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Oldsmobile
[1897 - December 12, 2000] R.I.P.
"We
stretched to find profitable ways to further strengthen the Oldsmobile
product line, including developing products with our global alliance
partners, but in the current environment there was no workable
solution," said GM Chief Executive Officer Rick Wagoner in announcing
the move.
The decision to abandon Oldsmobile was "very difficult and
painful," Wagoner added. "It is the oldest automotive brand in
America, with a history that is rich with innovation and success stories,
including dozens of legendary cars."
4/29/04 -
After 35,229,218 Oldsmobiles, it's all over now.
Oldsmobile
brand rolls into automotive history
Venerable
line had sluggish sales; production began in 1897 in Lansing
By
Ed Garsten / The Detroit News
LANSING —
Sometime between breakfast and lunch today, a dark red Oldsmobile Alero
will roll off the assembly line here surrounded by an invitation-only
audience paying its last respects to America’s oldest automotive brand.
The car will be the
35,229,218th Oldsmobile built since Ransom E. Olds established the brand
in 1897, and it will be the last.
For fans of Oldsmobile and
other American brands, the passing is hard to swallow.
“I understand what’s
going on as far as a business decision for GM,” said Ken Nicholas, an
Eaton Rapids resident who heads the Lansing chapter of the Oldsmobile Club
of America.
“But it’s hard to
express the affection for the car. It’s like losing your favorite sports
team.”
In December 2000, with its
U.S. market share still shrinking, General Motors Corp. delivered
Oldsmobile’s death sentence.
The venerable brand was
guilty of sluggish sales as consumers turned to imports and other brands
deemed more stylish or trendy — what the company calls “business
realities.”
Oldsmobile’s best year
was in 1984 when it sold 1.2 million units. But despite the introduction
of well-received products such as the Alero, Bravada SUV and Aurora, sales
continued to dwindle.
For all of 2003, just
125,897 Oldsmobiles were sold, but by then, most of its product line had
gone out of production.
In later years, the brand
was labled by some as being an old person’s car, in part, because of its
name. The ill-conceived ad campaign meant to assure customer’s that the
brand was “not your father’s Oldsmobile” only made matters worse.
Despite its stodgy
reputation, Oldsmobile was responsible for some of the most stylish and
bodacious additions to automotive pantheon.
In 1925, Oldsmobile was
the first to introduce chrome plating, and in 1940 was the first brand to
offer an automatic transmission on a volume vehicle.
Nine years later, the
Eighty Eight was launched, featuring “Futuramic” styling and Rocket
V-8 power.
The first turbo-charged,
fluid injected engine, called the Jetfire, was introduced in 1962 and the
first air bag appeared on an Olds Toronado in 1974. Americans had their
first chance to experience front-wheel drive in a 1966 Toronado.
Nicholas, who has owned
dozens of Oldsmobiles, said the cars were more than just transportation.
“They were almost a
member of our family,” he said. “The car went on our honeymoon, the
kids came home from the hospital and family vacations were planned around
them.”
The last Alero will be
transported a few miles away to the R.E. Olds Museum in downtown Lansing
where it will be on display from May 3 to Aug. 31 and no doubt be the
center of attention of a reception under a white tent.
It is the last Oldsmobile
and the final in the series of 500 commemorative cars that all wear the
dark cherry red metallic paint, special badging and a medallion with its
number.
The 78th in the series was
displayed Wednesday outside the former Oldsmobile headquarters.
The R.E. Olds Museum will
carry the responsibility in the post-Oldsmobile era to keep the brand’s
name and heritage alive, executive director Deborah Horstik said.
“It’s hard to put into
words about the loss,” Horstik said. “There will be a hole, something
that’s missing. But it will always be here. Oldsmobile will not die
out.”
The end of Oldsmobile
means the end of the line at the old plant for about 1,500 workers. Many
will transfer to the more modern Lansing Grand River plant that builds the
Cadillac CTS, SRX and will soon add the new STS.
Others will retire and
some will join the work force at a new plant being built in nearby Delta
Township that begins production in 2006, according to GM spokeswoman Kim
Carpenter.
Lansing Car Assembly will
continue producing the Chevrolet Classic, which is sold only to fleet and
commercial customers, and the Pontiac Grand Am until it goes out of
production later this year.
Art Baker began building
Oldsmobiles in 1960. The first model he worked on was the F-85. As
president of UAW Local 652, which represents workers at Lansing Car
Assembly, he hasn’t worked on the line in several years, but his voice
catches when he thinks of the fact he’ll never have another chance to
build one.
“It’s the end of a
product that’s been our identity,” said Baker as he stood outside the
former Oldsmobile headquarters building. “A part of us is lost.” |