The 1970s and 1980s were good years for the Oldsmobile division; sales soared (reaching an all-time high of 1,066,122 in 1985) based on popular designs,
positive reviews from critics, and perceived quality and reliability, with the Cutlass series becoming North America's top-selling car by 1976. By this time,
Olds had displaced Pontiac and Plymouth as the third best-selling brand in the U.S. behind Chevrolet and Ford. In the late 1970s and again in the mid 1980's,
model-year production topped one million units, something only Chevrolet and Ford had achieved.
The very popularity of Oldsmobile's cars created a problem for the division in the late 1970s, however. At that time, each General Motors division produced
its own V8 engines, and in 1977, Oldsmobile, Chevrolet, Pontiac, and Buick each produced a unique 350-cubic-inch displacement V8. It was during the 1977
model year that demand exceeded production capacity for the Oldsmobile V8 and as a result, Oldsmobile began equipping most full-size Delta 88 models
(those
with Federal emissions specifications) with the Chevrolet 350 engine instead. Although it was widely debated whether there was a difference in
quality
or performance between the two engines, there was no question that the engines were different from one another. Many customers were loyal
Oldsmobile buyers who specifically wanted the Rocket V8, and did not discover that their vehicle had the Chevrolet engine until they performed
maintenance and discovered that purchased parts did not fit. This became a public relations nightmare for GM.
Following this debacle, disclaimers stating that "Oldsmobiles are equipped with engines produced by various GM divisions" were tacked onto advertisments
and sales literature; all other GM divisions followed suit. In addition, GM quickly stopped associating engines with particular divisions and to this day, all GM
engines are produced by "GM Powertrain" (GMPT) and are called GM "Corporate" engines instead of GM "Division" engines. Although it was the popularity
of the Oldsmobile division vehicles that prompted this change, declining sales of V8 engines would have made this change inevitable as all but the Chevrolet
version of the 350-cubic-inch engine were eventually discontinued.
Oldsmobile also introduced a 5.7L (350 cu-in) V8 diesel option on its Custom Cruiser, Delta 88 and 98 models in 1978; and a smaller 4.3L (260 cu-in)
displacement V8 diesel on the 1979 Cutlass Salon and Cutlass Supreme/Cutlass Calais models. These were largely based on corresponding gasoline
engines but with heavier duty cast blocks, redesigned heads and fast glow plugs; and on the 5.7L, oversized cranks, main bearings and wrist pins. There
were several problems with these engines, including water and corrosion in the injectors (no water separator in the fuel line); paraffin clogging of fuel lines
and filters in cold weather; reduced lubrication in the heads due to undersized oil galleys; head bolt failures; and the use of aluminum rockers and
stanchions in the 4.3L V8 engines. While the 5.7L was also offered on various Buick, Cadillac, Chevrolet, GMC, and Pontiac models, it was eventually
discontinued by all divisions in 1985. V6 diesels of 4.3L displacement were also offered between 1982 and 1985.
New Yort Times Sept. 28, 1972:
CINCINNATI, Sept. 27 (AP)— The longest strike ever mounted against General Motors ended tonight after 174 days with ratification of a new contract by members of
The United Automobile Workers from the General Motors Assembly Division plant in suburban Norwood, Ohio.
The strike ended with union officials posting final results of secret balloting on the front door of the U.A.W. Local 674 headquarters. The new contract was ratified by a
74‐to‐26 per cent margin among the plant's non‐ skilled workers and by a 94‐to‐ 6 per cent margin among skilled workers.
Even as the votes were counted, the U.A.W. president, Leonard Woodcock, joined workers in the plant in riticizing the contract proposal.
“The tragedy of the Norwood strike," Mr. Woodcck said in Detroit, “is the workers are going to wind up exactly where they began." He said the U.A.W.'s G.M. council
would meet in emergency session in Detroit Friday to plan strategy for future negotiations with the automaker.
Most local workers who would comment criticized the new contract after casting se cret ballots, but said they nevertheless had voted for it.
“This whole thing [the contract] was a joke,” said one worker in his early 20's. “But yes,” he said, “I voted for it. I need a job.”
“I voted for it,” another young worker said, “but I didn't like it.” He said that grievances concerning assembly line conditions and job classifications had not been settled.
The 174‐day strike saw the union bargaining for better working conditions rather than money considerations. At issue were employe complaints of alledged assembly line
speed‐up, work force reductions and seniority rights.
It was a costly work stop page, with workers losing $19.2 million in wages, and the U.A.W. paying a reported $3.5 million in strike benefits.
Car Production Lost
Cincinnati officials said 600 area suppliers had lost $1 million a week in orders at the plant and the city of Norwood reported the loss of about $15, 000 a week
in earnings taxes.
General Motors lost production of 39,000 1972‐model Chevrolet Vegas and Camaros and Pontiac Firebirds. The auto maker said some of the parts could be used for
1973 models, but some would have to be scrapped because of new Federal safety standards.
The union complained that working conditions had deteriorated after the General Motors Assembly Division took over operation of the huge Norwood plant from
the Chevrolet‐Fisher Body Division in August, 1971.
The U.A.W. contended that the plant's work force had been reduced from 9,000 to about 3,960 through the consolidation, but G.M. spokesmen said elimination of
work duplication had meant the loss of only about 400 positions.
The tentative contract agree ment was reached in Detroit Monday morning after 20 weeks of negotiations there and at the Norwood plant.
Notable models for the 1970s:
Oldsmobile Cutlass Supreme - (1966-1997) - More performance and luxury than the lower-priced Cutlass and Cutlass S models, fitting in at the lower end of
the personal luxury car market. Models were similar to the Pontiac Grand Prix, Chevrolet Monte Carlo, and Buick Regal.
Oldsmobile 88 - (1949-1999) - Oldsmobile full-sized family coupe and sedan. Led Oldsmobile sales from 1950 to 1974. Downsized in 1977 became front-wheel-
drive in 1986. The first generation 88 is reputed to have inspired the song "Rocket 88 " – arguably the first rock & roll record.
Oldsmobile 98 - (1941-1996) - Oldsmobile full-sized luxury coupe and sedan that was downsized in 1977 and 1985, became front-wheel-drive in 1985.
Oldsmobile Toronado - (1966-1992) - Personal luxury coupe, major redesign downsized the car in 1979 then again in 1986, Motor Trend Car of the Year in '66.
Oldsmobile Omega - (1973-1984) - European flavored compact car originally based on the Chevrolet Nova and later the Chevrolet Citation.
Oldsmobile Custom-Cruiser - (1971-1992) - Full-size station wagon. Downsized in 1977. Within Oldsmobile, the Custom Cruiser shared its trim with either
(or both) the Oldsmobile Delta 88 or Oldsmobile Ninety-Eight; following the further downsizing of Oldsmobile sedans in 1986, the Custom Cruiser effectively
became a stand-alone model line. With the discontinuation of the Cutlass Supreme Classic in 1988, the Custom Cruiser became the sole Oldsmobile sold
with
rear-wheel drive.
Oldsmobile Starfire - (1975-1980) - Sporty subcompact , hatchback coupe similar to the Chevrolet Monza, which was itself, based on the Chevrolet Vega.
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