In the fifteen years since Pontiac has ridden off in the automotive Heaven, the world has changed. A lot. From the culture, and to the types of cars we drive, not much has remained. At the end of its lifespan, Pontiac, though a brand filled with rebadged versions of other cars, was a symbol of anti-PC marketing. Chock full of product that offered exciting driving dynamics, aggressive styling, and tongue-in-cheek marketing, it was an automotive brand for those who liked to go their own way.
However during the economic collapse of 2008-09, Pontiac was deemed no longer viable by the government who had to bail out General Motors. It hadn’t turned a profit in over a decade, and didn’t make sense to keep around to those in charge of the finances. Unfortunately, it had to go. With models like the Firebird/Trans Am, GTO, G8, Grand Prix, and the Solstice roadster, the mark that the brand left behind on automotive history is one that won’t be forgotten for a long time.
Dodge, by their own admission, took full advantage of the gap in the market that Pontiac had left behind; entering the arena with high performance-focused models like the SRT Chargers and Hellcats, as well as the performance variants of the Durango SUV.
There has since been a steady stream of interest among those in the hobby, and with the current climate of lookalike SUVs and electric sedans, some may be getting an itch to break out with something new and exciting. With Dodge eliminating most of their HEMI engines, and the Charger and Challenger, as we knew it, being eliminated there’s certainly a space for an automotive bird flip — pun intended.
Apparently, we’re not the only ones who feel that way. Earlier this week, a full one-page ad in Car and Driver’s latest issue depicts Pontiac’s, and the Firebird’s, return. Easily dismissible as trolling, you have to remember that the Firebird logo and the Pontiac name and logo, is still trademarked by General Motors. So unless Car and Driver and, whoever, wants a hefty lawsuit, then it could very well be from General Motors themselves.
Are they gauging the market? Perhaps. Are they stoking up an actual comeback, or at minimum, a future Trans Am? Could be. After all, 2026 will mark Pontiac’s 100th anniversary. I suppose we will see.
Rick Seitz is the owner and founder of GMEFI Magazine, and has a true love and passion for all vehicles. When he isn’t tuning, testing, or competing with the brand’s current crop of project vehicles, he’s busy tinkering and planning the next modifications for his own cars.
