1988 Pontiac Commercial Rare Two Minute spot – We Build Excitement
Pontiac’s ‘We Build Excitement” jingle will always run through my head on the rare occasion i see a mid to late 80s Pontiac, in any condition. Despite it’s wide usage of the campaign from the new for 1988 Korean LeMans, to the flagship Trans Am, the rock anthem based tune with the obligatory permed mullet and crimped mop backup singers, really characterizes the decade this was created for.
The all-new, fourth generation Grand Prix (Motor Trends Car of the Year for 88′), the SSE Bonneville and the new sub-compact LeMans debuted. And unfortunately the much improved but unprofitable Fiero died, after GM spent $100 million on a superior new suspension, and other revisions, despite a strong fight by many supporters within the division. In keeping with Pontiac’s mission to offer a high-end car for serious drivers within each model line, the flagship SSE Bonneville was powered by the new 3800 sequential fuel injected V6. It was inspired by European models, and created on a whim, because Pontiac designers wanted a new, unusual car to drive to the Detroit Grand Prix race. The Pontiac 6000 STE received an optional full-time, all-wheel drive system, the first in the division. It was quickly becoming the most technologically advanced car in the Pontiac fleet. The division reclaimed third in national sales in 1988 finding 680,714 buyers, and accounted for 20 percent of all GM sales.
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