1968 Pontiac Gto Convertible 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.

Pontiac could be a phoenix rising from the ashes

Of the deceased American car companies from the past 50 years such as Hummer, Mercury, Oldsmobile, Plymouth and Saturn, I believe the most worthy resurrection would be Pontiac. After all, it's no longer politically correct to drive an ex-military vehicle with single-digit gas mileage, nor do Millennials and Gen-Xers desire AARP-associated nameplates such as Mercury or Oldsmobile. Pontiac was originally founded in 1893 by Albert G. North and Harry G. Hamilton as the Pontiac Buggy Company, due to their location in Pontiac, Michigan. But as the early 1900s automotive revolution took off, they shifted their focus from horse-drawn carriages to motorized transportation. Taking a cue from Oakland County where they were based, they rebranded their organization as the Oakland Motor Company. Within a couple years, sales of Oakland cars were so good that it caught the attention of General Motors and they bought the company. In 1926, GM premiered the first Pontiac and its name drew inspiration from the legendary Native American War Chief, who was famous for the Battle of Bloody Run and opposition of British forces. His likeness was used in early promotional materials as well as the vehicle's emblem which was referred to simply as the "Indian Head". In 1956, the outdated emblem was replaced with a new, sleeker logo that resembled a red arrow head. It was known as "The Dart" and featured a singular star in the center which may have been a nod to Pontiac's successful Star Chief model. The 1960s saw the introduction of several popular models such as the GTO and the Firebird. The GTO was initially offered as an option package on the 1964 Tempest, and the name was the brainchild of John Delorean, who would later go on to form his own eponymous automobile company. The Firebird debuted in 1967 as a pony-car foil to Ford's award-winning Mustang. Although mechanically similar to Chevrolet's Camaro, the Firebird boasted a distinct sheetmetal nose and tail to help visually distinguish it. The 1980s were another adventurous time for Pontiac, and GM took advantage of the sales momentum by running a successful ad campaign. It proclaimed "We Build Excitement" and highlighted an arrangement with musicians Daryl Hall and John Oats. The fiery Fiero was a home-run for Pontiac and it was introduced in 1983 as an '84 model. Not only was it the first U.S. produced mid-engine sports coupe, but it also utilized lightweight, dent-resistant body panels.

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.