1969 Pontiac Gto on 2040-cars

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Looking Back At Oprah's Free-Car Giveaway 10 Years Later

Molly Vielweber's Pontiac G6 appears unremarkable at first glance. It wears forest green paint, rolls on five-spoke aluminum wheels, and it has a sizeable scrape in the driver's side door, the scar of a decade's worth of hard use. You wouldn't notice it parked at a big box store or cruising on the highway. Pontiac made hundreds of thousands of G6s in the 2000s, and a lot are still on the road. It's unremarkable in every way except for the front license plate, which reads, "Oprah 6." But this is not just any G6. This car is a part of television history. Vielweber won her G6 10 years ago at a taping of The Oprah Winfrey Show, when Oprah kicked off her 19th season in dramatic fashion by giving all 276 members of the studio audience a free car. It was an unprecedented stunt that changed lives, generated controversy and ultimately failed to provide enough of a marketing lift for Pontiac, which would be shuttered just over five years later. September 13 marks the 10-year anniversary of the memorable event, which caught everyone, including audience members, by surprise. In a masterful display of showmanship, Oprah dialed up the suspense to match the enormity – and cost – of the event. First she gave away 11 cars, which would have been a landmark TV promotion by itself. But then she coyly announced: "I've got a little twist." Models circulated throughout the audience carrying silver platters loaded with white boxes wrapped in red ribbon. One contained a set of keys, Oprah implied, for another audience member to win the final car. "Do not open it. Do not shake it," she commanded the crowd. Finally, with the suspense built to a fevered pitch, everyone opened their box. They all had keys. "You get a car! You get a car! You get a car! You get a car! Everybody gets a car!" Oprah exclaimed. "Everybody gets a car! Everybody gets a car!" This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Everybody did get a car. But not everyone kept it. William Toebe attended the show with his wife, Jillaine, and he immediately thought of the tax implications, which stretched to $6,000 or more for some audience members. It was a tough reality for many in the audience that day, some of which had been selected based on their need for a new car. "That responsible part of me stepped forward and wondered 'where am I going to get the money to pay the taxes?'" he recalled.

Junkyard Gem: 2002 Pontiac Aztek

The General's Pontiac Division sold the Aztek for the 2001 through 2005 model years, and — despite enjoying something of a cultural rebirth in recent years — it is generally considered to be one of the worst cars of all time. The idea of using a minivan platform as the basis for a rough-and-tough-looking crossover with plenty of outdoor-lifestyle amenities wasn't the problem, since many vehicle manufacturers have printed bales of money using that formula. What doomed the Aztek was its hideous appearance and sticker price too lofty for its underemployed-at-the-time Generation X target demographic. Still, the Aztek proved to be perfectly suited for the outdoor activities that Coloradans love: hiking, camping, fishing, skiing, hauling mud-caked golden retrievers around, etc., and so you'll still find lots of Azteks on the roads of the Centennial State. Here's an Aztek Yellow Aztek (yes, that's really the paint color's official title) residing just a few rows from a '76 Checker Taxicab in a Denver self-service yard. Sure, it does look like a vehicle built to the specifications of a six-year-old who decreed a mashup between a Datsun F-10 and a Fisher-Price Little People Travel Together Airplane, but so what? There's a built-in air compressor to blow up your inflatable rafts and volleyballs, a tent attachment that turns the rear of the van into a camper, 12-volt power plugs all over the vehicle (years before this became commonplace on ordinary minivans and SUVs), and running-gear commonality with a jillion Ventures, Silhouettes, Montanas and Trans Sports. Buick managed to de-uglify the Aztek (somewhat) and sold it as the Rendezvous through 2007, but the Aztek never could win over many people with this face. I see plenty of Azteks and Rendezvouses in Denver-area wrecking yards, and I've documented a handful over the years. This one came fully loaded from the factory, with the Corvette-style heads-up display in full effect. The center console was a removable cooler, which was a great idea Â… except for the fact that this cooler holds five standard 12-ounce cans. Michigan residents tell me that this must have been intentional on the part of the Detroit-based Aztek designers, because Michiganders are expected to chug one beer out of a sixer as they walk from the liquor store to the car in the parking lot Â… which makes me extra cautious whenever I'm driving in the Wolverine State.

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.