Oakland was the fourth vehicle manufacturer to be acquired by GM founder William Durant. Mr. Durant was drawn to Oakland by its background in the carriage business.

The Model 40 Tourer was introduced in 1909 and was the company's first four-cylinder car, sharing the production line with the 2-cylinder Model 20. The following year, all Oaklands had become four-cylinder cars, and the slogan 'Cars with a Conscience' became the theme.

By 1932, the Oakland Motor Car Company was absorbed by its offspring, to become the Pontiac Motor Company.

The Model 40 was powered by a 316 cubic-inch four-cylinder engine delivering 40 horsepower. The base price in 1909 was $1,600.

by Dan Vaughan