The Buick Limited was Buick's flagship model line between 1936 and 1942, and, in celebration of General Motors' 50th anniversary, a single-year halo car for the division in the 1958 model year. 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.

Buick's top platform was introduced in 1931 as the Series 90, using the GM "C-body" platform shared with the Cadillac Series 355. It featured a 344.8 cu in (5.7 L) Straight-8 OHV engine, developing 104 bhp of power at 2,800 rpm. 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. Roadsters, Phaetons and convertibles came standard with leather interior. Retail prices for the seven-passenger Limousine were US$2,035 ($43,082 in 2025 dollars ). 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. Standard coachwork for Buick was exclusively supplied by Fisher Body, and rolling chassis were available to coachbuilders.

The size grew the next year, and a new high-performance engine was introduced developing 113 hp. In 1933, all GM cars received an updated "streamlined" look, produced by the corporation's Art and Color Studio headed by Harley Earl. In 1934, the running board was shortened and engine output increased to 116 hp. In 1935 the appearance alone was updated. Total sales for the line was 43,321. In 1936, the model changed its name to 90 Limited.

The origins of the Limited name date to 1936, when Buick added names to its entire model lineup to celebrate the engineering improvements and design advancements over their 1935 models. It shared its chassis with the top-level Cadillac Series 70 vehicles. Buick had released a new line of cars that were technically superior to their predecessors by offering such features as all-steel passenger compartment tops (GM's Turret Top design), improved front suspension, improved hydraulic safety braking system, alloy engine pistons and an improved engine cooling system.

In 1938, the wheelbase was stretched two inches from 138 to 140 inches (3,556 mm), and the Limited, along with Roadmaster, lost its wooden structural members for steel, making them the last Buick passenger cars to rely upon wood components.

In 1939, Buick products underwent a substantial redesign; however, the Limited's "limited" production merited it to continue using its 1938 body. The 1939 Limited offered a sectioned rear compartment separating the driver from the rear passengers, and a glass partition could be raised to provide privacy. AM radios were first offered as an option.