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Automakers tussle over owners of 'orphan' makes

When General Motors put down several of its brands in recent years, it also let loose thousands of brand-loyal customers who will eventually need another car.
R.L. Polk Associates estimates there are more than 18 million cars from 16 discontinued makes on the road today. Those "orphan owners" have sales-hungry competitors seeing dollar signs. GM is offering Saturn owners $1,000 cash toward a Chevy Cruze, Cadillac CTS or a GMC Acadia. Ford is giving its Mercury lease customers a chance to get out of their contracts with no early-termination penalty and offering to waive six remaining payments if they drive off in a Ford or Lincoln.
Edmunds.com research shows the efforts are paying off somewhat for GM, with 39 percent of Pontiac owners, 37 percent of Hummer owners and 31 percent of Saturn owners taking delivery of another GM-branded vehicle. But that leaves as much as 69 percent of owners going elsewhere. Ford, Honda and Toyota seem to be attracting many former GM owners.

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.

Junkyard Gem: 2006 Pontiac Solstice

The debut of the Pontiac Solstice, back in 2005 for the 2006 model year, stirred up much excitement in the automotive world. Sales were brisk at first, and then they weren't so great… and then Pontiac itself went under The General's cost-cutting axe. One thing I have learned during my junkyard travels is that even sought-after sports cars eventually reach a point at which they start showing up in the big self-service junkyards. For example, the BMW Z3 began appearing in such yards about five years ago, along with the Audi TT. While the Honda S2000 still appears to be exempt from this process, today's Junkyard Gem shows that the time has now come for the Pontiac Solstice/Saturn Sky. The first Z3s and TTs I saw in the U-Wrench-type yards were crash victims, not worth fixing, and that's the case with this Solstice. In a few more years, I'll start seeing the occasional Solstice/Sky discarded due to general worn-outness. Someone grabbed all the undented front body parts and the transmission (these items, presumably, being valuable), but no junkyard shoppers have felt like pulling the non-turbo 2.0-liter Ecotec. The interior seems dirty, probably from exposure to the elements while sitting outdoors in this Colorado Springs wrecking yard, but not in bad shape otherwise. Perhaps the car's owner celebrated a return from Iraq with the purchase of a sporty new Pontiac, 13 years ago. These cars have an enthusiastic following, so I wasn't expecting to see a junked one so soon after production ceased. I felt the same way about the Chrysler Crossfire, however, and I found two of those last year. What's next, a 2002-2005 Thunderbird? This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Such optimism!