Oldsmobile Custom Cruiser
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| Oldsmobile Custom Cruiser | |
| Manufacturer: | General Motors |
|---|---|
| Production: | 1971–1992 |
| Successor: | Oldsmobile Bravada Oldsmobile Silhouette |
| Class: | Full-size |
| Body style: | 4-door station wagon |
| Similar: | Chrysler Town and Country Mercury Colony Park |
| First generation | |
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| Production: | 1971–1976 |
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| Platform: | FR C-body |
| Engine: | 455 in³ V8 |
| Transmission: | 3-speed Turbo-Hydramatic automatic |
| Related: | Cadillac Calais Oldsmobile 98 Pontiac Safari |
| Second generation | |
| Production: | 1977–1990 |
|---|---|
| Platform: | FR B-body |
| Engine: | 307 in³ V8 350 in³ V8 350 in³ diesel V8 403 in³ V8 |
| Transmission: | 3-speed Turbo-Hydramatic automatic |
| Related: | Buick Electra Estate Chevrolet Caprice Pontiac Safari |
| Third generation | |
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| Production: | 1991–1992 |
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| Platform: | FR B-body |
| Engine: | 5.0 L V8 |
| Transmission: | 3-speed Turbo-Hydramatic automatic |
| Related: | Buick Roadmaster Estate Chevrolet Caprice |
Oldsmobile used the Custom Cruiser name on their large rear-wheel drive station wagons from 1971 to 1992. The Custom Cruiser wagon used the same B-body platform as the Chevrolet Caprice from 1977 to 1992.
Contents |
[edit] First generation (1971-1976)
The first generation Custom Cruiser first appeared in 1971 based upon the C platform. It could seat up to 9 people, and it also featured an innovative electrically operated tailgate that went down into the floor of the car, while the rear window went into the roof. It was easy to distinguish from other large GM station wagons of the time, owing to its rear-wheel-well skirts that some observers thought made it look like a hearse. The first generation lasted until 1976.
These first large Oldsmobile station wagons since 1963 were exceptionally heavy, often weighing more than 5,000 lb. To motivate this bulk with some semblance of power, Oldsmobile's 455 in³ (7.4 L) V8 engine was made standard.
[edit] Second generation (1977-1990)
The second generation Custom Cruiser appeared in 1977 and was now based upon the B platform. The second generation was slightly smaller than the previous generation, and some 1,000 lb lighter, although it could still seat 9 people. The electrically operated tailgate was replaced by a conventional two-way tailgate similar in concept to that pioneered by Ford Motor Company on its station wagons in the mid-1960s.
The new 1977 Custom Cruisers came with a standard 350 in³ (5.7 L) V8. Oldsmobile's 403 in³ (6.6 L) V8 was optional through 1979. In 1978, the trouble-prone 350 in³ diesel V8 became available; it would remain an option through 1985, after which it was dropped. 1980 saw the introduction of the 307 in³ V8, based upon the 350; it became standard. The gasoline 350 would remain as an option through 1981, but was dropped thereafter.
The Custom Cruiser was slightly restyled in 1980 with slightly better aerodynamic efficiency through a lower front fascia. On the sides, the woodgrained panels no longer followed the curves of the wheel wells, but were positioned higher on the body sides to give a straighter, sleeker look. Aside from the obligatory annual grille changes and other minor trim revisions, the 1980 restyle was the second generation Custom Cruiser's last.
The second generation continued on until 1990, by which time it was the division's only rear-wheel drive car. Oldsmobile management began calling the Custom Cruiser the division's "Rock of Ages" in press releases. This was a tongue-in-cheek reference to both the vehicle's longevity and seemingly undying - although waning - popularity among the station wagon faithful, but there were changes afoot in the industry. The traditional, large, rear wheel drive wagons were no longer the "must have" haulers for the American family, and this fact was not lost on Oldsmobile. Changes would have to be made to reverse the trend, and both the 1990 Oldsmobile Silhouette and the 1991 Oldsmobile Bravada would be part of those changes.
[edit] Third generation (1991-1992)
The Custom Cruiser was redesigned with the rest of the GM B-bodies for 1991. Some magazines (particularly Motor Trend) and other sources believed the division would resurrect the Vista Cruiser name for the new wagon, but Olds kept the Custom Cruiser name instead.
Oldsmobile customers were less than enthusiastic about the new Custom Cruiser. Some felt that the new, woodgrain-less sides made the car less distinctive, although the revived "Vista Roof" sunroof over the second row of seats did add some flair. Unfortunately for Oldsmobile, though, the Vista Roof was also installed on the Buick Roadmaster Estate Wagon, and that wagon came with woodgrained sides.
For reasons which are still not clear, Oldsmobile, unlike Buick and Chevrolet, chose not to use the updated 1991 B platform for a sedan, thus passing up an opportunity to draw back customers who had been put off by the division's switch to front-wheel drive cars in the mid-1980s. Then, too, the long-serving 307 Oldsmobile V8 was replaced by a 5.0 L Chevrolet V8 engine. This development just added to the disappointment of many Oldsmobile fans. Despite the fact that the Custom Cruiser was far less of an Oldsmobile than before, sales did improve over the 1990 model year, with some 7,663 Custom Cruisers finding homes for the 1991 model run. Sales slipped to just over 4,300 in 1992, however, and a beleaguered Oldsmobile pulled the plug.
[edit] Why it was discontinued
Some have suggested that the introduction of the Oldsmobile Bravada SUV and the Oldsmobile Silhouette minivan led to the demise of the Custom Cruiser. Lending some credence to this is the fact that both vehicles were capable of performing the same tasks as the big wagon, but it is also important to note that the Bravada and Silhouette were targeted at growing market segments which the Custom Cruiser did not fit into. While it was not a roaring success, the Bravada likely stole its share of customers from the Custom Cruiser because it offered one of the most luxurious SUV interiors of the early 1990s. It could carry five people comfortably, and, when properly equipped, could tow as well as or better than the Custom Cruiser. And the Silhouette, while it was less than successful in the minivan segment, could easily carry more cargo than the Custom Cruiser and it seated nearly as many passengers.
Another small part of the Custom Cruiser's demise is attributed to the lack of an Oldsmobile engine. Oldsmobile fans were loyal to the Rocket V8, and after the 307 was killed in 1990 many of them found no reason to buy Oldsmobiles.
Of course, by 1992, Oldsmobile was certainly not alone in dropping its full-size wagon. Chrysler left the full-size station wagon segment to Ford and GM after the 1977 model year and began working on what would become the modern minivan. Often held responsible for the death of the full-size wagon, the 1984 Dodge Caravan and Plymouth Voyager were introduced to rave reviews and quickly became more popular than any Chrysler station wagon had ever been. GM and Ford were forced to play "catch-up" to their much smaller rival.
The casualties among the big wagons began to pile up, although not immediately. GM's Pontiac division went first. The division killed off the B-body Safari in 1989, and opted not to share in the redesign of the 1991 B platform. Ford, which for years had ruled the wagon segment with its Country Squire and Mercury Colony Park, introduced its redesigned large cars, the Crown Victoria and Mercury Grand Marquis in 1991 as early 1992 models, and for the first time in most people's memory, there were no full-size wagons in the Ford lineup.
The handwriting was clearly on the wall. The market had well and truly changed by the time the Custom Cruiser slipped into oblivion, and big wagons had fallen from favor. Buick and Chevrolet would be the last holdouts, and their wagons (and big sedans) would continue, but with sales continuing to fall, the Caprice sedan and wagon, Roadmaster sedan and Roadmaster Estate Wagon were finally withdrawn from production in 1996. Despite this, 9 years later, the full size wagon saw a revival with the introduction of the Dodge Magnum.
[edit] Production figures
1971 Total: 13,981
- Two-seat (six-passenger): 4,049
- Three-seat (nine-passenger): 9,932
1972 Total: 24,994
- Two-seat: 6,907
- Three-seat: 18,087
1973 Total: 38,921
- Two-seat, plain body: 5,275
- Two-seat, woodgrained body: 7,142
- Three-seat, plain body: 7,341
- Three-seat, woodgrained body: 19,163
1974 Total: 15,916
- Two-seat, plain body: 1,481
- Two-seat, woodgrained body: 2,960
- Three-seat, plain body: 2,528
- Three-seat, woodgrained body: 8,947
1975 Total: 16,068
- Two-seat, plain body: 1,458
- Two-seat, woodgrained body: 2,837
- Three-seat, plain body: 2,315
- Three-seat, woodgrained body: 9,458
1976 Total: 22,316
- Two-seat, plain body: 2,572
- Two-seat, woodgrained body: 3,849
- Three-seat, plain body: 3,626
- Three-seat, woodgrained body: 12,269
1977 Total: 32,827
- No breakdown of the number of two- and three-seat models produced is given in Oldsmobile's production figures for the Custom Cruiser from 1977 on.
1978 Total: 34,491
1979 Total: 36,648
1980 Total: 17,067
1981 Total: 18,956
1982 Total: 19,367
1983 Total: 25,243
1984 Total: 34,061
1985 Total: 22,889
1986 Total: 21,073
1987 Total: 17,742
1988 Total: 11,114
1989 Total: 8,929
1990 Total: 3,890
1991 Total: 7,663
1992 Total: 4,347
| Oldsmobile | Category | Vehicles | | |
| Cars: | 40 | 53 | 66 | 88 | 98 | 442 | Achieva | Alero | Aurora | Curved Dash | Custom Cruiser | Cutlass | Cutlass Calais | Cutlass Ciera | Cutlass Cruiser | Cutlass Supreme | F-85 | Firenza | Intrigue | Limited Touring | Omega | Series 60 | Series 70 | Oldsmobile Series 90 | Starfire | Toronado | Vista Cruiser |
| SUVs / Minivans: | Bravada | Silhouette |
| Oldsmobile road car timeline, 1980-2004, North American market - | |||||||||||||||||||||||||
| Type | 1980s | 1990s | 2000s | ||||||||||||||||||||||
| 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | |
| Compact | Starfire | Firenza | |||||||||||||||||||||||
| Omega | Cutlass Calais | Achieva | Alero | ||||||||||||||||||||||
| Mid-size | Cutlass | Cutlass Ciera | Cutlass | ||||||||||||||||||||||
| Cutlass Cruiser | |||||||||||||||||||||||||
| Cutlass Supreme | Intrigue | ||||||||||||||||||||||||
| Full-size | Eighty-Eight | ||||||||||||||||||||||||
| Ninety-Eight | |||||||||||||||||||||||||
| Toronado | Aurora | ||||||||||||||||||||||||
| Custom Cruiser | |||||||||||||||||||||||||
| Minivan | Silhouette | ||||||||||||||||||||||||
| SUV | Bravada | Bravada | |||||||||||||||||||||||
