Where Did The Pontiac Fans Go… And Why?

Edward Niedermeyer
by Edward Niedermeyer

Remember Pontiac? You know, the brand that “builds excitement.” And for all the advertising dollars GM spent over the years, trying to convince buyers that a Pontiac offered something that none of its other brands could, it turns out that quite a few former Pontiac owners have made the switch to Chevrolet and GMC. According to RL Polk

Looking at full-year 2010 data: the Pontiac brand saw 57,641 customers return to market and General Motors was able to recapture 53.3% of them. Historically through 2008, 60% of Pontiac owners have remained loyal to General Motors. In 2010, the loyalty rate fell to 47%, which represents a 13 percentage point decrease in overall General Motors loyalty. With the discontinuation of Pontiac: 33.5% defected to Chevrolet, 11.7% defected to GMC, 6.7% defected to Buick, and 1.5% defected to Cadillac.

Defections to other domestic corporations made up nearly 16% of owners. The Ford brand ranked 2nd in the conquest of Pontiac owners at 10.5%. Chrysler Corporation saw the Dodge brand ranked 9th, capturing 3.2%. Jeep and Chrysler combined were able to conquest 1.7%.

Defections to import makes were nearly 31%. Among the foreign automakers, Toyota was able to conquest 7.7% of Pontiac owners, while Honda was just behind capturing 7.5%.

Best and Brightest, I have to say this confuses me. How did over ten percent of GM’s “driving excitement” brand end up at the its truck brand (GMC)? How did over 14 percent of buyers replace the brand that brought us the GTO and G8 for the mainstream, thrill-free anonymity of Honda and Toyota? How on earth did Dodge, the remaining brand that most resembles Pontiac, only manage about 3%? You may have to let me down gently on this, B&B, but are automotive brands not as important as people make them out to be? Say it ain’t so!


Edward Niedermeyer
Edward Niedermeyer

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  • Gator marco Gator marco on Mar 14, 2011

    Our family has 2 Pontiac orphans; a Vibe and a Torrent. They were purchased in 2007 by my daughter and my wife respectively. The Vibe was a replacement for an older Malibu that was totalled in an accident. My daughter bought it because it was cute. She loves the sunroof, XM radio, and it holds all her stuff. I liked it because it is mostly Toyota under the skin. The particular dealer had the VIbe in exactly the right color. While we were finalizing the deal, my wife sat in a Torrent and was thrilled that the console was exactly the right size to hold her purse. I didn't even dirve it before we wrote out the paperwork. Yes, sometimes car sales are that easy. Our dealer also sells GMC and Buick, so when it comes time to trade in, I wouldn't be surprised if the dealer at least has a shot at our business.

  • Kn2000 Kn2000 on Nov 28, 2012

    Well for a German cars enthusiast, I would say excity about Pontiac ended in 92 with the 3rd gen Firebird. Mercedes Benz is lacking in the statistics I hope GM will revive the brand and bring it back to old glory...

  • Wolfwagen Is it me or have auto shows just turned to meh? To me, there isn't much excitement anymore. it's like we have hit a second malaise era. Every new vehicle is some cookie-cutter CUV. No cutting-edge designs. No talk of any great powertrains, or technological achievements. It's sort of expected with the push to EVs but there is no news on that front either. No new battery tech, no new charging tech. Nothing.
  • CanadaCraig You can just imagine how quickly the tires are going to wear out on a 5,800 lbs AWD 2024 Dodge Charger.
  • Luke42 I tried FSD for a month in December 2022 on my Model Y and wasn’t impressed.The building-blocks were amazing but sum of the all of those amazing parts was about as useful as Honda Sensing in terms of reducing the driver’s workload.I have a list of fixes I need to see in Autopilot before I blow another $200 renting FSD. But I will try it for free for a month.I would love it if FSD v12 lived up to the hype and my mind were changed. But I have no reason to believe I might be wrong at this point, based on the reviews I’ve read so far. [shrug]. I’m sure I’ll have more to say about it once I get to test it.
  • FormerFF We bought three new and one used car last year, so we won't be visiting any showrooms this year unless a meteor hits one of them. Sorry to hear that Mini has terminated the manual transmission, a Mini could be a fun car to drive with a stick.It appears that 2025 is going to see a significant decrease in the number of models that can be had with a stick. The used car we bought is a Mk 7 GTI with a six speed manual, and my younger daughter and I are enjoying it quite a lot. We'll be hanging on to it for many years.
  • Oberkanone Where is the value here? Magna is assembling the vehicles. The IP is not novel. Just buy the IP at bankruptcy stage for next to nothing.
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