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Oldsmobile
IndustryAutomotive
FoundedAugust 21, 1897
DefunctApril 29, 2004
FateDissolved
HeadquartersLansing, Michigan,
United States
Key people
Ransom E. Olds, founder
ProductsLuxury vehicles
Mainstream vehicles
ParentGeneral Motors
WebsiteOldsmobile.com

Oldsmobile was a brand of American automobile produced for most of its existence by General Motors. It was founded by Ransom E. Olds in 1897. In its 107-year history, it produced 35.2 million cars, including at least 14 million built at its Lansing, Michigan factory. When it was phased out in 2004, Oldsmobile was the oldest surviving American automobile marque, and one of the oldest in the world, after Daimler and Peugeot. The closing of the Oldsmobile division presaged a larger consolidation of GM brands and discontinuation of models during the company's 2009 bankruptcy reorganization.

History

Early history

Ransom Eli Olds

Oldsmobiles were first manufactured by the Olds Motor Works in Lansing, Michigan, a company founded by Ransom E. Olds in 1897. In 1901, the company produced 425 cars, making it the first high-volume gasoline-powered automobile manufacturer. Oldsmobile became the top selling car company in the United States for a few years. Ransom Olds left the company in financial difficulties and formed the REO Motor Car Company. The last Curved Dash Oldsmobile was made in 1907. General Motors purchased the company in 1908.

The 1901 to 1904 Oldsmobile Curved Dash was the first mass-produced car[citation needed], made from the first automotive assembly line, an invention that is often miscredited to Henry Ford and the Ford Motor Company. (Ford was the first to manufacture cars on a moving assembly line.) After Olds sold the company in 1899, it was renamed Olds Motor Works and moved to a new plant in Detroit. By March 1901, the company had a whole line of models ready for mass production. Unfortunately, a mistake by a worker caused the factory to catch fire, and it burned to the ground, with all of the prototypes destroyed. The only car that survived the fire was a Curved Dash prototype, which was wheeled out of the factory by two workers while escaping the fire. A new factory was built, and production of the Curved Dash commenced.

Setting the Pace painted in 1909 by William Hardner Foster depicts the race between an Oldsmobile Limited and the 20th Century Limited train
1904 Olds Model 6C Curved-Dash-Olds
1934 Oldsmobile 8 Convertible Coupe
1957 Oldsmobile Super 88

Officially, the cars were called "Oldsmobile automobiles," colloquially referred to as "Oldsmobiles." It was this moniker, as applied especially to the Oldsmobile Curved Dash, that was popularized in the lyrics and title of the 1905 hit song "In My Merry Oldsmobile."

The 1910 Limited Touring was a high point for the company. Riding atop 42-inch wheels, and equipped with factory "white" tires, the Limited was the prestige model in Oldsmobile's two model lineup. The Limited retailed for US$4,600, an amount greater than the purchase of a new, no-frills three bedroom house. Buyers received goatskin upholstery, a 60 hp (45 kW) 707 CID (11.6 L) straight-6 engine, Bosch Magneto starter, running boards and room for five. Options included a speedometer, clock, and a full glass windshield. A limousine version was priced at $5,800. While Oldsmobile only sold 725 Limiteds in its three years of production, the car is best remembered for winning a race against the famed 20th Century Limited train, an event immortalized in the painting "Setting the Pace" by William Hardner Foster.

In 1929, as part of General Motors' companion make program, Oldsmobile introduced the higher standard Viking brand, marketed through the Oldmobile dealers network. Viking was discontinued already at the end of the 1930 model year although an additional 353 car were marketed as 1931 models.

1930s

In 1937, Oldsmobile was a pioneer in introducing a four-speed semi-automatic transmission called the "Automatic Safety Transmission", although this accessory was actually built by Buick, which would offer it in its own cars in 1938. This transmission featured a conventional clutch pedal, which the driver pressed before selecting either "low" or "high" range. In "low," the car shifted between first and second gears. In "high," the car shifted between first, third and fourth gears.[1]

1940s

For the 1940 model, Oldsmobile was the first auto manufacturer to offer a fully automatic transmission[citation needed], called the Hydramatic, which featured four forward speeds.

Starting in 1941 and continuing through 1996, Oldsmobile used a two digit model designation. As originally implemented, 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.

The last pre-war Oldsmobile rolled off the assembly line on February 5, 1942. During World War II, Oldsmobile produced numerous kinds of material for the war effort, including large-caliber guns and shells.

Production resumed on October 15, 1945 with a warmed-over 1942 model serving as the offering for 1946.

Oldsmobile once again was a pioneer when, for the 1949 model, they introduced their Rocket engine, which used an overhead valve V8 design rather than the flathead "straight-8" design which prevailed at the time. This engine produced far more power than the engines that were popular during that era, and found favor with hot-rodders and stock car racers. The basic design, with few minor changes, endured until Oldsmobile redesigned their V8 engines in the mid-1960s.

1950s

1953 Oldsmobile Advertisement

Oldsmobile entered the 1950s following a divisional image campaign centered on its 'Rocket' engines and its cars' appearance followed suit. Oldsmobile's Rocket V8 engine was the leader in performance, generally considered the fastest cars on the market and by the mid 1950s their styling was among the first to offer a wide, "open maw" grille, suggestive of jet propulsion. Oldsmobile adopted a ringed-globe emblem to stress what marketers felt was its universal appeal. Throughout the 1950s, the make used twin jet pod-styled taillights as a nod to its "Rocket" theme. Oldsmobile was among the first of General Motors' divisions to receive a true hardtop in 1949, and it was also among the first divisions (along with Buick and Cadillac) to receive a wraparound windshield, a trend that eventually all American makes would share at sometime between 1953 and 1964.

In the 1950s the nomenclature changed again, and trim levels also received names that were then mated with the model numbers. This resulted in the Oldsmobile 88 emerging as base Dynamic 88 and the highline Super 88. Other full-size model names included the "Holiday" used on hardtops, and "Fiesta" used on its station wagons. When the 88 was retired in 1999 (with a Fiftieth Anniversary Edition), its length of service was the longest model name used on American cars after the Chrysler New Yorker.

GM styling as a whole lost its frontrunner status in 1957 when Chrysler introduced Virgil Exner's "Forward Look" designs. When compared side to side, Oldsmobile looked dated next to its price-point competitor DeSoto. Compounding the problem for Oldsmobile and Buick was a styling mistake which GM called the "Strato Roof." Both makes had models which contained the heavily framed rear window, but Detroit had been working with large curved backlights for almost a decade. Consumers disliked the roof and its blind spots, forcing GM to rush a redesign into production on some of its models.

Oldsmobile's only off year in the 1950s was 1958. The nation was beginning to feel the results of its first significant post war recession, and US automobile sales were down for the model year. Oldsmobile, Buick and Cadillac received a heavy handed makeover of the 1957 GM designs. The Oldsmobile that emerged in 1958 bore little resemblance to the design of its forerunners; instead the car emerged as a large, over-decorated "chromemobile."

Up front, all 1958 Oldsmobiles received one of General Motors' heavily styled front fascias and quad-headlights. Streaking back from the edge of the headlights was a broad belt consisting of two strips of chrome on regular 88s, three strips on Super 88s, and three strips (top and bottom thin, inside thick) on 98s that ended in a point at mid-body. The bottom of the rear fender featured a thick stamping of a half tube that pointed forward, atop which was a chrome assembly of four horizontal chrome speed-lines that terminated into a vertical bar. The tail of the car featured massive vertical chrome taillight housings. Two chrome stars were fitted to the trunklid.

1958 Oldsmobile Super 88

Ford styling consultant Alex Tremulis (designer of the 1948 Tucker Sedan) mocked the 1958 Oldsmobile by drawing cartoons of the car, and placing musical notes in the rear trim assembly. Another Detroit stylist employed by Ford bought a used 1958 Oldsmobile in the early 1960s, driving it daily to work. He detached and rearranged the OLDSMOBILE lettering above the grille to spell out SLOBMODEL as a reminder to himself and co-workers of what "bad" auto design meant to their business.

In 1959, Oldsmobile models were completely redesigned with a rocket motif from front to rear, as the top of the front fenders had a chrome rocket, while the body-length fins were shaped as rocket exhausts which culminated in a fin-top taillight (concave on the 98 models while convex on the 88 models). The 1959 models also offered several roof treatments, such as the pillared sedan with a fastback rear window and the Holiday SportSedan, which was a flat-roofed pillarless hardtop with wraparound front and rear glass. The 1959 models were marketed as "the Linear Look", and also featured a bar-graph speedometer which showed a green indicator through 35 miles per hour (56 km/h), then changed to orange until 65 miles per hour (105 km/h), then was red above that until the highest speed read by the speedometer, 120 miles per hour (190 km/h). Power windows were available on the 98 models, as was two-speed electric windshield wipers with electrically-powered windshield washers. The 88 still relied on vacuum-operated windshield wipers without a washer feature. 1959 Oldsmobiles were offered with "Autronic Eye" (a dashboard-mounted automatic headlight dimmer) as well as factory-installed air conditioning and power-operated front bench seat as available options.

The 1959 body style was continued through the 1960 model year, but the fins were toned down for 1960 and the taillights were moved to the bottom of the fenders.

1960s

Oldsmobile Headquarters (1966) - Building 70

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 produced in the United States (the 1966 Toronado), the Vista Cruiser station wagon (noted for its roof glass), and the upscale 442 muscle car. Olds briefly used the names Jetstar 88 (1964–1966) and Delmont 88 (1967–1968) on its least expensive full size models in the 1960s.

From 1948 until 2004, Oldsmobile used a variety of logos employing a rocket theme that played off it's Rocket line of V-8 engines. This variation, a stylistic representation of a rocket taking off was used only for the 1962, 1963 and 1964 model years, and only then on full size vehicles.

Notable models for the 1960s:

  • Oldsmobile 442 - began as a 1964 muscle car option package (4-barrel carburetor, 4-speed manual transmission, 2 exhausts) on the F-85/Cutlass. In 1965, to better compete with the Pontiac GTO, the original 330 CID V8 rated at 310 hp (231 kW) was replaced by a new 400 CID V8 rated at 345 hp (257 kW). The 442 definition was changed to "4" hundred CID V8 engine, "4"-barrel carburetor, and "2" exhaust pipes, and was named by "Car Craft Nationals" as the "Top Car of 1965." In 1968 the 442 became its own model and got a larger 455 CID (7.5 L) V8 engine in 1970.
  • 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. In 1966 a top-line Cutlass Supreme was introduced as a four-door hardtop sedan with a more powerful 320 hp (239 kW) 330 CID Jetfire Rocket V8 than the regular F-85/Cutlass models, a more luxurious interior and other trimmings. In 1967 the Cutlass Supreme was expanded to a full series also including two-door hardtop and pillared coupes, a convertible and a four-door pillared sedan. Also came with a 7.0L 425 CID engine as an option in 1966-1967
  • Oldsmobile F-85 (1961–1972) - compact sedan, coupe and station wagon powered by a 215 CID aluminum block V8 engine from 1961 to 1963. In 1964 the F-85 was upgraded to an intermediate sized car and the aluminum V8 was replaced by conventional cast iron six-cylinder and V8 engines. The Cutlass was initially the top model of the F-85 line but became a separate model by 1964 with the F-85 nameplate continued only on the lowest priced models through the 1972 model year, after which all Oldsmobile intermediates were Cutlasses.
  • Oldsmobile Vista Cruiser (1964–1977) - a stretched wheelbase Cutlass station wagon, which was stretched to 120" from 115" in the 1964-67 models and to 121" from 116" in the 1968-72 models, the stretched area being in the second-row seating area. This car featured an elevated roof over the rear seat and cargo area and glass skylights over the rear seating area, which consisted of a transverse skylight over the second seat (two-piece from 1964–67, one-piece from 1968–72) and small longitudinal skylights directly over the rear cargo-area windows, and also featured standard second-row sunvisors. The three-seat models featured forward-facing seating, at a time when most three-seat station wagons had the third row of seats facing the rear. From 1965 - 1970, it would be Oldsmobile's flagship station wagon, as no full-sized wagons were produced. The third-generation 1973-77 models no longer had skylights other than an optional front-row pop-up sunroof. This car was merely an up-line trim package on the Cutlass Supreme wagon and carried the Vista Cruiser nameplate rather than the Cutlass nameplate. The optional third seat was rear-facing in the third-generation Vista Cruiser.
  • Oldsmobile Starfire (1961–1966) - a sporty and luxurious hardtop coupe and convertible based on the 88. The Starfire featured interiors with leather bucket seats and a center console with floor shifter, along with a standard Hydra-Matic transmission, power steering and brakes (and power windows and seats on convertibles). It was powered by Oldsmobile's most powerful Rocket V8 engine, a 394 CID engine from 1961 to 1964 rated from 330 to 345 hp (257 kW), and a larger 425 CID Super Rocket V8 from 1965 to 1966, rated at 375 hp (280 kW).
  • Oldsmobile Jetstar I (1964–1966) - Life for the somewhat obscure Jetstar I started in 1964. It was designed to be a low cost option to the successful full size Starfire series - more of a direct competitor to the Pontiac Grand Prix. Standard equipment included the 345 hp (257 kW) 394ci Starfire engine, vinyl bucket seats and console. Keeping the “sport” part of the Starfire, it possessed less of the luxury and glitz. It weighed in at 4028 pounds, and 16,084 were produced for 1964. It was a Starfire without the frills and was informally dubbed “the poor man’s Starfire”. Proving to be an ill-fated model, 1965 concluded the 2 year run for the Jetstar I. Only 6,552 were sold. The introduction of the Pontiac GTO and Oldsmobile 4-4-2 in 1964 insured the future of the musclecars were the intermediates, and the front-drive Toronado loomed big in Oldsmobile's future taking over the flagship status from the Starfire. Further confused with its lesser brethren with the Jetstar 88 nameplate, there was no way but out for the Jetstar I. And close examination of prices revealed that unless one bought a sparsely optioned JS1, there was little financial incentive to buy a JS1 over the Starfire. Take the $3602 base price and add the $107.50 power steering, the $43.00 power brakes, and the $242.10 automatic transmission (all standard on the Starfire), and you had a $4,000 Jetstar I. And less than $150 more would buy you the $4148 based priced Starfire, which not only included those standard features but a more luxurious leather interior. But lost in the mix was a jewel of a high performance car in the ’65 Jetstar I. Trimmed down to 3963#, the ’65 model was an overlooked performance car. The new 370 hp (276 kW) 425ci Starfire engine delivered 470 lb⋅ft (637 N⋅m) of torque, was durable, and was quite an improvement over the ’64 394. How serious was that horsepower and torque in ’65? If you wanted this much power in a Pontiac, it was only available in the top-of-the-line 421 HO Tri-Power engine that was not standard in any Pontiac model, but an extra-cost option. The new Oldsmobile Turbo Hydra-Matic transmission was a vast performance improvement over the previous “slim-jim” Hydra-Matic transmission. But best of all, Oldsmobile offered the Muncie 4-speed with Hurst shifter in ’65. Oldsmobile boasted in a 1965 press release that “a Jetstar I proved to be the top accelerator of the entire event” at the 1965 Pure Oil Performance Trials in Daytona beach. Those trials were sanctioned and supervised by NASCAR.Note: between 1964 and 1966, Oldsmobile named its least expensive full size model the Oldsmobile Jetstar 88 which the Jetstar I was not related to, and priced $500–$600 below the Jetstar I.
  • Oldsmobile Delta 88 (1965-1989) While the "88" series of Oldsmobile's date back to the 1940s, and were offered in a variety of trim levels, the introduction of the Delta 88, which superseded the Super 88 line as Olds mid-level full-sized vehicles, was a watershed event for the division. Better trimmed than the low price Dynamic 88 range, but available in a wider range of body styles than the Super 88 had been, the Delta range was an immediate hit with car buyers. It quickly over shadowed the Dynamic 88 line. To pump life into the Dynamic 88 range, Oldsmobile renamed it the Delmont 88 for 1967. However the Delta continued to climb in popularity to the point where Oldsmobile dropped the Delmont range at the end of the 1968 model run. Eventually the Delta 88 was joined by the Delta 88 Royale, a premium trimmed Delta. The Delta continued to be Oldsmobile's most popular full size line. In an attempt to modernize marketing efforts as Oldsmobile's fortunes declined, the "Delta" name was dropped in 1989, but the car lived on as the Eighty-Eight until Oldsmobile ended it's production in 1999.
  • Oldsmobile Toronado (1966–1992) - a 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, and one of the first modern front wheel drive cars equipped with an automatic transmission. The original Toronado was powered by a 425 CID Super Rocket V8 engine rated at 385 hp (287 kW), mated to a three speed Turbo Hydra-Matic transmission. The Toronado was Motor Trend magazine's 1966 "Car of the Year."

1970s-1980s

1977 Oldsmobile Cutlass Supreme Sedan

Oldsmobile sales soared in the 1970s and 1980s (for an all-time high of 1,066,122 in 1985) based on popular designs, positive reviews from critics and the perceived quality and reliability of the Rocket V8 engine, with the Cutlass series becoming North America's top selling car by 1976. By this time, Olds had displaced Pontiac and Plymouth as the #3 best selling brand in the U.S. behind Chevrolet and Ford. In the early 1980s, model-year production topped one million units on several occasions, something only Chevrolet and Ford had achieved.

The soaring popularity of Oldsmobile vehicles resulted in a major issue in the late 1970s. At that time, each General Motors division produced its own V8 engines, and in 1977, Oldsmobile, Chevrolet, Pontiac and Buick each produced a unique 350 cubic inch displacement V8.

It was during the 1977 model year that demand exceeded production capacity for the Oldsmobile V8, and as a result Oldsmobile began equipping most full size Delta 88 models (those with Federal emissions specifications) with the Chevrolet 350 engine instead. Although it was widely debated whether there was a difference in quality or performance between the two engines, there was no question that the engines were different from one another. Many customers were loyal Oldsmobile buyers who specifically wanted the Rocket V8, and did not discover that their vehicle had the Chevrolet engine until they performed maintenance and discovered that purchased parts did not fit. This became a public relations nightmare for GM.[2][3]

Following this debacle, disclaimers stating that "Oldsmobiles are equipped with engines produced by various GM divisions" were tacked on to advertisements and sales literature; all other GM divisions followed suit. In addition, GM quickly stopped associating engines with particular divisions, and to this day all GM engines are produced by "GM Powertrain" (GMPT) and are called GM "Corporate" engines instead of GM "Division" engines. Although it was the popularity of the Oldsmobile division vehicles that prompted this change, declining sales of V8 engines would have made this change inevitable as all but the Chevrolet version of the 350 cubic inch engine were eventually dropped.

Oldsmobile also introduced a 5.7L (350cu-in, V-8) diesel engine option on its Delta 88 and 98 models in 1978 and a smaller 4.3L (260 cu-in) displacement diesel on the '79 Cutlass Supreme. These were largely based on their gasoline engines but with heavier duty cast blocks, re-designed heads, fast glow plugs, and on the 5.7L, oversized cranks, main bearings, and wrist pins. There were several problems with these engines, including water and corrosion in the injectors (no water separator in the fuel line), paraffin clogging of fuel lines and filters in cold weather, reduced lubrication in the heads due to undersized oil galleys, head bolt failures, and the use of aluminum rockers and stanchions in the 4.3L engines. While the 5.7L was also offered on the 1980 Cadillac, Buick, Pontiac, and Chevy Impala, they were soon discontinued by all divisions by the mid 80s.

1987 Oldsmobile 88

Notable models:

1990s

1994 Oldsmobile Eighty-Eight Royale

After the tremendous success of the early 1980s, things changed quickly for Oldsmobile, and by 1990 the brand had lost its place in the market, squeezed between other GM divisions, and with competition from new upscale import makes such as Acura and Lexus. Oldsmobile's signature cars gave way to rebadged models of other GM cars, and GM shifted the performance mantle to Chevrolet and Pontiac. GM continued to use Oldsmobile sporadically to showcase futuristic designs and as a "guinea pig" for testing new technology, with Oldsmobile offering the Toronado Trofeo, which included a visual instrument system with a calendar, datebook, and climate controls. For 1995, Oldsmobile introduced the Aurora, which would be the inspiration for the design of its cars from the mid-1990s onward. The introduction of the Aurora marked as General Motors' catalyst to reposition Oldsmobile as an upscale import fighter. Accordingly, Oldsmobile received a new logo based on the familiar "rocket" theme. Nearly all the existing model names were gradually phased out: the Cutlass Calais in 1991, the Toronado and Custom Cruiser in 1992, the Ninety-Eight and Ciera (formerly Cutlass Ciera) in 1996, Cutlass Supreme in 1997, and finally the Eighty-Eight and Cutlass (which had only been around since '97) in 1999. They were replaced with newer, more modern models with designs inspired by the Aurora.

First Generation Oldsmobile Aurora

Redesigned & new models introduced from 1990–2004:

2000s

2002 Oldsmobile Alero

In spite of Oldsmobile's critical successes since the mid-1990s, a reported shortfall in sales and overall profitability prompted General Motors to announce in December 2000 their plans to phase out the Oldsmobile brand. The announcement took place just two days after Oldsmobile unveiled what would be its last new model ever, the Bravada SUV - which became, somewhat ironically, another critical hit for the division.

The phaseout was conducted on the following schedule:

The final 500 Aleros, Auroras, Bravadas, Silhouettes and Intrigues produced received special Oldsmobile heritage emblems and markings which signified 'Final 500'. All featured a unique Dark Cherry Metallic paint scheme. Auroras and Intrigues would be accompanied by special Final 500 literature.

The final production day for Oldsmobile was April 29, 2004. The division's last car built was an Alero GLS 4-door sedan, which was signed by all of the Olds assembly line workers. It is on display at the R.E. Olds Transportation Museum located in Lansing, Michigan.

Oldsmobile models

Production

File:Oldsmobile rocket old.png
1981 to 1996 logo, used on a few early 1997 models.



Model Year(s) Model H.P. Rating Cyl. Remarks
1901-1903 Curved Dash Model R 5 1
1902 Pirate 7 1 Racer
1904 Curved Dash Model 6C 7 1
1904-1905 Model N 10 1 a.k.a. "Touring Runabout"
1905-1906 Curved Dash Model B 7 1
1905 Side Entrance Tonneau 2 5-passenger
1906 Model L 2, opposed
1906 Model S 4
1907 Curved Dash Model F 7 1
1907 Model H 4
1907 Model A 4
1908 Model M / MR 4
1908-1909 Model X 4
1908-1909 Model Z 40 6
1909 20 22 4 Derived from Buick 10
1909 Model D / DR 4
1910 Special 40 4 Replaces all previous 4 cylinder cars
1910-1912 Limited 60 6 Introduced 1909 as 1910 model
1911 Special 36 4 Compressed-air starter (all)
1911-12 Autocrat 40 4
1912-1913 Defender 35 4 el. Starter & lighting (all)
1913 53 50 6 Replaces Limited and Autocrat
1914-1915 42 20 4 "Baby-Olds"
1914 54 50 6 "6th Generation Six"
1915-16 43 30 6 "4th Generation Four"
1915 55 50 6 "6th Generation Six"
1916 44 "Light Eight" V-8
1917 45 "Light Eight" V-8
1918 45A "Light Eight" V-8

Concept

Canadian market

In Canada the range was much more limited, with the Oldsmobile Silhouette and Oldsmobile Bravada being unavailable to Canadian consumers until much later in their production life.

In Mexico all Oldsmobile models were sold under the Chevrolet brand.

The Oldsmobile Alero was sold as a Chevrolet in Europe but it retained Oldsmobile's badge / logo on the front, the Chevrolet name was used due to buyers' unfamiliarity with Oldsmobile in Europe.

Marketing themes

Early on in their history, Olds enjoyed a healthy public relations boost from the 1905 hit song "In My Merry Oldsmobile". The well known song was updated in the fifties to sing about "The Rocket 88".

The strong public relations efforts by GM in the 1950s was epitomized in the Motorama a "one company" auto show extravaganza. Millions of Americans attended, in a spirit not unlike a "mini-World's Fair". Every GM division had a "Dream Car". Oldsmobile's dream/concept car was called "The Golden Rocket".

1970 Oldsmobile 442

The Dr. Oldsmobile theme was one of Oldsmobile's most successful marketing campaigns in the early '70s, it involved fictional characters created to promote the wildly popular 442 muscle car. 'Dr. Oldsmobile' was a tall lean professor type who wore a white lab coat. His assistants included 'Elephant Engine Ernie' who represented the big block 455 Rocket engine. 'Shifty Sidney' was a character who could be seen swiftly shifting his hand using a Hurst shifter. 'Wind Tunnel Waldo' had slicked back hair that appeared to be constantly wind blown. He represented Oldsmobile's wind tunnel testing, that produced some of the sleekest designs of the day. Another character included 'Hy Spy' who had his ear to the ground as he checked out the competition.

In the 1970s, the mid-size 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 Oldsmobile models fell beginning in the 1990s. The brand was hurt by its image as an Old man's car, and this perception continued despite a public relations campaign in the late 1980s that proclaimed this was "not your father's Oldsmobile." Ironically, many fans of the brand say that the declining sales were in fact caused by the "this is not your father's Oldsmobile" campaign", as the largest market for Oldsmobiles was the population whose parents had, in fact, owned Oldsmobiles and that by going away from the traditional vehicles that Oldsmobile's brand was built upon, lost many loyal buyers and put the brand on a collision course with Pontiac and Buick which led to internal cannibalization and a downfall from which it could never recover.[4]

A 1902 advertisement for Oldsmobile - Galveston Daily News, December 28, 1902
A 1904 advertisement for Oldsmobile - Syracuse Post-Standard, September 30, 1904
A 1905 advertisement for Oldsmobile.
A 1906 Advertisement for Oldsmobile, Amos Pierce Automobile Company - Syracuse Post-Standard, February 10, 1906
Oldsmobile four-cylinder touring car (Model S) - Syracuse Herald, April 7, 1906
A 1908 advertisement for Oldsmobile (Model M) - La Crosse Tribune, May 8, 1908
A 1910 advertisement for Oldsmobile - Mansfield News, April 23, 1910
A 1910 advertisement for Oldsmobile - Syracuse Post-Standard, June 11, 1910

See also

Notes and references

  1. ^ "Automatic Transmission Saves Gas And Power" Popular Mechanics, August 1937
  2. ^ Mateja, James (March 13, 1977). "GM engine lawsuit: When does Olds become a Chevrolet?". Chicago Tribune.
  3. ^ Stuart, Reginald (April 3, 1978). "G.M.'s Image Under Fire In New Type of Lawsuit; Latest Charges Challenge Internal Operations, Not Size Factors Credibility and Durability 'A Set of Principles' G.M. Image Assailed in New Cases Murkier Waters Today 'Little Attention' Given Approach Challenged". The New York Times. Retrieved May 20, 2010.
  4. ^ In the '90s, General Motors hired marketers from outside the auto industry -- gurus of selling soap, toothpaste, disposable diapers and the like. But given the blunders behind Oldsmobile's failure, perhaps GM should have taken its marketing lessons from radio instead! WINTER, 2001, RESEARCH INSIGHTS.
  • Kimes, Beverly R., Editor. Clark, Henry A. (1985). The Standard Catalog of American Cars 1805-1945. Krause Publications. ISBN 0-87341-111-0. {{cite book}}: |author= has generic name (help)CS1 maint: multiple names: authors list (link)
  • Kimes, Beverly R., Editor. Clark, Henry A. (1996). The Standard Catalog of American Cars 1805-1945. Krause Publications. ISBN 0-87341-428-4. {{cite book}}: |author= has generic name (help)CS1 maint: multiple names: authors list (link)
  • Gunnell, John, Editor (1987). The Standard Catalog of American Cars 1946-1975. Kraus Publications. ISBN 0-87341-096-3. {{cite book}}: |author= has generic name (help)CS1 maint: multiple names: authors list (link)
  • 1957-58 Oldsmobile: From Beautiful to Baroque. John Lawler, author. Collectible Automobile Magazine. February, 1994, pp. 22–37.
  • Standard Catalog of Oldsmobile 1897-1997 | John Chevedden, Ron Kowalke | Kraus Publications | 1997

Further reading

Wikimedia Commons has media related to Oldsmobile vehicles.
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