07 August 2019

Oldsmobile USA Sales : 1990's

The Oldsmobile 98 

Oldsmobile's US sales had exceeded a million units in the mid-eighties but fallen 600,000 by 1989. Could the slide be arrested or was it a momentum shift that would not be stopped? Sadly, no. Sales got as low as 400,000 in 1993 but did rebound slightly the following year.

While the Cutlass Ciera and Supreme held up well enough, the Eighty-Eight didn't fare so well. The Achieva replaced the Cutlass Calais but failed to sell as well as its forebear. The Ninety-Eight was on death's door and while the Aurora replaced it, they both sold along side each other for some years.

The Silhouette minivan had been introduced but didn't sell that well. Surely the Bravada medium SUV would be the saviour? It wasn't distinctive enough and sales were very poor. The sporty Toronado wasn't replaced.

Model 1994 1993 1992 1991 1990
Cutlass Ciera 141,100 143,699 117,292 135,670 133,446
Cutlass Supreme 104,596 89,217 80,195 87,540 111,519
Eighty Eight 74,023 70,396 75,517 88,633 101,143
Achieva/Cutl Cal 57,735 53,602 75,653 47,749 103,034
Ninety Eight 24,016 23,250 35,597 59,828 48,025
Aurora 22,377



Silhouette 14,508 11,860 14,831 19,003 25,799
Bravada 10,590 10,513 12,122 12,815 276
Toronado
399 4,919 6,886 14,614
Total US Sales 448,945 402,936 416,126 458,124 537,856

For the latter part of the decade, models were being replaced but sales were now in the mid-three hundred thousand range. Basically only a couple of models were doing most of the work and they weren't doing that well. It was clear that Oldsmobile was no longer performing. At least the Silouette and Bravado were doing better. 

Model 1999 1998 1997 1996 1995
Alero/Achieva 118,907 29,022 63,196 40,344 44,787
Intrigue/ Cutl Supr 90,135 92,164 64,177 81,263 89,629
Silhouette 40,950 37,554 24,615 9,330 11,874
Cutlass/Cutl Ciera 32,677 53,501 31,030 90,011 128,860
Bravada 29,258 30,202 28,481 15,471 3,946
Eighty Eight 23,915 65,877 67,190 58,525 61,897
Aurora 16,321 21,374 25,404 23,717 26,544
Ninety Eight
48 666 12,626 20,008
Total US Sales 352,163 329,742 304,759 331,287 387,545

The Bravada SUV was more than just bravado

For the first in the series (1970's) , simply click here.
For the next in the series (2000's), just click here.

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