Driving through the little town of Eaton, Colorado the other evening I passed by this pairing that was well worthy of a quick stop. Arranged as they were it could well actually be 1972, not nearly fifty years later. I was struck that the owner must likely make a decision every morning as to which car to take that particular day and realized it must not be an easy one. Both (likely) have V8’s and automatic transmissions, both are best sized for two occupants, and neither returns much in fuel economy. But they do differ significantly as well. Let’s get a little closer.
Starting with the Ranchero, it’s immediately obvious that this is a 1972, seeing as how starting in ’73 the bumper is quite different. I don’t know when the last time was that I saw a Ranchero that still had its hubcaps, they and the white vinyl top certainly give off a different vibe than most of them do. The brochure states that with the redesign, Rancheros are now “man-sized pickup cars”, so okay, we’ll go with that, I qualify. This being a 500 means it’s the standard model. While a 250 cu.in. six was the standard mill, options included V8 engines in 302, 351 (2V and 4V), 400, as well as the big 429 displacements. While a three-on-the-tree was standard with the 250, 302 and 351 (4V), a 3-speed auto was an option and standard with the others. A four-on-the-floor was available as well with some trim combinations. Something for every desire and budget apparently.
That pickup bed is 6.5 feet long inside and four feet between the wheelwells so it’ll easily haul all the drywall you need with the tailgate down (or hanging over the edge if closed). Properly equipped, a Ranchero can also haul 6,000 pounds of boat or whatever else, although this one doesn’t seem to have a tow package. For a “pickup car” that parks outside, this seems in excellent condition and well taken care of.
But not every day is a truck day, so in that case there’s the legendary Buick Riviera in the middle year of this three-year body style, 1964. Designed by the legendary Bill Mitchell, this is of course a very well regarded design, although my personal preference for whatever reason runs to the third-generation “Boattail” Riviera. As a perfect and perhaps definitive example of a personal luxury coupe, it certainly has visual presence even though this one is showing the ravages of time a little more.
As a 1964 it would be powered by the 425c.i. Nailhead V8 producing 340hp, although a “Wildcat” 360hp version was available as well, backed in either case by the ST-400 3-speed automatic. The rear to me is probably its weakest angle and for 1965 both the front and rear were redesigned. Inside are bucket seats in front and a two place rear.
No matter what, kudos to the owner for keeping both on the road and apparently using them as drivers. On a daily basis with no pressing need (a load or more than two occupants) and no personal hangups regarding GM vs Ford that makes the choice of one over the other obvious it’d likely be an odd vs. even arrangement or just a random toss of the keys to decide which gets driven. How about you?
Related Reading:
Curbside Classic: 1964 Buick Riviera – The Peak GM Experience by PN
Curbside Classic: 1973 Ford Ranchero Squire – The Pickup Car Goes Luxury by Eric703
Am I the only one who thinks the Riviera’s hood bears the telltale signs of an engine fire in its past? Depending on how recently it occurred, that might make the choice of “what do I drive today” a little easier.
I am a little surprised that the 3 speed column shift was not standard issue on a cheap Ranchero. But then those were rapidly disappearing from strippo cars by 1972.
It is a shame you didn’t knock on the door and ask the owner to back them both up about ten feet. The beige car in front of the green house and vise versa would have made for a perfect photo.
You’re correct, I thought the same thing about an engine fire by the looks of the Riviera hood. When I was a kid I had a 1963 or 64 Cox gas powered model Riviera car in pale yellow, maybe that’s why I always liked them.
Column shifted three speed was standard, the brochure I referenced turned out to be a bit deceiving…Floor mounted four speed was an option as was a three-speed auto.
My ’73 Ranchero had three on the tree with a 302. It was kind of a stripper with no power assists as well as no AC. Oddly enough, whoever originally ordered it did pop for the Magnum 500 wheels. I eventually installed a Hurst shifter after having trouble with the column linkage.
Riviera all the way, if only because the seats probably have more travel and Ford steering was lifeless at the time.
Ford had a 4 speed auto in 1972?
Oops, no idea how the 4 speed auto idea snuck in there, of course corrected, thanks.
Ford offered an optional 4-speed AT in 1972? That seems to be about 15 years too early.
(Aieee! Ralph L beat me to it.)
I like them both and from what I can see they look to be rust free cars. I would take the Riviera, I always liked the first generation Riviera body style. It looks like the paints probably original and is in need of a paint job, or drive it as is. Some people like original patina, but I’m not a big fan of that. I would try to find garage parking for both of them, but they look pretty decent for being left outside. The Riviera is worth more I would think but maybe not in it’s condition. The Ranchero looks to be in better condition, the paint looks good too! It looks like cars don’t rust in Eaton,CO.
Not even close: the Riviera for me…I’m still looking for the right one to come along. I’ll probably wait awhile; asking prices on just about everything have been inflated for about a year, so I hope they come down a little soon.
Too bad the Riviera isn’t parked behind the Ranchero – they’d match the colors of the houses in the background.
I like the rear view of the 1964 Riviera, far preferring it to the almost generic treatment given the 1965 model. I do think the wheel covers on this car call out for whitewalls to give the proper sense of proportion of wheel to car.
“preferring it to the almost generic treatment given the 1965 model.”
I have the reverse reaction–but then I grew up with a ’68 Electra with wide light strips in the bumper. These dinky rectangles in the paint don’t do it for me.
To each their own, I do think the 65 rear isnt anything special but they’re all pretty generic, but I find the 63-64 bumper design a mess, and the taillights remind me of the 63 Dodge
After 44 years, my favorite rear view still belongs to my wife…between these two, give me the Buick. Buick and Corvair are the only two GM marques with which I’ve ever had good experience. (I know, Corvair was a model – not a marque!)
Mid-1970s Fords were the pits. I had two for company cars and they spent more time in the repair shop than on the road. One actually was a Mercury Montego – same as a Torino…but one day, driving down I-495 in Westboro, the driver’s window just fell into the door and shattered. QC on these vehicles was abysmal. Wasn’t until I got a 1979 Fairmont coupe that I started to trust them again.
If both were new it would unquestionably be the Riviera. But dealing with what we have here now the choice is a bit more difficult. Still, this generation Riv is a classic. A Ranchero? Not so much.
Those houses are iconic of small towns on the Plains, especially in the flat area between I35 and the Rockies. Square with low hip roofs. They seem to fill the same niche as true bungalows, but without the hot-weather advantage of a true bungalow. (Wide overhang protects walls and windows from sun.)
I read that the Ranchero is 215″ and the Riviera is 208″. My brain understands that, my eyes (first photo) doesn’t quite agree yet.
(“doesn’t” i.e. “don’t”; I’m my own worst copy editor.)
Even though my love for the PLC is well known here, and I’ve never been a pickup guy, I’d pick the Ranchero, simply because that ‘72 Grand Torino front clip has always been a favorite of mine.
While those first generation Rivieras are a favorite here at CC, I’m with Jim in preferring the Boattail Riv. If it were a ‘72 Riviera, that would be my choice, ESPECIALLY if the Ranchero was a ‘73!
That’s quite a Curbside tree.
There was a century+ pecan that spread like that above 5 feet of single trunk in my late grandparents’ backyard next door (I live in their first house, in which my father and grandfather were born in ’27 and ’87). It came down in a hurricane 2 years ago and folded up like an umbrella onto my dad’s LeSabre. Missed the house by that much.
No need to ask me.
I would choose the Riviera, which, in my opinion, is one of the most beautiful designs to come out of Detroit in the 1960s or 1970s. That, and I have an allergic reaction almost every time I see a 1972-76 Torino derivative due to bad memories from my parents’ 1976 Torino wagon, although that 1972 front clip is not nearly so bad as what came later.
In the first photograph, it’s interesting to see the swelling hips on both cars. The Riviera was perhaps the first to bring that look into the mainstream, leading the way for what was to come from Bill Mitchell’s team at GM. In contrast, the Torino was the surely the last expression of the Coke-bottle idiom, and really suffered from looking very dated and fat by the mid-70s.
Having owned both a 63 Riv and a 68 El Camino, I’d call them 1 for show and 1 for go. The Riv was 12 mpg in perfect tune. It didn’t make any difference if you romped on it or drove sedately. 12 mpg. It is! the only car I’ve truly regretted selling, particularly since the price for a nice one has tripled since.
The idea of the gentleman pickup has always appealed to me. Take it out to dinner or head to the lumberyard. Personally I prefer the GM versions, up to 72, where I get off the bus. If i could find a nice local Sprint…
Of the 2 here, it’s the Ranchero, but only because the Riv is in sad shape, otherwise…
Ranchero all the way, for my purposes the car-truck is substantially more useful than a modern quad cab 4×4 and substantially better looking. I think the purist expression of these big Ford intermediates is the sportsroof coupe, but I think the Ranchero is a close second, all the swoops work with it nicely unlike the sedan and wagon, and 72 is the uncompromised year. Plus there’s a good chance it has a 351 Cleveland of some flavor.
I know it’s heresy but the Riviera doesn’t do much for me until the 66-67s with the swoopier bodystyle that seemingly inspired this era of Fords. Of the 63-65s I like the 65 the best with its hidden clamshell headlights and a substantially cleaned up rear end(I really dislike the messy rear bumper design of the 63-64s, that loop portion around the license plate looks like an jcwhitney add on)
Never having been a fan of the lines on 64 Buick’s in general, the Ranchero would likely be a mild preference, though not by a huge margin. As a kid I got off the Buick band wagon in 61 but by 66-67 the stoogie-ness had been largely improved in my adolescent mind. ElCamino and Rancheros were not trucks in he eyes of this kid so back then I wouldn’t have given them a second look. BUT even this kid grew up some and now I really enjoy the photo. Well shot and thanks for submitting.
seems to drive the pu more, a problem on Rivs if they sit level, the ‘recessed sections of the hood can pool water which eventually wrecks the paint and leakage through the center chrome can ruin the air cleaner. MY ’64 Riv or my ’66 Imperial (kept ouuutside, but car covered) were my ‘work’ cars. A customer gave me a ’72 429 Ranchero, good shape but bad paint, my shops were auto resto and detail, so painted it and used for work about 6 mo until relative needed a car, gave it to them, when living in North Hollywood had my ’64 and deep emerald green/ehite v top and leather int ’72 Riv GS to choose from, ’64 w/HD susp more agile in traffic, plus much smaller, btails are as big as Electras, love style of both.
my ’63Electra, ’66Imperial ‘work’ car, and friend/custowers Tucker
the Imperial is gorgeous
and the Green Hornet agreed
“Arranged as they were it could well actually be 1972, not nearly forty years later.”
Actually, almost fifty years later. The Ranchero and I are nearly the same age, and sadly, I am closing in on 50, not 40.
Also, has anyone noticed that the cars and respective houses they are parked in front of are basically the same colors? Icing on the curbside cake.
Jeez, I’m having an off day. I’m a few years older than you so this should have been obvious…Thanks.
I think the coloring is a large part of what inspired me to shoot it. It all works. Tan, Green, White Top, one house for each…
Take that great green paint off the Ranchero and put it on the Riviera then you have a show stopper.
Make mine a 1966 or 1967 Riviera. Nailhead or more modern V8, either is fine but I’ve got t admit the interior, especially the dashboard on the first generation is one of the coolest in autodom.
Two models I love from two brands I admire. If it has to be an American car I want a Ford or a Buick. And these two are from home country – fifty or so miles south.
I’ve owned three Rivieras (including a ’72) but only one Ranchero – a ’72 500 in baby poop brown metallic.
Choose one – my choice is the Ford Ranchero 500, especially if it can be green like this one. My Ranchero never failed, carried motorcycles and looked really cool the two or three times I parked it at the Cheyenne Country Club for dinners my wife was required to attend.
Jim – good eye. I have not driven route 85 in a few years.
It struck me not long ago how much the new-for-1963 Riviera borrowed from the new-for-1962 Chevy II. It says something about Mitchell and team’s skill and GM’s power that they could pull that off in the early ’60s, especially how badly it went with the N bodies and the Riviera/Toro/Eldo a little more than 20 years later.
hands down the Riviera
the Ranchero is not attractive to me and I remember the load capacity was low
as a kid I liked Fords and it seemed everyone else in town had a Country Squire but now I think owner loyalty kept Ford in business because their commerce was mostly not so hot – it was marketing was where they shined