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A True Roll Model, Part 2

A final ode to Oldsmobile

Among Oldsmobile's many vehicles, there was definitely one car that earned its own page in automotive history, and that was the Toronado. The first U.S.-built, "modern-day" car to offer front wheel drive, the 1966 debut of this two-door, long-bodied "coupe," a.k.a. musclecar, coupled with a 425 cu. in. V8 (later a 455) was as fast as it was beautiful. It was clearly unlike any other model in the GM parking lot, and it found its way into more than a few customers' garages.

High Performance

Frankly, the same can be said for the legendary Olds 4-4-2 (or 442, according to the purists), introduced partly as a response to Pontiac's GTO. Both were virtually racecars by the end of the 1960s, offering plenty of high performance backed by, well, high performance.

And if that wasn't enough, what child didn't want to ride in their neighbor's (and likely pleaded with their own parent to own one, too) domed station wagon, the Vista Cruiser? Was traveling on family vacations something everyone looked forward to? No, but in a Vista Cruiser, it was a different thing.

Innovation struck again when the Toronado offered a driver's side airbag in 1974. At the time, the device was actually air cushions tucked in the steering wheel and dash, but it was the precursor to today's standards. Safety was clearly playing a role in this model year when cars also had to incorporate larger bumpers, so the timing was right to introduce the airbag. Finally, a second set of brake lights was mounted under the back window, laying the groundwork for today's standard CHMSL (Center High Mounted Stop Lamps). These features would be the last significant achievements for this outstanding vehicle.

Different Directions

Nevertheless, Oldsmobile was on a roll in the 1970s. Its Cutlass model proved to be one of the most sought after vehicles of any era, and its success enabled Oldsmobile to top one million sales for 1978. Half of those were for the Cutlass.

Regrettably, it was the last heyday for the company. The 1980s were very unkind to GM, brought on mostly by poor business decisions. Cost cutting proved to be too costly, with GM suffering from diesel problems, engine swapping and the end of distinctive styling for each brand.

The latter decision, more than anything, spelled doom for Oldsmobile. The name, long a problem for the company's marketers, was one thing, but corporate managers didn't know exactly what to do with the company. Its relative lack of a firm position within the GM hierarchy now seemed to indicate perhaps it did not have a place. Sales were tumbling and nothing exciting was coming out of Lansing. What to do?

The last major attempt to bring life into Olds was through the launch of Aurora, a vehicle that was unique to the brand and something of a lightning rod for GM. (Some historians also want the Bravada, Olds' SUV entry, to earn a bit of credit also for sustaining the marque.) The company poured a lot of money into promoting the Aurora, including putting its name on the company's Indy Racing League engineering effort, but it never earned spectacular sales, nor the kind of attention the company desperately needed. It was a great car, but not enough to justify continued financial support.

The Last Big Try

With confusion over the company's direction, tied to a poorly received ad campaign and ever-declining sales, Oldsmobile simply had no future. And with that, GM announced in 2000 that by 2004, Oldsmobile would be no more. Thus, it was a sad day when the final model available, the Alero, moved down the Lansing assembly line, and straight into the nearby R. E. Olds Museum. The company that had produced a series of firsts now was at its last.

There had been many proud moments, many accomplishments, and many highlights. Several other car companies have come and gone, but none showed the durability and longevity displayed by Oldsmobile. While the parent company called Oldsmobile's death a "business reality," the true reality is that Oldsmobile will continue to live on for many owners, collectors and historians. And despite its departure, one can only look at the many innovations Oldsmobile introduced and recognize that these contributions are the hallmark and part of the legacy the company achieved within the automotive landscape. That's a fine testament to its long life and a reason to call Oldsmobile a true roll model.