Olds Motor Works’ well-priced, reliable runabout was the bestselling car in America from 1902-1905. Despite its popularity, automobiles were not a significant player in the transportation world. In 1903, 4000 people bought Oldsmobiles, but more than 900,000 bought buggies and carriages.

Many would-be customers balked at the high price of an automobile.

Oldsmobile offered a popular counterargument in a 1903 advertisement. The car required $35 in gasoline for a year of operation, while a horse needed $180 in food. What's more, the car only used gas when it ran, while a horse had to be fed whether it worked or not.

Motorizing society

Carmakers sought customers beyond private owners. They saw lucrative potential in motorizing police departments, fire departments and other municipal agencies. This 1906 advertisement from Oldsmobile promotes the car's use by the Boston Fire Department. There is an implied message, too: If the Oldsmobile can handle rugged fire service, think how well it can serve your everyday needs.

Publicity stunts

Olds also was the first to use publicity stunts to market his vehicles. To draw attention to his vehicles in those early days, Olds commissioned a young associate, Roy D. Chapin, to drive a Curved Dash Olds to New York for an appearance at the 1901 New York Auto Show.

Chapin left Detroit on Tuesday, Oct. 29, 1901. He went 278 miles through Ontario to Niagara Falls, an amazing performance. On Friday he encountered heavy rains between Syracuse and Albany. The muddy roads were nearly impassable, so Chapin asked about driving on the level and well-finished roads along the Erie canal (used by mules to pull barges). He was told he would be jailed if he used it! Nonetheless, fifteen minutes later, he pulled the little Olds onto the all weather road that stretched along the canal to the horizon.

On Manhattan's Fifth Avenue, only blocks from the Waldorf-Astoria, he swerved to avoid hitting a man who stepped in front of the Olds. The car hit the curb and deformed a wheel. Chapin bent it back as best he could and drove on.

Success from Olds test driver who later headed Hudson Motor Car

Roy Chapin, (who would later head the Hudson Motor Car Co. and whose son, Roy Jr., would head American Motors Corp.), had completed the longest automobile trip that had been made in the USA up until that time. Ransom Olds was waiting in the lobby of the hotel to greet him, but Chapin -- covered with grease and dust -- was ordered by the doorman to use the service entrance at the rear of the hotel.

New York to Portland in 44 days

In 1905, two Oldsmobiles competed in an east to west transcontinental race from New York City to Portland, Oregon. In the photograph Dwight B. Huss navigates "Old Scout" through Iowa's flooded Skunk River. Old Scout won the race over his competitor "Old Steady" reaching Portland in forty-four days.

Moving away from the Curved Dash

The Curved Dash runabout made Oldsmobile a success, but some customers wanted something more modern than the little runabout's decidedly carriage-inspired look. Oldsmobile's "French Front" touring model featured a long hood out front, just like sophisticated import automobiles. But the Olds hood was largely for show -- the one-cylinder engine still sat under the seat. (1905)

When early backer Samuel L Smith wanted to produce a more expensive car to serve the burgeoning luxury market, Olds quit and formed REO Motor Car Company in 1905.

In 1908 Oldsmobile was acquired by William Durant and became part of the new General Motors Durant was building. Oldsmobile was integrated into the General Motors empire and gradually emerged as an upscale sporty and experimental car.