As the extremely successful second-generation Ford Thunderbird opened up a new market category known as the “personal luxury car,” GM found itself in a battle against Ford by the late 1950s.
Bill Mitchell commanded GM’s style department in 1961 when they created a beautiful Rolls-Royce-inspired prototype that was initially code-named XP-715 and eventually reveiled as the Cadillac LaSalle.
Despite the overwhelmingly positive public response to the sharp-edged two-door hardtop, Cadillac’s executives decided against mass production.
However, GM still wanted to bring LaSalle to the market. Consequently, all other divisions initiated an internal competition to take over the project. Buick, seeking to inject excitement into the brand, presented the most compelling proposal and, with Bill Mitchell’s approval, was entrusted with GM’s new personal luxury car venture.
With minimal alterations to the original design, the XP-715 LaSalle concept officially transitioned into production as the Buick Riviera in October 1962, debuting as a 1963 model.