Since the 1960s Buick has intermittently used the term "Limited" as a designation denoting its highest level of trim and standard features in its various model ranges.

The original line given the Limited nameplate, topped by an extended-wheelbase limousine, was in direct competition with Cadillac senior sedans for clientele, which wanted a GM luxury car but regarded Cadillac as "ostentatious" or "flamboyant" in contrast to Buick's reputation for durable, reliable, and staid premium vehicles.

[1] A premium luxury car, it was intended to compete with the advanced Cadillac V8, the exclusive straight-8 Packard Standard Eight, and other top U.S. marques.

Closed cars came with mohair velvet interiors, retractable silk passenger compartment shades, and wool carpeting throughout.

The Series 90 offered nearly the same refinement and attention to detail as Cadillac, but lacked its more modern, more powerful engine, while having a more advanced overhead valve train than the Packard's aging flathead design.

In 1933 all GM cars received an updated "streamlined" look produced by the corporation's Art and Color Studio headed by Harley Earl.

[1] Following World War II, Buick dropped its extended wheelbase models, and cancelled the Series 90 Limited nameplate.

In comparison to the chrome-laden junior models in the Buick lineup, the GM C platform-based Limited was slightly more restrained than the Special, Century, Super and Roadmaster.

Instead of a chromed side panel trim, it got a body color-keyed insert decorated with fifteen slanted hash marks (three groups of five).

In the front, it received the same aggressive Fashion-Aire Dynastar grille, cast of 160 chrome squares, each "shaped in a design to maximize the amount of reflective light"according to Buick PR.