75 years of Oldsmobile

Press, Volume CXII, Issue 33064, 3 November 1972, Page 6

75 years of Oldsmobile

Seventy-five years of car production are being marked this year by the Oldsmobile Division of General Motors. The Oldsmobile company has been in business longer than any other American motor manufacturer—and compared with the four cars the firm made in its first year, it now makes nearly 700,000 cars a year. Since the company was founded on August 21, 1897, it has produced more than 13.5 million passenger cars, and has been credited with a long series of engineering “firsts.”

These developments ini elude the use of nickel plating (1907), chrome plating (1925), fully automatic transmission (1939), highcompression V 8 engines (1948), the four-door hardtop coupe body style (1955) and the use of front-wheel-drive in a large-size, powerful saloon (Toronado, 1966). The Olds Motor Vehicle Company, the forerunner of Oldsmobile, was formed in Lansing, Michigan, with a capital of $50,000. Ransom Eli Olds, who for more than 10 years had been experimenting with gas-driven horseless carriages, was the firm’s main stockholder. At their first meeting, the directors of the company instructed Olds, as general manager, , • to

build one carriage in as nearly perfect a manner as possible.” That first year, four cars were hand-built—one of which has been on display at the Smithsonian Institution, Washington. The car was lent to Oldsmobile in connection with its anniversary celebration in Lansing.

The fledgling Olds Motor Vehicle Company was beset by troubles, and in 1899 it was reorganised in Detroit as the Olds Motor Works. A manufacturing plant was constructed on East Jefferson Avenue, but just as plans to produce cars were being formulated, fire destroyed the factory. Seizing the opportunity, a civic group from Lansing encouraged Ransom Olds to move back to his hometown.

Success was at hand. Introduction of the tiny, two-passenger Curved Dash Olds assured the company a bright future. The Curved Dash, a light and inexpensive vehicle tailored for production on a volume basis, had a 66in wheelbase and was powered by a one-cylinder, 7-horsepower engine.

The Curved Dash, first car to be built on a progressive asssembly system, swiftly caught the fancy of the nation. In five years, the company sold nearly 15,000 of the sturdy little runabouts. Many are still in operation, owned by members of the Curved Dash Club of America and other car collectors; Song writer Gus Edwards immortalised the runabout in 1905 when he composed the song, “In My Merry Oldsmobile.” In 1904, because of dis-

agreement over future policy, R. E. Olds sold his share of the company to other investors. Four years later, when William C. Durant was forming General Motors, Oldsmobile and Buick became the nucleus of the new corporation. During World War I, Oldsmobile curtailed car production and built mobile kitchen trailers for the army. The boom years of the Golden Twenties followed, and Olds built its 500,000 th car in 1928. In spite of the crippling economic effects of the depression, Oldsmobile maintained its position in the industry. In 1939, Oldsmobile introduced Hydra-matic Drive, the first fully automatic transmission to be offered on a volume basis. In World War 11, the company suspended all car production and produced ammunition, weapons and material. Three years after the war, Oldsmobile unveiled its “Rocket” high-compression V 8 engine, incorporating high - compression design principles which have since revolutionised the car engine. During the Korean War, Oldsmobile produced jet aircraft engines, ammunition and weapons. In the autumn of 1965, Oldsmobile introduced the front-wheel-drive Toronado as part of the division’s 1966-model line. With its flat floor and front wheel drive, the Toronado was heralded as “the most unique American automobile in many years” and drew wide praise for its advanced engineering and styling. In the six years since then, the car’s success has made it one of Oldsmobile’s most outstanding products.