Four years prior to owning a Reatta, I found myself tasked with planning and executing the magazine press preview event for this distinctive, yet often overlooked, Buick two-seater. In 1987, after dedicating eight years as an automotive engineer at Chevrolet and GM—interrupted by three years of service in the U.S. Navy—and then 14 years as a busy automotive journalist, I accepted a compelling offer. This new role was to establish and manage a western regional PR and media relations office for GM’s Buick Motor Division.
While my background was not in PR or event management, I had attended countless such events from the media perspective. Being married to a highly skilled auto PR professional was also a significant advantage. Drawing upon my media experience and her expertise as a guide, I felt confident in my ability to quickly learn the intricacies of the job and perform it effectively. I stepped into this new position just in time to spearhead the planning and execution of the crucial press event designed to launch Buick’s inaugural two-seat sporty coupe to the media.
My Buick Reatta Story: From Employee Purchase to Cherished Classic
My personal journey with the Reatta began over four years later, shortly after production ceased due to underwhelming sales and profitability. Buick had implemented significant enhancements for the 1991 model year, including a more powerful 170-horsepower “Tuned Port Injection” 3800 V-6 engine paired with an electronically controlled four-speed automatic transmission. Additional upgrades included larger wheels and tires, a convenient console cupholder, and, specifically for the convertible variant, anti-shake reinforcements and a power pull-down mechanism for the previously manual soft top.
However, in a recurring pattern for GM during the 1980s and 90s, these improvements were introduced too late to salvage the model. On March 5th of that year, GM president Lloyd Reuss—the very individual who had championed the Reatta from its inception as Buick chief engineer and later as general manager—announced its cancellation. The Lansing Craft Centre, where the Reatta was produced, was slated to be repurposed for manufacturing a sophisticated electric vehicle instead. Consequently, only 1520 Reattas were manufactured for 1991, with a mere 305 of these being convertibles.
The Reatta convertible, introduced in 1990, had faced criticism for body shake issues stemming from the Riviera platform’s inherent lack of rigidity when the roof was removed. To address this, Buick engineers rigorously tested the 305 partially reinforced 1991 convertibles for structural shake across various road surfaces. Based on these tests, the cars were categorized into three groups. Those deemed suitable for public sale were distributed to dealerships. A group of 62 cars, judged to be excessively shaky, were unfortunately scrapped. The remaining 115 cars, representing a middle ground in terms of shake performance, were offered to GM employees at a reduced price.
In my capacity as the western PR representative, I had frequently driven Reattas since their initial launch in 1988. I arranged media loans for reviews (which were generally favorable), demonstrated and defended the Reatta’s distinctive and technologically advanced—albeit somewhat slow and complex—cathode-ray tube (CRT) infotainment system, and showcased the ’90 convertible’s manual top. Despite being manual, the top could be lowered and raised with surprising speed and ease once the operation was understood. I personally held a strong appreciation for the car’s attractive styling, its enjoyable driving dynamics, and the positive attention it garnered from the car-loving public in California.
A front three-quarter view of a 1991 Buick Reatta on display at a car show, emphasizing its sleek front fascia, pop-up headlights, and overall sporty stance that made it a standout Buick model.
Another front three-quarter perspective of a 1991 Buick Reatta, captured at the Concours d’Elegance of Classic Cars (COC 98), highlighting its elegant design and appeal to classic car enthusiasts.
Consequently, I applied to purchase one of these shake-tested, “good enough for employees” 1991 convertibles. I was delighted to be offered one of only 13 produced in the striking Claret Red color. This opportunity coincided with my planned transition from Buick back to the engineering division, where I was to become the vehicle test and development manager for GM’s nascent electric vehicle group. This timing allowed me to enjoy this beautiful Reatta as my company car for the initial three months before purchasing it at a significant employee discount. The GM EV group subsequently evolved into the Advanced Technology Vehicles (ATV) division and, after navigating GM’s near-bankruptcy experience in 1992–93, ultimately produced the technologically advanced, yet commercially unsuccessful, EV1 battery electric coupe within the very same Lansing Craft Centre.
My First Encounter: A Sneak Peek in Phoenix
My initial experience with the Reatta actually predated its public unveiling by nearly a year. Buick PR veteran (and historian) Larry Gustin extended an invitation to me and Tony Swan, then editor of Motor Trend, to Phoenix for an off-the-record preview of the soon-to-be-released two-seater. Their objective was to gather our feedback. We test-drove pre-production models and shared our opinions.
We approached the preview with a degree of uncertainty. To align with the Buick brand identity, we anticipated it would not be a high-performance Corvette rival or an opulent Cadillac Allanté competitor. Instead, we expected a more refined, comfortable, less powerful, less exotic, and more budget-friendly offering compared to both. Our predictions proved accurate on all counts. We were, however, pleasantly surprised by our positive reaction to the car, starting with its undeniably attractive aesthetics. We also found it to be more agile and possess superior road-holding capabilities than any Buick model that had come before it. Conversely, we were less enthusiastic about its complex, CRT-centric dashboard and the moderate performance of its 165-horsepower V-6 engine, both inherited from the ’86 Riviera platform upon which it was based.
At the time, I didn’t perceive that day in Phoenix as a job interview. However, in retrospect, it may have served that purpose, at least in part, as the PR job offer materialized not long after. Having spent the preceding 12 of my 14 years as an automotive writer as a hardworking, self-employed freelancer, I was increasingly receptive to the stability and benefits of a corporate position, even if it meant returning to the corporate world.
When planning the media preview event, I recognized that the Reatta—essentially a more compact and lighter interpretation of the Riviera’s “personal luxury” coupe platform, which already offered a well-handling T-Type variant—would likely impress automotive journalists on winding California roads. However, it might feel underpowered on uphill stretches. Consequently, I situated the event just up the coast from Los Angeles in the charming city of Santa Barbara. I then dedicated considerable time to exploring the roads in the surrounding area, meticulously selecting routes that would best showcase the Reatta press cars’ strengths. Designing that driving route was the enjoyable part; the subsequent logistical execution was demanding work. Ultimately, the event was successful, and the resulting media coverage was largely positive.
As I have previously detailed, Buick’s sporty two-seater had its conceptual origins over a decade prior to its actual production, primarily championed by Lloyd Reuss, then Buick’s chief engineer. The formal proposal emerged in 1980, spearheaded by Reuss (by then Buick’s general manager), product planning chief Jay Qualman, and strategic planning manager Lynn Salata. Their strategy to base the Reatta on a shortened front-wheel-drive “E-car” platform (shared with the Riviera, Oldsmobile Toronado, and Cadillac Eldorado) and powertrain was intended to minimize development costs.
Originally slated for a 1983 launch as a 1984 model, the Reatta faced delays of over four years due to the intricate reorganization that consolidated GM’s five divisional marketing and engineering divisions into Buick-Oldsmobile-Cadillac (BOC) and Chevrolet-Pontiac-Canada (CPC) “super groups.” Resource constraints within engineering also played a role, along with an internal agreement to prioritize the launch of Cadillac’s two-seat Allanté. When the Reatta finally reached public launch readiness in January 1988, our PR challenge was to effectively communicate to the media that this novel Buick was neither a Corvette nor an Allanté competitor, and to encourage favorable reviews.
Priced at $25,000, the Reatta exceeded its initial target price, partly due to increased costs of E-body components. However, it also boasted a comprehensive list of standard features. The only available options were a power sunroof and a 16-way power driver’s seat. Production figures were 4707 units for 1988 and 7009 for 1989. As the price increased to $26,700, sales began to moderate as initial demand was met.
A close-up view of the Buick Reatta’s dashboard, highlighting the unique CRT screen that served as the car’s infotainment system and digital instrument panel, a distinctive feature of early models.
A rear-focused interior shot of the Buick Reatta, showing the luxurious seating and trim, emphasizing the car’s personal luxury coupe positioning and comfortable cabin environment.
The 1990 model year brought a significantly improved instrument panel, replacing the CRT with electronic analog gauges. It also marked the introduction of the long-awaited convertible version. Given that the E-body platform was not originally engineered for a convertible configuration, it required nearly two additional years to reinforce the shortened (by 9.5 inches) Reatta ragtop’s structure. The convertible garnered media praise for its visual appeal and character, but also criticism for its noticeable body shake and its complex manual top. This top design featured a narrowing width as it retracted into a well beneath a hard tonneau cover. Other enhancements for 1990 included the addition of a power steering cooler and a driver’s side airbag.
1990 represented the Reatta’s peak production year, with 6383 coupes and 2132 convertibles assembled by dedicated teams at the Lansing Craft Centre. However, Buick’s upscale two-seater was proving to be a challenging sell in a sluggish market that was generally unfavorable to impractical image-oriented cars. Its high production cost, low sales volume, and dedicated manufacturing facility also made it a significant financial drain. Despite these challenges, the Reatta received another price increase, reaching $28,335 for the coupe and a substantial $34,995 for the convertible. The total production over its four-year run, concluding with the shortened 1991 model year, was 21,750 units—19,314 coupes and 2437 convertibles.
A dynamic front three-quarter shot of a 1991 Buick Reatta in motion, showcasing its sporty nature and the updated styling cues of the final production year, including the enhanced wheel design.
I cherished my attractive dark-red Reatta convertible and retained ownership for many years. It was stored in a farmer’s barn alongside the ’67 Corvette that my wife and I had acquired in 1990, serving as an enjoyable occasional driver, especially with the top down, and a potential future collector car. However, eventual financial needs necessitated its sale.
The Buick Reatta was a stylish, well-equipped, and enjoyable two-seat sporty car—complete with a functional trunk—specifically aimed at a niche market of affluent buyers. It was also frequently misunderstood. Some anticipated a Buick “Corvette,” while others expected a lighter and more affordable sports car than it actually was. In reality, it was a more accessible, half-price alternative to a Mercedes SL (or Cadillac Allanté) luxury tourer, with its only real competitor being the underwhelming and short-lived Chrysler TC by Maserati. It remains another exceptionally cool car that I would love to own again someday, ideally in the same pristine condition it was in when I reluctantly sold it.
Gary Witzenburg
Gary Witzenburg
Gary Witzenburg
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