feature to another of the breath-taking exterior styling, you are keenly aware these are truly new cars­ new bodies, new hoods, new panoramic windshields, new fenders, new grilles on all series.

Then, as you open a door to a spacious interior, you will see that here, too, Buick styling has achieved completely new heights. The instrument panel establishes an entirely new concept of functional, eye-pleasing design and the same spirit of freshness is apparent in the entire interior treatment.

You will see the ever-popular Special with a powerful new V-8 engine … the beautiful and dashing Skylark with a sensational new look. You will see new all-steel Estate Wagons … newly designed convertible and Riviera models with a “Skylark” motif.

As you note the various models, you will become particularly aware of some exciting newcomers to the Buick line-the Century Riviera, Century four-door sedan, the all-steel Century Estate Wagon, and the all-steel Estate Wagon in the Special Series.

Last year, the characteristic of the Golden Anniversary Buicks that drew most praise and enthusiasm was their nimble, spirited performance-breath-taking acceleration, power, and instantaneous responsiveness. Yet, for 1954 even this magnificent achievement has been surpassed.

Sensational engine changes throughout the line result in still quicker acceleration, livelier performance, and further gasoline economy.

The popular Special Series has a completely new power plant­ a powerful 264 cubic inch 90° V-8 engine. This new engine boasts a compression ratio of 8.1 to 1 with Dynaflow, which means that power output has been correspondingly increased. Specials equipped with Dynaflow have 150 horsepower, an increase of 15 per cent over last year. Specials equipped with Synchro-Mesh transmission have a new high of 143 horsepower with a compression ratio of 7.2 to I.

Skylark, Roadmaster, Super, and Century models have equally significant power plant changes. The 322 cubic inch Fireball V-8 engine, introduced by Buick in 1953, is even more powerful in 1954, due to improved combustion chamber design and increased volumetric efficiency. The result is still livelier acceleration combined with still greater economy.

In introducing a new line of automobiles so completely different from the Buicks of previous years, I feel that much of the story is in the thinking here at Buick that went into the development of the 1954 models.

All of us knew that the Golden Anniversary Buicks were far and away the greatest Buicks in fifty great years. And the public’s response verified this feeling, as nearly a half million Buicks were delivered in 1953.

Yet, in 1954, Buick, we knew, would have to maintain its long­ established policy of bringing out new models that would not only surpass everything that had gone before but that would top any­ thing competition could offer.

It was a challenge that the well-coordinated Buick team was happy to meet. The result, we know you will agree, is a fresh all­ new Buick, inside and out, not only the finest line of cars we have ever built but a line of cars that is far ahead of the rest of the field in design and performance.

As much as the emphasis is on newness, however, the 1954 Buicks also retain a long list of the features on which Buick’s reputation has been built-features which are found only on Buick.

The number of Buicks on the road today attests to an ever­ increasing public awareness of the sincerity of Buick’s policy, “When better automobiles are built, Buick will build them.”

Now, starting a new half century, in the enviable position as first in its price class in the automotive industry, producing and selling more automobiles each year than any manufacturer outside the so-called “low-price three,” Buick introduces for 1954 a new series of automobiles for a new market-the elegant and powerful Buick Century Series.

These lively newcomers to the Buick family are available in three different body styles-Four-door sedan, Riviera coupe, and all-steel Estate Wagon.

The Century is a value-packed automobile, well qualified to take its place in the outstanding line of 1954 Buicks. In the following pages, and also in the brochure accompanying this issue of Buick Magazine, the features of the new Century are taken up in detail, and you can see for yourself why we are so proud of it.

Buick’s famous riding and handling qualities have been further improved. The new independent type front-end suspension and steering geometry, introduced in all models, give better directional stability and counteract the tendency of road irregularities to steer the car. Add to these such additional new features as direct-acting shock absorbers, relocated rear engine mount, and many other factors that are taken up in greater detail on pages 16 and 17, and you can see why we are more enthusiastic than ever about Buick’s “Million-Dollar Ride.”

Distinguished styling, always a Buick characteristic, reaches a new peak in the 1954 models for every car in the line, from the Skylark to the Special, the Riviera models, sedans, convertibles, and estate wagons. The spirited Skylark, that so fired the public’s fancy last year, is more dashing than ever in 1954. New fenders, taillights, deck lid, and fender wheel cutouts enhance still further the Skylark’s lively lines.

The 1954 Roadmaster, the very finest automobile in the luxury field, is far and away the greatest Roadmaster Buick has ever produced. New body styling and panoramic windshields provide more visibility. All series have new type “swing-out” front door hinges and “swing-in” rear door hinges that allow more freedom in entering and leaving the car, and within the car there’s a feeling of extra roominess.

There is a new instrument panel with some revolutionary new features, such as the linear-designed “Redliner” speedometer, and handy-to-use aircraft type controls. These new features are found on Super as well as Roadmaster models. There are new electric window lifts … electrically operated front seat adjustment with push-button control to move the seat forward, backward, up and down … there is an electrically operated radio antenna as optional equipment’ on all series. These and many other “extras” that add to driving ease and enjoyment make the 1954 Roadmaster the out­ standing automobile on the road today.

The popular Buick Super again offers many of the same fine features found in the Roadmaster-increased visibility, new sweepspear molding, a completely new body, new grille, new headlight fields, new ventiports – the list goes on and on.

The Buick Special, available in a wide choice of body styles, has been given extra-special treatment in 1954, getting not only a completely new body, but a new power plant as well. This power­ packed new V-8 engine, with its greater efficiency and fuel economy, makes the 1954 Special more than ever the logical choice for the budget minded.

Year after year, Buick has offered more value per dollar than any other make of automobile. Again in 1954, Buick is setting the pace, giving the public the styling and performance it wants in a wide range of prices. That’s why I’m certain when you see this proud new line of 1954 cars, you’ll agree: “Buick’s the Beautiful Buy.”