Join us for a deep dive into the 1954 Pontiac lineup in this original General Motors sales film.
The 1954 model year represents the end of an era for the Pontiac brand at General Motors. One year later in ’55, the GM division would introduce an all-new car powered by a modern overhead-valve V8. But for ’54, Pontiac was sticking to the tried and true, with a platform that dated back to 1949 and two antiquated inline, L-head engines, a six and an eight. The straight eight was especially long in the tooth, sporting solid valve lifters, a long stroke, and cast-iron pistons. At 268 cubic inches and 127 hp it wasn’t a great deal larger or more powerful than the six-banger, but it was smooth and quiet, especially when paired with GM’s Hydra-Matic transmission.
As we can see in this 20-minute sales film, entitled Look at Pontiac for 1954, Pontiac’s style and performance campaign was still a few years in the future. For the time being, the messaging was focused on comfort and value, and on the division’s new top-of-the line model for ’54, the Star Chief. Extra-cost options featured here include power steering, power brakes, and though it’s barely mentioned, an improved air-conditioning system with the evaporator integrated into the dash, an advance also offered by Nash that year. (On previous automotive A/C systems, the hardware was crammed into the trunk.) Due in part, no doubt, to the increasingly dated product line, sales slipped from 418,619 cars in ’53 to 287,744 in ’54, but fortunately, changes were already in the works. Video follows.
Drove a ’54 Chieftan in high school and college. Wish it would have had power steering – it usually took two people to twist the wheel in a tight parking spot! Buddies ’55 without power steering was the same way. Always wanted the Star Chief Catalina but had to settle for the G.O.A.T (so named by college mates that had GTO’s). Notice they mention power windows – but they failed to say only on the front – and not on the rear windows! It was comfortable, quiet, good handling and a real dog off the line but once it was rolling, nothing was going to stop it. Still wish I had it!
The Strato Streak Pontiac V8 was originally intended to be introduced in 1953, Pontiac had 23 production prototypes of the 1953 being tested in 1951/1952 on the GM proving grounds, Buick & Olds discovered this, and complained to GM’s board of directors, the board ordered Pontiac to wait until 1955 to introduce the new engine.