10 Forgotten Auto Brands That Were Once Everywhere
Once-dominant car brands like Pontiac, Plymouth, and AMC roared down highways and packed dealerships, but shifting markets and corporate decisions sent them to the scrapyard of history.
- Alyana Aguja
- 4 min read
Now-legendary auto brands such as Pontiac, Plymouth, and AMC were once the icons of the highway, overwhelming roads and racing circuits with their radical designs and cult classics. However, changing consumer tastes, economic woes, and corporate overhauls caused their downfall, leaving only nostalgia and a few classic survivors. Although these brands no longer exist, their presence remains in auto culture, collector communities, and the genetic code of contemporary car makers.
1. Pontiac (1926–2010)
Image from Autoshippers
A once-household name in American muscle vehicles, Pontiac was known for legends such as the GTO, Firebird, and Trans Am. The marque was GM’s performance brand, catering to drivers seeking speed and flair at a reasonable cost. However, the 2008 financial meltdown caused GM to axe Pontiac, and despite its devoted following, it was phased out in 2010.
2. Oldsmobile (1897–2004)
Image from Top Speed
One of the oldest American car companies, Oldsmobile, invented the assembly line even before Ford. It was the first company to sell more than a million vehicles in one year and created innovations such as the automatic transmission. However, as GM reorganized its lineup, Oldsmobile couldn’t define itself, so it was discontinued in 2004.
3. Mercury (1938–2010)
Image from Ford Corporate
Conceived as a mid-range car offering premium vehicles from Ford and Lincoln, Mercury was designed to provide luxury cars at affordable prices. The Cougar and Grand Marquis had loyal followings, but in the 2000s, Mercury became unnecessary with Ford’s lineup. Sales plummeted, and Ford discontinued the brand in 2010.
4. Plymouth (1928–2001)
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Chrysler’s affordable Plymouth model was a popular option among families and young drivers. The Barracuda and Road Runner were muscle car legends, but in subsequent years, Plymouth models were nothing more than rebadged Dodges. With flagging sales and no defined market niche, Chrysler shut down the operation in 2001.
5. Saturn (1985–2010)
Image from Car and Driver
GM introduced Saturn to compete with Japanese imports, offering no-haggle prices and customer-friendly dealerships. The brand was successful in its early years with its polymer-bodied subcompacts, but a lack of innovation and GM’s financial woes caused it to be shut down. Saturn’s different way of selling cars and treating customers is still revered by enthusiasts.
6. Saab (1945–2012)
Image from Wikipedia
This quirky Swedish company paired unusual styling with turbocharged power and a safety reputation. Famous for models such as the 900 and 9-3, Saab had a loyal following but faltered in the hands of GM. Following GM’s sale to a smaller firm that couldn’t keep it going, Saab closed shop in 2012.
7. AMC (1954–1988)
Image from Car and Driver
American Motors Corporation was a perennial underdog marque that produced eccentric but endearing vehicles such as the Gremlin, Pacer, and Jeep Wagoneer. It was the final standalone American automaker before being acquired by Chrysler in 1987, primarily to obtain Jeep. After AMC was absorbed, its own vehicles disappeared, with Jeep being its sole enduring legacy.
8. Studebaker (1852–1967)
Image from Classic Auto Mall
Originally a wagon maker, Studebaker successfully adapted to automobiles and produced classics such as the Avanti and Commander. However, the firm struggled with financial difficulties in the 1950s, even with innovative designs. Following a long decline, Studebaker shut its final factory in 1967.
9. Datsun (1931–1986, 2013–2022)
Image from USA Today
Datsun, Nissan’s global brand, became a household name in the 1970s with fun-to-drive, affordable cars such as the 240Z and 510. The company phased out the name in 1986, reverting to its own badge, but brought it back in 2013 for emerging markets. Weak sales caused Nissan to phase out the brand once more in 2022.
10. Hudson (1909–1954)
Image from Wikipedia
Hudson was an innovator in automobile design, pioneering the “step-down” configuration that made handling and safety easier. It had its NASCAR dominance in the early 1950s with its Hornet model, but money woes saw it merge with Nash to create AMC in 1954. The Hudson name soon vanished, although its legacy thrived in American Motors’ early days.