Олдсмобил: История американского автопроизводителя

Former entry level luxury division of General Motors

Oldsmobile (formally the Oldsmobile Division of General Motors) was a brand of American automobiles, produced for most of its existence by General Motors. Originally established as "Olds Motor Vehicle Company" by Ransom E. Olds in 1897, it produced over 35 million vehicles, including at least 14 million built at its Lansing, Michigan factory alone. During its time as a division of General Motors, Oldsmobile slotted into the middle of GM's five passenger car divisions (above Chevrolet and Pontiac, but below Buick and Cadillac). It was also noted for several groundbreaking technologies and designs. Oldsmobile's sales peaked at over one million annually from 1983 to 1986, but by the 1990s the division faced growing competition from premium import brands, and sales steadily declined. When it shut down in 2004, Oldsmobile was the oldest surviving American automobile brand, and one of the oldest in the world, after Peugeot, Renault, Fiat, and Opel.

Oldsmobiles were first manufactured by the Olds Motor Vehicle Company in Lansing, Michigan, a company founded by Ransom E. Olds in 1897. In 1901 (the same year that Horace and John Dodge won a contract to produce transmissions for the Oldsmobile company), the company produced 635 cars, making it the first high volume gasoline powered automobile manufacturer (electric car manufacturers such as Columbia Electric and steam powered car manufacturers such as Locomobile had higher volumes a few years earlier). Oldsmobile became the top selling car company in the United States for a few years around 1903–1904. Ransom Olds left the company in 1904 because of a dispute with sales manager Frederic L. Smith, who was questioning production techniques and wanted Mr. Olds to certify that each car that left the plant was free from defects. Mr. Smith then set up an experimental engineering shop without Mr. Olds' knowledge or consent, causing Mr. Olds to leave in 1904 and formed the REO Motor Car Company. This was a similar situation Henry Ford encountered when he was forced out of the company he founded (the Henry Ford Company) and started the Ford Motor Company in 1903. The 1902 to 1907 Oldsmobile Model R "Curved Dash" was the first mass produced car, made from the first automotive assembly line, an invention which is often incorrectly credited to Henry Ford and the Ford Motor Company. Ford was the first to manufacture cars on a moving assembly line, while Olds used a stationary assembly line, meaning that the vehicle being assembled remained in one place and workers would move from one car to the next and perform one assigned task. This differed from hand made vehicles in the past where various workers would work on one car until it was completed and was labor and time intensive. After Ransom Olds merged Olds Motor Vehicle Co. with the Olds Gas Engine Works in 1899, the newly formed entity was known as Olds Motor Works." The company moved to a new plant in Detroit, located at the corner of East Jefferson Avenue and MacArthur Bridge. By March 1901, Olds Motor Works had a whole line of models ready for mass production. However, that month the factory caught fire and burned to the ground, destroying nearly all of the prototypes that were inside. 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 burning building. While the factory was being rebuilt from insurance, many subcontractors were used to keep production going, including Henry M. Leland for engine production and the Dodge Brothers. Olds was a strong competitor to other independent companies Buick and Cadillac before they became divisions of General Motors between 1908 and 1909. Later after Mr. Olds left the company, Oldsmobile production was moved to Lansing. Officially, the cars were called "Olds automobiles," but were colloquially referred to as "Oldsmobiles." It was this moniker, as applied especially to the Curved Dash Olds, that was popularized in the lyrics and title of the 1905 hit song "In My Merry Oldsmobile". The last Oldsmobile Curved Dash was made in 1907. General Motors purchased the company on November 12, 1908. When GM assumed operations, platform sharing began with Buick products and Oldsmobile shared platforms were identified with the prefix "Series" followed by a number, while models developed by pre GM engineers were identified with the prefix "Model" followed by a letter. Early on, Oldsmobile was a competitor to Hudson as some former engineers of Oldsmobile took positions with Hudson.

The 1910 Limited Touring Series 23 was an early, ambitious, high point for the company. Riding atop 42 inch (1067 mm) wheels, and equipped with factory "white" tires, the Limited was the prestige model in Oldsmobile's two model lineup, with the smaller Oldsmobile Autocrat Series 32 having 36 inch wheels. The Limited retailed for US$4,600, ($ in dollars ) an amount greater than the price of a new basic three bedroom house. Buyers received goatskin upholstery, a 60 hp (45 kW) 707 CID (11.6 L) T head straight six 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 $5,800 ($ in dollars ). 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. The Limited was at the time considered technologically advanced and cutting edge, if on the expensive side, but it established the division's reputation for innovation. The Oldsmobile Series 40 was offered in 1912 and was considerably more affordable and smaller, and later the Oldsmobile Light Eight in 1916, Oldsmobile offered a Cadillac sourced flathead V8 engine until 1923, while Buick remained with their division exclusive overhead valve straight six engine until 1930. Beginning in 1910, bodywork was supplied by Fisher Body, a longstanding tradition that led to the company being eventually merged into GM in later years.

In 1926, the Oldsmobile Six came in five body styles, and ushered in a new GM bodystyle platform called the "GM B platform", shared with Buick products. In 1929, as part of General Motors' companion make program, Oldsmobile introduced the higher standard Viking brand, marketed through the Oldsmobile dealer network. Viking was already discontinued at the end of the 1930 model year although an additional 353 cars were marketed as 1931 models.

In the 1930s, Oldsmobile produced two body styles of automobile, the Series F (straight 6 cylinder) and the longer Series L (straight 8 cylinder). In 1933 The Oldsmobile Program appeared on CBS radio for two years which was a new advertising approach to sell products and services. 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 features a conventional clutch pedal, which the driver presses before selecting either "low" or "high" range. In "low," the car shifts between first and second gears. In "high," the car shifts among first, third and fourth gears.

For the 1940 model, Oldsmobile was the first auto manufacturer to offer a fully automatic transmission, called the "Hydramatic", which features four forward speeds. It has a gas pedal and a brake—no clutch pedal. The gear selector is on the steering column. Starting in 1941 and continuing through 1999, Oldsmobile used a two digit model designation. As originally implemented, the first digit signifies the body size while the second represents the number of cylinders. Body sizes were 6, 7, 8, and 9, and straight six and straight eight cylinder engines were offered. Thus, Oldsmobiles were named "66" through "98". Until January 1, 1942, the Division was still known by the still official name of Olds Motor Works, when it was changed to the collective name the cars were known as, "Oldsmobiles". Thus, the division was officially christened the Oldsmobile Division of General Motors. 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, the Rocket engine was introduced, which used an overhead valve V8 design rather than the flathead "straight eight" design which prevailed at the time. The overhead valve was originally exclusive to Buick as they invented the technology and offered it on all of their products. This engine produced far more power than the other engines that were popular during that era, and found favor with hot rodders and stock car racers. The basic design, with a few minor changes, endured until Oldsmobile redesigned its V8 engines in the mid 1960s.

Oldsmobile entered the 1950s following a divisional image campaign centered on its 'Rocket' engines and the Space Race, and its cars' appearance followed suit. Oldsmobile's Rocket V8 engine was the leader in performance; its cars were generally considered the fastest on the market; and by the mid 1950s their styling was among the first to offer a wide, "open maw" grille, suggestive of fighter jet propulsion. From 1948 to 1957, Oldsmobile adopted a ringed globe emblem depicting North America to stress what marketers felt was its universal appeal. Starting in 1958, the grille logo changed again to reflect the rocket image, that was used throughout the late 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 1950 called the "Holiday coupe" (Buick's version was called the "Riviera", and Cadillac's was called the "Coupe De Ville"), 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. New for 1954 on 98 coupes and convertibles (Starfire) would be front and rear "sweep cut" fender styling, which would not show up on a Chevrolet until 1956 and not until 1957 on a Pontiac. 1953 models changed to a 12 volt electrical system that made starting easier. 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. Mid 1955 also saw the introduction of the four door Holiday pillarless hardtop, the industry's first (along with Buick). General Motors' 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 competitors DeSoto and Mercury. Compounding the problem for Oldsmobile and Buick was a styling mistake which GM called the "StratoRoof", which was reminiscent of the "greenhouse" canopy used on the Convair B 36 Peacemaker high altitude bomber. 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" which many felt had overly ostentatious styling. Up front, all 1958 Oldsmobile's received one of General Motors' heavily styled front facias 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. 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 , then changed to orange until , then was red above that until the highest speed read by the speedometer, Power windows were available on the 98 models, as were 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.

The 200,000 square foot Oldsmobile Administration Building, also known as Building 70, was completed in 1966 to accommodate the company's major administration departments. Located at 920 Townsend Avenue, at what is currently the GM Lansing Grand River Assembly plant,

Oldsmobile commissioned two prominent sculptures by noted sculptor Samuel Cashwan, who had previously served on the General Motors Styling Staff. The exterior Cashwan sculpture, titled Open Cage, previously located outside the Admin Building's primary entrance, was donated in 2006, to be placed at the entrance to the R. E. Olds Transportation Museum. and subsequently also gifted to the Lansing R. E. Olds Transportation Museum. By 1996, the company's remaining employees relocated to Detroit's Renaissance Center.

For the European market, the Oldsmobile Silhouette was sold between 1994 and 1997 as the Pontiac Trans Sport by replacing the Oldsmobile badging with Pontiac badging, along with Pontiac wheels. Sales in Europe were good for an American import, but did not represent enough volume to make a distinct model economically feasible for the European market. Its successors were both the Chevrolet Trans Sport (second generation Pontiac Trans Sport rebadged as a Chevrolet) (LWB), and the Opel/Vauxhall Sintra (SWB). The Oldsmobile Alero was sold in select countries in Europe (and Israel) between 1999 and 2001 as the Chevrolet Alero, and was only available as a 4 door sedan. The car still featured its Oldsmobile badges even though sold under the Chevrolet brand, but since most European consumers would not recognize the badging, Chevrolet badges were added to the grille and rear fascia for the 2000 model year. The Alero featured Chevrolet emblems throughout its entire run in Israel. The Alero was replaced in Europe and Israel by the GM Daewoo sourced Chevrolet Evanda/Epica.

Oldsmobile is especially known for its competition in NASCAR. Beginning with the Rocket 88, Oldsmobile proved heavily competitive in stock car racing. In the Sixties, the Rocket 88 was replaced by the 442. Eventually, the Cutlass would lead Oldsmobile into the Eighties before GM reduced its entries to Chevrolet and Pontiac in the Nineties. It was the restyled body of the Cutlass Supreme that (along with the Chevrolet Monte Carlo, Buick Regal, and Pontiac Grand Prix) ushered in the downsized cars into NASCAR cup competition. While the Cutlass looked almost identical to the Buick Regal (which scored 35+ victories in the 1981 thru 1985 seasons), the Cutlass (like the Dodge Mirada) didn't take one checkered flag, and many teams moved away from it in 1983 to the Regal, Grand Prix, and restyled Monte Carlo SS. This was a rude awakening to Oldsmobile, which was getting used to wins on the NASCAR circuit. The body style of the 1988 92 Cutlass proved to be a winner for NASCAR competition and it visited the victory circle 13 times between 1989 and 1992, when Oldsmobile ended its racing program.

In the IMSA GT Championship, Oldsmobile would provide power for IMSA GT Prototypes alongside Chevrolet and Buick. The Cutlass was used in IMSA GTO along with other vehicles also being used in Trans Am and NASCAR.

Oldsmobile was an engine supplier in the IndyCar Series along with Infiniti starting in 1997.

The Cutlass was used in the Trans Am Series during the 1980s. Many vehicles also being used in NASCAR at the time were used in Trans Am and IMSA GTO.