So long, Pontiac
and Saturn. General Motors put a symbolic “final clearance” tag on both brands
to sell out inventory as soon as possible, so GM can put all its energies into
Buick, Cadillac, Chevrolet and GMC. GM is closing Pontiac and Saturn as part of
its bankruptcy reorganization. Pontiac hit its glory days when it sold more than
800,000 cars a year from 1965 to 1968. Since then, Pontiac had its ups and downs
— mostly downs — but reached a sales record of close to 900,000 cars in 1978,
according to Automotive News.
Pontiac sales in 2009 dwindled to 169,890 in the first 11 months, down 32
percent from the year-ago period, according to AutoData Corp. Automotive News
estimated that as of Dec. 1, at the present sales rate, Pontiac had less than a
month’s worth of inventory.Although
the first Pontiac car didn't debut until 1926, the division's history actually
dates back to 1893, when Edward M. Murphy established the Pontiac Buggy Company
in Pontiac, Michigan. The company produced horse-drawn carriages. As it became
clear that motor car sales were going to eclipse carriages, Murphy wisely
started the Oakland Motor Car Company, an offshoot of the buggy company, in
1907.
Two years later, General Motors acquired half of Oakland in an exchange of stock.
GM founder William Durant, a friend of Murphy's, was actually more interested in
his talent and expertise than his Oakland cars. But Murphy died unexpectedly the
following summer. A few months later, GM purchased full control of Oakland, amid
rumors that Durant paid for part of the company from his personal earnings to
help Murphy's family. Oakland was very successful through 1920. Then, a minor
economic depression, combined with inefficient production and Durant's drive for
acquisition, weakened Oakland and GM.
By 1920, General Motors was in disarray. In just 12 years, Durant had founded
the company, lost control in 1910, regained it in 1916, and lost it again by
1920. The company's seven divisions were fighting for the same customers, and
none were priced to compete with Ford's $500 Model T. At the time, GM's prices
ranged from $795 for the lowest-end Chevrolet, to $5,690 for the highest-priced
Cadillac. Since GM wasn't in the position to rival the Model T, a committee of
company executives, under the leadership of new GM President Alfred Sloan,
decided to create a car to fill a long-standing price gap between Chevrolet and
Oldsmobile. In addition, the new vehicle would serve as a platform to share
vehicle components in an effort to improve volume efficiency.
So they created Pontiac, a new car line, under the auspices of Oakland.
1926
The first Pontiac, the Series 6-27, debuted at the 1926 New York Auto Show.
Built on a 110-inch wheelbase, it featured a Fisher-designed body and a six-cylinder
L-head engine. The two closed models, a coupe and a sedan, achieved maximum
speeds of 50 mph. Until the Pontiac debuted, most cars had fabric tops, leaving
passengers little protection from the elements and road debris. As it turns out,
Pontiac's decision to produce only closed cars was warmly welcomed by customers.
Priced at $825, Pontiac sold 76,742 cars in its first year on the market. The
following August, it offered a four-door landau sedan, at $895.
Soon, demand outpaced capacity. In mid-1926, the division began plans to build a
$15 million assembly plant in Pontiac, Michigan. It was the largest construction
project in the U.S. that year, and became known as the "daylight" plant because
it used so much glass. Its unique architecture attracted visitors from around
the world.
1927 GM asked Harley Earl to create Art & Colour, the industry's first formal
design studio, within GM. Earl designed the highly successful La Salle, and
later became head of GM Design. Art & Colour designed all GM models, including
Pontiac. Calendar year production of Series 6-27 cars was 127,883 in 1927.
1928
In late 1927, Pontiac unveiled the Series 6-28, its first major model change.
The company added a third assembly line at the daylight plant, as well as a new
$5 million foundry. The 6-28 had a new cross-flow radiator, a Pontiac first,
which became the industry standard. The division introduced the famous Indian
head in silhouette emblem, which remained the standard Pontiac logo for almost
30 years. Pontiac sold nearly 184,000 6-28s in the debut year.
1929
Pontiac introduced the Series 6-29 Big Six, which was originally a Vauxhall, the
British subsidiary GM had acquired. The series featured Pontiac's first
convertible. Engine displacement increased to 200.4 c.i., and hp increased by 25
percent to 57 at 3000 rpm. Power had increased by two-thirds in just two years.
Exterior color became popular, and Pontiac began offering an array of standard
paint colors for every model. Pontiac built its 500,000th car in 1929. Then, the
stock market crashed, leading to the first decrease in demand for the nameplate.
1930
The Series 6-30B was a 1930 model (there was no 6-30A series). Pontiac
production fell 68 percent, to 62,888 models, mainly due to the Depression. A
$100 price cut failed to motivate buyers.
1931
The new Series 401 was available in six models: two four-door sedans, two coupes,
a two-door sedan and a convertible. Surprisingly, despite the troubled times,
the Series 401 increased production over the Series 6-30B of 1930, something
only Auburn and Plymouth achieved. The Federal government mandated that
automakers introduce all of their new vehicles at the same time in the fall, to
create a new-car buying season and boost the poor economy.
1932
The Oakland name died, amid rumors that Pontiac, Buick and Cadillac might also
be killed. In 1932 Pontiac lost $125.35 per car and sold 47,926 cars. GM
President Alfred P. Sloan and Executive Vice President William S. Knudsen fought
to save Pontiac by integrating more components with Chevrolet to achieve higher
volume production. Knudsen became temporary general manager, and later hired
Harry J. Klingler, general sales manager at Chevy, to be Pontiac general manager.
Klingler began a new era of active salesmanship. Until now, the division didn't
have a strong sales philosophy. He added market research, advertising, and sales
promotion programs to the mix.
Pontiac debuted an in-line L-head eight-cylinder engine, rated at 85 hp at 3400.
1933
Frank Hershey became Pontiac's lead designer in 1931, and Pontiac gained its own
design studio within GM. Previously, Art & Colour had designed Pontiac models.
Hershey made his presence known immediately. Displeased with the 1933 models,
which were due to go into production right away, he ordered a massive redesign.
In just two weeks, Hershey and his team reinvented the 1933 Pontiac, creating a
low-priced eight-cylinder car with the look and feel of more expensive autos,
such as the Chrysler Imperial, Studebaker President or Auburn 8-105. The new
look boosted Pontiac's image in the marketplace, and sales nearly doubled, to
85,348.
1934-1936
During this time, wheelbases, weight and horsepower increased. The division was
the first to put independent front suspension into volume production in 1934. In
1935, Pontiac began offering all-steel "turret tops" to replace fabric roofs. GM
was the first automaker to use these devices. Pontiac continued to use
Chevrolet's frame and many body parts, and beefed up Chevy's transmission and
rear axle. Registrations increased to 140,000 in 1935 and almost 172,000 in
1936. Pontiac built its 1 millionth car.
Pontiac introduced an all-new, bigger L-head six-cylinder with 208 c.i.
displacement and peak output of 80 hp at 3600 rpm, which debuted on 1935 models.
Vehicle design continued to evolve with the debut of the silver streaks. These
chrome ribbons, which swept down the hood, were unveiled on the 1936 model and
became a Pontiac trademark. Some say Frank Hershey was inspired by a French
magazine photo of an old racing Napier with a bright aluminum finned oil cooler
projecting through the top of the hood. However, Virgil Exner, another Pontiac
studio designer, also claimed credit for the trendy stripes. Hershey left
Pontiac in 1935 for Buick, and Exner took his spot.
In 1935, the Fisher Body Pontiac Assembly Plant was completed. An overpass was
built to connect the body plant to the assembly plant.
1937-1940
During the 1937 model year, Pontiac replaced the A-body with the larger B-body
and introduced its first station wagon. Pontiac also moved to all-steel body
construction. In 1938, Pontiac pioneered the column-mounted gearshift. In 1940
Frank Hershey returned to lead the Pontiac studio. These were good times for the
auto industry and the division, which sold 217,001 cars in 1940.
1941
Pontiac invented the engine option, giving buyers a selection of engines.
Production soared to 330,061 cars. On March 1, 1941, Pontiac began building
Oerlikon 20 mm anti-aircraft cannon for the U.S. Navy.
In 1942, the government told domestic automakers to drastically reduce their use
of chrome. After December 15, 1941, all parts that would normally have been
chrome-plated (except for bumpers) now had painted surfaces. These cars, which
were much less attractive than the original 1942 Pontiacs, became known as
blackout models. Pontiac also began manufacturing Bofors automatic field guns
for the U.S. Army. In addition, Pontiac made front axles for the M-5 high-speed
tank, parts for Detroit Diesel two-stroke diesel engines, as well as aircraft-launched
torpedoes for the U.S. Navy. The division built its last car on Feb. 10, 1942, a
blackout model, and it is said that this was the last car built by any domestic
automaker during the war.
As the war drew to a close, the military contracts ended, one by one. The next
challenge was to revert to civilian production as quickly as possible. Pontiac
enlarged its foundry, revamped its engine plant to add more machinery, and aimed
to double production to 500,000. In November 1945, though, GM workers went on
strike, and 1946 was a year of general labor unrest. Strikes affected the steel,
mining, trucking and shipping industries, as well as the railroads.
1946
The first post-war cars were essentially unchanged from the 1942 versions. Most
of the exterior changes were cosmetic in nature. Whitewall tires were also
scarce, so a number of Pontiacs had plastic rim inserts. Many buyers preferred
blackwall tires, though, since the inserts yellowed over time. The 1946 model
was highly regarded by a car-hungry country.
1947 This was a time of prosperity for Pontiac, even though the vehicles were
essentially unchanged. The division nearly doubled sales, from 113,109 in '46 to
206,411 in '47. George Delaney replaced Klingler as general manager.
1948-1949
The HydraMatic automatic transmission became optional in 1948. The following
year, Pontiac featured all-new Fisher bodies. The lower, wider look began to
dominate, and many buyers agreed that the new models had terrific styling.
Just before the 1949 cars went into production, Ford obtained spy shots of the
new Pontiacs, and surprisingly, both companies had created nearly identical
grilles. After a phone call from Ford Motor Co., Pontiac quickly and reluctantly
redesigned its grille because the Ford was debuting first.
1950
Pontiac introduced the Catalina hardtop coupe. The Super De Luxe Catalina was
the most luxurious model to date, featuring hand-buffed leather upholstery,
decorative chrome on the headliner and optional two-tone paint. Pontiac charted
record production of 446,429 vehicles.
1951-1952
During this time, the division offered the lowest priced straight-eight in
America. In 1951, it boosted displacement to 268.4 c.i. The engine produced 116
hp. At the time, V8 engines and automatic transmissions were hot. Since Pontiac
had one of the best automatic transmissions in the industry, it concentrated on
developing a V8. In '51 Klingler was promoted to group vice president of car and
truck operations, and Arnold Lenz took over. Lenz died in a train/car crash in
1952, and Robert Critchfield assumed the general manager spot. He oversaw the
most extensive expansion and modernization program since '27. With new
management, staffers found it easier to get approval for innovative projects.
The four millionth Pontiac was built in July, and the division celebrated its
25th anniversary. The Korean War curtailed production in 1951, and the '52
models had limited chrome due to war shortages. Pontiac sold 337,821 vehicles in
'51 and 266,351 in 1952.
1953-1954
In '53, sales totaled 385,692, ahead of Dodge and Mercury, but behind Chevy and
Buick. Pontiac debuted Star Chief, a new line. Electric power windows and air
conditioning became optional equipment, and the division offered power steering.
Car No. 5 million rolled down the line in June 1954.
1955
These models had more changes than any since 1926. There were 109 new features,
including three new bodies. For the first time, Pontiac sold more than a half
million cars in a model year. The eight-in-line engine went out of production in
1954, and was replaced with an overhead valve V8. The new engine was smaller,
more rigid, and more suitable for high compression ratios. The 287 c.i. engine
achieved 180 hp. Top speeds were about 90 mph. Also in 1955, Lucy, Ricky, Fred
and Ethel drove a Pontiac Star Chief convertible cross-country to California in
a series of episodes on television's "I Love Lucy."
1956
Pontiac followed this strong year with a line of rather conservative cars. Upper
management wasn't happy, and the division was again under pressure to perform.
Sales dropped to the lowest level since 1939, despite the fact that the division
built its 6 millionth car in '56. In a significant personnel shift, Semon "Bunkie"
Knudsen became Pontiac general manager. The younger Knudsen, son of GM President
William Knudsen, was about to become one of the most influential forces in
Pontiac's history.
Knudsen is credited for getting Pontiac involved in motorsports. Pontiac's first
official race was at the Bonneville Salt Flats in Utah in 1956. Ab Jenkins, at
73, drove a stock 1956 two-door sedan Pontiac with a modified 285 hp high
compression ratio engine and four-barrel carburetor on June 26, 1956. He posted
a new 24-hour speed record, averaging 118.337 mph over 2,841 miles. Jenkins,
whose formal name was David Abbott Jenkins, was a retired contractor and former
mayor of Salt Lake City.
1957-1958
Knudsen came to Pontiac with unspoken, but strongly implied orders: make the
division something really special in five years, or lose the nameplate. Pontiac
had a fine reputation for durability and reliability, but wasn't known for
building cars that commanded attention. His strategy, not surprisingly, was to
infuse new life into the product. His first major change was to kill the silver
streaks, Pontiac's design hallmark. Around since 1935, the "suspenders," as
Knudsen called them, were gone by the '57 model. He issued the order days before
the vehicles went into volume production. The tooling was in place, the parts
and components in production, the press photos had been shot, and newspaper,
magazine and showroom ads prepared. He also phased out the signature Indian-head
hood ornament in '57.
Also in 1957, John DeLorean joined Pontiac to head up advanced engineering.
DeLorean, Knudsen and Pontiac chief engineer Pete Estes were a powerful team and
inspired the cars that soon would reshape the division.
Pontiac unveiled the Bonneville in February 1957 at the Daytona Beach race.
Considered an upscale model, it was the first Pontiac to have fuel injection,
and was a direct competitor to the Chrysler 300 and DeSoto Golden Adventurer.
Pontiac limited production to just 630 vehicles and offered it only in a
convertible. The V8 engine was bored out to 370-cubic inch displacement, and
achieved 310 SAE gross hp at 4800 rpm and 400 lb.-ft. of torque at 3400 rpm with
a top speed of more than 130 mph. It ran 0-60 mph in 8.1 seconds, and a tuned
stock model was timed at 144 mph on the Salt Flats. It weighed 4,285 lbs. and
cost $4,400.
Bonneville became a series in '58, adding a two-door hardtop. Prices dropped to
$3,179 for the hardtop and $3,277 for the ragtop. Pontiac built just 400 fuel
injected Bonnevilles in '58. The division then dropped fuel injection in '59.
The rest of the Pontiac line was fairly conservative for 1958. The styling
lacked features that identified the models as Pontiacs. The silver streaks were
gone, and nothing had replaced them yet. What the cars lacked in design
distinctiveness, however, they made up for in engineering innovation. The cars
featured a new X-type frame with five cross-members. The propeller shaft ran
through the center of the frame, forming a narrow tunnel. A new coil-spring rear
suspension system, called Quadra-Poise, replaced leaf springs.
1959
Soon-to-be-retiring GM Design chief Harley Earl loved the big, chromed cars of
the past, and wanted to restyle the new bodies in the same theme. While Earl was
away in Europe, however, his designers secretly rebelled. They created designs
to Earl's specs, but crafted an all-new body behind the scenes. Bill Mitchell,
who was then second in command at Design Staff and GM
President Harlow Curtice supported their efforts, sensing that the corporation
was falling behind the industry in design. Eventually, after much turmoil, Earl
relented and the wide track became reality.
The body was 64 inches wide, the widest in the industry. It was so wide that
engineers needed to broaden the track by five inches to accommodate it. Knudsen
was quoted as saying the car "looks like a football player wearing ballet
slippers." Milt Coulson, a copywriter at Pontiac ad agency MacManus, John and
Adams, created the term "Wide Track." The car was unique because its broad, low,
bold design featured relatively little chrome. It also was technologically
advanced for its time.
The new split grille came at this time, as well. It was a huge styling hit, and
instantly became a Pontiac trademark. But designers, not expecting such
overwhelming approval, had dropped the split grille for 1960. They quickly made
plans to reintroduce it in 1961. Pontiac also debuted its arrowhead emblem in
1958, replacing the Indian Chief logo.
The division sold 399,646 cars in '60, and Pontiac built its 7 millionth car in
1959, a 1960 Bonneville. In 1960, Pontiac had 16 models representing four series:
Catalina, Star Chief, Bonneville and Ventura, an upscale version of the Catalina.
1960
Pontiac offered the first Super Duty performance package for sale as an option,
so racing enthusiasts could outfit their vehicles.
1961
The wide-track theme continued, but the cars were shorter, lighter, and had new
styling. They also handled better and offered improved fuel economy. Smaller
cars were a trend found across all divisions. Pontiac debuted the Tempest, a car
noted for independent rear suspension, a flexible driveshaft, and the most
powerful four-cylinder engine on the road. In November, Knudsen left Pontiac to
succeed Ed Cole as general manager of Chevrolet. Pete Estes took Knudsen's spot
as general manager of Pontiac and DeLorean was named chief engineer. For the
first time, Pontiac earned third place in national sales.
1962
GM built its 75 millionth car, a Bonneville convertible, March 14, 1962.
Pontiac's 8 millionth car rolled off the line April 12, 1962, a Tempest
convertible. The division introduced the Grand Prix, a higher end car with
minimal chrome, and the LeMans, a sportier version of the Tempest.
1963
Pontiac sold almost 600,000 cars, a record. The 1963 Grand Prix sets the styling
tone for the industry, with a concave rear window, hidden taillights and a
simple, elegant exterior that featured very little chrome. It was the first car
that convinced buyers that less can be more; in other words, that chrome trim
doesn't necessarily symbolize a high-end, expensive vehicle.
1964
The division built car No. 9 million, a 1964 Catalina station wagon, on Dec. 9,
1963. Total registrations were 687,902, keeping Pontiac in third place.
But the big news in 1964 was the introduction of the LeMans GTO, or Gran Turismo
Omologato. Technically, it was a Tempest with a Bonneville engine, but
emotionally, it was much more than that. It was equipped with a 389 CID V8
engine with a 4 barrel carburetor and dual exhaust. 3 speed transmission with
floor shift, heavy-duty springs and shocks, 7 blade fan with clutch, 7.500 x 14
redline tires, chrome air cleaner and rocker covers, GTO emblems, special hood
with simulated air scoops, and an "engine-turned" instrument cluster trim plate.
Many considered it a dragster with sports-car handling. The standard Bonneville
389-cubic-inch V8 was modified with the heads from the 421 c.i. V8, which had
larger valves.
The GTO offered Pontiac a way to preserve its racing heritage without actually
participating, since GM had banned all factory racing in 1963. GTO was actually
an engine option, a way to get around the ban on engines of more than 330 cid as
standard equipment.
The GTO sold 31,000 cars in its first year, hampered only by capacity. The GTO
is credited with creating the "muscle car" era in Detroit.
1965
In just a few years, Pontiac styling had made great gains, and many considered
it ahead of the market during this time. In '65 the division sold about 250,000
more cars than Buick or Oldsmobile, and built its 10 millionth car, a gold
Catalina four-door hardtop. John DeLorean became Pontiac general manager,
replacing Estes, who moved to the Chevy general manager spot. Motor Trend
awarded the entire division "Car of the Year" status.
1966
Pontiac built a record 96,946 GTOs. In two short years, the GTO had attracted a
following few nameplates could duplicate. It inspired makeshift drag races, car
clubs, conventions, books, songs and much more. Even today, it remains one of
the era's most prized vehicles. The division introduced the overhead-cam six
cylinder engine. The engine was unique because it used the overhead-cam design,
but not a big-seller, since V8s were so tremendously popular at the time.
1967
The Firebird, named after a deity in Indian mythology who symbolized action,
power, beauty and youth, debuted Feb. 23. The first Firebird was essentially a
modified Chevy Camaro. Pontiac, under tight deadline, created a unique front end
and taillamps, added wide-oval tires and five distinct models. The Firebird also
used Pontiac engines, which were mounted further back for better balance and
less understeer.
1968
Pontiac introduced the all-new A body for the Tempest, LeMans and GTO. Body-colored
"Endura" bumpers appeared on the GTO starting a trend which became an industry
standard. Motor Trend named the GTO "Car of the Year," and the division sold a
record 910,977 cars.
1969
Although the Grand Prix had been around for a number of years, the 1969 Grand
Prix was special. In the 1968 model intermediates, DeLorean and his team had
introduced a novel concept: a two-door model on a wheelbase that was four-inches
shorter than the four-door models. The result was a sports coupe with a long
hood coupled to a shorter two-door body. The Grand Prix's wheelbase was
lengthened by six inches, most of which was absorbed by the hood, which was the
longest in the industry.
The '69 Grand Prix was unlike anything coming out of Detroit at the time.
Pontiac had created something truly unique - a reasonably priced specialty car
suitable for everyday use. The Grand Prix featured all original panels, a
vertical themed split grille, the first cockpit-styled instrument panel and, in
an industry first, a hidden antenna. In 1970 it offered high performance
versions of Pontiac's 400 and 455 c.i. V8s. The car became known for great
handling, minimal wheelspin and great stopping power.
The Firebird Trans Am, which was intended to be the highest performance pony car
of its time, debuted in spring 1969. Ram Air was standard with 335 horsepower.
Pontiac built just 55 cars with the optional 345 hp Ram Air IV. Only 697 Trans
Am were built this year, eight of which were convertibles. Another low-volume,
highly collectible model was introduced in 1969 - the GTO Judge.
Pontiac again achieved third place in sales, and built car No. 14 million.
1970
Pontiac introduced the second-generation Firebird in 1970, which was marked by
clean lines, simplicity, even elegance. It had the trademark split grille and an
Endura front bumper. The new generation featured four models: the base, Esprit,
Formula 400 and Trans Am.
1971
This was a year of dramatic, far-reaching change for Pontiac and the automotive
industry, and the year the GTO's glory began to fade. GM directed its divisions
to lower the compression ratios in its engines to accommodate unleaded, low
octane fuel. In addition, many insurers were reluctant to cover such sporty
vehicles.
The low-compression engines, while easier on the air, weren't strong performers
at first. This fact, coupled with the decision to advertise SAE net horsepower
rather than gross horsepower, made it much more difficult for Pontiac to
maintain its performance image.
The division unveiled the Ventura II, based on the highly successful X body.
Pontiac built car No. 15 million, a black Grand Ville four-door hardtop.
1972
Pontiac built car No. 16 million on Nov. 26. Firebird narrowly escaped
cancellation. Workers at the Norwood, Ohio, assembly plant went on strike and
left hundreds of 1972 Firebirds and Camaros unfinished. When production resumed,
the 1972 bumpers were now obsolete, since 1973 bumper regulations had taken
effect. GM was forced to scrap the '72 F-cars, leading to a battle which nearly
killed the Firebird.
1973
Pontiac charted record production, building nearly 920,000 vehicles, thanks in
part to the newly redesigned Grand Prix. The bigger, brawnier model was much
more comfortable and luxurious, and generated sales of more than 150,000, the
best sales year to date.
The Grand Am debuted in '73, selling 43,136 models. The interior was much like
the popular Grand Prix's, giving buyers an upscale feel for the mid-range price.
GTO sales fell sharply, to 4,806 units, just five percent of its volume four
years previously.
Martin Caserio, former GMC Truck general manager, took over at Pontiac. The
Trans Am got its famous "screaming chicken" decal on the hood. The division
unveiled its first total revision of the A bodies since 1968.
1974
The fuel crisis hit, cutting industry sales by 3 million. Pontiac production
dropped 36 percent. Most of the Pontiac models were relatively unchanged in
terms of styling or engineering. The last GTO, which was then based on the
Ventura, rolled off the assembly line. However, Firebird sales were up 60
percent, just when other manufacturers were dropping their pony cars.
1975
Demand for smaller, more fuel-efficient vehicles continued to affect Pontiac
sales. Yet Trans Am production continued to climb by more than 2000 percent, at
27,274 models. Pontiac brought in the fuel-efficient Astre from GM Canada, and
it accounted for 12 percent of production in '75. Alex Mair became the new
general manager.
1976
Pontiac celebrated its 50th anniversary. A new, base model Grand Prix debuted,
and sales increased more than 150 percent over 1975. Pontiac also introduced a
50th Anniversary Grand Prix and Trans Am, building nearly 5000 units. The
division introduced the Sunbird, and it racked up more than 50,000 sales.
1977
The new, smaller GM B-body hit the market. These downsized cars, such as the
Catalina and Bonneville, offered more interior room than their larger
predecessors, solving a long-time buyer complaint. And the vehicles, which were
more fuel efficient, were also better performers, because there was less weight
to carry. The Ventura line was re-badged the Phoenix. The division introduced
two new engines, the "Iron Duke" 151 c.i. four-cylinder and a 301 c.i. V8.
1978
Pontiac built more than 900,000 cars, including the 20 millionth Pontiac, one of
the strongest sales years to date. The Grand Am was reintroduced after a three-year
hiatus. The vehicle line gained minor improvements this year. Bob Stempel joined
Pontiac as general manager. One of Stempel's primary goals was to oversee the
beginning stages of Fiero development. The division builds its 20 millionth car
in 1978.
1979
The second fuel crisis hit, but Pontiac sales weren't affected initially. In
fact, the division sold nearly 1 million cars, the best in its history. Pontiac
created a special 10th Anniversary Trans Am, complete with silver paint,
matching silver leather seats and red lighting on the instrument panel - a
Pontiac cue still in use today. It was the first Firebird priced at more than
$10,000, and a best-seller. The division also sold the last 400 c.i. big block
V8 engine.
1980
By this time, the industry was feeling the pain from the second gasoline crunch.
Chrysler was nearly bankrupt. The Phoenix, Pontiac's first front wheel drive
offering, was perfectly timed and an immediate success, selling 178,000 units.
Stempel moved to Germany to work at Opel, and Bill Hoglund assumed the general
manager spot.
1981
In January 1981, Pontiac held its first "image conference," a meeting of about
25 Pontiac executives designed to recreate the division's image. The meeting
energized and organized the team. But most importantly, it gave direction to the
division. The team crafted this statement: "Pontiac is a car company known for
innovative styling and engineering that results in products with outstanding
performance and roadability." These words would guide the division as it moved
forward.
1982
In keeping with its new statement, Pontiac adopted a new advertising slogan, "We
Build Excitement." Since it didn't yet have the product to support the slogan,
it started with "The Excitement Begins," and then followed with "The Excitement
Really Begins," when the third generation Firebird debuted in '82. Pontiac
discontinued the Bonneville and the Catalina. The division introduced the A6000,
a front-wheel drive intermediate model and the J-2000 front wheel drive compact.
Pontiac dropped the B-body, since big car sales were down.
1983
The new Firebird, combined with the new 6000 STE, gave Pontiac the boost it
needed. The front wheel drive STE was considered the first domestic
sophisticated performance sedan. It combined a high-output 2.8-liter V6 engine
with a highly refined, tuned sports sedan suspension. Overall sales shot up 16
percent over 1982, with more than half a million sales.
1984
Pontiac unveiled the Fiero. The car was originally pitched as a fuel-efficient
commuter car. But many buyers expected it to be a mid-engined, high-end sports
car. From the start, it was tough to get internal support for the Fiero. Money
was tight, and GM, along with the auto industry, had taken huge financial hits.
In an unusual, cost-saving move, Pontiac hired Entech Engineering to manage the
engineering. The car also borrowed many components from the GM parts bin. The
remarkable part of the car was its innovative space frame. Body panels, made
from a rustproof, ding-resistant plastic called Enduraflex, bolted on. Stempel
and Hoglund thought they would sell 50,000 or 60,000 Fieros the first year out.
Sales beat their estimates by more than 125 percent, and first-year production
totalled 136,940. The division sold almost 650,000 vehicles. Mike Losh was
appointed general manager in mid-1984. The J-2000 was rebadged the 2000 Sunbird.
1985
Pontiac unveiled the third generation Grand Am, and labeled it a sporty coupe
for people wanting something more economical than the Firebird. At last, demand
for the Grand Am, mainly due to its styling, achieved what the division had
hoped for. The Fiero gained a high-output V6 engine option. The Firebird
received a facelift. Pontiac built its 25 millionth car.
1986
The Grand Am added a four-door version, and an SE trim option, extending the
appeal of the model. The division sold 829,000 cars in 1986. Pontiac's share of
total GM volume was nearly 20 percent, its best performance in 25 years.
1987
The Bonneville returned to the Pontiac lineup as a front wheel drive model. Also
new was the Firebird Trans Am GTA, considered a top-of-the-line option package
for serious drivers. It featured a 5.7-liter tuned-port injected V8, with 210 hp,
special emblems and specific gold cross-lace aluminum wheels. Pontiac also
introduced the Firebird Formula, a less aggressive appearing version of the
Trans Am, which was intended to discourage thieves and mollify insurers.
1988
The all-new, fourth generation Grand Prix, the SSE Bonneville and the new sub-compact
LeMans debuted. And the much improved but unprofitable Fiero died, despite a
strong fight by many supporters within the division.
In keeping with Pontiac's mission to offer a high-end car for serious drivers
within each model line, the flagship SSE Bonneville was powered by the new 3800
sequential fuel injected V6. It was inspired by European models, and created on
a whim, because Pontiac designers wanted a new, unusual car to drive to the
Detroit Grand Prix race.
The Pontiac 6000 STE received an optional full-time, all-wheel drive system, the
first in the division. It was quickly becoming the most technologically advanced
car in the Pontiac fleet. The division reclaimed third in national sales in
1988, and accounted for 20 percent of all GM sales.
1989
The Grand Am underwent a successful redesign. Pontiac announced the limited-edition
McLaren Turbo Grand Prix, a modern-day muscle car. Only a few of the over-200 hp
cars were built. And the division announced a limited-edition 20th Anniversary
Trans Am. John Middlebrook replaced Mike Losh as general manager.
1990
Pontiac introduced its first minivan, the futuristic Trans Sport. Its structure
was similar to Fiero's, with dent-resistant body panels covering the steel space
frame. The Trans Sport also had removable modular seating, which was unique at
the time. The minivan's large, steeply sloped windshield used coated glass to
reduce the cabin heat load by more than half.
Also in 1990, the Grand Prix came in a new four-door body style.
1991
The Firebird received a minor facelift, and revived the convertible, last seen
in 1969. Pontiac built its 30 millionth car, a supercharged Bonneville SSEi, on
Oct. 29.
1992
Pontiac unveiled a number of redesigned models. The Bonneville celebrated its
35th anniversary with an all-new, European-inspired design. The vehicle came in
three models: the base SE, the SSE and the high-end SSEi. The Grand Am was also
all-new, with two trim levels and four available engines, including a V6. Some
insiders claimed its bold design was ahead of the market, which was Pontiac's
intention. The Grand Prix marked its 30th birthday in 1992, available in coupe
and sedan body styles. Again, its design was described as dramatic and stylish.
The Firebird turned 25.
1993
Pontiac introduced the all-new, fourth generation Firebird, Formula and Trans Am.
The models featured 90 percent new content, including two new engines, a
stronger, stiffer structure, standard anti-lock brakes and dual airbags.
Bonneville received a new Sport Luxury Edition (SLE), intended for young,
affluent import buyers. Grand Prix gained a new BYP Sport Appearance Package
with lower ground effects, split dual exhaust and a rally gauge cluster. The
LeMans made its final appearance in 1993.
1994
Now that the LeMans had been retired, Sunbird represented the entry-level
product for Pontiac. The Trans Sport was restyled for '94, and added a driver-side
airbag, traction control and an integral child seat. Bonneville streamlined its
model lineup with the SE, SSE and SSEi Supercharger Package and made a number of
refinements to the models. The Supercharger Package added 20 more horsepower, to
225, GM's Computer Command Ride system, better brake and traction control and
standard dual airbags. The package replaced the SSEi model. Trans Am observed
its 25th anniversary with a limited edition model.
1995
The primary development at Pontiac was the introduction of the all-new Sunfire.
The Sunfire was available in a coupe and convertible. The car was designed to be
an affordable, fun-to-drive car with sport handling and more safety features
than one would expect in a small car in this price range. The Grand Prix
underwent a facelift in 1995.
1996
The Sunfire gained a new 2.4-liter twin cam engine, an improved traction control
system and standard daytime running lamps. New on the Firebird was a performance
package that featured a peppy 305 hp V8, bigger wheels and tires, a special
exhaust system and specific suspension tuning. The Grand Am received a number of
interior refinements, as well as driver and passenger air bags and integrated
cupholders. Bonneville underwent a facelift, which included revised front and
rear fascias, grilles, headlamps and taillamps, front fenders and more. It also
received MAGNASTEER variable effort steering and a remote keyless entry system.
Pontiac merged with GMC, the first such merger of its kind within GM. Roy
Roberts takes over as general manager of the combined division.
1997
The all-new Grand Prix and Trans Sport rolled into showrooms. The Grand Prix
revisited the wide track theme with an aggressive, broader stance and longer
wheelbase. It also featured a completely redesigned interior. An optional high-performance
GTP package included a 240 hp supercharged 3800 Series II engine. The redesigned
Trans Sport included dual sliding doors, five seating configurations and the
Montana Package, which was intended to bridge the gap between the minivan and
the sport utility vehicle.
1998
The 1998 Firebird featured bold new styling and an all-aluminum LS1 5.7-liter V8
engine for the Trans Am and Formula. The engine generated 305 hp at 5200 rpm and
335 lb.-ft. of torque for better mid-range responsiveness. The Firebird also
introduced electronic brake distribution to North America. Trans Sport gained
the power sliding door on all models. Sunfire received an improved 2.2-liter
engine, increased torque and transmission enhancements. Pontiac debuted its next
generation airbags with reduced inflation power, with the intent of reducing the
risk of injury associated with the safety device. Pontiac moved its headquarters
to downtown Detroit's Renaissance Center, new home to all of GM's divisional
operations.
1999
The Grand Am's new, wider stance, stronger, sturdier structure and redesigned
exterior and interior helped it sell more than 200,000 models in 1999. The Trans
Sport minivan was renamed the Montana. Optional all-weather traction control and
heavy-duty towing capability distinguished the minivan, as did its optional
entertainment system with a video cassette player and drop-down LCD color
monitor. Grand Prix continued its Wide Track design and low roof line, and added
OnStar as an option. Bonneville also gained the OnStar option. The Firebird
received available electronic traction control and electronic throttle control.
Pontiac built a 30th anniversary Trans Am. Lynn Meyers replaces Roy Roberts as
general manager of the division.
2000
The all-new, redesigned Bonneville debuted, complete with lower sticker prices,
ranging from $40 to more than $1900 less than 1999. Bonneville featured a more
rigid architecture and the widest stance in its class. The supercharged SSEi
came with StabiliTrak and a host of personalization features. The Sunfire,
Pontiac's sporty, fun, budget-conscious model, added the Monsoon premium audio
system as an option. The Grand Prix unveiled a limited edition Daytona Pace Car
replica.
2001
The big news of the 2001 model year, of course, is the arrival of the Aztek, the
world's first Sport Recreation Vehicle. Aztek is a breakthrough vehicle that
combines elements of a sport sedan, sport utility vehicle and minivan. A smooth,
strong 3.4-liter overhead valve V8 engine produces 185 hp at 5200 rpm and 210 lb.-ft.
of torque at 400 rpm. The interior has two seating configurations, a wide, low,
flat load floor in back with two optional storage packages, a fold-down tailgate,
and a standard console cooler that holds 12 beverage cans. OnStar is standard
equipment. On the outside, Aztek's bold, unique design commands attention, as
well as strong opinion. With Aztek, Pontiac has produced a love-it-or-hate-it
vehicle. Either way, it makes an impression on the road and sets the stage for
an all-new breed of vehicles.
Also for 2001, Montana receives a fresh, new look with a redesigned front grille
and fascia. It also gains Pontiac's new Rear Parking Aid safety system, which
chimes when drivers come too close to objects behind the vehicles, and a fold-flat
third row seat.
What's next for Pontiac? As the division celebrates 75 years in the automobile
business, it seems appropriate to reflect on the successes and failures of the
past, and use the wisdom collected over the decades to make the next 75 years a
time of true innovation, attention to detail and success.
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