#catalina

20 years ago, when junkyard parking lots were full of forward-control vans, full-sized GM sedans were as commonplace in self-serve wrecking yards as are Ford Tempos and Dodge Intrepids today. It seemed like the flow of Crusher-bound Impalas, 98s, and Electras would never stop… but that’s just what has happened, save for the occasional appearance of a car such as today’s Junkyard Find.

The 1963 Pontiac was the very crest of the wave that swept the Excitement brand to glorious heights in the sixties. The upwelling first appeared out of seemingly nowhere in 1959. It continued to build momentum, year by year, but no one could have imagined how high it would peak in 1963. Anyone alive between the ages of five and eighty-five at the time remembers it well: the Pontiac waves seized the land, and one after another followed the ’63 until it died down again. The choice was to surf it, or be inundated. The latter mainly applied to the competition.

Grand Prix, GTO, Firebird, LeMans, Catalina 2+2, Bonneville. The names instantly evoke automotive excitement — provided you were an enthusiast between the ages of six and sixty during the sixties. For today’s pistonheads, these storied names; indeed, the entire Pontiac brand long lost its adrenal association long before it was euthanized. Bob Lutz’ attempts to inject some life into the once-storied excitement division all came to naught: GTO, Solstice and G8. He might as well have been mainlining meth into Pontiac, but decades of budget-priced, badge-engineered mediocrity had taken their toll. Pontiac’s fall from grace may not be the worst (best?) example of GM’s branding cataclysm, but it’s certainly one of the most emotive. Pass the Kleenex.