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Olds has been pretty much screwed for a long time. First, they flooded the market with rebodied Grand Ams (Cutlass Ciera, Alero) which gave them a reputation of being for old farts who can't afford a Buick or Cadillac. Then, they couldn't go sportier because they'd encroach on Pontiac, or more luxurious becuase then they'd be stepping on Buick's territory.
I really liked the Toronado and Aurora, but everything else pretty much sucked.
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