A rocket ride to oblivion…
August 7, 2008 by PCKStudio
…and a trade that rocked the world.
Twenty years ago this week, the Edmonton Oilers traded Wayne “The Great One” Gretzky to the LA Kings, marking the day that Hockey stood still. August 9, 1988 is a date that still elicits a response in any Hockey fan, and for good reason. I’ll throw in another date: December 12, 2000, the day that GM announced that they were pulling the plug on Oldsmobile. Two very different events with very different outcomes… yet, they share a few key things in common, and a valuable lesson that a carmaker could have learned from a Hockey player.Consider the impact that Gretzky had on the game (if not a community): 1851 points… 200+ points in each of four seasons… 92 goals in ONE season! (hell, being a Sabres fan, I have to point out that Alexander Mogilny came close once… at 76 goals in the early ’90’s) Take a moment to fathom that, then, consider that his record has stood since being set in the ’81-’82 season. The man’s photo should appear in the dictionary under the word “Hockey”. I could spout off stats here, but you can find those easily enough… Suffice to say, he dominated the game on the ice. Yet, what he did OFF of the ice would forever change the game as well.In 1988, the Great One was traded to the LA Kings.The deal was monstrous to begin with, but the terms were astounding in their own right: The Oilers gave up the league’s reigning superstar for $15 million, three number one draft picks, Krushelnyski, McSorley, and negotiating rights to minor league defensemen, along with LA’s Jimmy Carson (a recent pick who just put up 55 goals).Take a second to drink in that trade.Not only was that big money in ’88, but it broke up a team that had “dynasty” written all over it… If you’re a Hockey fan, then you know all about the Oilers of that era, with Grant Fuhr, Jari Kurri, Mark Messier… Man, I remember collecting cards and stickers of those guys like they were gold (in some cases, they were… Remember the gold foil stickers?). To take Gretzky to LA?! What were they thinking?Granted, number 99 in Los Angeles wasn’t the ticket to a cup victory (or a dynasty) on ice… But what the deal did for the
sport itself?! Far-reaching and dynamic are two words that scratch the surface… Barely. Here was an uber-talent, wrapped in a marketing dream. Great personality, incredible with words, and a look that could move product. His assimilation into US pop culture was the stuff of legend. Consider: If, like me, you grew up in the ‘80’s, you knew Gretzky (even if not from Hockey) from ads for Campbell’s, Coke, Ford, American Express, an action figure, hell… the guy even had a Saturday morning cartoon with Bo Jackson and Michael Jordan! (remember “Pro Stars”?) Add to his clout an ambassador status, bringing the game to numerous new fans… A fact to ponder: When Gretzky hit US soil as a player, there were 15 franchises of the NHL in the US. Today, there are 24. Talk about opening a market!Back to Oldsmobile for a spell here… Consider that in 1897, the carmaker was forging ahead, pushing design and technical innovation to create a dynamic new car. It was to become GM’s shining star, the brand that pushed innovation for the corporation. Being GM’s “innovation brand” meant that other carmakers would often study their products, and attempt to mimic them. Not only was Oldsmobile the first mass-produced car (the 1901-1904 Curved Dash), but was the first with an automatic transmission (1940 – the Hydromatic), the first overhead valve V8 (’49 – also leading the way with a hardtop and wrap-around windshield that year!), the first turbocharged engine in an American car (’62!), the first front wheel drive car in America (the ’66 Toronado), and so on… Ponder this: in the 50’s and ‘60’s, makers like Mercedes would buy and dissect Oldsmobiles (and other GM cars) to see what made them tick. At the time, there was truly no substitute for an American car.
Oldsmobiles were the choice of the techie crowd… they had the advanced features, and appealed to the more technologically hip consumer. Olds and GM capitalized on this for a bit, but then lost the vision somewhere along the way. Rather than build on a success (see Gretzky above), GM stuttered, and down-graded the brand to compete with foreign cars on their own level. Rather than push the envelope, and allow Oldsmobile to bloom into the leader in technology and design for GM, they pulled funding from the coffers for projects like Saturn, among other things. (don’t get me wrong here— Saturn is a fine make, and having worked for Saturn, I am grateful for the food and shelter my career there provided… just still suffering the “WHY??!!” over pushing Saturn into Oldsmobile territory, and giving the little plastic-clad cars all of the cool advancements) GM dropped the ball, and took what should have been a bright Oldsmobile future, with great new cars that would have rivaled Lexus, BMW and their ilk, and let it slip into the old folks home of the corporation. One notable exception was the Aurora (I have a very soft spot for the first-generation units… Remember the first time you saw the ‘95’s… Man were those cool when new!), which led the way 20in innovation, and sat at the crossroads for a trek back to greatness… yet, sadly, it seems that the higher-ups were too busy looking into overpriced, oversized SUV’s to haul fat-ass suburbanites around the mini malls. By the time that last Alero rolled off the line on April 4, 2004, the fire was definitely gone. The rocket was more of a lawn dart, sadly…
Adding insult to injury, GM decided to kill off more jobs and cars with potential to concentrate on… Trucks.At the start of a new environmental awareness, the good General concentrated on big old SUV’s, targeted at vacuous housewives who have no clue how to drive them. Another well thought out plan. Rather than attack the future and hold an upper hand, doing some good for the entire brand, they concentrated on one small niche, which ironically, has become the proverbial Achille’s heel of a car-making giant. Presently, they have no true marquee in brand that does what Olds once could. Who’s to say that Oldsmobile may have been the leverage point for GM in the escalating hybrid wars? I’d like to entertain that notion. Had they stayed on path, who knows? We may have seen George Clooney cruising a Cutlass versus a Prius.Consider the effects of the Gretzky trade, when applied to the Oldsmobile (and subsequent GM) debacle: While Edmonton sacrificed a pillar of their team, they still managed winning seasons and a Cup victory, and gained a fairly stable ground (player-wise, not so much owner-wise) to build on. Bigger than that, Hockey itself won, big time. By allowing a great talent to continue down a road that he himself forged, great things happened all around. Had number 99 stayed in Edmonton, I have no doubts that we’d have seen a number of Oilers Stanley Cup years… it’s a given. Yet, what that trade accomplished for the future of the sport was incredible. Am I suggesting that had GM invested resources into allowing Oldsmobile to progress on the brand’s original course that it may have had a similar effect on the corporation at large? You bet your ass I am.All told, I’ll bet that there will be a moment of silence this week as Edmonton fans and residents recall the day the Great One left the Great White North… and that, at the same time, a few tears will be shed by GM shareholders as they look back on the rocket ride that could have been…Need more insight and opinion? Just want to look at cool pictures and hot rod designs? Head on over to PCK Studio at www.problemchildkustoms.com.
American auto makers have had plenty of time to fix their market. We can go back to the first gas crunch when the Japanese auto makers started to make their mark on American soil. How did we respond, we came out with the pinto, the vega, the monza, the luv, the pacer to name a few. And we all know that reputation, plus a-lot of them smaller American autos still had a Japanese motor in them. Whats that say to the American people? In 1996 GM came out with the first production electric vehicle EV1 and they did nothing with it and revolted back to the “Big American Dreams” the bigger the better and that stuck up till this last year. Now we get hit with another gas crunch and American auto makers are forced to close down most of their Big SUV and Truck factories killing American moral and dreams.
Awesome blog Brian…..sheds two tears because Gretzky got sent to the Red Wings giving the bragging rights and momentum for years to come.
Is it my imagination or is there no mention of that Olds version of the corvette? That’s the coolest pic in the article!
Yea, another funny thing is KIA trying to build this at this juncture in time:
http://www.kia.com/borrego/
Not all that shocking, really. Are you aware that Kia’s chief designer is Tom Kearns, who was, until recently with GM (most notably Cadillac) ? He’s the same guy who oversaw the CTS, and also acted as GM’s “Chief Designer of Brand Character”.
So, in all honesty, knowing that pretty much takes away any feeling of shock in my book, anyway.
…and on the Olds concept, it was simply placed as a way to illustrate their lost forward-thinking approach. The car is the 1954 F-88 concept car, and has some great history as not only a GM Motorama car, but also as having sold for a (then) record $3M in 2005 at Barrett-Jackson. The article wasn’t about the car, and adding info like that to the article would have side-tracked the message. To me, the coolest pic is actually the last Alero leaving the line… It’s ironic that this was considered the “last”, when you could still walk into a Buick dealership and purchase the car today… re-badged and re-bodied, of course…. And THAT sums up the meat of the story in one shot!
Thanks for looking in, and for the comments!