Wihtout a doubt, Cutlass was one of the most popular and familiar model names in the Oldsmobile catalog. Here are just a few examples and a quick history.
The auto industry is not totally obsessed with innovation. It’s really about selling cars, and when the carmakers find something that works they tend to stick with it. That approach goes down even to the model names. Take for example the Cutlass badge, which the Oldsmobile divison of General Motors stuck on an astonishing variety of models over four decades, sometimes on multiple product lines simultaneously.
The strategy works because unlike us, typical car buyers are not car enthusiasts. They often approach car shopping confused and overwhelmed. They find comfort in the familiar, and a name they can recognize captures their attention. And over the years, few model names in the Motor City have moved the merchandise as well as Cutlass. We won’t even try to detail every Oldsmobile that wore the Cutlass emblem—it’s too complicated. We’ll just hit a few examples.
The first production Oldsmobile to bear the Cutlass name arrived in 1961 as an upmarket version of the division’s F-85 senior compact (above) that came standard with a 185-hp four-barrel V8, bucket seats, and other sporty accoutrements. (See our feature on the GM senior compacts here.) The Cutlass name was borrowed from a 1954 Olds Motorama show car with no resemblance to the production car, which continued as a model on the Y-body F-85 platform through 1963.
When GM dropped the Y-body and introduced the intermediate-sized A-body platform in 1964, the Olds division transplanted the F-85 and Cutlass badges to the larger package. The Cutlass was a solid seller in its new form, and in 1966 it became a separate model distinct from the F-85, as a four-door sedan and a four-door hardtop were added to the lineup. A Cutlass station wagon was rolled out in ’67. (1967 Cutlass Supreme Holiday shown above.)
With its more attractive standard equipment, the Cutlass soon eclipsed the basic F-85 in sales. As a result, the available F-85 body styles dwindled to two in 1967, then only one in ’69-’72 as Cutlass became the dominant name. The entire Oldsmobile product line in these years, Cutlass included, basked in the reflected glory of the 442, Oldsmobile’s popular entry in the muscle car category.
When GM’s Colonnade series A-bodies were launched for 1973, the F-85 name was finally dropped altogether and Cutlass became the sole identifier for Oldsmobile’s mid-sized cars. The Lansing division enjoyed its best sales in this period, as in 1977 Oldsmobile became the first GM brand other than Chevrolet to top one million cars in a single year. (Oddly, corporate rival Pontiac never achieved that mark.) The Cutlass two-door coupes (’77 Cutlass Supreme Coupe shown above) were a big part of that bonanza, accounting for more than a third of the sales. The downsized A-body Aeroback Cutlass models that followed in ’78 were not as successful, but Oldsmobile still managed to achieve two more million-car years in ’78 and ’79.
When GM’s front-wheel drive A-body intermediates were unveiled for 1982, the rear-drive mid-size platform was redesignated the G-body. Oldsmobile offered both: the rear-drive Cutlass and the front-drive Cutlass Ciera. Offered in two-door, four-door, and wagon styles (1986 Cutlass Cruiser wagon above) with inline four or V6 power, the Cutlass Ciera was well received by car buyers, but the rear-drive Cutlass coupes remained a sales leader for the Lansing division.
Due no doubt to the reliable selling power of the name, models wearing the Cutlass badge proliferated at a steady rate in the ’80s. For example, in 1988 (above) the label was used by Oldsmobile on four different GM corporate platforms. From top left, clockwise: the A-body front-drive Cutlass Ciera, the N-body compact Cutlass Calais, the G-body rear-drive Cutlass Supreme Classic, and the W-body front-drive Cutlass Supreme. This was the last year for the Cutlass Classic, while the Cutlass Calais was produced through ’91. The A-body Ciera remained in the lineup through ’96, while the front-drive W-body Cutlass was offered through ’97, when it was replaced by the Intrigue.
The power of the Cutlass brand was tested one final time with the 1997-99 Cutlass, below. This one was in fact a Chevrolet Malibu with a half-hearted front facelift and an upgrade in standard equipment, including a 3.1-liter V6. The last Cutlass rolled off the line in July of 1999, and on December 12, 2000, GM announced its plans to phase out Oldmobile, the company’s oldest brand.
As a retired auto mechanic, I’m always been amused by all the people who apparently don’t understand the difference between a machine and a word. Back in 1997 one of my customers came in with a new Chevy Malibu and was telling me how they had a Malibu back in 1964 and loved it and were so sad when Chevy discontinued the Malibu and then were all excited and happy when they brought it back in 1997 so they ran right out and bought one and they love having a Malibu again. Like a sub-compact 4 cylinder front wheel drive car has anything at all in common with a 64 Chevelle LOL!
Sounds like me at the grocery store. It’s the power of branding.
Would be interested to know whether Cutlass as a GM name was one of the many aviation inspired marketing elements GM adopted during Harley Earl’s tenure. The 1954 date for the first Cutlass showcar would be right for the name being borrowed from the Vought F7U Cutlass navy jet. (The tall tailfins on 50s GM showcars and production models suggest F7U influence in styling, too.)
I had wondered that very thing, thanks.
There must have been a long period in Lansing while no one noticed that the average age of their buyers was increasing at about one year per year – with inevitable results
For the car customizers who have put Cutlass front ends on El Caminos, I offer the perfect model name — Machete
First Cutlass I ever drove was a 76 two door in driver’s Ed. Loved that car! Wanted one for a long time after that. Mid 80’s, ended up with a Buick Regal instead. Still wouldn’t mind having a last gen rwd 2 door with the 350 , bucket seats, console and floor shift.
I seem to had been drawn to Cutlass’. Had a ’69 and ’72 Cutlass oval track cars.
Bought a ’91 Calais new for the street. The dealership gave me my first oil change free and said as we found little things that need attention after the first 3000 miles, they would do everything at once with the oil change. I brought the car back 8 days later for the oil change.
They asked me how I put 3000+ miles on it in just over a week. It was actually less days of actual use. One day to Daytona. Overnight stay. Worked race on a crew for the ARCA race. Overnight again. Drive to Orlando for Disney vacation. Car sat from Sun. aft. til Fri. morn. Back home to Mich. on Fri. Went to the dealer Sat.