|The Firenza was a perfect fit for tennis|
Oldsmobile had a very strong early 80's as sales past the million mark for four consecutive years, starting with 1983. Three models were in the 250-300k region, which gave a nice spread of sales. The compact hatchback Starfire was retired with a belated replacement coming in the form of the Firenza. Things were looking good.
|Total US Sales||1,056,053||1,007,559||799,585||848,739||820,681|
The only model change was the Firenza was put out to pasture and in came the Silhouette mini van to have a crack at that potentially lucrative segment. The middle 80's were strong but sales started falling and by 1989, they came down to 600,000 units. Every model was down on the 1985 figure.
Was the gap narrowing between mainstream and premium brands making Oldsmobile's position between the two less relevant? Model differentiation between divisions was becoming increasingly blurred. In the short term a profitable move, but for Oldsmobile it diluted its raison d'être.
|Total US Sales||602,147||715,270||714,394||1,059,390||1,066,121|
Summary: Suddenly things were not looking so bright for Oldsmobile. What could GM do to address the fall in popularity? Were there now too many brands competing too closely to justify this brands continued existence? The 90's would be crucial.
|The Silhouette was a change in direction|