Fast Friday: The Machines: 1967 GS-340 and GS-400

Last week we took at look at the Deluxe Buick Brochure for 1967, which was a grandly over-the-top production featuring supermodels, sports legends, Hollywood celebrities and a very unusual format for showcasing the 1967 Buick models. But aside from Riviera, which had its own section, the magazine didn't do a good job of presenting each model. That may be why this unique format was never used again, and why a special Gran Sport Brochure was quickly rushed to Buick dealers.

When we say rushed, we meant it. Buick had a brand new entry in the performance segment- the GS-340. It had all of the sportiness of the Gran Sport, but was based on the 340 engine instead of the 400. That made it more affordable and brought it into the range of a more budget minded class of buyer who liked the sporty looks and image but wasn't looking to come up against Pop Kennedy on a Saturday. The unusual thing about the brochure is that the copy above the GS-340 refers instead to the GS-400. Snob appeal? Copywriter pass out at his desk? Out and out mistake? An interesting mystery, to say the least.

Back to the car for a moment, the distinctive red side stripe was GS-340 only, as were the red wheels. Body color was limited to White or Platinum Mist. Buick wisely maintained a visual distinction with between the big and little brothers.

What had been the Gran Sport was now the GS-400. It's 400 cubic inch engine produced 340 horsepower and was offered with a three speed manual, four speed manual, or Super Turbine. Unlike the GS-340, it was available in three body styles- the pillared coupe, two-door hardtop, or this sexy convertible. Now we see that the copy above the GS-400 does note the introduction of the GS-340, so the whole thing might be deliberate. But it still seems like an error in layout to us.

Now some of the details on GS-340. It came with the 4 bbl version of the 240 engine, so it had 260 HP instead of the base 220. It offers the 3 speed manual or Two Speed Automatic transmission, no 4 speed stick here. And while it has some of the GS-400 chassis mods, such as the front stabilizer bar and firmer shocks and spring rates, to get the full GS suspension effect, there was the optional Sport Pak which included rear stabilizer, quicker steering, and even heavier duty springs and shocks.

The GS-400 was all GO. The new 400 cubic inch engine featured a 4 bbl carburetor and Buick's awesome "Star Wars" air cleaner with dual intakes. The three speed transmission is standard, a four speed manual is offered as well as a three speed automatic. All GS-400 models feature beefed up suspension, quick ratio steering, stabilizer bars and bigger brakes.

The interiors reflected the cars' character as well. The GS-340 offered a practical all vinyl bench seat interior in black only. The standard GS-400 had a vinyl bench as well, but with more elaborate seat styling and richer door panels in a choice of black or dove.

And here we see the optional bucket seat interior with the also optional operating console. A very handsome interior, it was offred in the pillared coupe and coupe in black, dove, blue, yellow, or aqua. In the GS-400 convertible, it came in black, blue, red, or yellow. Very stylish and sporty, indeed, especially with the console.

And here we have the back cover. All of the '67 back covers were exceptionally clean, with just a modified version of Buick's legendary slogan. For 1967, they added "Still true"to the tagline. It was.

So there was have the Gran Sport Story for 1967. Or do we? next time we'll take a look at a treat for the Golden State only.

Secrets of the Buick Bible

There are almost fifty years worth of history in this worn ledger. It was used to keep track of the Buick Company Owned cars in service, which means that every time the Los Angeles Zone put a company owned vehicle on the road, it is recorded in this book. Most of the entries were made by Phil Vogel, Buick's longtime Company Car Coordiantor. Phil called the notebook his "Buick Bible", and never let it out of his sight.

Inside the front page were telephone numbers for everyone at the Buick Zone office- even the IBM computer room. When this log was began in 1962, the Zone was located in the Miracle Mile on Wilshire. Phil was based nearby at Gunther-Langer Buick. All the company cars were shipped there. After they were used, they would be sold through local dealers. Reynolds Buick handled many such sales.

Each car was logged by model, color, trim, key numbers, license number, delivery date and driver. A glance above shows some of the drivers that Buick provided cars for. Jack Entratter owned the Sands Hotel in Las Vegas. Dick Van Dyke you've probably already heard of.

Here's where we start to unravel last week's mystery of the celebrities in the 1967 Buick interiors- company car entries for Robert Lansing and Charleton Heston. Lansing was given an Electra convertible, Heston a Riviera. Both cars were hard plated as opposed to sporting Manufacturers plates.

And here it starts to add up. Cliff Robertson and Van Heflin both got Sportwagons. Fess Parker got a Riviera and David Janssen must have looked great in an Electra Convertible.

Bill Bixby and Lloyd Bridges were both furnished with new Rivieras. And now we understand- every celebrity that appeared in the brochure sitting inside a new Buick was given a brand new Buick. By today's standards, it was a pretty inexpensive way to obtain endorsements. But I'd love to see who approved the budget.

There are more fascinating entries in the Buick Bible. Who was furnished with the most Buick courtesy vehicles? None other than Old Blue Eyes himself, Frank Sinatra. Electra Limiteds for himself, and Sportwagons when he owned the Cal-Neva Resort, all on Manufacturer plates. Mr. Sinatra and Buick were close friends in the sixties.

The entries end in June, 1998, when Phil Vogel was hospitalized for surgery. He had a stroke shortly after and died. The Buick Bible was returned to Buick by his family and has been preserved for history. It's a treasure of information and an interesting insight into how the automobile business was conducted in Tinseltown in an era gone by.