The Sloan Ladder (“the ladder of success” or “a car for every purse”) was created by GM President Alfred P. Sloan in the 1920s when income and automobile price stratification were much greater than today. Prior to that there was no coherent and consistent price structure among the many GM entities, so he created the “ladder” resulting in little or no overlap. The Great Depression forced a compression of the ladder and the 1950s and ’60s saw increasing erosion and overlap due to a wider range of sizes, types and models. But certain key aspects of the ladder still held, especially the prices of the high end models of each division.
That is, until 1963, when Oldsmobile came out with its Ninety Eight Luxury Sedan, priced above the top tier Buick Electra 225 sedan. In the decade to come, these two luxury sedans would duke it out for the #2 spot below Cadillac until late in model year 1972, when Olds upped the ante again, even more significantly.
Obviously the gap between the 98 and Electra 225 wasn’t exactly very big prior to 1963; 8% in 1962. It had varied a bit in the previous decade or so; generally the gap had been somewhat greater in earlier years. But Buick always maintained its place above Olds and below Cadillac with its top tier sedans. The gap between Buick to the Cadillac DeVille was more significant, around 25%, and some 18-20% below the low-end Cadillac Series 62/Calais, whose sales numbers were withering away rapidly during this time until the Calais was eventually dropped in 1976. Folks just weren’t interested in a “stripper” Cadillac.
Meanwhile, sales of these top-end 98s and Electras grew very steadily throughout the ’60s and into the ’70s. There were at least four good reasons: incomes were rising, Cadillac was somewhat production constrained and demand was always high, some buyers simply didn’t see that a Cadillac was worth 25% more, and some just felt more comfortable with the image that a Buick or Olds exuded.
It’s a bit curious to see the prices of these cars did not increase regularly each year, but actually dropped in some years. 1965 and 1966 DeVille prices were lower than all the previous years of this chart, back to 1962. A reflection of cost cutting? Trying to stimulate higher volumes?
As to the big jump in the 98’s price in 1973 and the Electra’s in 1974, we’ll get to that part of the story further down.
Those of you with a good eye may point out that the top end Buick Electra 225 sedan (pillarless 6-window) actually dropped almost $200 in price in 1963, and that alone would account for the Olds 98 being more expensive. A bit of digging brought up an explanation: The 2-way power seat and power windows were standard on the top end 1962 Electra 225 Riviera (6-window) hardtop sedan, but were not in 1963; that required an optional interior package. That’s a bit curious, as the restyled 1963 Electra (above) clearly exuded a more upscale image than the somewhat plain ’62. And it looked more upscale and exclusive than the Olds 98 too; in fact it gave off a decided Cadillac vibe, with its clean flanks and rear finlets.
But there’s no question that the new-for-1963 Ninety Eight Luxury Sedan was a clear move up the ladder in both its name and amenities, especially its very Cadillac-esque interior. It was $214 more expensive than the top-end 98 had been in 1962. And it did have standard front power seat and windows. So it’s a somewhat curious coincidence that Buick reduced the content and price of its top Electra the same year Olds upped both on the 98.
Yes, I say “coincidence” as there’s absolutely nothing to suggest that these and similar moves by the divisions were either initiated, controlled or needed approval by the corporate execs. In fact, just by virtue of this coincidence, it proves otherwise, as this clearly was not coordinated.
I couldn’t find any images of a ’63 98 Luxury Sedan rear passenger compartment other than this brochure rendering. If I told you it was for a DeVille, I doubt anyone would object, except of course for the details of the fabrics and such.
I did find shots of a ’65 version, and although it has those clear plastic seat covers that trigger PTSD symptoms, it does show the front seat back with its various amenities including twin tissue dispensers flanking the center mirror and the twin grab handles.
Here’s the ’65 interior from the brochure.
As a point of comparison, here’s the back seat in a ’63 Electra 225. The differences in the front seat backs, upholstery and door trim are quite apparent. I searched for some other year Electra 225 interiors but could not find comparable amenities (seat back and door trim) to the 98 LS. Buick was apparently willing to be outdone in this regard.
Here’s the front door from that ’65 98 LS. Genuine luxury car details for the times.
I should say “Luxury Sedan”. Interestingly, there was no coupe version; both Buick and Olds lavished their finest on the hardtop sedans, although the even more expensive convertibles did sport exclusive upholstery and typically also standard power seats and windows even if the top sedan version didn’t. But then those were quite uncommon, and anyone buying one wasn’t going to expect less.
Here’s a profile comparison of the ’63s, the 98 Luxury Sedan on top, and the Electra 225 on the bottom. To me, the more expensive 98 does not exude quite the same level of prestige and exclusivity that the Buick Electra 225 does. It’s just a matter of certain key styling elements: the flatter sides, subtler bright trim and the cleaner but more prominent rear fender extensions.
Olds’ move upmarket with the LS in 1963 most likely inspired Pontiac’s 1964 Bonneville Brougham. That was a $151 option package on the Bonneville Vista (hardtop) sedan, increasing its base price some 4.3% to $3584, almost 20% less than the 98 LS. The Bonneville Brougham came standard with a vinyl top and an upgraded interior with higher quality fabrics.
Both the 98 LS and the Bonneville Brougham undoubtedly played a key role in the birth of the 1965 Ford LTD. Lee Iaccoca was always looking closely at GM, his nemesis. He was of course vastly jealous of GM’s successes, especially the sporty Corvair Monza and the mid-price brands, and his Mustang and LTD were his very successful responses. But Ford would never really field any significant competition to Pontiac, Olds and Buick, and it took quite a while yet before Lincoln finally had some real success against Cadillac.
The Great Brougham Epoch was now in full bloom and it’s fair to say that the Olds 98 Luxury Sedan played a significant role in it.
So how did the 98 Luxury Sedan sell? Quite well; in 1963 it sold 19k units, but by 1965 (above), it was the best selling version of the 98 line, with 33k units. It was now a genuine sedan, not a true hardtop, but the side window glass was frameless; a “pillared hardtop” in other words. By 1968, it was 41k, and by 1969, 57k, now available as either a sedan or true hardtop. Sales continued to grow; by 1971, it was 95k.
The top tier Buick Electra had a somewhat similar trajectory, although its sales were pretty consistently about 10-15% higher than the 98 LS.
In April of 1972, Olds upped the ante again, even more decisively than in 1963. In commemoration of the brand’s 75th anniversary, a limited production (5,000 units) Regency appeared with a whole new concept in upholstery: the loose-pillow look, in tufted velour no less. This was conceived by long-time GM interior designer and color expert Blaine Jenkins, who in his stints at various GM divisions pioneered a number of interior firsts, including the first all-black interior on the 1962 Monza. I had a ’63 with that interior and had no idea that it was such a pioneering undertaking; the GM brass had a hard rule against an all-black interior but he convinced them otherwise. Now you know who to blame. There’s a nice tribute to him here.
He also pioneered the introduction of color mixed with silver, resulting in the superb “Evening Orchid” first seen on the 1965 Chevrolet, as on this Caprice, which was of course Chevrolet’s response to the LTD and the general push upwards.
As to how the Regency interior came about, here’s the section from that Automobile interview:
John Beltz, soon-to-be general manager of Oldsmobile, asked Jenkins to come up with some way to create an extreme 98, a model beyond the then-top-of-the-line luxury 98 for the oldest American car company’s seventy-fifth anniversary in 1972. “What could you do if I gave you another hundred dollars per car?” asked Beltz. “What couldn’t I do with that much budget?” was Jenkins’s immediate reply. His basic answer was to include a great deal more labor in the upholstery, allowing for individual tuffets of stitched velour.
On the offhand suggestion of his immediate boss, he also tossed in loose pillows, as one might find on a living-room couch — except the pillows were stitched into the rear-seat upholstery, so they only looked like separate elements. The anything-but-restrained limited-edition Oldsmobile 98 Regency four-door hardtop was advertised as “Quite a Substantial Car,” and indeed it was. Its front seats looked like an expensive and very comfortable sofa, stretching across an improbably wide cabin. It was a big sales success, and the 98 Regency became a new trim level for sedans in ’73, was extended to coupes the following year, and went on to become the popular flagship of the Oldsmobile brand for two decades.
So how much more did Olds charge for that “another hundred dollars per car” interior? $254. Therein is the secret sauce that fueled the profits of the car companies’ ever upward march in trim levels, options and interiors.
Since I don’t have a price handy for the limited production ’72 Regency, it does not show up in the chart for that year. But the 1973 price, $5,418, does, and that was just about $300 more (or 6%) than the Electra 225 Custom, the highest trim level at the time. This would be the biggest percentage gap between these two.
But this time Buick wasn’t just going to take it laying down. In 1974, they responded with the Electra 225 Limited, “The Ultimate Buick”. Well, for one year anyway.
Not exactly a loose pillow interior, but certainly a rather opulent bit of upholstery, in soft leather in this case. There were other choices too.
By 1975, Buick upped the ante again, topping “The Ultimate Buick” with the Park Avenue version, featuring available 40/40 spit seats with a console between them. And the upholstery is now of the loose-pillow persuasion.
Now we’re sinking deep into the heart of the Brougham Epoch.
Only the 1974-1976 Cadillac Talisman could top that, with its crushed Medici velour . That all took a wee bit of setback with the downsized 1977 GM full-size cars. Not that there wasn’t plenty of brougham sauce to last for quite a few years yet, and enough loose-pillow cushions to give everyone in the LA Coliseum a soft seat. Even the little X-car Buick Skylark had them, as I know quite well.
Somewhat ironically, the 1976 Olds 98 Luxury Sedan’s upholstery looks almost a bit reserved in comparison to the Buick’s. Everything is relative.
It’s time to check out of this deep dive into the beginnings and middle of the Great Brougham Epoch. And the beginning was really still very much in the Mid-century-Googie-Space Age era, before ankle-deep shag carpeting swallowed up every suburban living room (and even bathrooms). But change was underfoot, even if it wasn’t quite apparent yet, and the 1963 Olds 98 Luxury Sedan played its role in it.
Related CC reading:
Curbside Classic: 1965 Ford LTD – It Launched The Great Brougham Epoch
Curbside Classic: 1965 Chevrolet Caprice – The LTD Reaction
Curbside Classic: 1973 Oldsmobile Ninety-Eight Regency – Nice Car, Fabulous Seats
Curbside Classic: 1972 Oldsmobile 98 – Back When Folks Drove Big Cars Instead of Big Trucks
An informative and most enjoyable read. I particularly like the ‘6 window’ 4 door hardtop styling used by GM from 1961 through to 1964 on Cadillac, Buick & Oldsmobile.
A minor correction however, the simply stunning black ‘64 Buick Electra 225 ‘6 window’ four door pillarless hardtop featured in this article is not a “1963” model. But otherwise, a great article covering a high time in GM history.
Pour manure on me – but I love that blue interior of the ’75 Buick Park Avenue.
I really enjoyed this.
Great read here, grew up with them all back in the day. A friend who passed away was a huge Buick guy. Had a 63 225 4dr hardtop special ordered by a Dr with two fours and four on the floor. Classy badass boat… Had about 20 cars, left no will… Sweet guy
Thanks a million for this post! The evolution into OTT excessive luxury LAND YACHTS has always held my interest. My mantra TOO MUCH is NEVER ENOUGH is fully achieved. Interesting how most of these interiors were in luxury fabrics, rather than leather. The ultimate interior panache was IMO my 83 and 85 Chrysler Fifth Avenues, as well as my 89 Cadillac Brougham deElegance. I never understood why leather interiors became so popular, while velvet, velour and jacquard became unavailable. My current Town Car Signature Limited is the last gasp of traditional American Luxury sedans, but it (like most) has a leather interior. NOW, even LINCOLN offers only bloated glorified trucks masquerading as Luxury vehicles at bloated prices. As Archie and Edith sang, Those WERE the days! 👏
God I hate loose pillow velour seats. Maybe it’s because by the time I was around, the cars I experienced with them were a little older, but they disgust me. All the dirt trapped in their crevices, the matted velour, how the “pillows” sag and look droopy. That leather Buick interior looks 1000x more appealing.
Those 1960s luxury interiors though, love them. They look great
Great essay! You bring to the fore times in which I lived and with cars that I much admired for their cushy elegance.