First introduced in 1941, the flagship of the Oldsmobile lineup was the Ninety-Eight, the “9” representing Oldsmobile’s larger Series 90 body and the “8” its straight-eight-cylinder engine. By 1963, the car had evolved considerably, but it remained Oldsmobile’s top-of-the-line offering. This example, up for auction at ACO Auctions in Milford, Connecticut, with a current bid of just $3,000 and 44,000 believed-original miles, looks downright beautiful. A warm thank you to Curvette for the tip!
The straight-eight gave way to the Rocket V8 in 1949, and Oldsmobile kept the Rocket name alive for decades, with its V8 engine family surviving through 1990. Calling the 307-cubic-inch V8 of the 1980s a Rocket seems more like marketing than anything else, particularly since GM engines were routinely shared across divisions by then. In 1963, however, the Rocket name was certainly deserved. With a numbers-matching 394-cubic-inch V8 producing 330 horsepower and 440 lb-ft of torque through a four-barrel carburetor, our featured car was one hot Olds.
But more than anything else, Oldsmobile still leaned into the comfort and luxury of its flagship when selling it. “The car that spells ‘LUXURY’ with capital letters” was one of the Ninety-Eight’s advertising pitches in 1963, and, same as the Rocket engine, this car certainly lives up to it. Blue over blue, with Ninety-Eight spelled out in script along the sides and rear, a three-speed automatic transmission effortlessly handles the Rocket’s output. The original interior looks great, save for a few small tears in the front seat, while the back looks pristine, like something straight out of a 1963 sales brochure. All it needs is a middle-aged woman sitting sideways in the back seat, smiling at the camera. Underneath, the car looks clean and dry, the body panels appear straight, and the paint still shines. Out back, distinctive cathedral-style taillights lend a somewhat Cadillac-like appearance, a design that would become more squared-off as the decade progressed.
With just three owners over its lifetime, the only reported modification is the installation of Vintage Air, which looks tastefully integrated and should make this Olds considerably more comfortable on the road. The car cost roughly $4,400 new in 1963, equivalent to about $48,000 today. Hagerty values a #3-condition 1963 Ninety-Eight at $13,000–$20,000, while stepping up to #2 condition bumps that range considerably to $24,000–$34,000. I could see this one fetching the lower end of #2 money, but perhaps someone will get lucky and take it home for a #3 price. Will that someone be you?
Thanks Sam and Curvette, what a great looking car, I’m gonna watch the bidding.
Beautiful car! My grandmother had a 1970 Ninety Eight in the same color scheme. It was one of the nicest cars I’d ever ridden in.
When I was growing up, my Aunt Edna who lived next door had a Ninety Eight that looked just like this one. Beautiful car. She traded it in 1968 for a Buick Electra 225 in the same color scheme.