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Oldsmobile (or Olds) was a brand of automobile produced in the United States from 1897 to 2004. In its 107 years, it produced 35.2 million cars, including at least 14 million built at its Lansing factory. When it was phased out Oldsmobile was the second oldest surviving auto marque in the world, after only Daimler.
History
Oldsmobiles were first manufactured by the Olds Motor Vehicle Company in Lansing, Michigan, a company founded by Ransom E. Olds in 1897. In 1901, Olds introduced the Curved Dash Olds which sold 425 cars, becoming the first high-volume car of the day. Olds became, for a few years, the top selling car company in the United States. Ransom Olds left the company in financial difficulties and formed REO Motor Car Company. The last Curved Dash Olds was made in 1907, and in 1908, General Motors purchased the company.
After acquisition by General Motors, Oldsmobiles were marketed for their technical sophistication. It was the first American car with an automatic transmission (1940) and the first to use chrome (1920), and frequently was early with other features, such as automatic headlight dimmers.
In 1929, the marque launched the Viking designed to help bridge the price gap between Oldsmobile and Buick, however the Viking was discontinued in 1930.
Oldsmobile promoted its "Rocket" engines heavily. This came to be a problem when some customers sued after they discovered that their Oldsmobiles had been equipped with Chevrolet engines beginning in the late 1970s.
In the 1970s, the mid-sized Oldsmobile Cutlass was the division's best selling model, and for several years in the late 1970s and early 1980s, it was the best-selling car in America. But the sales of the Cutlass and other Olds models fell beginning in the 1990s. The brand was hurt by its image as old and stuffy and this public perception continued despite a public relations campaign in the late 1980s that this was "not your father's Oldsmobile."
Oldsmobile in popular culture
The Oldsmobile is notable for having inspired several popular songs:
- "In My Merry Oldsmobile", a 1905 song with music by Gus Edwards and lyrics by Vincent P. Bryan; the song enjoyed a second round of popularity in the 1920s.
- "Rocket 88", a 1951 song by Ike Turner said by many to be the first rock and roll record.
- "You're gonna get yours" from Public Enemy's 1987 debut album Yo! Bum Rush The Show, an ode to the Ninety-Eight.
- "455 Rocket", a song cowritten by Gillian Welch, on Kathy Mattea's 1997 album Love Travels.
Models
Early Models
The 1901-1904 Curved Dash was the first mass-produced car, and was also the first American car to be exported. Oldsmobile set a land speed record of 54.38 mph at Daytona Beach in the 1903 Pirate. In 1908, Oldsmobile became the first manufacturer to begin using nickel, rather than brass, trim. The 1911 Limited Touring was a high point for the company with its 60 hp (45 kW) 707 in³ (11.6 L) straight-6 engine and high levels of luxury.
1912-1938
In 1912, Oldsmobile began using two-digit model designators, beginning with the Oldsmobile 40 and Oldsmobile 53. The first digit generally signified the body size and the second signified the year throughout the 1920s. The company introduced chrome-plated trim, on the radiator shell of their 1926 model.
1939-1960
In the 1940s and 1950s, Oldsmobile used a two-digit model designation similar to that used by the European makes today: The first digit signified the body size while the second represents the number of cylinders. Body sizes were 6, 7, 8, and 9, and 6- and 8-cylinder engines were offered. Thus, Oldsmobiles were named 66 through 98. A myriad of trim lines were also included in the model name, including Delta, Dynamic, Holiday, Super, and others.
Oldsmobile introduced the affordable automatic transmission in 1940 as the Hydramatic. Their 1949 Rocket V8 engine was especially notable as the first mass-produced OHV V8.
Notable models:
- Oldsmobile Series 60 Special - 66/68
- Oldsmobile Series 70 Dynamic Cruiser - 76/78
- Oldsmobile Series 90 Custom Cruiser - 96/98
- Oldsmobile 88 (1949-1999) - Oldsmobile's standard car line. Introduced with Oldsmobile's new overhead-valve, high-compression Rocket V8, giving the 88 a reputation for performance.
- Oldsmobile 98 (1946-199?) - Oldsmobile's premium standard car line.
1960s
In the 1960s, Oldsmobile's position between Pontiac and Buick in GM's hierarchy began to dissolve. Notable achievements included the introduction of the first turbocharged engine in 1962, the Turbo Jetfire, the first modern front wheel drive car (1966's Toronado), and the upscale 442 muscle car.
Notable models:
- Oldsmobile 442 - began as 1964 muscle car option package (4-barrel carburetor, 4-speed manual transmission, 2 exhausts) on the Cutlass, but later became its own model with a monstrous 455 in³ (7.4 L) V-8 engine
- Oldsmobile Cutlass (1961-1999) - mid-size car. Oldsmobile's best seller in the 1970s and 1980s, and in some of those years America's best selling car.
- Oldsmobile F-85 - compact sedan & coupe version of the Oldsmobile Cutlass
- Oldsmobile Toronado (1966-1992) - front wheel drive coupe in the personal luxury car category, introduced in 1966; at the time, the largest and most powerful front wheel drive car ever produced.
1970s-1980s
Oldsmobile sales soared in the 1970s and 1980s, with the Cutlass and Cutlass Supreme becoming the best-selling vehicles in America. Less impressive was the company's widely-used but problem-prone LF7 and LF9 Diesel V8s.
Notable models:
- Oldsmobile Cutlass Supreme (1970-1997) - more performance and luxury than the Cutlass, fitting in at the bottom of the personal luxury car market.
- Oldsmobile Starfire
- Oldsmobile Firenza
1990s
By the 1990s, Oldsmobile had lost its place in the marketplace. The performance cars Oldsmobile had been known for gave way to bland corporate clones. GM shifted the performance mantle to Chevrolet and Pontiac. Buyers were confused by the profusion of Cutlass models, unimpressed with the company's bland styling direction, and unsure of its place in the market. GM poured money into the division to revive it, notably with the Aurora and Intrigue and their impressive L47 V8 and LX5 V6 engines. But the hoped-for revival never came.
Notable models:
- Oldsmobile Achieva (1992-1997) - compact sedan & coupe
- Oldsmobile Alero (1999-2004) - compact sedan & coupe
- Oldsmobile Aurora (1995-2003) - luxury sedan.
- Oldsmobile Bravada - SUV
- Oldsmobile Intrigue (1998-2002) - mid-size sedan.
- Oldsmobile Silhouette (1990-2004) - minivan.
The end
In December 2000, General Motors announced they would be phasing out the Oldsmobile brand, which had become the oldest surviving automobile brand in the United States. The 2004 model year was to be Oldsmobile's last, with the last new Oldsmobile model being the GMT360-derived Bravada introduced in 2002.
The actual phaseout of Olds models was conducted on the following schedule:
- Late 2001: The 2002 Bravada becomes the company's last new model
- June 2002: production ends for Intrigue and the Aurora V-6 sedans
- May 2003: Aurora V-8 sedan
- January 2004: Bravada sports utility vehicle
- March 2004: Silhouette minivan
- April 2004: Alero compact car
The final production day was April 29, 2004, when the last Alero was built in Lansing, where Ransom E. Olds first began his company. The last 500 Aleros manufactured were painted a metallic cherry red and carried special "Final 500" markings. The last of these cars went to the R.E. Olds Transportation Museum.
See also
External links
- Open Directory Project list of Oldsmobile sites
- Oldsmobile Prepares For The End, published in June 2003
- Dead at 106: Oldsmobile, published in April 2004
- Oldsmobile Club
- OldsmobileForums.com A place for Oldsmobile owners and enthusiasts to talk about their vehicles.