1967 Buick California GS

In the midst of the muscle car era, it wasn’t uncommon for companies to create a unique promotion to kick-start sales. Often they were regional and created a unique model, like the Mustang California Special. “California” editions were pretty commonplace, as the 1960s were focused on the West Coast carefree surf culture, making it immediately appealing to baby boomers.

Buick wanted to reach young potential customers. Buick was getting a rep for being stodgy, pricey and dusty, which spelled a tough sale for Buick's Wildcat model when compared to Chevelle Super Sports and Pontiac G.T.O's. Then in 1967, the market became more competitive when all brands began introducing low-frills, performance-tuned entry-level-priced coupes. Buick had to up the ante to remain competitive, so the Gran Sport was rechristened GS 400 to reflect its new 400 cubic inch, 340-horsepower motor.

While big cubes and horsepower was sexy, General Motors knew that most sales were found in lesser-equipped machines. This gave birth to a lower-tiered performance package to the GS 400, a sister model dubbed the GS 340. Power for the GS 340 came from a 340cid V8 that Buick introduced in 1966 that originated in the aluminum 215cid V8 from 1961. It brought 260 hp and 365 lb.-ft. of torque. Styling was identical to the GS 400, including the twin mock hood scoops, but the GS 340 was only available as a two-door hardtop in either Arctic White or Platinum Mist. Also exclusive to the GS 340 were hood scoops painted red, matching the broad rally side stripe running from the back of the car to the fake fender vents behind the front wheels.

So, where does the California GS fit in? Glad you asked. Around the middle of the 1967 model year, California-area Buick dealers began offering a sporty pillared coupe, calling it the IN car for Golden Staters on the go...high performance with Buick quality at an economy car price. List price for the California GS was $3273.68, as delivered in Southern California.

Standard equipment for the then limited edition Buick included the 340cid High-Performance V8 from the GS 340 with the standard GS hood and faux scoops, the Super Turbine two-speed automatic transmission, a black vinyl top, a ride and handling performance package, tinted windshield, chrome wheels, Buick’s Air Injection Reactor, Deluxe steering wheel, carpeting front and rear, and unique custom California GS ornamentation.

As far as accurate production numbers, those are hard to come by with 544 and 1577 being quoted from different sources, 1577 being the most likely number, according to the Buick documents at the Sloan Museum. The performance package went nationwide for 1968 as other brands increased their entry-level appeal with legends like the Plymouth Road Runner and Dodge Super Bee. Often upstaged by the mightier Stage I 455-powered Buicks that followed, the California GS was Buick’s only foray into the Junior muscle car movement which is what most enthusiasts remember today. Some nicely preserved examples can be found on rare occasion to this day. Nice ride!