In 1973-based largely on a redesigned Cutlass lineup that was enthusiastically received by the buying public-Oldsmobile grabbed a solid hold on third place in the industry sales standings. A total of 938,970 sales was an all-time model year high.

The totally new Cutlass series cars were based on extremely clean styling, good engineering and Oldsmobile's traditional reliability. Gone from the Cutlass grouping was the convertable, town sedan and the Vista Cruiser wagon.

A new front styling treatment featured seven-inch single side headlamps, new energy absorbing bumpers and bottom hinged grilles which retracted with mild front impact. The rear Cutlass design featured large verticle taillamps. Front disc and rear drum brakes were standard on all Cutlasses.

The gas crunch was starting and economy was getting the nod over sporty looks and performance. The trend was set in the early seventies and by 1973, the industry was getting serious.

A pair of special packages were offered in the Cutlass group: the 4-4-2 and Salon. The 4-4-2 by this time had been reduced to an appearance and handling option. It came optionally on Cutlass and Cutlass "S" coupes. If you opted for the W-29 option you got the 4-4-2 package which included: Body-side and deck-lid numbers, special grille, hood louvers, and stripes on the hood, fenders, and deck lid, plus rocker-panel and wheel-opening moldings. Rallye suspension package (also included): heavy-duty front and rear stabilizer bars, higher rate springs, heavy duty shock absorbers with 14x7” wheels. Available with any Rocket V8 engine. It all looked good, and the 442 performance enthusiast could dream. It was a $120 deal.

Two highly-detuned versions of the 455 were available, but both were a far cry from their earlier 10.5:1 compression ratio brethren. Buyers could choose from the L-77 270nhp and L-75 250nhp versions, which performed impressively under low-compression constraints.

Even though the car maker expected sales to go down, that didn't happen. The 442 production total for the 1973 model year was 10,137, the highest since 1970, and a production peak not topped until 1977.

Buyers were not the only ones who recognized the outstanding nature of the all new Cutlass models as Car and Driver Magazine named the Cutlass as the best family sedan in 1973. On the corporate side of things both Olds and Fisher Body announced a major 3-year expansion program in Lansing, Michigan to add more than 1-1/2 million square feet of floor space. In November of 1973 John Baker was named Olds general manager replacing Howard Kehrl who moved up the corporate ladder. Just a month later Baker, who came to Oldsmobile from GM operations in Canada, died.