What’s in a name? You can have a spectacular car, but if its name does not resonate, can it hurt sales? That’s a question that we pose for our Pick of the Day, a 1968 Pontiac Executive two-door hardtop. It’s currently listed for sale on ClassicCars.com by a dealership in Morgantown, Pennsylvania.
The Pontiac Executive can trace its lineage back to the 1959 Star Chief. Nineteen fifty-nine was a significant year for Pontiac, arguably the most significant in the brand’s existence: it reflected the culmination of the brand’s evolution from an anonymous car with little distinction to a car with strong styling and a sporty reputation; the 389 was introduced; Wide-Track chassis debuted; and there was a revamped Pontiac lineup.
Catalina previously had been used as a sub-model to designate a hardtop, but now it was the cheapest Pontiac model, replacing the Chieftain. Star Chief previously had been top-of-the-line through 1957, though now it was the mid-series replacement for the Super Chief. And Bonneville originally debuted in 1957 as a super-deluxe Star Chief, then mainstreamed for 1958 as a special model before becoming a compete series for 1959. The Catalina was on a 122-inch wheelbase, while the Star Chief and Bonneville used one that stretched 124 inches.
The difference in length was mostly reflected in the trunk, making the Star Chief and Bonneville easy to identify in comparison. The main difference between the two models was in standard horsepower and interior trimming.
Throughout the 1960s, Star Chief was available with fewer body styles and sold in fewer numbers than either Catalina or Bonneville (and, soon, Grand Prix as well). Plus, “Star Chief” came off as dated and old-fashioned in comparison to newer, youthful models. Pontiac tried to correct that by evolving the series to Star Chief Executive for 1966 and, for 1967, Executive.
What’s so executive about a model that’s not even the top-of-the-line? By then, the series expanded to one two-door hardtop, two four-doors, and two wagons, but sales still paled in comparison to other models. Nineteen seventy was the final year for the Executive, upon which Bonneville took its place, and the new Grand Ville sat at the top. What’s a Grand Ville? Another series that had an even shorter life span than either the Star Chief or Executive.
Originally Primavera Beige with a black vinyl top, this Spring Mist Green 1968 Pontiac Executive two-door hardtop is one of 5,880 built. Standard was the 290-horsepower 400 two-barrel (the same that came standard on Catalinas), though this Executive has been upgraded with a four-barrel carburetor and intake sometime in its life. A TH400 automatic with a shifter on the column was the overwhelming choice for buyers. Inside, you’ll find two sets of white benches, though the door panels (and data plate, no less) show that this car originally came with a black interior. A three-spoke steering wheel, clock, AM radio, and air conditioning are notable features.
“All in all, a nice ride, recent body and paint, clean chrome, a new interior, and an engine which ticks like a clock,” says the seller. If the credo “fake it till you make it” is true, then it’ll take $25,000 to make the Joneses think you are an executive.
Click here to view this Pick of the Day on ClassicCars.com
