A Passion for the Reatta: A Buick Enthusiast's Journey

Discover the fascinating story behind one man's love affair with the Buick Reatta, a unique and often misunderstood sports car that left an indelible mark on the automotive landscape. From his involvement in the car's media launch to eventually owning one of the limited-production convertibles, this article takes you on a captivating journey that showcases the Reatta's enduring appeal and the personal connection that can develop between a car and its devoted owner.

Uncovering the Untold Story of a Buick Gem

The Reatta's Inception and My Unexpected Role

Four years before I acquired a Reatta, I found myself at the center of the car's introduction to the world. As an auto engineer with Chevrolet and GM, and an experienced auto writer, I was tapped to establish and run the western-area PR and media relations office for Buick's Motor Division. With no prior experience in PR or event management, I drew upon my media expertise and the guidance of my wife, a seasoned auto PR pro, to plan and execute the crucial press event that would kick off the Reatta's media launch.

A Sneak Peek and a Potential Job Interview

My first taste of the Reatta came nearly a year before its public introduction, when Buick PR ace Larry Gustin invited me and then-Motor Trend editor Tony Swan to Phoenix for an off-the-record sneak peek. We were unsure of what to expect, but we were pleasantly surprised by the Reatta's appealing looks and agile handling, even if we were disappointed by its complex dashboard and middling performance. While I hadn't considered it a job interview, it may have paved the way for my subsequent PR role with Buick.

Crafting the Perfect Press Event

In planning the Reatta's media preview, I carefully selected the roads around Santa Barbara, California, to showcase the car's strengths on curvy two-lanes. While the rest of the event planning was hard work, the process of exploring the area and curating the perfect drive route was the truly enjoyable part. The event itself went well, and we received mostly positive reviews from the attending media.

The Reatta's Journey to Production

The Reatta's conception dated back more than a decade, primarily through the vision of then-chief engineer Lloyd Reuss. Intended as a more affordable and practical two-seat sports car, the Reatta was based on a shortened version of the front-drive "E-car" platform shared by the Riviera, Toronado, and Eldorado. However, the Reatta's launch was delayed by over four years due to a complex reorganization at GM and engineering resource constraints, as well as an agreement to let Cadillac introduce its own two-seat Allanté first.

The Reatta's Challenges and Shortcomings

At $25,000, the Reatta was priced higher than initially intended, partly due to the inflated cost of the E-body componentry. Despite boasting nearly every conceivable feature as standard equipment, the Reatta's sales struggled to meet expectations, with just 4,707 units built in 1988 and 7,009 in 1989. The introduction of a much-improved instrument panel and the long-awaited convertible in 1990 did little to boost sales, as the Reatta faced a soft market that was unkind to impractical image cars.

My Personal Reatta Ownership Experience

My Reatta ownership journey began more than four years after the car's launch, when the model had already been cancelled due to poor sales and negative profitability. Buick had made substantial improvements to the 1991 model, including an upgraded engine and other refinements. However, the convertible version still suffered from some body shake issues, leading to a unique situation where a select group of "good enough" examples were offered to employees at a discounted price. I was fortunate to acquire one of these special 1991 Reatta convertibles, which I was able to drive as my company car for the first three months before purchasing it at a substantial discount.

The Reatta's Legacy and My Enduring Affection

Despite its challenges, the Buick Reatta was a finely styled, fully equipped, and delightful-to-drive two-seat sports car that was widely misunderstood. Some expected a Buick "Corvette," while others wanted a lighter, less expensive sports car. In reality, the Reatta was a half-price Mercedes SL (or Cadillac Allanté) luxury tourer with no direct competitor. Though I eventually had to sell my cherished Reatta convertible, it remains a car that I would love to have back, in the same pristine condition it was in when I reluctantly parted ways with it. The Reatta's unique character and the personal connection it fostered have left an indelible mark on my automotive journey, making it a car that will always hold a special place in my heart.