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After the sales disaster of 1933, Buick needed some good news. The arrival of Harlow Curtice as President signaled a new direction for the struggling brand but he arrived too late to have any impact on the 1934 products. The new entry level series 40 proved a big step forward, helping to rebuild Buick’s image and especially sales. Curtice would use the success of the series 40 to help rebuild the complete product catalog.
Curtice dove into fixing Buick first by rebuilding the distribution and sales network that was decimated in an ill advised cost cutting move years earlier. He simultaneously set about reducing costs and improving efficiency all while pouring money into fresh engineering and styling. Given the lead times of the industry, it would be the 1936 model year before his efforts would be seen or have any real benefit. In the meantime, he had to make due with most of the Buick offerings, especially the luxury series 90.
The Series 90 Sport Coupe, a two seat car with a rumble seat for an additional two passengers, was a new additional body style for 1934. Previously, the only coupe available in the series 90 was the Victoria. The new car was priced at $1,875 which was $675 less expensive than the nearly identically sized and configured Packard 1101 coupe. -
Company
General Motors
Make
Buick
Model
34-96S
Body Style
Sport Coupe, 2-door, 4-pass.
Body Manufacture
Fisher Body Co.
Model year
1934
Wheelbase
136 inches
Length
N/A
Engine
OHV, 8-inline, 344.8 cid
Horsepower
116 bhp @ 3200 rpm
Transmission
Sliding gear, 3-speed manual
Original Base Price
$1,875
Brand Production
63,647 + 7,362 export, model year
This Car Production
137 -
Only 137 of these series 90 sport Coupes were produced in 1934 and this is the only known survivor. The car was purchased by the NB Center in 2001 from a collector who was planning on modifying the car. It was a very well preserved example when found and the plan was to retain that preservation and not restore the car. But, the rush to restore the collection’s 1935 96S in time for the Buick Centennial Celebration at the Pebble Beach Concours in 2003 resulted in the need to “borrow” parts from this car. Consequently, this car received a total restoration between 2007 and 2009.