Buick’s motorsports history includes two NASCAR titles and six Indianapolis 500 pace cars
The 1939 Roadmaster Indianapolis 500 pace car was painted in creamy yellow with gold lettering outlined in black. (GM media archives)
Just three 1939 Roadmaster Indianapolis 500 pace cars were built. The cars were based on the rare Roadmaster convertible “80C,” according to an auction report by R.M. Sothebys. Each car was presented in the “Indy 500 Livery” of the period-popular colors of creamy yellow with gold lettering outlined in black.
The red interior featured an elaborate, painted wood-grain dash in red and red leather upholstery. The Indy 500 treatment also included a black parade tonneau and a cloth top with boot.
Among the features in the Indy 500 package were dual side-mount spare tires and an accessory spotlight at the base of the driver-side windshield, though neither feature is shown in this marketing photo.
Buick History
Buick was on a roll in 1939 with innovative advertising and promotion. Sales were soaring and there had been a host of product improvements, according to the 2011 auction report.
Buick boss Harlow Curtice was determined to set a new sales record. To stimulate sales, the 1939 Buick Roadmaster Indianapolis 500 pace car was created. It was based on the rare Roadmaster Convertible Sedan.
A new sales target of 200,000 cars was set and at the dealer’s kickoff meeting an airplane was displayed on stage with the number “200,000” painted on its wings. The campaign was successful as Buick sold more than 208,000 cars. The result solidified Buick’s position as No. 4 in the industry, behind only the Big Three.
R.M. Sothebys auctioned a 1939 Roadmaster Indianapolis 500 pace car at its 2011 Hershey, Pa., event. The car sold for $62,500.
Look here for more vintage car photos.
