Prices head up as Olds heads out

Oldsmobile has whittled the number of models it offers as well as the number of dealers in preparation for closing its doors and leaving the automotive scene in the 2004 calendar year.

But that hasn’t stopped the General Motors division from raising prices on what it has left.

“We are not selling distressed merchandise,” said Olds spokesman Gus Buenz. “When GM decides to raise prices across the board, we’re included until we shut our doors.”

The last vehicles it will build and sell are the Alero sedan, Silhouette minivan and Bravada sport utility vehicle.

Not only did Olds boost prices for the outset of the 2003 model year in the fall, but it also has kicked them up again at midyear.

Given the popularity of SUVs, the Bravada, for example, was increased by $375 in both two- and four-wheel-drive versions for the start of the ’03 model year and has gone up an additional $275 for midyear. That’s a total increase of more than $600, to a starting price of $32,845, from the end of the ’02 model year.

The V-6-powered Aurora sedan was dropped for ‘03, but the V-8 rose $60 at the start of the model year and $220 at midyear to start at $34,300. It will be dropped at the end of the model year.

Some of the midyear boosts were small, such as a $60 increase on the base Alero and $35 on the base Silhouette minivan. However, at the start of the model year the Alero was increased by $330 and the Silhouette by $160. They now start at $17,785 and $27,856, respectively.

Buenz said that although Olds’ demise is common knowledge, sales have been good.

The brand sold 155,000 vehicles last year, down from 233,000 in ‘01, “but that’s 155,000 with two fewer cars, the Intrigue and Aurora V-6, and with 800 fewer dealers who have already closed,” he said.

Those 155,000 sales top the totals by Lincoln (150,000), Volvo (110,000), Infiniti (88,000), Audi (86,000) and Jaguar (61,000), which will remain in business.

Sales also have benefited from the same incentives offered by the other GM divisions.

To further encourage buyers, Olds offers a special five-year, 60,000-mile GM warranty that will continue to be honored at other GM dealerships after the division closes.