Ever wonder what product planners are thinking? Why did Dodge give a four-door a name (Charger) associated with a very sporty two-door? Why did Ford make people think its EV was a Mustang? Our Pick of the Day is a prime example of this in the Pontiac world: the 1969 Custom S. This car for sale on ClassicCars.com is listed by a dealer in Greensboro, North Carolina. (Click on the link to view the listing)
As you may know, the Pontiac Tempest was part of General Motors’ trio of “senior compacts” for 1961. Springing from the development of the Chevrolet Corvair, the trio were not lacking in engineering prowess despite eschewing the Corvair’s rear-engine layout for something more conventional. In the Tempest’s case, the unconventional was a transaxle for fine weight distribution, independent rear suspension, and the choice of a unique four-cylinder (half a 389 V8) or Buick’s aluminum V8.
Later in the 1961 model year, Pontiac introduced a fancy Tempest called the LeMans. This two-door coupe (with B-pillar) featured a higher trim specification that included bucket seats, which were a sporty trend at the time. A convertible appeared for 1962.
For 1964, Pontiac upgraded the Tempest series into a full-fledged mid-size car. Somewhat in between the relative austerity of the Tempest and the sportiness of the LeMans was the new Tempest Custom. Nothing custom about it other than a higher level of standard equipment and trim. Even when the LeMans began to play a more mainstream role and include four-doors, the Tempest Custom played a central role in Pontiac’s mid-size line through 1968.
And, then, for 1969, enter the Custom S. The name was the replacement for the Tempest Custom, but the Custom S was the same model but in name. We can infer where “Custom” came from, but what was “S”? Certainly not “Sporty” because bucket seats were not available except for certain LeMans models (and, of course, the GTO).
The Custom S was available as a four-door Hardtop and Sedan, a two-door Sports Coupe (with B-pillar) and Hardtop Coupe, and a Convertible—that’s every body style in the mid-size series, something the Tempest and LeMans didn’t enjoy. Powerplants included both the OHC-6 and Sprint, plus a 350 two-barrel and the 350 HO, now rated at 330 horsepower. Pontiac fans interested in a “junior supercar” could opt for the 350 HO in a Custom S Sports Coupe and give Road Runners a run for their money, but few people did.
Starting in 1970, Pontiac added the LeMans Sport, now playing the role of the LeMans at the top. The former LeMans now was playing the role of the Tempest Custom/Custom S, with the Tempest continuing on for its final year, augmented mid-year by the T-37. That makes cars like this Antique Gold 1969 Pontiac Custom S Hardtop a curious transitional model. Though we aren’t told which engine it was equipped with new, it does feature a worked 350 V8 with dual exhausts paired to a column-shifted automatic transmission. Other features include GTO hood, aluminum radiator, under-dash gauges, power steering, power front disc brakes, and air conditioner. A RetroSound AM/FM radio has been added, as well as speakers in the kick panels and rear package tray. American Racing Torq Thrusts add the sporty to the S.
Nineteen sixty-nine is a seminal year for Pontiac performance. While not a GTO, this Custom S struts the same stuff that trickled down to Pontiac’s mainstream models. It would behoove you to chat with the seller to learn more about this unusual one-year model name and see if it’s worth the $31,293 that (s)he is asking.
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Source: www.classiccars.com