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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: 1964 Pontiac Catalina Custom Ventura

Like Impala, Skylark, Malibu and Silverado (among many others), the Ventura name began its career as the designation for a trim level or option package used on another GM model, then became a model name in its own right. Initially a designation for a snazzed-up Pontiac Catalina two- or four-door hardtop, the Ventura name moved over to a Pontiac-ized version of the Chevy Nova for 1971. Today's Junkyard Gem, found in a Northern California car graveyard, proudly bears both Catalina and Ventura badging. Actually, the Catalina name itself started out as a trim level for the Chieftain and Star Chief models of the 1950s, just to confuse everybody. By the time this car was built, the Catalina was the cheapest of four Pontiac models built on the same full-size B-Body platform as the big Chevrolets and Olds 88s of the time (the Star Chief, Bonneville and Grand Prix ranked above it on the 1964 Pontiac Prestige-O-Meter). The 1964 Catalina four-door hardtop with the Custom Ventura package offered a lot of swank per dollar, with a price starting at $3,063. That's about $29,821 when converted to inflated 2023 dollars. The main benefit of the Custom Ventura package was an interior done up entirely in Morrokide upholstery. Morrokide was the name GM applied to Naugahyde fake leather when used in Pontiac vehicles; when used in Buicks, it was known as Cordaveen, while Oldsmobile Naugahyde was called Morocceen. Naugahyde took its name from the town of Naugatuck, Connecticut, where it was invented. This car's Morrokide is in rough shape. In fact, everything about this car is decayed and probably infectious. You know to be careful when a junkyard car has warnings about rat feces inked on the glass. That said, I couldn't resist examining the 8-track tapes that littered the interior. Here's Hotel California, the 1976 hit album by the Eagles. Supertramp's Paris, a live album recorded from the 1979 Breakfast in America tour, is here as well. Here's The Best of Carly Simon, from 1975. The tapes were played on this Sparkomatic player, which probably lived in the glovebox or under the seat. The factory radio was AM-only, and includes the frequency markings for the atomic-attack CONELRAD emergency frequencies. 1964 was the last year for mandatory CONELRAD radios in the United States.

Junkyard Gem: 2000 Pontiac Sunfire coupe

In a few months, we'll reach the tenth anniversary of GM's axing of the venerable Pontiac brand. G6s, Vibes, and Matizes continued to be built until 2010, but I'm noticing a marked decrease in discarded Pontiacs lately, as I perform my junkyardy rituals. Here's a 2000 Pontiac Sunfire, photographed in a Colorado wrecking yard. The Sunfire was the near-identical sibling to the Chevrolet Cavalier, based on the long-running (1982-2005) J-Body platform. It was cheap and simple, looked pretty sporty (at least in coupe form), and every parts store in North America carried just about everything you'd need to keep one running. This coupe had to compete for sales not only with a vast and menacing array of imports but with GM's own Saturn SC2 (not to mention the Cavalier itself). Meanwhile, the J platform was showing its age more with each passing year. This car sports what must have been the complete line of Fatal Clothing bomber-nose-art/skate-punk/gang-tag-influenced decals, circa 2010. I actually photographed this car back in 2011, then misplaced the image files until last week. The stickers are very California-centric for a Colorado car, but then plenty of Californians — including me— move here. When you know you're a car's final owner, it's a lot easier to whip out the paint pens and redecorate the interior. Power came from the engine GM developed for the very first J-Bodies: the 2.2-liter 122 pushrod four-cylinder. 2002 was the last model year for 122-powered Sunfires and Cavaliers; the most affordable S-10/Sonoma/Hombre trucks got this engine through 2003. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. It even came with a remote, so bad Midwestern farmgirls could make quick getaways when caught in the act by enraged broom-wielding mothers. Featured Gallery Junked 2000 Pontiac Sunfire View 30 Photos Auto News Pontiac Automotive History