February 18, 1940 — Buick Unveils the Townmaster

On this day in 1940, Buick released — or more accurately, revealed — an unusual known as the Townmaster, a bespoke specialty car based on the Buick Roadmaster. Unlike Buick’s mainstream Roadmaster series, the Townmaster was not a regular production model at all, it was a custom-bodied vehicle, created in very limited fashion for promotional and executive use.

In 1940 Buick reorganized its model structure: the Roadmaster name was transferred to the new Series 70 line, positioned alongside the Series 50 Super and above smaller Buick models. These cars rode Buick’s modern “torpedo” C-body platform — a wider, lower, streamlined frame that eliminated running boards and offered generous interior space.

Most Roadmasters were conventional four-door sedans, coupes, and convertibles. However, Buick also commissioned custom coachwork on a handful of vehicles from the esteemed Buffalo, New York coachbuilder Brunn & Company — some of which became Townmaster

Specs & Construction: A Specialty Built Roadmaster

Rather than being engineered as a new model, the Townmaster was a custom-built Roadmaster. According to collector records and coachwork documentation:

These vehicles were constructed by Brunn & Company, a U.S. coachbuilder known for bespoke bodies and town car designs.
The Townmaster used a 1940 Roadmaster Series 70 chassis, reportedly with a 126-inch wheelbase, the same as the standard third-generation Roadmaster.
Power came from Buick’s signature 320 cu in, 141 horsepower, Fireball straight-eight engine, the standard Roadmaster engine of the era — paired with a 3-speed manual transmission with column-mounted shift.
Buick’s Fireball straight-eight in 1940 was rated at about 141 hp and strong torque, giving heavy full-size Buicks smooth, effortless performance.
It even came with a speaking phone between for communication between the driver and passengers.

Where the Townmaster truly differed was in its coachwork. The body featured an open-front “town car” design, a higher roofline and a removable or open driver’s area reminiscent of classic chauffeur-driven cars, making it more of a formal town car than a typical sedan. Brunn crafted this body by hand rather than in Buick’s normal assembly lines, giving it unique proportions and bespoke styling cues. Photographic and collector sources suggest the car was originally finished in a Brewster Green body with a contrasting black top, a tasteful color combination popular for custom luxury cars of the era.

How Much did a 1940 Buick Cost?

Because the Townmaster was not a mass-produced model, it did not show up in Buick’s official MSRP lists the way regular Roadmasters did. Roadmaster four-door sedans of the era ranged roughly from $1,277 to $1,768 retail new, depending on body style and options. This is a substantial sum in 1940. However, specialty coachbuilt examples like the Townmaster commanded far higher prices. Period media lists the custom Townmaster at $3,895, roughly twice the cost of top-line standard Buick models thus reflecting the bespoke nature and premium coachwork. One such model was acquired by Buick advertising executive Arthur Kudner. Editors note: I could not find information on the exact number built, but it could be as few as two.

Coachwork & Legacy

The Townmaster, with coachwork by Brunn, occupies a curious niche in Buick history. It wasn’t a production variant, nor part of Buick’s official sales brochure as it was a bespoke coachbuilt car aimed at showcasing Buick’s willingness to explore formal town car styling and offer one-off specialty vehicles for executives and showrooms.

Unlike the Roadmaster nameplate, which would go on to be one of Buick’s most enduring and celebrated models through the 1950s, the Townmaster left no direct successor and remained a unique entry in Buick’s pre-war era. Its existence highlights the period’s taste for custom coachwork and the experimentation automakers allowed in an era before World War II upended normal production. While automotive history often remembers the Roadmaster for its mainstream success and later post-war resurgence, the Townmaster stands as a fascinating footnote, a bespoke Buick blend of standard mechanical excellence and bespoke coachbuilder artistry. Click here for more Buick history.