#pontiac

While I believe that GM has built only one Detroit-designed subcompact car in its history (the Chevrolet Vega), the case could be made that the Chevette and its Pontiac siblings— though designed in Germany— were also “authentic” Detroit machines. The shocking thing about the Chevette was how far into the 1980s its North American run continued; you could buy a new Chevy Chevette or Pontiac 1000 all the way up to the 1987 model year!

It’s hard to believe that The General was once so dominant that it sweated over the fear of being split up by the federal government via antitrust regulations, and that GM’s divisions cranked out more than 25 separate passenger-car engine types (counting Opel and Holden models) during the decade. Why, The General boasted ten different car V8s during the 1960s (not counting earlier models intended for warranty replacements, industrial use, etc); eight of those engines were being built in 1965 alone. Imagine a manufacturer today so mighty that it could offer eight totally different V8 engines (in 14 displacements) for sale in its new cars!

In the thirties and forties, GM pioneered and brought to market some of the most innovative, successful and lasting new technologies: diesel-electric locomotives, the modern diesel bus, automatic transmissions, refrigeration and air conditioning systems, high compression engines, independent front suspension, and many more. But GM’s technology prowess was just one facet of its endlessly warring multiple personalities. Planned obsolescence, chrome, fins and financial rationalization were the real moneymakers, especially during the technically conservative fifties. But in the period from 1960 to 1966, GM built three production cars that tried to upend the traditional format: the rear engined 1960 Corvair, the front-wheel drive 1966 Toronado, and the 1961 Tempest. And although the Corvair and Toronado tend to get the bulk of the attention, the Tempest’s format was by far the most enduring one: it was a BMW before BMW built theirs. If only they had stuck with it.

In the comments for yesterday’s article about Eclectic Bubbleland, DucRam noted:

Just outside of Huntsville, AL is a Pontiac Fiero graveyard. The sign outside says The Fiero Factory.

As fate would have it, I saw this place leaving an SCCA Solo National Tour event three years ago and stopped to take pictures. Some of those pictures, and the story behind these Fieros and Fierraris (and all the mysteriously engine-less Cadillacs) can be found below…

Whenever TTAC took GM to task for branding run amok and excessive platform sharing, the example of Volkswagen has always been the key counterfactual. With seven brands available in Europe, the Volkswagen-Audi group is the continental GM, always looking for another way to repackage a pedestrian FWD platform. The only difference is that VW has actually been growing. But Wolfsburg’s brand profligacy is starting to bear some GM-style bitter fruit. Skoda has been surprisingly strong of late, actually making problems for the Volkswagen brand in certain markets. Seat, on the other hand, is not doing so well. With only one factory, at Martorell, near Barcelona, Seat has always been a slightly niche player, offering older VW designs with some Pontiac-style “emotional” styling flair and a sportier image. The problem now, as Seat CEO James Muir tells The WSJ [sub], is that

The brand really is too small for this plant

Running at only 60 percent of its 500,000 unit capacity, Seat is too small for its lone plant. As a result, VW is launching a last-ditch effort to save its dying brand.

Yes, when it comes to GM, there were definitely more than seven deadly sins. Actually, there were tens of millions of them. And while this is perhaps one of the less conspicuous and pernicious ones (I didn’t label it as such until I put up the first picture and had to rewrite the title), it is one nevertheless. And what is the sin this innocuous sedan embodies? Thou shalt not take thy godly names in vain.

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.

Oh, the sad saga of the Pontaic G8. GM finally built a vehicle worthy of Pontiac’s sporty pretensions, only to can the whole brand months later, leaving the G8 orphaned. Which was crummy for enthusiasts, but ultimately a good thing for GM’s business as G8s were assembled in Australia and shipped over to the US, bleeding profit margin all the way. Then came news that a G8-alike would be built in North America, but would only be marketed to police fleet buyers as a Caprice. “Insult to injury!” shrieked the slighted fans of V8 RWD sedans. What they didn’t realize was that GM was still in injury mode. For the real insult, we turn now to the Carpoint.com.au [via Jalopnik], which reports that consumers can still buy new Pontiac G8s. In Australia. Sort of.

According to Reuters, GM has sent a letter to its dealers offering $7,000 for every new Saturn or Pontiac they can move to a rental or service fleet between now and January 4. The plan would essentially make dealers the first buyer of the remaining Pontiacs and Saturns, which would then be operated as fleet vehicles or be sold as low-mileage used cars. In any case, the single objective is clear: get those dead brands off the books at all costs. With 7,900 vehicles left at Pontiac as of the 14th of December and upward of 5,000 left at Saturn as of the beginning of the month, the cost to GM could easily approach $100m. But as they say in the advertisements, their loss is your gain…. as long as you’re interested in one of the G6s or Auras that dominate the dead-brand straggler inventory. Where’s Oprah when you need her?

GM’s sales fell by only two percent in November, showing that, unlike Chrysler, its sales are fairly well tied to the overall health of the market. All four of GM’s “core brands” posted month-on-month increases, with Buick up 14.8 percent, Cadillac up 10.3 percent, Chevrolet up 4.5 percent and GMC up 5.4 percent. Non-core brands including Hummer, Pontiac, Saab and Saturn combined for a 47.9 percent decline, to 11,755 units. Cars fell by 1.3 percent, while Trucks were down by 2.8 percent, leaving GM with total deliveries of 151,427 units.