As the Super Bowl fast approaches, here’s a fascinating Super Bowl ad from 1970, for the Pontiac GTO Humbler built by General Motors.
Longtime roadie Mark Potter, who’s done a lot of impeccable research about Route 66 and classic cars, said the ad aired only one time. He explained why in a comment on his Facebook account:
This GTO featured the rare VOE or Vacuum Operated Exhaust option that could bypass the mufflers for increased horsepower … and noise, activated by a knob marked “Exhaust” as seen in the ad. GM’s bigwigs were also offended by this scene in the ad, and ordered Pontiac to drop the VOE option. […]
The men in GM’s stuffy executive suite, also known as the 14th Floor, disliked the ad because it smacked of “street racing” or “irresponsible driving” due to the scene of fast driving out of the drive-in restaurant, the rumbling exhaust sound and the sight of the driver pulling out the “Exhaust” knob to activate the VOE. After seeing the ad on Super Bowl Sunday, they called the head of Pontiac onto the 14th Floor Monday morning and ordered the ad and VOE option pulled.
As a result of GM executives’ decision, only about 130 of the GTO Humblers with the special exhaust system were made. Here’s a video that demonstrates how the system worked — and how the car’s sound changed when it was activated:
GM had an extraordinary muscle car with a device that was utterly unique, and its bosses killed it. This story of tone-deaf executives serves as a harbinger for GM’s eventual downfall.
Ironically, GM reintroduced the GTO in 2004. But by then, the company already was a shadow of its former self.
I was familiar with the option, but had not seen this commercial that I recall.
Reproduction parts are available, but are NOT CHEAP!