When it comes to modern classics car that offers immense sensory appeal and won’t be a nightmare to own, the Buick Reatta is one those cars that seems worthy of more than a cursory glance. It’s a pretty car, with some fairly advanced features for a product of the late 80s / early 90s. It’s also aged quite well, and the design is one that will still generate some foot traffic when parked in a pedestrian-heavy setting. And plenty of them have remained some retiree’s weekend-only cruiser, so they sport low mileage like this example listed here on First City Motorcars website with under 60,000 original miles and an asking price of $10,975.
That represents a discount over the price adhered to the windshield, which indicates it was apparently offered for $12,975 but found no takers. The blue paint is a nice change of pace from the usual whites and reds the Reatta seems to turn up in, and is also more fitting for the era in which it was made – colors like this were all the rage, along with aqua, bright green, purple, and the like. The seller doesn’t offer any real details on how the Reatta turned up here, or managed to see such little use over the years, but it seems likely that it was used as someone’s summer car – which make even more sense given the seasonal nature of the lakes region of New Hampshire.
The interior continues the clean theme, with leather bucket seats presenting well with no obvious rips or flaws. The Reatta was quite a project when it was launched, as it was constructed via a specialized assembly process that eschewed the typical production line model and instead saw the Reatta assembled via a series of stations. The car had to have been hugely expensive to build, at least compared to the rest of the GM lineup, and sales never blossomed to the point that I’d call the ROI worth it. 21,000 examples were made over four years of production, and while that’s not exactly low, it also explains why you don’t see Reattas on every street corner.
The Reatta was also a unique car simply for how it incorporated new technologies and features not seen in other vehicles of the same era, like the digital gauge cluster and touch screen controls in the center stack. The Electronic Control Center, as it was called, would give way to traditional analog controls later on, which today, are likely far more reliable. Today, the Reatta remains an exclusive-yet-affordable entry into new-age classic car ownership, with plenty of support from enthusiast groups and social channels that keep tabs on where parts vehicles are located. But is there a reason why the Reatta wasn’t more of a sales success?
Why didn’t it sell well? Was the technology too scary for the target market? Was it a car too focused on that particular target? Was it the underwhelming performance? Was it the then-new idea of using plastic bodywork pieces? Hard to say, but like the Allanté, the Chrysler TC, and the Harley V-Rod, IMHO it was too much too different for the crowd they were trying to attract to the showrooms.
That said, the designers got the aesthetics right on this one. But though the engineers did the best they could with what they had to work with, marketing couldn’t do better than to nick the target let alone hit the bullseye.
The reason the Reatta didn’t sell was because it was a 2-seater and a …Buick. “Buick” and 2-seaters is rather like having beer with cookies. Also, 2-seaters have always been a niche car, only for a few people. Too bad too, because it truly was a nice vehicle.
Dude, you obviously have never had beer and cookies! Beer goes with everything!
It also didn’t help that a new 1990 Corvette had a cheaper MSRP than a 1990 Reatta Convertible.
These, along with the Allante and TC by Maserati, were America’s answer to the Mercedes Benz 560SL, which was selling surprisingly well in the mid/late ’80s.
These failed to sell though. I think the reasons were their common humble engines, lesser build quality, and nameplate prestige that just did not match that of the pointed star. This also kind of looked like a Buick Somerset, which did it no favors.
I take exception with your comment on build quality. The build quality on Reattas was exceptional. They were hand built at the Craft Centre in Lansing, MI.
Build quality was top of the line on these units. The best of the best where put on this project. Custom build each one of them.
I was a GM electronics tech at the time when these were new. They were a decent car and the 3.8L was a great engine. The only problems that I am aware of were the digital instrument cluster’s and the CRT’s.
As an insider then what’s your take on what went wrong, Bluetec? Everything points to marketing from what I remember and have read because yes the 3800 was a pretty darn good motor for its day so it should have succeeded as a personal luxury car vs being the sports car that some of the Buick admin wanted..
I think you are right with marketing, since the average Buick buyer at that time was over 50 years old, and I am not sure that this appealed to that age group. Another minus was the MSRP, I believe these were priced out of the hands of younger people who would have been attracted to them. All that aside, I would definitely own one of these and use it for a summer weekend fun car. Maybe down the line, but not one from New Hampshire salty winters like this one.
The touch screen was somewhat of a safety issue, taking your eyes off the road to switch from radio mode to heater mode, etc, adjusting those settings. I bought a 1988 with 90k in 1993 and put 260k on it daily driver year round 80 miles a day, very comfortable with 16 way seats, and went through NE Indiana snow very well.
Why didn’t it sell well? Because it was competing in a market where value wasn’t much of a consideration. You were buying a 2 seated luxury prestige convertible, not a family car. You weren’t pinching pennies, you were shopping for something to be seen in at the country club. The minimum standards were the 560 SL Benz, the Jag XJS or the Caddy Allante. All at least a V8. The Reatta had the same 3800 V6 found in or grandma’s Cutlass. Great engine but not for a country club luxury convertible.
A supercharged 3800 could have changed a lot of minds. Unfortunately, those didn’t see duty until 1992.
Sweet looking car. I remember when I first saw a Buick Reatta. I found it way more attractive than most other Buicks on the US market. I remember hoping that the Reatta would replace the Riviera, that had been on the market since 1963, and I thought was in desperate need of a replacement. How beyond disappointed I was when it was discontinued when it was. I was like “What the hell?!”
so, what is the price that the seller will take? cash!
These are great little cars. I have a gray/silver one with 18,000 original miles on it I bought 12 years ago from the original owner. It is the silver color which I’m told is rare. Only thing I’ve had to do to it is put new tires.
I wish I had the balls to just buy this car NOW! I love it and never saw a blue one before.
That color was called Maui Blue, one of 2,132 Convertibles made for 1990 and this was the first year of the ragtop Reatta. In 1991 there were only 305 Ragtop made. Blue was a rare color for the final two years but the Polo Green was the rarest, find one of these, you better buy it if you are in the market for a Reatta.
Also that little 3800 engine just happens to be one of the top 10 best engines ever made. I think if you actually drive one you will like it. Want a street racer buy a Vette, want a sporty weekend cruiser go with a Reatta.
True, around 300 91 converts made, but only around 200 ever made it to commerce. The rest were used internally within GM.
Our family had TWO Buick Reatta’s.
Loved this car. Very comfortable and sporty.
Super nice.
Drove well. Reliable.
I love how they do the pricing. Just magically, $2k disappeared from the window sticker. They probably have another $2 to play with.
I have had two of these cars, a coupe and a convertible. I loved them both. I replaced both transmissions at 200,000 miles. Parts are difficult but I found a guy in Florida that kept mine going. Digital dashes were the worst offender and the most difficult to find. I call them an old man’s sports car. That is what I am. Had to let them go eventually as parts were getting scarce and both would need new engines soon. This is a car that should become a valuable collector’s item, but not anytime soon. You can buy them for very little.
They were a really nice driving car. I still have my 91 convert that I bought new. I have to think the supercharged 3800 would have made a difference. All the tooling was done and part numbers assigned for that to happen for the 92 model year but the plug got pulled for the entire car. There were a few one-offs done for engineering exercises like a turbo fwd, turbo rwd, grand National engine rwd, and so forth but none ever came to be. Still, I believe, when a person considers a two seater, they expect a higher level of performance. That being said, the folks that bought them, loved them.
You want into the hobby at a reasonable price, (purchase price plus immediate repair costs) this is one of them. Along with the above mentioned Allante, Chrysler/Marsarati, and the bean shaped Chrysler LeBaron convertibles. All good looking cars, not rare but not often seen either anymore, and all good fun to drive.
Hey Bob Mck……..just buy it……life is way too short.
I think these cars are great…….not many drop tops were made……good investment.
I agree with Charlie but I won’t go near a digital dash. Buy one with an analog and you’ll enjoy the car.
There was no analog dash. The picture is all there was. No optional IPC.
Quick response. I owned several rags and hardtops. They should have put the turbo in it that the Regal got. They’d be collectors items. At the time of production, the older demo wasn’t going to a Buick dealer looking for a two seat ragtop. Very comfortable and dependable care with the 3.8. Not a spring chicken, the owner should be happy with anything over 6k.
A quick comment, I’ve owned several, rags and hardtops and enjoyed them, Had Buick put the turbo that Regal got in the Reatta, they’d be collector cars today. Back in the day, the older demo didn’t go to a Buick deal looking for a two seat raptop or coupe. They were a stylish and dependable car with the proven 3.8 engine.
I had a 1990 Reatta convertible. Red with tan top and interior. I bought it used and I thoroughly enjoyed the car while I had it. The optional 16 way drivers seat was very comfortable.
If I were to buy another, it would be a 1991. A few minor improvements were made for the last year.
The two biggest improvements that made the best difference in driveability were the tuned port 3800 and the 4T60E electronically shifted transaxle.
Sharp car at a reasonable price. These were new when I was in junior high. I thought it was sharp then also. Then when the 95 Riv came out I was thinking Buick was full of excitement.
Build quality was top of the line on these units. The best of the best where put on this project. Custom build each one of them.