1913 Oldsmobile Model 53 5-Passenger Touring (by Rothschild & Co.)
Representing an important transition in automotive history, the 1913 Oldsmobile Model 53 helped reposition the brand for mainstream success. Following the extravagant Limited model with its massive 707 cubic inch engine and steep $6,300 price tag that had nearly sunk the company, this more sensible offering featured a 380 cubic inch L-head inline six-cylinder engine producing 50 horsepower. The elegant Rothschild & Co. aluminum body sat atop a 135-inch wheelbase chassis supported by semi-elliptical leaf springs and mechanical two-wheel brakes.
Priced at approximately $3,300, it proved far more accessible to buyers while still conveying prestige with premium features like a German silver radiator, Carl Zeiss headlight lenses, and luxurious leather upholstery. This strategic shift in Oldsmobile’s product line worked brilliantly—within three years of introducing models like the 53, company sales rebounded dramatically from barely 1,000 vehicles annually to over 10,000, establishing the brand’s enduring position in the medium-priced automobile market that would continue for decades.
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