1988 Pontiac Fiero Formula Red Original on 2040-cars

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Why Pontiac should come back and how it can be relevant again

When I was a kid growing up in Metro Detroit, our family was always entwined in the General Motors empire. My dad and some of our relatives worked for GM in various capacities, and we had our fair share of Chevrolet, GMC, and even Buick products in our humble driveway. However, it was my Uncle Ed that always had a vehicle from the one GM brand that always appealed to me the most: Pontiac. Seeing him pull up in his Pontiac 6000 and later the '90s era Grand Prix sedan that replaced it was always an exciting occasion, and both of these models also reflected the playful spirit that once defined the Pontiac brand. Back when Pontiac first got its performance groove on in the '60s, names such as GTO, Firebird, as well as Bonneville became iconic nameplates in the broader muscle car era. The '80s saw Pontiac lose some of its styling heritage, but also try new things at the same time including turbocharging as well as the mid-engine sports car with the flawed but still sleek Pontiac Fiero. When the Pontiac brand was shuttered in 2009, it was a mere few years after I earned my drivers license, and also when Pontiac was just beginning to regain some of its lost luster. Granted cookie cutter efforts like the Pontiac G3, (Chevrolet Aveo) G5, (Chevrolet Cobalt) and G6 (Chevrolet Malibu) certainly did not help matters during Pontiac's final years on the market, but two models in particular offered a compelling glimpse into what could've been for the storied brand. The first was the Pontiac Solstice roadster/coupe. Originally introduced as a concept back in 2004, and championed by everyone's fighter jet flying auto executive Bob Lutz, the Solstice was designed to be a serious competitor to the Mazda Miata, and while its interior ergonomics were flawed and the top solution not ideal. It proved to be a fun little car to drive, and also a sales success for Pontiac with initial demand exceeding expectations.This was especially due to its lineup of engines with the 2.0 liter LHU turbocharged four-cylinder engine delivering 260 horsepower in GXP variants. The second and (inarguably my favorite Pontiac model) was the Pontiac G8 sedan. Originating in Australia as the Holden Commodore VE, the G8 was designed to rectify the multitude of sins created by the last generation Bonneville. Front wheel drive was pitched in favor of rear wheel drive, and for the first time in a long time interior ergonomics and cladding free exterior styling were key building blocks for success.

GM doing fine at retaining Pontiac owners

This isn't the first time we've reported positive news about General Motors retaining former Pontiac owners. Get a few more stories like this latest report from Edmund's Auto Observer, and it will mark an ongoing positive trend for GM. Edmunds.com crunched the numbers to see how well the General is hanging on to customers after shutting out the lights at Pontiac, and it found that nearly 40 percent of Pontiac owners stayed with a vehicle from a General Motors brand.
The numbers are a little lower than an earlier R.L. Polk & Company study, but Edmunds says General Motors is keeping more former Pontiac buyers than it has since 2007. Most are turning to vehicles from Chevrolet, especially during January and February of 2011, when GM incentivized Pontiac owners to stay under the umbrella. Those moves seem to have worked, and 28.1 percent of Pontiac owners trading up made the jump into a Bowtie.
Buyers that have gone elsewhere have largely stayed loyal to Domestic automakers, with Ford picking up the most conquests from Pontiac, with 9.4 percent switching. Toyota and Honda picked up 7.4 percent of the pool of former Pontiac drivers. The numbers are defying any predictions that Pontiac buyers would completely exit the General Motors fold, and have climbed up closer to parity with the retention figures of other GM brands from a 2009 low of only 16 percent retention.

Junkyard Gem: 2007 Pontiac G6 GT Convertible

GM's Pontiac Division sold its first convertibles during the 1927 model year (just a year after the division's creation), then proceeded to offer memorable drop-tops for most of the following 83 years. The best-selling convertible to bear Pontiac badges during our current century was the retractable-hardtop-equipped G6, available from the G6's introduction in 2006 through the second-to-last model year of 2009 (the Sunfire convertible was available just through 2000, while the Firebird convertible vanished with the demise of the slow-selling Firebird itself after 2002). Here's one of those G6 GT convertibles, found in a Denver-region boneyard after a crash ended its driving career. Mashed right front, popped airbags. This sort of damage might have been worth repairing in 2009, but not today. The 2007 G6 was available as a coupe, sedan, or convertible. All the convertibles had the GT trim level and the 3.5-liter V6 and its 224 horsepower. The MSRP on this car was $28,750 (about $42,325 in 2022 dollars), making it the most expensive G6. The power hardtop roof folded up into the trunk, leaving 1.8 cubic feet of trunk storage space with the top down. This Karmann-designed roof system made the interior much quieter than that of a traditional soft-top convertible. All G6s were built at Orion Assembly in Michigan, where Chevy Bolts are born today. The G6 was built through the 2010 model year, making it one of the very last Pontiac models (the Vibe also made it to 2010, though it was really a Toyota Matrix). In hindsight, 2007 turned out to be an ominous year for GM.