Word: cutlasses
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Dates: during 1990-1999
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...decade and then underwent massive reorganizations. The fork in the road goes back to those restructurings in the mid-1980s, which had an impact that can be seen clearly in the fate of two high-volume products: GM Europe's VectraCavalier and the domestic company's Oldsmobile Cutlass Supreme. The Olds, which posted sales of 334,000 in 1984, plummeted to 99,898 by last year...
Under the reorganization, the Cutlass Supreme was subsumed into the $5 billion GM-10 project, which also developed versions of the Buick Regal and the Pontiac Grand Prix, all of which shared components with one another. In spite of GM's huge investment in retooling and reorganization, the result was a car line that has failed to excite consumers. Further weakened by a slumping U.S. auto market, the Olds Cutlass has turned into a money loser...