The 1940 Oldsmobile Series 90 Custom Cruiser Sedan

In 1932, Oldsmobile was struggling with production falling to a mere 18,846 units. However, by 1940, the company bounced back with the 1940 Oldsmobile Series 90 Custom Cruiser Sedan, part of a successful lineup that saw 185,154 cars built. This era brought many breakthroughs, starting with the Hydra-Matic, the first fully automatic transmission available to the eager American public.

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But that was just the beginning. The new Series 90 replaced the former top-tier Series 80. It was larger, with a 124-inch wheelbase, compared to the 120-inch wheelbase of the Series 80, and a foot longer overall. This new size firmly positioned Oldsmobile in what we now consider the 'near-luxury' market, with plenty of features to compete in this segment.

The Hydra-Matic was a revolutionary four-speed automatic transmission that eliminated the clutch pedal, making it years ahead of Oldsmobile's previous 'Automatic Safety Transmission' introduced in 1938. Even better, it was priced at just $57, likely subsidized to ensure it became an instant success. Demand quickly exceeded supply.

The Series 90's design was another standout feature. The four-door model, often referred to as the Touring Sedan, boasted a semi-notchback silhouette, rear quarters that were sleekly streamlined, and vent windows on the front-hinged rear doors, replacing the controversial 'suicide' doors seen on the Series 60 and 70 sedans.

The fenders now hugged the body more closely, with running boards removed for a sleeker look, and 15-inch tires gave the car a lowered stance for easier access. To complement the new roofline, stylish two-tone paint options were made available.

This design was perfectly fitting for the first Oldsmobile to carry the 'Custom Cruiser' title, proudly displayed at the center of the dashboard, along with Hydra-Matic if the vehicle was equipped. As part of the industry's trend, all Oldsmobiles featured sealed-beam headlights, a crucial safety advancement.

Inside, the Series 90 four-door exuded sophistication. A deluxe steering wheel was standard, as well as a walnut-grain dashboard. For Hydra-Matic-equipped cars, the gear selector 'box' beneath the steering wheel displayed options: Neutral, Drive, Low, and Reverse. Broadcloth upholstery covered foam padding, complemented by a rear center armrest, while leather was available as an upgrade.

The Custom Cruiser sedan's exterior featured more contemporary, rounded lines, with the headlights seamlessly integrated into the fenders. The hood and grille were lowered, enhancing the car’s attractive yet intricate design. The taillights were also mounted lower, set in chrome housings that added a particularly striking touch.

The $1,131 Oldsmobile 90 four-door sedan's only notable shortcoming was its outdated 257.1-cid, L-head straight-eight engine. With only 110 horsepower, it faced competition from the $1,210 Buick Century, which boasted 141 bhp, and the $1,118 Hudson Country Club Eight, with 128 bhp. Despite Oldsmobile trailing behind Buick in overall sales, the Series 90 sedan still managed to attract 33,075 buyers, making it the second best-selling Oldsmobile that year.

The 1940 model year marked a key milestone for Oldsmobile, as it celebrated the production of its one millionth car. This achievement occurred under the leadership of General Manager C.L. McCuen, who had overseen the company’s growth from November 1933 to August 1940. Fittingly, the millionth car was a Series 90 Custom Cruiser sedan.

In 1940, S.E. Skinner took over as the new leader of Oldsmobile. Under his guidance, Oldsmobile would solidify its position as General Motors’ hub of experimentation and innovation, particularly with the introduction of the modern overhead-valve V-8 in late 1948.

The Mercury Blue over Vagabond Blue Custom Cruiser, originally purchased in Wisconsin as a Sunday church car, traveled through New Mexico and Los Angeles before finding its way to Bob Briggs of Fairfield, California.

The car features blue-gray broadcloth upholstery, along with options such as Hydra-Matic, a radio, fender skirts, and even a trunk light. Bob mentioned that it only needed a 'light restoration' and had been driven around 60,000 miles when it was photographed. This vehicle stands as a testament to Oldsmobile’s excellence in 1940.

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