Cars - Oldsmobile Custom Cruiser

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	Cars - Oldsmobile Custom Cruiser

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. They have become famous for the wood paneling on the side, and the second generation vehicles have bceome national symbols for the 1980s.

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. 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.

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.

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.

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.

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Cars - Oldsmobile Custom Cruiser

First generation (1971-1976)

Second generation (1977-1990)

Third generation (1991-1992)

Why it was discontinued

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