Like other automakers , Oldsmobile was in dire sound in 1932 , when output plummeted to just 18,846 units . But by 1940 , Oldsmobile was on a roll with the 1940 Oldsmobile Series 90 Custom Cruiser Sedan and the rest of its lineup , as an impressive 185,154carswere construct . There was much to celebrate , a host of start lead off by the pioneering Hydra - Matic , the first fullyautomatic transmissionoffered to an eager American public .
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But there was much more , such as the new Series 90 , a substitution for the hitherto top - of - the - line Series 80 . The 90 was bigger , riding a 124 - inch wheelbase , compare to 120 , and a base longer , to boot . The Modern size moved Oldsmobile firmly into what we would nowadays refer to as the " skinny - luxury " marketplace , and in this section Oldsmobile had lot of ordnance to fire .
Hydra - Matic was a four - speed automatic that finally eliminated the clutch treadle , years ahead of Oldsmobile ’s " Automatic Safety Transmission " first seen in 1938 . Not only that , it be only $ 57 , a price ( belike partly subsidise ) place to make it directly popular . Demand far outran supply .
And then there was the styling of the Series 90 . The four - door , sometimes called Touring Sedan , featured a semi - notchback profile , blank - out rearward quarters , and ventilate windows in the front - hinged rearward doors , which did away with the so - called " suicide " doors on the Series 60 and 70 sedan .
Fenders now cling more closely to the soundbox side , running game boards were decimate , and 15 - inch tyre lowered the car for well-heeled submission . To heighten the new roof line , attractive two - smell pigment jobs were offered .
This was only suit of the first Oldsmobile to carry a " Custom Cruiser " naming , as was proudly display on the center of the dash , along with Hydra - Matic , if the auto came so equipped . In addition to these firsts , all Oldsmobiles ( and most of the repose of the diligence ) provided varnish - beam headlight , a truthful guard feature .
at bottom , the Series 90 four - door shouted " class . " A deluxesteering wheelwas stock , as was a walnut - grain hyphen . On cars with Hydra - Matic , the gear selector " box " just beneath the guidance cycle read out , from left : Neutral , Drive , Low , Reverse . Broadcloth upholstery covered foam - rubber padding , with a rearward eye armrest , and leather was optional .
On the outside , the more rounded course of the Custom Cruiser sedan looked up - to - the - minute , and the headlamp were more fully integrated into the wing . The lens hood was lower , and so was the lattice , which looked attractive despite its fussiness . The horizontally get on rear lamp rode low , too , and looked specially attractive in their chrome housing .
If the $ 1,131 Oldsmobile 90 four - door had a debile flank , it had to be the old 257.1 - cid , L - head straight eight . Good for 110 horsepower , it faced the like of the $ 1,210 , 141 - bhp Buick Century and the $ 1,118,128 - bhp Hudson Country Club Eight . Despite Buick ’s overall sales trail over Oldsmobile , the Series 90 saloon capture 33,075 buyers , making it the 2d most pop Oldsmobile of the year .
The 1940 model year was also significant at Oldsmobile in that it date a changing of the guard . Between November 1933 and August 1940 , Oldsmobile had built one million elevator car , under the guard duty of general director C.L. McCuen , and fittingly enough the millionth car was a Series 90 Custom Cruiser sedan .
In 1940 , S.E. Skinner took over the reins , and in late 1948 he would raise Oldsmobile ’s reputation as General Motors ' observational and innovative division by presiding over the introduction of the modern overhead - valve V-8 .
The Mercury Blue over Vagabond Blue Custom Cruiser watch here started life in Wisconsin as a Sunday go - to - Christian church car , moved to New Mexico , and later Los Angeles , and is now owned by Bob Briggs , of Fairfield , California .
It has low-spirited - grey broadcloth , plus alternative like Hydra - Matic , wireless , fender chick , and even a trunk light . It require a " light restoration , " Bob says , and had seen only about 60,000 mile when photograph . This motorcar is proof that Oldsmobile was on top of things in 1940 .
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