The 1960 Pontiacs set the stage for the GM division’s rise to the top as the youth and performance brand of the ’60s.

Although it can appear that way, Pontiac didn’t really become the youth, styling, and performance brand at General Motors overnight. It was more of a process, performed under the direction of Semon “Bunkie” Knudsen, who came to Pontiac in 1956, and his two lead engineers, Pete Estes and John DeLorean. They went to work, and in 1959 the division’s V8 was opened up to 389 cubic inches. And for 1960, the 389 was available in nine different states of tune with up to 363 horsepower.

Catalina Hardtop Coupe 

For economy-minded drivers, there was a 215 hp Trophy 425E package with an 8.6:1 compression ratio and two-barrel carburetor, running on regular gasoline. From there, the performance options were plentiful: They included both four-barrel carburetor (Carter AFB) and 3×2 Tri-Power combinations with up to 318 hp. Off-the-menu choices, if you will, included the Super Duty 363 hp dealer kit, sold over the counter to assemble a combination with a 10.75:1 compression ratio, Tri-Power, and the McKellar no. 7 solid lifter camshaft, named after Pontiac engineer Malcolm “Mac” McKellar. A 363 hp Catalina won Top Stock honors at the 1960 NHRA Nationals in Detroit, driven by Pontiac ad man Jim Wangers.

363 hp Catalina at the NHRA Nationals in Detroit 

Early in 1960, Pontiac added the Borg-Warner T-10 four-speed manual transmission to the regular production option list, joining the three-speed manual and four-speed Hydra-Matic. This was essentially the same gearbox offered in Chevrolet passenger cars with a 2.20:1 first gear. That year, Pontiac also introduced its eight-lug aluminum wheels with integral brake drums, manufactured by Kelsey-Hayes. (See our feature here.) The division’s direction was coming into full view: Now there was a special emphasis on performance.

Bonneville Vista 

On the styling front for ’60, GM design vice president Bill Mitchell gave lead designer Joe Shemanski and crew free rein to redo the complete exterior from the greenhouse down, preserving only the roof and glass of the ’59 platform. Fair to say it’s a totally different look, cleaner with fewer gadgets and gimmicks. Reportedly, the fine-toothed grille was inspired by the Miller Indy cars of the ’20s, at the suggestion of Mitchell. In 1959, Pontiac had introduced its twin-grille theme, but then reverted to a single full-width grille for 1960. The twin grilles returned in 1961, and they remained in play through the life of the division.

Bonneville Convertible Coupe

Among the key elements in Pontiac’s growing appeal, it’s often noted, were the beautiful interiors, featuring multi-toned Morrokide in a variety of color combinations. Morrokide was Pontiac’s trade name for a durable, high-quality cloth-backed vinyl material manufactured by the U.S. Rubber’s Naughahyde division that was noted for its fine finish and seeming inability to show wear. A new trim level, the Ventura, was introduced in 1960 to offer buyers a Star Chief or Bonneville-grade interior in a Catalina-size car, at closer to a Catalina price.

The U.S. auto market experienced phenomenal growth in 1960, rising 25 percent to more than seven million units. However, Pontiac sales rose only 3..4 percent that year to 396,000 cars. There were other factors at work at work in the market, including the rise of compacts and imports. Still, Pontiac was laying the groundwork for its rise to the top of the youth-performance market in the ’60s. The pieces were falling together.