The inertial force that started the supercar trend—Pontiac GTO—holds a distinctive position in the automotive world for 1968. Not only does it continue to establish the class standard in the fifth year of its existence, but it also represents a unique and revolutionary engineering/styling function. Its salient innovation is the integration of a rubber bumper with the body design, rendered in a manner that provides a direction and impetus for the entire industry.
Ever since the GTO brazenly established itself in 1964, it has exuded an undeniable kind of magnetism that distinguishes it from its imitators. It is the important kind of magnetism that seems to be imparted without conscious effort. It was just there, and you somehow knew that if anything new was ever introduced, it would be done by the GTO.
Pontiac saw that the only hope was to extract itself from this morass of mundane mentalities and start thinking by themselves rather than by corporate priorities. The talent was there, but it wasn't found until Pontiac had the smallest engineering department in the corporation and only five engineers in New Materials Engineering. Parkinson's Law.
Realistic application began in 1964 when the flexible bumpers were attached to push trucks in Pontiac's yards. They not only withstood impact, but weathering and corrosion as well. The basic material, called Endura by Pontiac, had been resolved: high-density urethane-elastomer foam weighing 44 pounds per cubic foot, and with a deflection of 1/2-inch under a 1000-psi. load, with complete recovery in 24 hours after depression by a 4000-pound load for eight hours.
According to Ken Valentine, staff engineer for materials, "Through the judicious use of materials, we can accomplish so many things where we would otherwise be hamstrung by regulations." First, this sporty looking exec tools up beside us in his new Mercedes 250SL and checks out our GTO. He moves forward a bit, then drops behind. We see him in Our rear-view mirror carefully considering the bright red coupe, and noting the sweet sound from the exhausts. He stays behind all the way to the Hollywood Blvd. off-ramp, and as we leave traffic, he's still checking us out.
All we had to do was walk in the door, quietly of course, and announce "'there's the wildest looking machine parked outside you ever did see.' Whoosh! All the old guys with shiny domes throw down the girly books and make it out the door so fast it takes the footwork of a ballet dancer to avoid them. What a kicker! By the time the gents file back in, our ears are lowered and we sail out the door smelling of fresh aftershave.