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3021st Century Orphans to be featured at IOLA ’12Story by Phil Hall“Twenty First Century Orphans”holds down the theme role for the 2012Iola Old Car Show and Swap Meet,scheduled for July 12-15. It salutes thedomestic brands of motor vehicles thathave been discontinued in the first decadeor so of this period: Plymouth,Oldsmobile, Pontiac and Mercury.Saturn and Hummer have also fallenby the wayside, but those brands’ lifespanfalls outside the time frame encompassedby the show.The death march in the period isthe most prolific since the 1950s whenFrazer, Crosley, Henry J, Kaiser,Nash, Hudson and Packard all left themarketplace.If you have a stock-condition Plymouth,Oldsmobile. Pontiac or Mercuryup to 1982 and want it to appear in thefeature display area, submit a photo tothe address below.First to go of the theme quartet wasPlymouth. DaimlerChrysler gave it theax and the 2001 Neon was the last tocarry the nameplate.Plymouth started in 1928 as the lowpricedleader of Chrysler Corp. Earlymodels, which were 1929s, went by theIOLA’12 will features 21st Century orphans, which includes Plymouth, Oldsmobile, Pontiac andMercury, the latter illustrated here by a 1940 Mercury convertible coupe.Chrysler Plymouth name. Plymouthwas popular from the start and likelysaved Chrysler Corp. from the wrath ofthe Depression.Commercial vehicles (trucks) appearedunder the Plymouth banner attimes. In the 1970s and beyond, importsfrom Mitsubishi also carried the Plymouthnameplate.Plymouths carried conservative stylingin the first quarter century of production,but V-8 power and fins spicedit up in the mid-1950s. As muscle andpony cars took hold in the 1960s, Plymouthwas well prepared with the likesof Barracuda, Road Runner, GTX andeven the winged 1970 Road Runner SuperBird.Plymouth followed market themes inthe 1970s and beyond with Volare, Horizon,Reliant K, Voyager minivan andSundance, but increasingly, the brandbecame just a slight variation from itsDodge counterparts. A notable exceptionwas the 1990s Prowler two-seater,which spent its last days with a Chryslerbadge.Oldsmobile, America’s oldest brandat the time, was next on the block. Datingback to 1897, well before the formationof General Motors, its demise wasannounced in 2001. The last Oldsmobilebuilt was the 2004 Alero, which sawmuch service in rental car fleets.Reviewing the history of Olds alonecould fill this program. Once part ofGM, it settled down right in the middleof the GM stepping stone list of brands.Trucks were part of the lineup in the1910s and then returned late in Olds’lifespan.Oldsmobile held down the experimentalrole at times with fully automaticHydra-Matic released to the public for1940, the Rocket overhead-valve V-8 for1949 and its happy home in the lowerpriced88, a shared aluminum V-8 in the1961 F-85 compact, early turbochargingin the 1962 F-85 Jetfire and front-wheeldrive in the 1966 Toronado all taking achance.Olds played in the muscle car warswith the likes of the 4-4-2 and later theHurst/Olds, but didn’t get into the ponyparade.Oldsmobile Cutlass sales paced themarket for a number of years starting inthe 1970s, and dealers signed on. Whensales began to fall after a front-wheeldrive conversion, it left too many outletsfor too few cars andhelped seal the fate of theOldsmobile Division.Pontiac took over forGM’s fading Oaklandbrand and starting withthe 1926 models, helddown “step two” in thecorporation scheme ofthings.Pontiacs were conservative,but sold well.Flathead-six and straighteightengines were offeredthrough the 1954 modelyear. For 1955, new boldstyling and V-8 powerchanged Pontiac’s image,and in 1956, new generalmanager Semon “Bunkie”Knudsen shook things up.High-performance engines,Wide Track chassis,Grand Prix personal carsand really great advertisingfollowed. All boostedPontiac’s fortunes.A GTO option for theintermediate Tempest
and the Firebird pony car and its Trans-Am versions all kept the fires burning in the1960s and beyond.Pontiac would probably still be with usif it were not for the government takeoverof General Motors in 2008 and the impendingbankruptcy. GM was ordered to reduceits nameplate roster and Pontiac (alongwith Saturn and Hummer) went down. Thenewest Pontiac was the 2010 Vibe. Productionof the last Pontiac, the 2009 G6 sedan,ended that year.As of this writing, the last brand intothe sunset has been Mercury. Ford MotorCo.’s middle nameplate started life in 1938as a 1939 model, with the initial examplesbearing the Ford Mercury name. During itslifetime, Mercury shared mechanicals andbody structure with Ford and occasionallyup-market Lincoln.Though customizers and hot roddersquickly took to Mercury vehicles and power,the brand spent most of its life lookingfor its own image.The 1949-’51 models shared bodies withsmall Lincolns, the 1957-’60 offerings hadtheir own structure (if you don’t count Edselfor 1958) and from 1961 on, Ford brandparentage became the rule.Mercury was not without performancehighlights, such as the full-sized Marauder,Cyclone intermediates and Cougar ponybrigade.Imports appeared at times and later, likethe competition, truck-like machines populatedthe lineup as the 1990s proceeded, andbeyond.Sales dwindled as the 2000s progressedand fancy trim on a Ford product was aboutall there was left to define a Mercury. Theend was announced in mid-2010 and productionwas supposed to stop within a fewmonths, but 2011 models were producedwith the last, a Grand Marquis, being builtat the start of this year.Planning for the 2012 Iola Old Car Showis already underway with the selection ofposter cars to illustrate the theme ongoingat this time. With four brands to illustrate,the show poster should be interesting to assemble.If you have a Plymouth, Oldsmobile,Pontiac or Mercury that you thinkwould make the grade, contact the showoffice at P.O. Box 1, Iola, WI 54945; call715-445-4000; or e-mail at information@iolaoldcarshow.com.The poster photo shoot will be done byfall 2011. Vehicles selected must be in stockcondition with only correct period accessories.Selection of poster cars will be madeby the Wisconsin Chapter of the Society ofAutomotive Historians.Hidden Waters Golf Course & BarE4480 HWY 22 & 54 Waupaca, WI 54981 (715) 258-5054The new BOOMER TM 8NREW MOTORS, INC.N9705 HWY 45Birnamwood, WI 54414Phone: (715)449-2524Fax: (715)449-3209www.rewmotorsinc.com31
Page 4 and 5: Welcome to the 2011 Iola Old Car Sh
Page 6 and 7: Food ServiceWednesdayLOWER FOOD STA
Page 8 and 9: Iola Old Car Show information basic
Page 10 and 11: FIND SOMETHING FOREVERYONE UNDER TH
Page 12 and 13: Tips to enjoying the Iola Old Car S
Page 14: Call and we’llcome rollin’!1.80
Page 17 and 18: Full Locksmith Service At The ShowN
Page 19 and 20: NOW SERVING BEER!!!FreeWI-FI PiesCr
Page 21 and 22: 2011 GRAND PRIZE• 24’ w x 24’
Page 23 and 24: See us at SpacesAH17 - AH18Our ATM
Page 26 and 27: 43rd AnnualSCANDINAVIACORN ROASTWEE
Page 28 and 29: George Collar and Bob Brown’s 195
Page 32 and 33: 32We are a full service,independent
Page 34 and 35: Recycle at theIola Old Car Show!Sup
Page 36 and 37: Best Western Wittenberg Inn andNort
Page 38 and 39: Vendors listed by classifi cation/s
Page 40 and 41: Pre-registered swap meet vendors401
Page 42 and 43: Pre-registered swap meet vendorsDie
Page 44 and 45: Pre-registered swap meet vendors44K
Page 46 and 47: Pre-registered swap meet vendorsPer
Page 48 and 49: Pre-registered swap meet vendorsUph
Page 50 and 51: Dear Car Show participant:We would
Page 53 and 54: HWY49HWY49TOIOLAJohanson Rd.TOSCAND
Page 56 and 57: JOHN HAFERBECKER(715) 592-6565POINT
Page 58 and 59: Special exhibit1972 Dodge Demon . .
Page 60 and 61: Blue Ribbon Entries1942 Plymouth Sp
Page 63 and 64: HAGERTY’S PARTRTS SPECECIAIALISTW
Page 65 and 66: FOR A JOB DONERIGHT!The PeoplesChoi
Page 67 and 68: 1971 Chevrolet Monte Carlo . . . .
Page 69 and 70: Iola Theme 2011By Phil Hall“Delig
Page 71 and 72: SUNDAESFLURRYSTURTLESFLAVORBURSTS19
Page 73 and 74: LimitedEditionIOLACollectibleCarBan
Page 75 and 76: 20 th September 16-17-1817th“Anti
Page 77 and 78: Dr. Jeffrey Byers & Dr. Mary Jo Bye
Page 79: Startedin2008,“TeamedtoLearn”of
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FredBeyer,FounderofHotRodHighserves
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DanFiedlerwasraisedinthesouthsideof
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The Bumper BoyzAUTOMOTIVE CHROMEPLA
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AAdvanced Custom Chrome ...........
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Tools For WhatDrives YouIt’s 2 a.
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