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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.

There's a 'Knight Rider' movie in development

James Wan, who has directed films from the first "Saw" to "Aquaman," with "Furious 7" in between, and produced even more projects, is producing a new Knight Rider movie according to a report in Deadline. Just in case there's a reader who doesn't know, Knight Rider was one of the seminal trio of iconic-car shows from the 1980s, along with "The Dukes of Hazzard" and "Miami Vice." The series lasted 90 episodes that ran from 1982 to 1986, following the crime-fighting exploits of Michael Knight, a man who crusaded for justice after being shot in the face. Billionaire Walton Knight hired Michael to work with the Knight Foundation, where Michael helps develop the Knight Industries Two Thousand, a Pontiac Trans-Am with AI that can talk, drive more than 200 miles per hour, and could teach MI6's Q Branch about gadgetry. Collider described David Hasselhof's Michael Knight as "crimefighter by trade and wearing-a-leather-jacket-with-no-shirt-underneath innovator by hobby." The show made such an impression that there was a series spinoff called "Code of Justice," two TV movies in 1991 and 1994, a convention called KnightCon, and a series reboot on NBC that lasted for one season from 2008 to 2009, as well as stores full of action figures and models and literature, YouTube fan-made trailers and movies, and this wacky German-dubbed short "Knight Rider" film starring Hasselhoff. We don't know anything about the new movie's plot yet, other than that it's set in the present. T.J. Fixman, better known for now as a video game writer who worked on franchises like "Ratchet and Clank" and "Resistance: Fall of Man," has been attached to write, with a mandate to keep "the anti-establishment tone of the original." With matters still early in development there's no telling when the movie will hit theaters, and Wan's probably got his hands busy with the new MacGuyver reboot for CBS, anyway. Now that there's already been a Knight Industries 2000 and 3000, that gives us plenty of time to imagine — in a world where 200-mph hypercars powered by everything sprout like weeds and even Cannonballers are using military-like equipment — what would a Knight Industries Four Thousand possess? And would it be called KIFT? Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

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.