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STUDY: Ford owns brand loyalty in 2009; Scorned Saturn, Pontiac buyers will look outside of GM

Ford buyers appear to love their cars more than customers of any other automotive brand, returning back to the American automaker when it comes time to purchase their next vehicle. According to a study by Experian Automotive, six of the top 10 vehicles for customer brand loyalty wear badges from the Blue Oval. That includes the Ford Fusion (62.4 percent), Ford Edge (57.9 percent), Ford Five Hundred/Taurus (56 percent), Ford Freestyle (51.9 percent), Ford Escape (49.4 percent) and the Ford Focus (47.57 percent).
Other vehicles making up the top 10 include the Toyota Prius (52 percent), Chevy Impala (51.7 percent), Toyota Camry (47.8 percent) and Toyota Corolla (47.56 percent). This brings up an interesting question: With the closing of automotive brands like Saturn and Pontiac, where are those buyers to turn for their next automotive purchase?
Apparently, not back to General Motors. According to Experian, Pontiac owners are most likely to look to the Ford lineup for their next car or truck and Saturn shoppers will switch to Toyota or Honda - not particularly surprising given that Saturn was meant to compete with import brands. Experian predicts that GM's overall market share will fall from 20 percent to about 17.5 percent, with most of the slack being picked up by Ford, Honda and Toyota.

Junkyard Gem: 1986 Pontiac Fiero GT

If you like affordable, mid-engined two-seaters, the 1980s were your decade. Fiat (and, a bit later, Bertone) offered the X1/9, Toyota sold MR2s, and even General Motors got into the act by creating the Fiero. Available from the 1984 through 1988 model years, the Pontiac Fiero showed plenty of promise but ended up being mostly disappointing, in some ways echoing the career of the Chevy Corvair of a couple of decades earlier. Today's Junkyard Gem is a once-spiffy 1986 Fiero GT, found in a self-service yard near Denver, Colorado. After a long and painful development period stretching all the way back to John DeLorean's XP-833 Banshee (which ended up being a major influence behind the original Opel GT), the Fiero finally debuted in 1983 as a 1984 model. The top-of-the-model-range GT appeared the following year. The Fiero was built as a notchback coupe and as a fastback, with all the GTs being the latter type. I couldn't get the engine lid open, but this car would have left the assembly line (in Pontiac, Michigan) with a 2.8-liter V6 rated at 140 horsepower. This car has a five-speed manual transmission, making it a credible rival for Toyota's MR2.  The 1986 MR2 was less powerful than the Fiero GT (112 horsepower versus 140), but also scaled in significantly lighter (2,459 pounds against the Pontiac's 2,780 pounds). The MR2 also cost less, priced at $11,298 while the Fiero GT cost $12,875 (that's about $30,540 and $34,805, respectively, in inflation-adjusted 2022 dollars). Meanwhile, the $6,998 Honda Civic CRX two-seater lured away many potential Fiero buyers despite being a front-engined/front-wheel-drive car, and the $7,186 Ford EXP/Mercury LN7 also put a dent in Fiero sales. I can't find a price for the 1986 Bertone X1/9, but it cost a hard-to-believe $13,990 in 1984. GM still was using five-digit odometers in many vehicles by the middle 1980s, but this Fiero has a six-digit unit and thus we can see that it nearly achieved 150,000 miles during its driving career. The 1984-1987 Fiero suffered from a parts-bin suspension design, with the front suspension borrowed from the Chevrolet Chevette and the entire rear transaxle/suspension assembly lifted from the front end of the Chevrolet Citation. For the 1988 model year, GM finally spent the money to design an improved Fiero-specific suspension … and then promptly put a halt to production.

Classic Pontiac Trans Am Firebird Super Duty 455 sells for nearly $90,000

Historically, the Pontiac Firebird Trans Am raised the performance levels a notch or two over a plain Firebird in the muscle car hierarchy of the Sixties. But the Super Duty 455 version of the Trans Am — that number represents the cubic inches of the hand-assembled V8 engine — moved the performance needle big time in 1974. So much so that a clean example of the machine sold recently on the Hagerty Marketplace auction site for $89,296. Advertised with just under 54,000 miles on the clock and having undergone a thorough restoration, the Buccaneer Red model was one of just 943 Pontiac Firebirds equipped with the Super Duty 455 package for the 1974 model year. That build had also been offered in 1973. The Hagerty listing drew more than 21,000 views and 39 bids. According to Hagerty's valuation report, a similar car would be worth $85,700 in good condition, and $103,000 if it was in ‘“concours condition.” The Super Duty motor borrowed technology from the lineÂ’s 366-cubic-inch NASCAR engine, and featured heavy-duty connecting rods and an entirely new block with a revised crankshaft and heads to deliver a claimed 310 horsepower. The Firebird that sold was indeed loaded, with a three-speed Hydra-matic transmission (which surely reduced its overall value), power locks and windows, AC, dual exhausts, heavy duty stabilizer bars all around, and a “custom Interior trimmed in Red perforated Morrokide vinyl upholstery.” The entry of PontiacÂ’s pony car in the U.S., facing off against the Mustang and Camaro, dates back to 1967, when it was offered with an inline six and optional V8. The first Trans Ams were introduced two years later, the name derived from a handling package. General Motors ceased production of new Pontiacs in 2002 owing to declining sales and losing stakes in the sports coupe market. The big 455-cid V-8 had disappeared years earlier.