In the late 1950's, due to the mixture of financial recession that made small vehicles popular, unpopular styling, and product problems, Buick went into a falling decline. Sales plunged from a high of nearly three-quarters of a million vehicles in 1955, to barely a quarter of a million cars in 1959.
Dumping Special, Century, Limited and Roadmaster, Buick began to pull itself out of the tailspin in 1959. They now favored the LeSabre, Invicta and Electra. Through the efforts of Edward D. Rollert, a new general manager, the Special name returned on a compact vehicle with an aluminum V-8 in 1961. One year later, the first production V-6 in the Special was offered and was named Motor Trend Magazine's 'Car of the Year'. Sales begin to climb, and production reached to more than 450,000.
Continuing to rise during the 1960's, a record of 821,165 was reached in the 1973 model year. Regrettably, due to the oil embargo late in 1973 year, sales plummeted to fewer than 500,000 in both 1974 and 1975.
Near the end of 1958, some of the most amazing vehicle to ever be assembled was rolling off the production line and onto the roadways of America. The year that the USA added Hawaii to the union, Fidel Castro took over Havana, Buddy Holly died, and Ben-Hur earned the Best Picture Oscar, Buick was in the course of unveiling their brand new models in 1959.
In a bold and audacious move, the traditional styling cues that had been long been Buick's trademark quickly disappeared overnight, along with the names that had been apart of Buick's stable for so long. No longer were the portholes, and the sweep spears that had been traditional for so long. Now, new names, new engines, new brakes, new chassis, and new transmissions were unveiled as Buick dangerously tried something new.
The LeSabre model was considered to be thriftiest Buick, while the Invicta was the feistiest Buick, and the Electra was highlighted as the most luxurious Buick. The Electra was built for speed and comfort, and was considered to shine among its rivals. These brand new models were getting glowing praise from the motor press, and were reported to be selling like hotcakes. Though the steel strike of that year didn't do much to aid sales, the growing popularity of the times was drawn toward compact vehicles as the motoring public was growing tired of full-size cars.
With a much deserved street name ‘deuce and a quarter', both the Buick Electra 225 and Buick Electra were full-size premium cars built by General Motors Buick division. Produced in assortment of nomenclatures, the Electra name was used by Buick from 1959 to 1990.
Prior to the Electra and Electra 225, the Buick Super, Roadmaster and Limited constituted the upper class of Buick's superb lineup. Following their introduction in 1959, the Electra took the place of the Super while all of Buick's models were renamed. The Electra 225 took the place dominated formerly by the Roadmaster and Limited models.
Sharing its six-window hardtop roofline with the Cadillac Fleetwood, the top-line model of the Buick range was the Electra 225 Riveria. From the 1949 model year on, the 'Riveria' name had been used by Buick to signify a premium trimmed hardtop body style. In 1963, Buick dropped the Riveria name as a body style description and instead utilized it as Buick's new personal luxury coupe. The Electra nameplate was also discontinued in 1963, leaving only the Electra 225.
The Electra's were motorized by Buick's 401 in³ (6.6 L) V8 from 1959 till 1966. An available 425 in³ version of this engine was available from 1964 to 1966. The following year, the 1967 model offered a new Buick 430 in³ (7.0 L) V8, and a 455 in³ (7.5 L) version of the same engine replaced it in 1970. The 1959 through 1963 models had Twin Turbine DynaFlow, and the Triple Turbine was offered as an option in 1959. Automatic transmissions were always a customary option, and beginning in 1964, the Electra models were equipped with the Super Turbine 400/THM 400 transmissions.
In 1965, a major trim was done on all GM passenger cars.
To place more weight on the luxurious 4-door hardtop bodies, the 6-window bodystyle was dropped in favor of the 4-door frame. The coupe models of 1965 were dominated by smooth and flowing 'Coke bottle' lines and fastback roof profiles. The marketing strategy was changed by Buick in 65, and the Electra 225 was offered in two trim levels, base and Custom. The Electra 225 Custom 4-door hardtop was offered in a new 'Limited' option package, and ultimately became available on the two-door hardtop models as well.
In 1968, to accentuate the Electra 225's length, the stylists at GM did this through the use of 'blade' rear quarter panels. They also used the 'sweepspear' character line that ran the length of the body. The Ventiports also followed the curve of the sweepspear just forward enough to the front door in the Electra 225. Hidden in 1969, the windshield wiper blades were discreet, and the following year the vent windows on the front doors were eliminated.
Between 1967 and 1976, it was easy to see the similar forms and design hallmarks that dominated the Electra 225's design style.
From 1971 through 1973, the previous 4-door sedan variant and convertible were eliminated, and all Electra 225 models were hardtops. The GM's pillared coupe body was adopted in 1974, and fitted with 'Landau' option in the Electra Limited Coupe. Though considered disliked due to their extensive cost, optional driver and passenger airbags were available in 1974. Max Trac, a crude and limited version of traction control was available in 1974. All 225 coupes came with fixed rear side windows and center posts in 1975. And until the 1977 model, all 4-door models continued as hardtops. Though it came without any Electra 225 badges, a Limited model was available in 1974. In 1975, a new Park Avenue option package was available on the 'Limited' 4-door hardtop.
The longest 4-door hardtop GM car ever built was the 1975 Buick Electra 225 Limited. A return of the six-window configuration that had been available by Buick from 1959 through 1964, the model at 233.4 inches long, was even longer than the 1975 Cadillac Deville.
Between 1971 and 1976, all Electra models had a Buick's 455 in³ (7.5 L) engine. The 1971 model achieved a acceptable 315 hp, but by the 1976 model year, it was reduced to a pitiful 190 hp due to the ever-increasing government mandated emission controls. In favor of smaller and more efficient powerplant, the impressive 455 engine was dropped after the 1976 model year.
In 1977, GM downsized their full-sized cars, and the 3rd generation of Electra's went close to its once original size and length at 22 inches (5,715 mm). The 1980 model was once again downsized, and lost the ‘225' distinctive part of its name. A first-ever diesel engine was utilized in 1978, as the 1977 through 1979 Buick Electras were powered with engines from various GM divisions. A customized grille was given to the 1981 model, along with a new powertrain as the Buick 350 V8 vanished in favor of a standard Buick that produced 4.1 L V6. Regrettably known to be troublesome, 350 in³ Oldsmobile produced diesel was also introduced and available for purchase. In 1981, Electra was featured for the first time since 1959 without 4 Ventiports. In 1985, the once top-line Electra Park Avenue model vanished completely after continuing to show 4 small depressions with stickers in the chrome moldings on its front fenders.
Debuting on the GM C platform, a totally redesigned front-wheel drive Electra that included a performance-oriented T-Type version was showcased in 1985. Impressive, this was the only C Platform vehicle that utilized a forward opening hood. Though it had appeared informally as early as 1975, in1985, Park Avenue became an official trim name within the Electra series. Replacing the quad headlight setup from the 1985 and 1986 models, the first use of integrated aerodynamic headlights was featured in 1987 models.
A new Park Avenue Ultra model featuring a typical leather trim interior along with a padded vinyl top joined the Electra Limited, T/Type and Park Avenue models in 1989 and 1990. Basically combining the characteristics of the sportier T/Type and luxurious Ultra, the designation 'Ultra' was used on the next generation Park Avenue. An entirely diverse vehicle that was based upon the 1977 full-size GM station wagon body, the Electra Estate station wagon model was introduced in brief. To make way for the smaller Park Avenue and the larger Roadmaster, the last of the Electra production was seen in 1990.