Pick of the Day: 1969 Pontiac Custom S

Have you ever thought about anything? What are product planners thinking? Why did Dodge give a four-door car a name (Charger) that is associated with a very sporty two-door car? Why is Ford letting people think its electric car is a Mustang? Our Daily Pick is a prime example from the Pontiac world: the 1969 Custom S. This car for sale on ClassicCars.com is listed by a dealer in Greensboro, North Carolina. (Click the link to see the list)

As you know, the Pontiac Tempest was one of three “premium compact cars” launched by General Motors in 1961. These three cars were developed from the Chevrolet Corvair, and although they eschewed the Corvair’s rear-engine layout, they were not lacking in engineering prowess. More traditional. Unconventional in the case of the Tempest were a transaxle for fine weight distribution, an independent rear suspension, and the choice of a unique four-cylinder engine (half a 389 V8) or Buick’s aluminum V8.

Later in 1961, Pontiac introduced a beautiful Tempest called the LeMans. The two-door coupe (with B-pillars) featured higher trim specifications, including bucket seats, a sporty trend at the time. In 1962 the convertible appeared.

In 1964, Pontiac upgraded the Tempest series into a full-fledged mid-size car. The new Tempest Custom sits somewhere between the relative simplicity of the Tempest and the sportiness of the LeMans. There’s not much customization beyond a higher level of standard equipment and trim. Even as Le Mans began to take on a more mainstream role and include four-door models, the Tempest Custom continued to play a central role in Pontiac’s midsize car lineup in 1968.

Then, in 1969, the Custom S was introduced. The name is a replacement for Tempest Custom, but the Custom S model number has the same name. We can deduce where “Custom” comes from, but what is the “S”? Certainly not “sporty” as bucket seats are not offered except on certain Le Mans models (and the GTO, of course).

The Custom S is available as a four-door hardtop and sedan, a two-door sports coupe (with B-pillars) and a hardtop coupe, and a convertible – all body styles in the midsize range, including the Tempest and LeMans. Powerplants include the OHC-6 and Sprint, as well as the 350 two-barrel engine and the 350 HO, currently rated at 330 horsepower. Pontiac fans interested in a “junior supercar” could opt for the 350 HO with the Custom S sport coupe and compete with the Road Runners, but few did.

Beginning in 1970, Pontiac added the LeMans Sport, which now plays the role of Le Mans’ premier racing car. The former Le Mans now plays the role of the Tempest Custom/Custom S, with the Tempest continuing its final year with the addition of the T-37 mid-year. That makes a car like this Antique Gold 1969 Pontiac Custom S Hardtop an odd transitional vehicle. While we don’t know which new engine it’s powered by, it does feature a 350 V8 with dual exhaust pipes, paired with a column-mounted automatic transmission. Other features include a GTO hood, aluminum radiator, under-dash instruments, power steering, power front disc brakes and air conditioning. A RetroSound AM/FM radio was added, as well as speakers in the baseboards and rear trunk. American Racing Torq Thrusts add a sporty feel to the S.

Nineteen sixty-nine was a groundbreaking year for Pontiac performance. Although not a GTO, this Custom S has the same features as mainstream Pontiac models. It’s worth talking to the seller to learn more about this unusual one-year model designation and see if it’s worth the $31,293 he’s asking.

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