Defined by its sleek lines, fastback rear end, and prominent chrome accents, the model embodied a futuristic aesthetic that resonated deeply with consumers eager to embrace a brighter future. This innovative design, spearheaded by Oldsmobile’s design studio under Art Ross, stood in stark contrast to the boxy, utilitarian vehicles of the pre-war era. The “Futuramic” moniker transcended mere model designation; it became a philosophy. Oldsmobile’s advertising campaigns heavily emphasized the car’s forward-thinking design, utilizing phrases like “the dramatic design of the future” and “beauty with design and styling with purpose.” The print advertising played this up; “This is the first of the Futuramic cars–the Series 98 Oldsmobile for 1948. This is the car that brings truly functional design to the automotive field–the car that offers styling every bit as functional as GM Hydra-Matic Drive. And that’s saying a lot!” Another ad went on to explain the term as follows: “‘Futuramic’ is a brand-new word that fills a gap in our vocabulary. It means ‘the dramatic design of the future’–the finest of functional modern designs in any field.” Buyers of the time were drawn to Futuramic styling for its contemporary and streamlined look. The Series 98 Oldsmobile exemplified this with its sleek, low chrome bumper, integrated grille assembly, and smoothly blended front fenders, symbolizing a clear departure from traditional automotive design trends. The redesigned 1948 lineup offered a range of models: a four-door sedan priced at $2,151 (with 38,061 units produced), a two-door Club Sedan at $2,108 (14,260 units), and a Convertible Coupe priced at $2,624 (12,914 units). These models shared a 125-inch wheelbase and measured 213 inches from bumper to bumper, making them notably longer in both wheelbase and overall length compared to the entry-level Series 60 cars. Inside the 98, the interior design complemented the exterior’s clean lines, featuring a stylishly designed dashboard and luxurious upholstery. Buyers expected a robust feature set, and Oldsmobile delivered with standard amenities such as a solenoid starter, rear fender skirts, front and rear bumper guards, dual sun visors, a cigarette lighter, and foam rubber seat cushions. The DeLuxe trim package was available across all body styles, offering a special steering wheel, front and rear floor mats, a rear seat armrest, bright wheel trim rings, hydraulic power controls for seats, windows, and convertible tops, as well as options for broadcloth or leather upholstery. The success of the Futuramic 98 led to the expansion of the design language in 1949. Oldsmobile incorporated the Futuramic aesthetic into its more affordable A-body platform, which included the iconic Oldsmobile 88. This combination of a relatively small light body and large, powerful engine made it widely considered to be the first muscle car. The Rocket 88 vaulted Oldsmobile from a somewhat staid, conservative car to a performer that became the one to beat on the NASCAR (National Association for Stock Car Auto Racing) circuits. It won six of the nine NASCAR late-model division races in 1949, 10 of 19 in 1950, 20 of 41 in 1952, and was eventually eclipsed by the low-slung, powerful Hudson Hornet, but it was still the first real “King of NASCAR.”
(Photo credit: Wikimedia Commons / hemmings.com / Britannica). Notify me of new posts by email.
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