Scan of brochure image from the author’s collection.
Imagine my surprise when I opened up my April 1964 issue of Motor Trend to find not only the expected road tests on 1964 models, commentary that reveals the mindset of the public and staff as it related to the auto industry at the time, and great ads for various models, but also this GTO-specific eight-page brochure stapled into the center!
A collector’s item today, a quick read told me that it was also a very slick piece of automotive literature. The GTO was in its inaugural year, the term “muscle car” had yet to become a pop culture icon and very little automotive advertising of the day aggressively courted the speed demons among us. This brochure did that and more, in full color!
Sure that phrase has little impact 2014, as everything is in full color, but in 1964, color pages in a car magazine were precious few, as were color ads. For example, in that same 98-page issue of Motor Trend, there are seven editorial pages that were tinted with a single color and four ads that have a single color added to them. Nothing in the magazine is in full color…except for the covers and the GTO brochure. Imagine the impression that would make on a reader? For some, seeing these GTOs and all of their performance options presented in such a bold manner for the first time may have positively influenced their taste in cars for decades to follow. At least Pontiac hoped so.
Even for PMD, this style of advertising was radical. More prevalent of the era was the Fitz and Van artwork featuring low and wide Pontiacs in exotic locals with a smiling man and woman engaged in conversation or just enjoying their new automobile.
Compare that to this brochure…actual photographs of actual cars taking curves at high speeds and frying the tires! Also note the large clear color photos of many of the most desirable options, including the Tri-Power. Add to that in-depth listings of what is standard and optional on the GTO, right down to ride rates at the wheel for the coil springs and the diameter of the front anti-roll bar, not to mention the listed steering ratios, engine specs down to valve sizes, clutch size, transmission gear ratios, and a powertrain chart that includes special-order axle ratios and more. The result is a well thought-out, comprehensive and visually dynamic piece of automotive literature.
Thank you, Pontiac, Jim Wangers and the rest of the staff at MacManus, John and Adams.
The version shown here was produced prior to the availability of the close-ratio four-speed transmission. Pontiac later revised this same brochure to show it and the available special-order rear gear ratios for it, on the page that lists the options and accessories.
You could probably pick this brochure up at the dealer as well, but the fact that it was stapled into car magazines in 1964 shows how intent Pontiac was on reaching its younger speed-hungry market. In the year of the GTO’s 50th anniversary, and with Pontiac no longer extant, this booklet offers a pleasant remembrance of the division’s glory days.
I’m sure Pontiac wasn’t the only automaker offering more than single-page ads back then. Perhaps foldouts, pamphlets or brochures somewhat like this one for other cars were tucked or stapled into some of your favorite periodicals of the day. If you know of any, tell us about them and where you found them. Even if you don’t, please enjoy perusing the below brochure on the GTO, as it’s an interesting read.
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