by Jean Folger

Ever since Henry Ford's Model T popularized automobiles in 1908, car companies have worked tirelessly designing, manufacturing, marketing and selling different models in the hopes that each would enjoy longevity in the marketplace. The brands associated with the major players have in recent years been challenged in terms of sales, and in some cases have been abandoned altogether. Ford Motor Company's (NYSE: F - News) June 2, 2010 announcement about its decision to discontinue the Mercury brand is the latest in a series of brand terminations. Whether out of financial necessity or the desire to streamline product lines, here are five auto brands that have faded away.

1. Mercury

Mercury is a brand of the Ford Motor Company that has been around for over 70 years. Ford recently decided in early June to end Mercury production before the end of the year. Mercury was originally created to offer Ford customers a premium vehicle. The continued popularity and corresponding sales of the Ford branded vehicles has left the Mercury brand weak, with many of its loyal customers now driving Fords.

2. Hummer

In February, 2010, General Motors (Pinksheets: MTLQQ.PK - News) announced it would be phasing out its Hummer brand after an unsuccessful attempt to sell the brand to a Chinese manufacturer. Hummer, with roots that go back to the 1992 military Humvees, faced challenges in recent years as consumers became more conscious about vehicle gas mileage. Hummers are notorious gas guzzlers and took criticism from environmental groups pressing for more fuel efficient vehicles.

Hummer is one of several recent General Motors brands to be discontinued

3. Pontiac

Anyone who paid attention on the road in the 1960s and 1970s took notice of muscle cars - those sleek, high performance vehicles with V8 engines that could be heard from a mile away. A brand of General Motors, Pontiac made vehicles and muscle cars that defined an era with legendary models such as the GTO and Trans Am.

Though Pontiac was at one time one of the top selling brands in the United States, its leadership was unable to devise a strategy that would allow the Pontiac brand to continue. In business since 1926, Pontiac was discontinued in April, 2009.

4. Saturn

General Motors halted production of its Saturn brand in October, 2009 after a deal to sell to Penske Automotive Group failed. Saturn, with a vehicle line that included mostly small to mid-size cars, had been around since 1985. General Motors has enjoyed successful brands over the years, but Saturn struggled and was never profitable.

General Motors filed for Chapter 11 bankruptcy in mid-2009, and was the recipient of U.S. government TARP loans (bailout) following the economic meltdown of 2008. Under scrutiny to pay back loans and become a sustainable corporation, GM has been forced to streamline its brands and focus on the lines that have the most potential.

5. Oldsmobile

Another General Motors brand, Oldsmobile was founded as the Olds Motor Vehicle Company in 1897. Claiming to be the first company to mass-produce vehicles, Oldsmobile joined GM in 1908. Oldsmobile was the first brand to come with fully automatic transmissions, debuted in the 1940 Hydra-Matic models. Competitive with both Chevrolet and Ford, Oldsmobile's Cutlass series became the best-selling car in the United States in 1976. GM pulled the plug in 2004, citing that "Oldsmobile production has remained unprofitable" and that it would therefore end manufacturing.

The Bottom Line

Since the invention of the automobile, brands have come and gone. Many have faded away, but a few remain strong in the hearts of collectors and enthusiasts, making occasional appearances at auto shows, or in magazines and online venues. The auto industry, which produced more than 60 million vehicles in 2009, is the most significant economic sector in terms of revenues.

Facing rising fuel costs, changes in consumer spending habits and increased volatility in raw materials pricing - particularly steel - the auto industry has been forced to analyze its fleets in an attempt to streamline production. As automobile manufacturers respond to a dynamic climate, others may join the ranks of dead auto brands.

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Any speculations on any going?

All of these brands failed because of stupid management - and we all know it. Badge-jobs don't make new cars. Just different styles

quote Originally posted by Gokart Mozart: by Jean Folger Ever since Henry Ford's Model T popularized automobiles in 1908, car companies have worked tirelessly designing, manufacturing, marketing and selling different models in the hopes that each would enjoy longevity in the marketplace. The brands associated with the major players have in recent years been challenged in terms of sales, and in some cases have been abandoned altogether. Ford Motor Company's (NYSE: F - News) June 2, 2010 announcement about its decision to discontinue the Mercury brand is the latest in a series of brand terminations. Whether out of financial necessity or the desire to streamline product lines, here are five auto brands that have faded away. 1. Mercury Mercury is a brand of the Ford Motor Company that has been around for over 70 years. Ford recently decided in early June to end Mercury production before the end of the year. Mercury was originally created to offer Ford customers a premium vehicle. The continued popularity and corresponding sales of the Ford branded vehicles has left the Mercury brand weak, with many of its loyal customers now driving Fords. 2. Hummer In February, 2010, General Motors (Pinksheets: MTLQQ.PK - News) announced it would be phasing out its Hummer brand after an unsuccessful attempt to sell the brand to a Chinese manufacturer. Hummer, with roots that go back to the 1992 military Humvees, faced challenges in recent years as consumers became more conscious about vehicle gas mileage. Hummers are notorious gas guzzlers and took criticism from environmental groups pressing for more fuel efficient vehicles. Hummer is one of several recent General Motors brands to be discontinued 3. Pontiac Anyone who paid attention on the road in the 1960s and 1970s took notice of muscle cars - those sleek, high performance vehicles with V8 engines that could be heard from a mile away. A brand of General Motors, Pontiac made vehicles and muscle cars that defined an era with legendary models such as the GTO and Trans Am. Though Pontiac was at one time one of the top selling brands in the United States, its leadership was unable to devise a strategy that would allow the Pontiac brand to continue. In business since 1926, Pontiac was discontinued in April, 2009. 4. Saturn General Motors halted production of its Saturn brand in October, 2009 after a deal to sell to Penske Automotive Group failed. Saturn, with a vehicle line that included mostly small to mid-size cars, had been around since 1985. General Motors has enjoyed successful brands over the years, but Saturn struggled and was never profitable. General Motors filed for Chapter 11 bankruptcy in mid-2009, and was the recipient of U.S. government TARP loans (bailout) following the economic meltdown of 2008. Under scrutiny to pay back loans and become a sustainable corporation, GM has been forced to streamline its brands and focus on the lines that have the most potential. 5. Oldsmobile Another General Motors brand, Oldsmobile was founded as the Olds Motor Vehicle Company in 1897. Claiming to be the first company to mass-produce vehicles, Oldsmobile joined GM in 1908. Oldsmobile was the first brand to come with fully automatic transmissions, debuted in the 1940 Hydra-Matic models. Competitive with both Chevrolet and Ford, Oldsmobile's Cutlass series became the best-selling car in the United States in 1976. GM pulled the plug in 2004, citing that "Oldsmobile production has remained unprofitable" and that it would therefore end manufacturing. The Bottom Line Since the invention of the automobile, brands have come and gone. Many have faded away, but a few remain strong in the hearts of collectors and enthusiasts, making occasional appearances at auto shows, or in magazines and online venues. The auto industry, which produced more than 60 million vehicles in 2009, is the most significant economic sector in terms of revenues. Facing rising fuel costs, changes in consumer spending habits and increased volatility in raw materials pricing - particularly steel - the auto industry has been forced to analyze its fleets in an attempt to streamline production. As automobile manufacturers respond to a dynamic climate, others may join the ranks of dead auto brands. **************************************** Any speculations on any going?

GM is kind of in a unique situation, but then again, it's also similar to many of the other big car manufacturers of the past.

Within at least the past 30 years, the major brands have all failed due to labor unions. AMC, General Motors, British Leyland...

You could make that same argument for the others... but it all comes down to the "inability" of the company to become competitive and move quickly in the market place. Whatever it is that's causing that... labor contracts, poor management decisions, or a combination of the two... that's the reason.

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Todd,
2008 Jeep Patriot Limited 4x2
2002 Ford Explorer Sport 2dr 4x2
2002 Ford Crown Victoria LX
1987 Pontiac Fiero SE / V6
1973 Volkswagen Type-2 Transporter

They left out Plymouth, which was axed by Chrysler in 2001. Like Mercury (Ford), Pontiac (GM), and Oldsmobile (GM), Plymouth was a case of lost product identity in a too-crowded corporate marketing lineup. In retrospect, this trajectory was begun back in the 1970s when all three major U.S. manufacturers moved to corporate-wide car "platforms," which meant that their various brands differed primarily price and cosmetics. But consumers weren't so easily fooled, and migrated to the models that provided the best value for the money ... despite brand advertising that tried to maintain the mostly-artificial distinctions.

Olds had the kiss of death when the bean counters reduced the quality to lower costs for the brand and produced such cars as the Achieva (I owned one), Firenza, Cutlas Ciera and others. Great cars like the Custom Cruiser were seen to be gas hogs. The advent of the Alero and Intrigue, though very good cars was too late. I think the decision was made before they actually came into production.

Pontiac's kiss of death was the "G" cars. No personality whatever. They offered no style over Chevy. The only lights were the Solstice and the Holden rebadged and of course the Trans Am which was a real loss and just didn't survive the downturn in the muscle car market.

The ones we are forgetting in this era, are brands like Hudson, and Packard. Both quality cars that just didn't offer what buyers wanted in the 50's. No flash but much loved for their quality. And how about Cord? Lost in the depression, but still good quality. How about Desoto? There are allot of other brands too that have just not made it.

This isn't new at all. Manufacturers face the continual prospect of obsolescence, irrelevence, (try the 8 track) and lack of mass appeal. It isn't just cars and it isn't just this decade. I say too bad for some fo' sho'.

Arn

quote Originally posted by Marvin McInnis: They left out Plymouth, which was axed by Chrysler in 2001. Like Mercury (Ford), Pontiac (GM), and Oldsmobile (GM), Plymouth was a case of lost product identity in a too-crowded corporate marketing lineup. In retrospect, this trajectory was begun back in the 1970s when all three major U.S. manufacturers moved to corporate-wide car "platforms," which meant that their various brands differed primarily price and cosmetics. But consumers weren't so easily fooled, and migrated to the models that provided the best value for the money ... despite brand advertising that tried to maintain the mostly-artificial distinctions.

Oh, they left out lots of brands Marvin--you are old enough to remember them too.
Studebaker bought Packard, then dropped it. Studebaker itself died not long afterwards. Same with Nash in their relationship with Rambler/American Motors. I can't remember who had Crosley--or DeSoto.

Plymouth, Mercury and Oldsmobiles were just duplicate copies of another brand with no real identity of their own just different badges.

Since Pontiac DID have a performance Identity, they should have kept it and axed Buick instead in my opinion. Buick, whether they had performance cars or not is not the question....their identity was a elderly persons car. Even if they had Stage III Skylark, everyone still thinks of grandpas Buick

Saturn was a good brand till it started just being another ordinary GM

Hummer was never a good Idea, it was a yuppie/preppie mobile for them to impress people with.

4 of the 6 brands are GM.

I agree with Marvin that the consolidation of platforms in the 70s was a big reason why brands strugged. That cut costs but also hurt innovation. IMO this also made it easier for imports as the domestic market lost diversity.

quote Originally posted by maryjane: Oh, they left out lots of brands Marvin--you are old enough to remember them too. Studebaker bought Packard, then dropped it. Studebaker itself died not long afterwards. Same with Nash in their relationship with Rambler/American Motors. I can't remember who had Crosley--or DeSoto.

I was limiting myself to relatively recent brand disappearances.

DeSoto was killed by Chrysler in 1960. It had been positioned between Dodge and Chrysler in the Chrysler Corporation "prestige" hierarchy. I remember that my grandfather had a hard time switching from DeSotos to Chryslers; he had been buying a new DeSoto every two years or so for as long as I could remember.

The price and prestige (and profit) hierarchy of the three major U.S. auto manufacturers in the late 1950s were as follows:

GM: Chevrolet > Pontiac > Oldsmobile > Buick > Cadillac

Ford: Ford > Edsel > Mercury > Lincoln

Chrysler: Plymouth > Dodge > DeSoto > Chrysler

Having several brands in a prestige hierarchy was intended to keep a customer within a particular manufacturer's realm. The marketing strategy back then was for you to start out at the bottom of a particular corporate hierarchy as you started your career, and then move up the hierarchy as your earnings increased. Everyone was encouraged to buy a new car every two or three years as an external signal of growing affluence. But social convention back then also required that a smart person stop one level in the hierarchy below his boss. (There weren't really enough "her"s back then to count, but most employed women stopped at Oldsmobiles, Mercurys, or Dodges.) It was even OK for a middle class black man to aspire to a Buick, but for him to own a Cadillac was considered "uppity." Middle class consumers in the '50s generally bought into this manipulation big time.

quote Originally posted by Arns85GT: The ones we are forgetting in this era, are brands like Hudson, and Packard. Both quality cars that just didn't offer what buyers wanted in the 50's. No flash but much loved for their quality. And how about Cord? Lost in the depression, but still good quality. How about Desoto? There are allot of other brands too that have just not made it.

Hudson was a mid-level car and Packard was a high-end car, but neither had an "entry-level" stablemate from the same manufacturer. Prior to WW-II, Packard had mostly built high-quality chassis and running gear, with the "coachwork" provided on a semi-custom basis by independent bodybuilders like Detrich, and Packard never quite managed the transition from a semi-custom business model to mass marketing and production.

The Cord was a beautiful and technically innovative vehicle ... a personal favorite, which I have actually driven (a 1937 812SC). Consider that the stylish and innovative Cord L-29 was introduced the same year (1929) as the clunky-by-comparison Model-A Ford, and in 1935 the new 810 model was a mechanical and stylistic tour-de-force at least 20 years ahead of its time. Cord was initially intended as a "mid-level" choice in the Auburn-Cord-Duesenberg marketing hierarchy. Unfortunately, Cord was the wrong vehicle (too innovative for most consumer tastes), introduced at the wrong time (the Great Depression), and the company was run by a super-salesman (E.L. Cord) who was ... shall we say ... ethically challenged.

[This message has been edited by Marvin McInnis (edited 06-21-2010).]

They missed another recently dead American brand...Eagle. This brand killed by Chrysler.

quote Originally posted by Marvin McInnis: They left out Plymouth, which was axed by Chrysler in 2001. Like Mercury (Ford), Pontiac (GM), and Oldsmobile (GM), Plymouth was a case of lost product identity in a too-crowded corporate marketing lineup. In retrospect, this trajectory was begun back in the 1970s when all three major U.S. manufacturers moved to corporate-wide car "platforms," which meant that their various brands differed primarily price and cosmetics. But consumers weren't so easily fooled, and migrated to the models that provided the best value for the money ... despite brand advertising that tried to maintain the mostly-artificial distinctions.

I thought that too... but if you look at the vehicle history lineup, especially with GM, they've always done massive platform sharing.

In the 40s, the vehicles all shared the same platform. In the early 50s... like the 52 Buick was the same body as the 52 Oldsmobile, the 52 Pontiac, and the 52 Chevrolet. The coupe, sedan, etc... were all the same. I think Oldsmobile called theirs the Holiday Coupe, and Chevy called it the Sport Coupe.

In the 60s... you had the A-body which was the Olds Cutlass / Chevy Malibu / Pontiac GTO-Lemans / Buick GS. You had the G-body which was the Pontiac Grand Prix / Chevy Monte Carlo / whatever.

I think it was kind of rare for there to be a truly unique vehicle in any of the brands. There was almost always some form of platform sharing. It was common still in the 70s too...

Chrysler really over-did it though... everything was built off the K-car platform.

I think it's just a matter of lackluster product in some cases, poor product spotlight, poor reputations, and overcrowded market, and labor contracts (sometimes it cost more to put a plant on hold than it was to just built a massive amount of fleet vehicles for rental car companies.

EDIT: Chevy Chevelle, not Malibu... don't know if they're the same.

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Todd,
2008 Jeep Patriot Limited 4x2
2002 Ford Explorer Sport 2dr 4x2
2002 Ford Crown Victoria LX
1987 Pontiac Fiero SE / V6
1973 Volkswagen Type-2 Transporter

[This message has been edited by 82-T/A [At Work] (edited 06-21-2010).]

Here's a list I found with post war companies:

Aerocar (1946), Airscoot (1947), Airway (1949–1950), Allstate (1952–1953), American Motors (or AMC) (1966–1987), Apollo (1962–1964), Arnolt (1953–1954), Aurora (1957–1958), Auto Cub (1956), Autoette (1948–1970), Beechcraft (1946), BMC (1952), Boardman (1946), Bobbi-Kar (1945–1947), Bricklin (1974–1976), Checker (1922–1982), Citicar (1974–1976), Comet (1946–1951), Continental (1956–1957), Corbin (1999–2003), Cord (1929–1932,1936–1937), Crosley (1939–1952), Cunningham (1951–1955), Dale (1974), Darrin (1946, 1955–1958), Davis (1947–1949), DeLorean (1981–1982), DeSoto (1928–1961), Dovell (circa 1980s), Dual-Ghia (1956–1958), Duesenberg (1913–1937), Eagle (1988–1998), Edsel (1958–1960), Edwards (1954–1955), Electricar (1950–1966), Eshelman (1953–1961), Fina-Sport (1953–1954), Frazen (1951–1962), Frazer (1946–1951), Gaslight (1960-circa 1961), Gaylord (1955–1956), Geo (1988–1998), Glasspar (1949–1953), Graham-Paige (1928–1930; Graham 1930-1947), Hudson (1909–1957), Hummer (1992–2010), Hupmobile (1909–1940), International Harvester (1907–1975), Keller (1948–1950), King Midget (1947–1970), Kurtis (1949–1950, 1954–1955), LaSalle (1927–1940), Muntz (1950–1954), Nash (1917–1957), Oldsmobile (1897–2004), Playboy (1947–1951), Plymouth (1928–2001), Rambler (1958–1969), Studebaker (1902–1966), Stutz (1968–1987), Tucker (1946–1949), Willys (1916–1918, 1930–1942, 1953–1963), Willys-Overland (1912–1953), Woodhill (1952–1956), Woodill (1952–1958)

quote Originally posted by Gokart Mozart: Here's a list I found with post war companies: Aerocar (1946), Airscoot (1947), Airway (1949–1950), Allstate (1952–1953), American Motors (or AMC) (1966–1987), Apollo (1962–1964), Arnolt (1953–1954), Aurora (1957–1958), Auto Cub (1956), Autoette (1948–1970), Beechcraft (1946), BMC (1952), Boardman (1946), Bobbi-Kar (1945–1947), Bricklin (1974–1976), Checker (1922–1982), Citicar (1974–1976), Comet (1946–1951), Continental (1956–1957), Corbin (1999–2003), Cord (1929–1932,1936–1937), Crosley (1939–1952), Cunningham (1951–1955), Dale (1974), Darrin (1946, 1955–1958), Davis (1947–1949), DeLorean (1981–1982), DeSoto (1928–1961), Dovell (circa 1980s), Dual-Ghia (1956–1958), Duesenberg (1913–1937), Eagle (1988–1998), Edsel (1958–1960), Edwards (1954–1955), Electricar (1950–1966), Eshelman (1953–1961), Fina-Sport (1953–1954), Frazen (1951–1962), Frazer (1946–1951), Gaslight (1960-circa 1961), Gaylord (1955–1956), Geo (1988–1998), Glasspar (1949–1953), Graham-Paige (1928–1930; Graham 1930-1947), Hudson (1909–1957), Hummer (1992–2010), Hupmobile (1909–1940), International Harvester (1907–1975), Keller (1948–1950), King Midget (1947–1970), Kurtis (1949–1950, 1954–1955), LaSalle (1927–1940), Muntz (1950–1954), Nash (1917–1957), Oldsmobile (1897–2004), Playboy (1947–1951), Plymouth (1928–2001), Rambler (1958–1969), Studebaker (1902–1966), Stutz (1968–1987), Tucker (1946–1949), Willys (1916–1918, 1930–1942, 1953–1963), Willys-Overland (1912–1953), Woodhill (1952–1956), Woodill (1952–1958)

Interesting list...

Many of these simply just went through name changes because of buyouts... and the cars remained... like Willys to Willlys-Overland, and then to Nash, and then to Packard, and then to AMC (or however that worked out).


Oldsmobile seems to be the real loss here... over 100 years of production, and gone...

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Todd,
2008 Jeep Patriot Limited 4x2
2002 Ford Explorer Sport 2dr 4x2
2002 Ford Crown Victoria LX
1987 Pontiac Fiero SE / V6
1973 Volkswagen Type-2 Transporter

quote Originally posted by 82-T/A [At Work]: Chrysler really over-did it though... everything was built off the K-car platform. I think it's just a matter of lackluster product in some cases....

I'm sure that was a big part of what killed Plymouth. They really didn't have anything to attract customers, besides minivans (remember the ads where they claimed to be "The Minivan Store"?). Oh sure, there was the Prowler, but it was a niche car at best. I doubt many who came in to look at a Prowler drove home in a new Plymouth minivan! And I've always believed the PT Cruiser was destined to be a Plymouth until the demise of Plymouth led them to make other plans.

At the time they came out, K car platform saved Chrysler. It was the perfect car for its time. Although its not so much now, the Caravan was still based on that until very recent models.

quote Originally posted by css9450: I'm sure that was a big part of what killed Plymouth. They really didn't have anything to attract customers, besides minivans (remember the ads where they claimed to be "The Minivan Store"?). Oh sure, there was the Prowler, but it was a niche car at best. I doubt many who came in to look at a Prowler drove home in a new Plymouth minivan! And I've always believed the PT Cruiser was destined to be a Plymouth until the demise of Plymouth led them to make other plans.

You're forgetting the first convertible in 6 years. Cadillac sold the last one in 76 and Chrysler sold it's new one in 82.
The Shelby GLH / GLHS
Daytona

Without checking, I think the LeBaron was the 'first' new Chrys convertible. I dont think Shelbys were offered in anything other than coupes. Le Baron even had a woodgrain finished one ale' Town & Country convertible of the 40s.

[This message has been edited by rogergarrison (edited 06-21-2010).]

They are victims of both bad management and market realities. 50 years ago, when you had just American companies, there was plenty of room to support a variety of brands. Now, we have so many import brands that having companies with 15%-20% of the market rolling out a half dozen or more brands just doesn't make sense.

GM used to sell a million Pontiacs a year, and recently they were down to maybe a couple hundred thousand. Fewer cars, for a whole brand, than Toyota sells just Corollas. Pontiac was the larges too, they sold fewer Saturns, and even fewer Buicks.

The down side is that they tend to alienate the brand loyal buyers. However, if the brand loyal buyers are not enough to keep the doors open, then they are not helping much anyway.