Quote:
Originally Posted by Old Goat Racer
And the dealer brochure
|
1983 Pontiac full line brochure -
The “we build excitement” era of Pontiac is the one I am a bit familiar with.
In October 1980 then Pontiac general manager Bob Stempel was sent to Germany to rescue Opel and William E. Hoglund was assigned the job of Pontiac general manager. The product line was deteriorating, the customer base eroding and dealers suffering. The division had lost focus.
Less than 2 months into the job, Hoglund and then planning manager John Middlebrook decided the division needed a new focus and in January 1981 the Pontiac Image Conference was held. Out of the conference came a formal Image Statement. Pontiac’s advertising agency participated in the conference and as a result of the conference the new slogan “We Build Excitement” was born.
Unfortunately the current product line did match the promise of such a bold slogan. So Pontiac marketing began featuring the word “Excitement” in promotional materials while the product line could be revamped to live up to the slogan. Finally for the 1983 model year, the product line was good enough, Pontiac had the STE version of the 6000, a 5-speed transmission option for the firebird/trans am, a Daytona Pace Car special edition, a new 2-liter OHC engine and 5-speed for the 2000. The Fiero had been approved and would become available in the next model year.
I believe the 1983 full line brochure and this 2-page magazine ad
1983 magazine ad
was the launch of the slogan “We Build Excitement” and all the variations achieved by substituting a different word for build like “Sell”, “Race” etc. Pontiac used this slogan for the next 10 years (in 1993 it was changed to “we are driving excitement”, and there were some very good years in there, like 3rd place in sales in 1988 and 1989.
I have not been able to confirm this, but I also believe that the Firebird Girl was “discovered” at the photo shoot for the 1983 full line brochure. Natalie was one of the models at the photo shoot of the 1983 line-up for the full line brochure. When it was time to take photos of a black Trans Am, Natalie was selected to model with the car. Jim Graham, Pontiac’s director of merchandising decided to do something a little different, and had Natalie wear a snug fitting leather outfit. The combination was electric. Jim Graham took in the scene and said “We are going to have a Firebird Girl”.
Natalie with black Trans Am