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I spotted an (insert obscure car name here) classic car today! (Archived)
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During the Depression, many wealthy people chose to "downgrade" their cars so as to avoid ostentatious displays of wealth (you'll never see THAT again).
The Hispanos and Packards were stored away and the wealthy road in more middle class cars. Some even added custom bodies to Model A Fords.
This wasn't only done out of modesty. Now and then a very expensive car on public roads would meet with a hail of rocks.
I think luxury cars, especially, need to be a bit understated in color. The color needs to attract attention to the car, but without overpowering it by screaming, desperately "LOOK AT ME!" And I think both the light blue and what I'd call "luxury car red" do a great job at that. They seem to accent the car, make you notice it, but still don't scream for attention.
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Most people might not realize it, but by 1958, Buick was actually sort of an "all things to all people" division...kind of what Pontiac tried to become in the 1970's once they couldn't sell solely on sportiness and performance anymore.
For example, the cheapest '58 Buick was the Special 2-door sedan, starting at $2636. For comparison, the cheapest Pontiac was the $2573 Chieftain 2-door sedan. A Bel Air 2-door sedan was $2493 by the time you added the base V-8, although if you really wanted to get totally strippo, you could get a Delray utility sedan with a 6 for as little as $2,013.
The cheapest Olds was the Golden Rocket 88 2-door sedan, at $2772. So, basically, Buick entered the market roughly half-way between the most common model for the "masses", and the base model for what was supposed to be essentially the "middle of the market" (2 divisions above, 2 divisions below)
Meanwhile, in the upper echelons, the Roadmaster was just under Cadillac territory, while the Limited sort of straddled the gap between the Series 62 and the DeVille. The Olds Ninety-Eight was on a stretched version of the B-body, rather than being a true C-body, and as a result wasn't nearly in the same league.
For 1959, interestingly, the LeSabre 2-door sedan still came in cheaper at $2740 than the Dynamic 88 at $2837. At the high end, the Ninety-Eight, now on a proper C-body, started at $3890 for the "Celebrity" 4-door pillared sedan, The Electra was $3856 for the base pillared sedan. And while it did have the more prestigious Electra 225 series, there was no pillared sedan there. Oddly, the Ninety-Eight convertible came in higher, at $4366, than the Electra 225 convertible, at $4192. Also interestingly, the 225 hardtop coupe and sedan were each $4300, more than the convertible? I wonder, if this was one of those situations where the convertible was actually less lavishly trimmed than the closed cars, so a bit cheaper in price, but they threw it into the upper trim series to give it more cachet? Kinda like what Chevy did with the convertible for '73, when they moved it from the Impala series to Caprice, but it still just felt like an Impala inside, and wasn't as luxurious as "real" Caprice?
As for downgrading to hide your wealth, people still do it today. It's called the "Millionaire Next Door" mentality. I think most of the people with the flashy, "LOOK AT ME" cars are leasing them, and struggling to keep up with the payments. Sure, there are people who buy them and can actually afford them...to the truly wealthy, dropping $100K on a blingy SUV or whatever is like me going out and buying a $500 beater. Heck, I actually do it myself, a bit. I could afford a much nicer car, but for the most part I'm driving the rather anonymous looking 2003 Regal I inherited from my Dad.
There are a lot of houses in my nearby area that, at their peak, were going for $1M plus. And people were getting into them with no money down and teaser-rate mortgages. Now those houses are worth around $650-750K. Many owners are still upside down on their mortgages, or have defaulted and restructured. But yet, to the casual drive-by observer, those people are going to look much more wealthy than people in my immediate neighborhood, who live in shotgun shacks by comparison, but they're mostly paid for, and actually have equity.
Back in the day, if you looked wealthy, you probably WERE wealthy. Nowadays, if you look wealthy, there's a good chance you're up to your armpits in debt!
Just saw this online and realized their styling concept went all the way back to their '57 and '58 four-door hardtops:
I remember reading that the factory capacity was stretched so thin that they were building engines off the line on hand trucks to keep up. The quality of the cars suffered in '55 and Buick's reputation took a hit, though they had a few good years but began a slow decline after '55 and didn't turn it around for several years thereafter. Buick's all-time high was in 1985 when they built over a million cars. Imagine that.
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I think Oldsmobiles were actually pretty well-built during the time, even in those higher-demand years. As a result, when the '58 recession hit, I think they suffered the least, among middle-priced makes, compared to '57 sales.
As for Buick, I do remember there was one year in the 80's where both Oldsmobile AND Buick outsold Ford! Olds had started taking the #2 spot starting in 1982, I believe, but then there was one year that Buick pushed past Ford as well, knocking it down to 4th. It would have been a great time for GM all around, except that, a bit further down the ranks, Mercury took 5th place in 1983, and knocked Pontiac down to 6th.
In 1985, I remember the Buick Century was one of the top ten selling nameplates in the United States. The downsized Electra also looked pretty popular, but that's partly because it was launched early. Correspondingly, the old RWD model wrapped up production early in the '84 model year, so if you just compare sales figures, it made the FWD Electra (and Ninety-Eight, and DeVille/Fleetwood) look like smash hits. The Regal was also pretty popular, and even the X-body Skylark, in its final year, was good for around 100K units.
I seem to recall reading somewhere that the 1985 LeSabre was the 18th most popular car model nameplate that year. A lot of people rushed out to buy them (my grandparents, included) once word got out that they were shrinking them for '86.
I wonder if, for 1964, Ford simply used the more low-slung cowl/windshield for all of the body styles, and that made the 2-door sedan and the 4-door models look lower? Or, was it just an optical illusion?
Without looking, I seem to remember that '64 full-size Ford two-and-four-door sedans had quarter windows that sloped slightly downward at the rear, and that the '63's were pretty straight-cut, horizontally. I think that suggests that what you said probably did happen.
Around here, there are also zillionaires who are house rich and maybe not cash rich - people who were middle class or even working class 40 years ago, and won the lottery when they bought a house at a time it was attainable for normal working people here. Now the 75K 1982 house (and maybe a rental bought at the same era, or something inherited) is worth at least a million, and the mortgage is long gone, so their assets look good while they may have never had an especially high income.
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Here's the cheapest detached house in my zipcode - as you can see, it is likely a teardown. 5K a year isn't too bad for something that trades for nearly 1MM.
There are also exemptions for older people under a certain income threshold - my grandma receives this, for her house worth dozens of times the original purchase price.
Typical 55 Caddy:
Typical 55 Lincoln:
I have no data, but I think the new 56 Lincolns sold better.
I always liked the '54 Mercury's taillights though.
I thought the car was amazing looking when I saw the movie as a kid kid - a Sun Valley no less, so I hope you like it hot.
I also went by the local specialty dealer, who had that hoard of relatively normal everyday sedans several months ago. They are all gone now. The most unusual thing today was this, quite a rarity
They also have this fintail coupe which I saw at the local MBCA gathering back in maybe 2010 or so. Very nice car, but the paint isn't a period correct color.
Any chance you'd be willing to share similar info, if you have it, for some year in the 1930s?
In any case, thanks again.
Benjaminh, sure...I got my information from a Consumer Guide auto encyclopedia. Now, I have heard these things can be wrong on occasion, so don't take everything as the gospel. I picked the year 1937, for the heck of it, and chose the cheapest closed 4-door sedan of each brand...
Chevrolet Master: $698
Pontiac DeLuxe Six: $881
Oldsmobile F37 Six: $920
Buick Special: $995
LaSalle Series 50 "T/B (Trunk Back?)": $1320
Cadillac Series 60 Touring Sedan: $1760
Ford Model 37 "Fordor" sedan: $671
Lincoln Zepyr 4-door: $1265 (they also had a very low volume "Model K" that started at a stratospheric $4450, and sold correspondingly)
Plymouth Business Series: $665
Dodge fastback 4-door sedan: $820 (no real model name listed for Dodge this year; for '39 they'd go with "Luxury Liner Special" and "Luxury Liner Deluxe")
DeSoto Six fastback 4-door sedan: $870 (no real model name this year, but they'd go to DeLuxe/Custom for 1939)
Chrysler Royal fastback 4-door sedan: $910
Imperial Touring Sedan: $1100 (the real high-tone Imperial in those days was the Custom Imperial, and a 4-door started at $2060)
There were a few things that stuck out that really interested me. For one thing, it's interesting how big of a jump there was from the entry level models (Chevy/Ford/Plymouth) to the next step up (Pontiac, Dodge, or in the case of Ford, you jumped ship?) Of course, Chevy/Ford/Plymouth did have a step up series to bridge the gap.
It's also interesting how close in price Pontiac/Olds/Buick and Dodge/DeSoto/Chrysler were. In later years, it seemed like Pontiac, and Dodge, would move further downscale, and I guess Mercury once it was introduced. So, they were less of a step up, but then you really saw the difference when you went from a Pontiac to an Olds, or a Dodge to a DeSoto. You really wouldn't get that big jump at Ford until the '57 Mercury came out, and the senior '58 Edsel models.
Finally, I didn't realize that Chrysler used the name "Imperial" on a car that cheap! They still had an Airflow model in '37 that sold for $1610. Looks like the name "New York Special" popped up as an upper trim level for the Imperial in 1938. For 1939, they went with Royal/Royal Windsor for the smaller models, and Imperial/New Yorker/Saratoga for the larger models, and Crown Imperial for the big brutes. In 1940, they got rid of the Imperial name in the "regular" cars, and only used "Crown Imperial", for the big, long-wheelbase monsters. Then, for 1941 they moved the New Yorker above the Saratoga.
From the brochures it seems like the Olds 8 not only had a larger engine, but was on a longer wheelbase as well.
I'm wondering if an Olds 8 was on the same wb as a starting level Cadillac?
Packard Clipper DeLuxe 4-door sedan: $2,586
DeSoto Fireflite 4-door sedan: $2727
Oldsmobile Ninety-Eight 4-door sedan: $2833
Buick Super 4-door sedan: $2876
Buick Roadmaster 4-door sedan: $3349
Chrysler New Yorker Deluxe: $3494 (that was its full name, there was no simply "New Yorker" that year)
Lincoln Custom 4-door sedan: $3563 (a low volume loss leader)
Lincoln Capri 4-door sedan: $3752 (the volume seller)
Packard Patrician 4-door sedan: $3890 (the "Big", "Real" Packard)
Cadillac Series 62 4-door sedan: $3977
Imperial 4-door sedan: $4483 (only one trim level; "Crown Imperial" was a limo that year, and started at $6973)
Cadillac Series Sixty Special: $4728 (longer, "low-volume" Caddy, but just this model alone still outsold Imperial)
Oh, as for sales, Lincoln managed around 28-29K units in 1955. The '56 model was much more popular, with around 51K units sold. That was also the year it really started moving upscale. The Custom was dropped, and the Capri went to $4212. the Premiere was introduced, however, starting at $4601, and it was the volume seller. For cmoparison, Cadillac was at $4296 for the Series 62 sedan, $4753 for the newly introduced Sedan DeVille, which was a hardtop, and $5047 for the Sixty Special. Impeial was $4832 for the 4-door, and $5225 for the new Southampton hardtop sedan. Lincoln wouldn't get a hardtop sedan until '57.
I had always known the '55 Imperial was on a longer wheelbase than DeSoto/Chrysler, 130" versus 126", and that the '56 was stretched even further, to 133".
However, I just noticed, in looking at pics, that for the 4-door at least, it appears they actually gave the '55 Imperial a longer front door...and I've read that the Imperial actually did have more interior room than a DeSoto/Chrysler.
However, for 1956, it looks like the Imperial went back to the same sized front doors as a DeSoto/Chrysler, and they gave it a big stretch in back, similar to what Pontiac did in later years with the Bonneville...so you'd get that long trunk, but no more interior room. Probably cheaper in the long run to do it that way though, especially since they brought out the 4-door hardtops that year, and Chrysler couldn't afford to come up with a unique roof. They simply took the existing 4-door sedan and removed the B-pillar and window frames, and made the rear quarter windows pivot down into the door.
Wasn't Buick called "the doctor's car" at one point....?
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As for the Roadmaster versus Ninety-Eight, pricing...well I had just written up a bunch of speculation on why the Roadmaster might have cost so much more, supposed advantages, etc, but then I looked at the brochures, and it could be summed up with one little difference: Transmissions. The DynaFlow automatic was standard in the Roadmaster. You had to pay extra for the Hydramatic in the Ninety-Eight...even at its price point, a three on the tree was still standard! FWIW, a manual shift was standard on the Buick Super as well. FWIW, a 3 on the tree was also standard on the DeSoto Fireflite that year. Dynaflow was a $192.50 option in the lesser Buick models.
The Roadmaster (and Super) also had power steering standard. It was a $107.50 option on the Special/Century. I can't find any information regarding whether power steering was standard or optional on the Ninety-Eight. But, if it was, then just the automatic and power steering accounted for almost 2/3 of that price difference.
I always thought the Roadmaster looked a lot more substantial than a Ninety-Eight, but they're close in the major specs. The Olds was around 213" on a 126" wb, while the Buick was around 216" on a 127" wb. However, the Olds was just a stretch of the small-ish corporate "B" body, and I suspect they just added 4" of wheelbase ahead of the cowl, and tacked the rest on in back. So, you got a bigger trunk than an 88 or Special/Century, but no more passenger room. A Roadmaster, at least, would have been the size of a Cadillac inside.
As for engines, on paper at least, the Buick's 236 hp 322 sounds better than the 202 hp the Olds 324 put out. But, I think the Olds engine breathed and revved better, and it was in a lighter car. Plus, the Hydramatic performed better than the Dynaflow, so it probably was a quicker, more responsive car.
Interior-wise, it might be a hard call. They both look pretty luxurious, in my opinion, so that's probably just a matter of taste. Personally, I find the Olds dash to be more attractive. It seems a bit slimmer and more modern, whereas the Buick dash is a bit bulky and clunky looking.
And then there is this cool map of the western hemisphere on the Olds steering wheel. I suppose that's the horn button? BEEP BEEP! "Yippee ki-yay! America comin' thru!"
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I can still remember going with Granddad to a junkyard down near Culpeper, VA,and he was able to find all the parts he needed, for about $90. As far as I know, the frame wasn't bent, but it seemed like in those days, it was easy to hit something and it would shift the whole front-end clip, but without damaging the frame, suspension, or passenger cabin. Those old cars looked tough. And in some ways, they were. But, in many ways, they also weren't.
I saw this Saturday morning. The most surprising part is that it had temporary tags on it.
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When you buy or lease a car in CO, you get a 60 day temp tag. You have to register it through your county (no state level DMV), where you pay both the registration costs as well as the personal property tax to get your permanent plates and tags.
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A Fiero will always be Jeanie Bueller's car.