There’s been plenty said and 20/20 hindsighted about the fall of Oldsmobile and the historic brand’s demise in 2004. In reality it was a mixed storm, and an amazing bellwether of where consumer tastes had gone alongside the pursuits of ultimate profits by behemoth corporations.
In the crosshairs of being one of America’s legacy brands was the longest lasting legacy flagship, the Ninety Eight. Since 1941, the nameplate graced either the priciest or nearly most pricey proposition in the Oldsmobile showroom. By the time it was aging into being an AARP senior citizen in more ways than one, it found itself condensed down in Oldsmobile’s attempt to assert value priced luxury against the shifting tides towards international flair for fancy, while abdicating the throne to something new in Oldsmobile’s sky, the Aurora. How does one step down from such a profound legacy?