Description
Buicks – Full color 9 1/2″ x 14″ ad for 1954 Buicks. This is an ad that was telling America that the new Buicks were special, “Even the Swing of the doors is new”, as the picture of a hotel employee holding the driver’s side door open will indicate. “The swing of a door may be a little thing, even though it adds new ease in getting in and out of a Buick. But it dominates a point – and the point is this: Nobody missed a trick in making the 1954 Buicks the most spectacularly new cars in years. You see it in the new fender sweep – higher, longer, and more sports-car racy. You see it in the grace of arching glass – smart to see and adding new breadth to visibility. You see it in new instrument panels, new aircraft-type controls, new features in fabrics, colors, new dimensions. And you find it in new high-level ventilation, which brings in huge quantities of cleaner, cooler air from above the hoodline, rain or shine. But the greatest joy and thrill of owning a car comes from how it performs in motion. And here again, everything’s new. New power. New performance. New ride. Even a new front-end geometry, which increases the handling ease. There’s new power in every engine – and Buick’s own vertical-valve V-8 in every series – SPECIAL, CENTURY, SUPER, ROADMASTER. There’s new gasoline economy from new Power-Head Pistons – developed for the SPECIAL and used across the board. There’s new ride comfort and road-steadiness from longer wheelbases, and more interior room”. Shown at the bottom of the page is a Red 1954 Buick Super sedan in which the owners are just preparing to leave the hotel in which they were staying.
Source: May 10, 1954 Life magazine.
