Capitalizing on the popularity of the "Tales of Wells Fargo" television show, sponsor Buick exhibited the custom built 'Wells Fargo' convertible in Chicago. Based on the Roadmaster ragtop, the car was created for Dale Robertson, star of the TV series. Major exterior alteration was replacing the chrome trim on the rear fenders with walnut panels. Unique interior consisted of two-tone cowhide upholstery and floor covering. The doors were equipped with pistols in holsters, and in the back was a gun rack with rifles. Crowds were handed postcards featuring Robinson and his western themed Buick.