Buick’s marketing team must have shared a collective sigh before getting to work when the Nova-based Apollo was announced, knowing that their task was to sell a car that not only looked like a Nova but also cost more. After what must have been a marathon brainstorming session, they decided on the direct approach, per the brochure for the 1974 Apollo: “Let’s face it. Apollo’s basic body configuration is something you’ve seen before.” No, the Apollo never approached Nova’s sales numbers, but Buick sold the Apollo as what it was, a more luxurious compact with some traditional Buick flair. And they could be downright sporty, as is the Apple Red (a “special Apollo color”) example that Barn Finds reader numskal found on craigslist in Carmichael, California. The seller says that it’s a three-owner, 60,000-mile car, and it’s priced at $11,900.
It isn’t a typical compact – not when you add a Buick V-8
The brochure tells us that the Apollo is better because it has a real Buick engine, the 350 two-barrel small block (which was an option). It was a typical V8 of its era, with an 8.5:1 compression ratio and 150 horsepower, but even with 1974 emissions control realities, the Apollo could probably leave a single black tire mark across an intersection. The seller says that the second owner resealed the engine and replaced the timing set, timing cover, oil pump, and water pump, in addition to installing an HEI distributor. For those who aren’t familiar with Buick V8s, the oil pump is housed in the timing cover and driven directly from the distributor up front. Keeping track of wear (and tolerances) is important for good oil pressure, and Buick specialists such as TA Performance sell reproduction timing covers and oil pump parts to keep things operating as they should.
This is an air-conditioned car, but it doesn’t work. It also has front disc brakes, and apparently they do.
This is one small car that knows how to keep quiet.
Buick tried to sell the Apollo based on its heft and solidity, saying that it “weighs 450 pounds more than a lesser compact.” Times were changing and bragging about a car’s weight didn’t go over in the ’70s as it might have in the ’50s, but still, the Apollo had extra sound deadening in the roof, floors, wheelhouses, and doors. It doesn’t hurt that there are no rust holes beneath this Apollo; the owner doesn’t say that it is rust-free, but it clearly is; I’ve seen Novas driving around Michigan with the aft-end of the front subframe hanging loosely from the remains of the floor. This (Apollo) is immaculate. The seller also says that the “paint and interior are in real good shape.”
Naturally, Apollo is available in a hatchback.
Well, that’s only natural because the Nova was available in a hatchback. Aside from some sun fading, the interior does look as if it’s in good shape, but the pictures leave a little to be desired. The hatchback model was less popular that the notchback according to my materials: 11,844 to 28,286. The sedan was surprisingly in-between with 16,779 sold. This is obviously a far cry from the Nova’s almost 400,000 production total for 1974 alone.
If you have about 3,200 dollars to spend on a car, read on.
No, it didn’t matter what Buick’s marketing team did; most buyers were unconvinced and saw the Apollo as a cynical attempt to give Buick a compact car, or more likely, they were unwilling to spend the extra money when they could buy a Nova for about $400 less (that’s well over ten percent of the Nova’s base price). These days, none of that matters much, because you can buy this very nice Apollo for less than a similar Nova. It probably appeals these days, as it did then, to Buick traditionalists who wanted to save a little money over a bigger model. It has traditional Buick power, a bright, happy color, and those handsome Buick Rally wheels. The price doesn’t seem too bad for a nice little car that had the marketing department scrambling to do its best.
This brings me back. Growing up we had family friends that typically bought smaller Buicks. And they had a ’74 Apollo. It was a door but I don’t think it was a hatchback pike this one. It was green and had the same rims as this one which really dressed it up. Even though theres a lot of Nova under the skin, you could get these with Buick engines ( and the Olds Omega with an Olds engine etc.) Which I think at least made these a bit more unique. As the 70’s went on, that all changed and GM had some explaining to do. ( Remember the ads with the little disclaimer about various engines and components may be from other GM Brands?) This is one very nicely kept Apollo, and I’ll go out on a limb here and say maybe one of the nicest ones you’ll find for sale right now. Nice write up Adam!!! I enjoyed it. And a great find too.
I remember the brouhaha when owners were kvetching about their Olds Omega having a Chevrolet engine, an “Oldsmolet” if you will. The “culprit ” was the Chevy six used in all the Nova platform cars. Of course, the briefcase bandits had their picnic to the detriment of just about everyone who wanted to buy a GM car in the future. Since then, all GM engines just say GM on them no matter what GM car they’re in.
But would you ever see a non chevy v8 in any chevy?
Nova, Omega, Ventura, Apollo..NOVA. This car is pretty sharp considering the price, especially considering what appears here on BF.
and S,Skylark
…and P, Phoenix.
It looks like it was left out in the rain and the vinyl top shrunk.
HAHAHA! Good one.
They even use the Chevy steering wheel, as did the Century. Not much missing from the road wheels and sport mirrors to air and tilt wheel. The attention to detail shows how popular vinyl top was then. Nice looking Apollo.
Neat job on the write ✍️ up Toth
Oddball model 👍
You would think Buick could’ve designed a better looking front end (and tail end) than this.
Think it was made to look like a shrunk down Century of the same era…close..lol
A rarely seen malaise mobile. Is that really a good price?
In my opinion, the Pontiac Ventura was the best looking of the bunch.
I would not kick this out of my barn. I like it!
I had one of these and it was not a bad car for that time. It was piss yellow, puke green, an awful color. However, had a kicking after market sound system and run very well. Got me through high school and a few years after. Traded it in for a 1980 Pontiac Sunbird with the V6 and a 4 speed. This one looks to be in nice shape and could be a nice coffee and cars candidate.
Once again Olds/Buick/Pontiac at a great value compared to overpriced Chevys.
Whats not to like, California car, great style, solid motor, at a price where you could afford to paint yourself and have a looker. And lose that vinyl top!
Love the car. HATE the color scheme. Easy fix
Aaron, “the sub frame falling off the car.”
These cars were famous for doing the dog walk, too. I was behind a Nova of this vintage on a street in Mpls. in the rain once and the front track and rear track looked to be about a foot apart judging by the tire tracks on the pavement. LOL!
This one looks really good and solid underneath. Fix the a/c which seems to be a given on BF, and I’d redye the hatch area, too. Looks like a good buy from all of the engine work that’s been done.
I was working at a Buick dealer in 1982. A young girl traded her Apollo in for a new car. I needed a car and I bought it for $200.
That was a fantastic car! It was a V8 with p/s, p/b, auto, a/c, tinted windows, vinyl top, wsw tires, full hubcaps & am/fm stereo. Only it wasn’t a hatchback, just a regular trunk lid.
Burned rubber all the way across an intersection. Wasn’t a land yacht but still a fun little car.
Had it for about 2 years, it got rearended and I still sold it for $900.
So Angel, just how many cars have you owned anyway ? 😄
i had the pontiac ventura, same car, different grill.
Loved the size & hatch. Moved from WVa to Boston
w/that open straight out asa shelf, more piled above’n
below it -0- plates on it. I carried an official document frm
WVa Staties “Give this guy a break. he’s just usin da car to
get back. Will register when arriving” sorta beuqacratic mumbo
jumbo. Stopped in Jersey the ‘smoky’ there just pushed his mountie-style
cap on back’o his head and said “Get the “F” outa my state & dont let me C U here again.” (typical BS). Typical experience by a 20-something white male in merica. Blk or brn while driving? not so lucky~ Pray for our young (& all) people of color when passing by the biased institutions in this country~
I grew up in Joisey. That definitely sounds like what they call their finest. Every last one of them has an attitude, even for yt people who live there
Did the Apollo & Omega offer a 350 4 bbl in ’74 to compete with the GTO & Nova ss?