Oldsmobile, like its corporate cousin Cadillac, got its start in the automobile business building light, economical 1-cylinder cars. The famous Curved-Dash Olds proved rugged and robust, quickly becoming America’s best-selling model. Company founder Ransom E. Olds believed long-term success lay in small, low-priced cars, but boardroom disagreements led him to leave and start REO. Meanwhile, Oldsmobile’s models grew in engine size, wheelbase and price.
By 1909, the Curved Dash was history, and Oldsmobile had a new owner — William C. Durant’s recently formed General Motors. Durant acquired the company after its “big car” strategy caused sales to fall from 1906 to 1908. He ordered a low-priced model, the $1,250 Model 20, which accounted for over 80% of Oldsmobile’s 1909 output and revived the brand’s cash flow.
However, instead of continuing the Model 20 in 1910, Durant reversed course and introduced a new line of luxury cars, led by the Limited — an enormous vehicle unlike anything seen on American roads before or since.
For 1911, the Limited grew even larger, adding eight inches to its wheelbase for a total of 138 inches. Curb weight exceeded 2½ tons, and a new 707-cubic-inch T-head 6 replaced the earlier L-head engine. With its massive engine and wheels, the Limited cruised easily at 70 mph.
Stan Lucas’ Oldsmobile Limited, numbered 75017, is one of the earliest known survivors of the 1911 model year, which has chassis numbers ranging from 75000 to 75250. This majestic 7-Passenger Touring car also boasts a well-documented history tracing back to its original owner, Jacob W. Moerschel Jr. of Jefferson City, MO.
In 1945, famed tenor and car collector James Melton acquired the car from Nebel Motor Co. and had it restored in a remarkable five-day turnaround for participation in the 1946 Firestone Cavalcade at the Indianapolis 500.
In 2000, the car changed hands again when it was offered by the Browning Estate at Christie’s Pebble Beach Auction. Stan Lucas emerged as the winning bidder, paying a then-record price of $644,000 — over triple the low estimate. In 2006, Lucas entered the Limited at the Pebble Beach Concours d’Elegance, where it earned the prestigious Ansel Adams Award, presented to the most desirable touring car of its era.
Over its nearly 115-year history, this Oldsmobile has never been modified or significantly altered. It remains in remarkably original condition, featuring low mileage and numerous hallmarks of originality.
(Introductory description courtesy of Gooding Christie’s.)
