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Junkyard Gem: 1980 Pontiac Phoenix LJ Hatchback

The car-building world was rushing headlong into front-wheel-drive by the late 1970s, eager to reap the weight-saving and space-enhancing benefits of front-drive designs. General Motors designed an innovative FWD platform to replace the embarrassingly outdated Chevrolet Nova and its siblings, and that ended up being the Chevrolet Citation. The other US-market GM car divisions (except Cadillac) got a piece of the X-Body action, and the Pontiac version was called the Phoenix. Here's one of those first-year Phoenixes, not doing a very good job of rising from its snow-covered ashes in a Colorado self-service yard. Pontiac had used the Phoenix name on a luxed-up iteration of Pontiac's version of the Chevy Nova during the 1977-1979 model years, and so it made sense to apply that name to the Pontiac-ized Citation. Phoenix production continued through the 1984 model year (the Citation managed to hang on through 1985). Just to confuse everyone, the Nova name was revived in 1985, on a NUMMI-built Toyota Corolla. The LJ trim level was the nicest one for the 1980 Phoenix, and it included lots of trim upgrades and convenience features. However, even Phoenix LJ buyers had to pay extra for a three-speed automatic transmission instead of the base four-on-the-floor manual ($337, or about $1,291 in 2022 dollars). If you wanted air conditioning, that was another $564 and you had to get the $164 power steering and the $76 power brakes with it (total cost in 2022 dollars: $3,080). Affordable cars weren't so affordable back then, not once you started adding basic options. Both generations of the Phoenix had grilles influenced by those of the Pontiacs of earlier years. The base engine was the chugging 2.5-liter Iron Duke four-cylinder, but a 2.8-liter V6 was optional. This car has the V6, rated at 115 horsepower rather than the Duke's miserable 90 horses. The price tag: 225 bucks, or 862 inflation-adjusted 2022 bucks. The Phoenix was available just as a two-door coupe and five-door hatchback. The MSRP on this car would have started at $6,127, or around $23,469 now. That would have been a pretty good deal even after paying for the options, with the Phoenix's excellent mix of good interior space and solid fuel economy… but the Citation and its kin (the Oldsmobile Omega and Buick Skylark as well as the Phoenix) suffered from seemingly endless, highly publicized recalls and quality problems.

A case for Pontiac's return

Sadly, many brands have disappeared off of the automotive landscape over the decades. Many people have imagined over the years of restarting defunct automotive brands. A few of those dreamers even made prototypes to shop around and to established connections with investors. But, alas poor Yorick, however valiant an effort, many brands are shuttered for good, rarely to be heard of again except in historical tales or maybe seen in car shows. So, what do you do when you win the lottery? Not just any lottery... In fact, it is a lottery that takes care of you and your loved ones for life? You and your family don't have to work, ever. You can give to charity, pay other people to do those projects that you've been putting off, and so on and so on. But, you're still a Car Nut right? There begins the conundrum. Do you buy and fix cars, new premium cars, old muscle cars, or classics, or maybe, just maybe, do you buy the rights to an old departed automotive brand and bring it back to life. Hmm. Which brand? The problem with the old Pontiac was that it was an additional badge engineered vehicle in the portfolio of GM. The meant the brand was diluted by competition from its own parent company, in addition to the competition outside the camp. So, if it were to come back, it would have to be different. Yet, it would still need to keep true to its roots at the same time in order to wake up its armies of existing fans. Even those that aren't fans of Pontiac cannot deny that Pontiac has a long heritage of legendary vehicles. So do Packard, and Studebaker, and others. So, why would a lottery winner choose Pontiac as the marque to bring back? That's easy! Pontiac's long heritage is closely tied to performance vehicles that made many of a teenager drool. Even more important though is that Pontiac is still fresh on people's minds. The brand itself is only recently departed. So, Boomers, Generation X, and Millenials all would all be able to identify with it as opposed to brand names that disappeared multiple decades ago and that now have a more limited appeal. The return of Pontiac couldn't just be another launch of a badge engineered vehicle. It would have to be performance oriented, yes. But, it would have to be unique in some way, a niche brand. What niche though? Look at the automotive landscape now and you see that Tesla is the one out there grabbing at the wide open electric niche with success.

Pontiac should come back as a performance division for GM

For decades the Pontiac brand was known as GM's performance brand. From the 1964 Pontiac GTO, to the 1967 Firebird, to the 1984 Fiero, to the 2006 Solstice Turbo, and 2009 G8 GXP, Pontiac had a reputation for building exciting cars, with bold styling and performance to back it up. When the Camaro was killed off in 2002, the Pontiac Firebird died off with it, and the last Pontiacs were built in early 2010. But with names like G3, G4, and G6, Pontiac's performance image had long faded from it's earlier glory days. My idea for Pontiac's revival would be to bring it back as a dedicated performance marque similar to Chevy's Super Sport (SS) line up of years past. First, and most obvious would be to bring back the Pontiac Firebird. Offering the entry-level model with the Camaro's 275HP turbo 4 cylinder engine, then having the Camaro SS's 455HP V8, but also offering a halo model Trans Am that is a revamped Camaro ZL-1 along with it's tire-shredding 650HP, supercharged V8 and race tuned suspension. Secondly, I would bring back the GTO. Which I would base on the current Chevy SS, but I would use the full 455-horsepower LS4 V8 (rather than the 415-hp setup that it has now). Furthermore, I would add the impressive 650-hp supercharged V8 to provide real competition to the Charger Hellcat. Importantly, I would make sure that the new GTO had bold, distinctive styling that really set it apart. I understand that purists would want any Pontiac GTO to be a two-door coupe, but I think that they could forgive that if the new GTO was an outstanding American performance car. Next, I would take the Buick Cascada convertible, add much bolder styling, swap in the Camaro's 275-hp turbo engine, and tune up the suspension to provide more performance than luxury (without being harsh). And finally I would round out the line up by using the new 2018 Traverse , but use the new, bold Pontiac design language to spice up the model's looks, tweak the engines for more power, and again provide a performance suspension that matches the model's new sporty looks. Obviously, having a high performance Pontiac model line up would steal away some sales from Chevy, Buick, and Cadillac models. But I think that it would more than make up for this by also stealing away sales from competing brands. Related Video: Image Credit: Copyright 2012 Drew Phillips / AOL Pontiac Classics brands open road