The Pontiac brand seems to have lost its way and its identity these past few years. We all remember the exciting years of Pontiac’s history, starting in the late 50’s with Pontiac’s participation in auto racing and the introduction of the Bonneville in 1957. Their reputation as the “excitement” brand of GM was never more justified than during the introduction of the GTO in 1964. Amazing innovation that catalyzed the baby boomer generation to want this new type of automobile, a “Muscle Car!” It was too cool for words, only the music of the times could capture its spirit. Every other carmaker tried to copy it.
Only a few short years later in 1967, Pontiac offered the Firebird. But it was an “also ran”, eclipsed by its Chevrolet counterpart, the Camaro. Pontiac’s other models began to suffer from lack of individuality as well. To be fair, GM was doing it (and continues to do it) across the whole lineup, trying to sell the same car, SUV or truck as a Chevrolet, a Buick, an Oldsmobile, Pontiac or Cadillac. Rebadging the same car or truck with different trim levels. As the muscle car era reached its zenith, Pontiac had already given up the edge of being the innovator. Even Buick produced a better muscle car in the GNX.
Only a few short years later in 1967, Pontiac offered the Firebird. But it was an “also ran”, eclipsed by its Chevrolet counterpart, the Camaro. Pontiac’s other models began to suffer from lack of individuality as well. To be fair, GM was doing it (and continues to do it) across the whole lineup, trying to sell the same car, SUV or truck as a Chevrolet, a Buick, an Oldsmobile, Pontiac or Cadillac. Rebadging the same car or truck with different trim levels. As the muscle car era reached its zenith, Pontiac had already given up the edge of being the innovator. Even Buick produced a better muscle car in the GNX.
A big part of GM’s problems has been their reluctance to develop new things. Perhaps the best example of that is their approach to engines. The rest of the world long ago recognized that dual overhead cams and four valves per cylinder were necessary to compete. Performance improvement in terms of horsepower, torque and fuel efficiency were very quickly realized with these modifications. GM can’t seem to get there. They are still making the 3.8 liter V6 pushrod engine more than 30 years after it was introduced. Their flagship V8, the 350, is not significantly different than its original ancestor, the 265 V8 introduced in 1955. And their sales continue to suffer as a result of these and other failures to keep up. They can’t seem to make a cheaper, less expensive car that doesn’t look and feel cheap.
Recently, Pontiac tried to reintroduce the GTO. That is actually a bit of an overstatement. Pontiac did the worst marketing job I have ever witnessed for introducing a new car. The car itself is quite a performer, even with the latest version of the 1967 era 350 cubic inch V8 engine. It is quick, powerful, and nimble. But it is almost invisible. There is nothing about it that is visually or viscerally exciting. GTO’s of the past had a street presence, even the Firebird TransAm finally became distinctive, almost gaudy. Other than the most subtle of hood scoops, it is hard to distinguish a new GTO from any other anonymous honda-esque coupe out there. When they were introduced, I tried to find one at my local dealer. He told me the only way to see one was to special order it. It seemed to me that Pontiac dealers actually were trying to not sell GTO’s or any other sport vehicles. They were instead marketing sport-y vehicles: boxes on wheels with plastic cladding panels and styling features reminiscent of pre-teenaged boys’ crayon drawings. Witness the Pontiac Aztec.
Now to be fair, Pontiac was actually selling quite a few of these vehicles. They actually outsold Buick (and Oldsmobile). But Buick never stopped seeking and developing its identity. They have developed a loyal following of the over-60 crowd in this country and a prestige market in the Orient. Buick might sell half the cars of Pontiac, but they make twice the profit. And that was the deciding factor: profitability. The only way Pontiac (and Chevrolet) can sell cars is to underprice them almost to nonprofitability. Chevy’s truck and SUV sales are the only reason (in my opinion) that the brand will survive.
So good bye Pontiac. We have been missing you for way longer than you have been dying.
Recently, Pontiac tried to reintroduce the GTO. That is actually a bit of an overstatement. Pontiac did the worst marketing job I have ever witnessed for introducing a new car. The car itself is quite a performer, even with the latest version of the 1967 era 350 cubic inch V8 engine. It is quick, powerful, and nimble. But it is almost invisible. There is nothing about it that is visually or viscerally exciting. GTO’s of the past had a street presence, even the Firebird TransAm finally became distinctive, almost gaudy. Other than the most subtle of hood scoops, it is hard to distinguish a new GTO from any other anonymous honda-esque coupe out there. When they were introduced, I tried to find one at my local dealer. He told me the only way to see one was to special order it. It seemed to me that Pontiac dealers actually were trying to not sell GTO’s or any other sport vehicles. They were instead marketing sport-y vehicles: boxes on wheels with plastic cladding panels and styling features reminiscent of pre-teenaged boys’ crayon drawings. Witness the Pontiac Aztec.
Now to be fair, Pontiac was actually selling quite a few of these vehicles. They actually outsold Buick (and Oldsmobile). But Buick never stopped seeking and developing its identity. They have developed a loyal following of the over-60 crowd in this country and a prestige market in the Orient. Buick might sell half the cars of Pontiac, but they make twice the profit. And that was the deciding factor: profitability. The only way Pontiac (and Chevrolet) can sell cars is to underprice them almost to nonprofitability. Chevy’s truck and SUV sales are the only reason (in my opinion) that the brand will survive.So good bye Pontiac. We have been missing you for way longer than you have been dying.
