In the early 1990s, Buick and Oldsmobile shared the same types of customers. But GM transferred Oldsmobile's focus from its older customers to try and capture import buyers. The move ended up being Oldsmobile's early key to demise.
Trying to reposition their brand cost the company hundreds of thousands of vehicle sales. Dealers blamed advertising agency Leo Burnett USA for the failure.
Olds' GM at the time, John Rock, tried to correct the mistake. Executives and dealers reviewed 15 agencies over a five-month time frame.
But Burnett ended back up with the $140 million account. It's a decision Mr. Rock says is the biggest he ever made.
Phasing out Oldsmobile gives GM the chance to grow the company's other brands. Those brands include Buick, Cadillac, Chevrolet, GMC, Pontiac and Saturn.
Staggering sales resulted in GM pulling the plug on the division. Sales for November were down 28 percent. Oldsmobile will be eliminated over the next several years.