It was a sporty but spartan machine that could be ordered on
either the pillared coupe or hardtop-coupe body style. Its base engine was a
350/two-barrel with a floor-shifted, heavy-duty, three-speed manual
transmission. Optional engines included a 400-inch V-8 in two-barrel or four-barrel
versions. Two and three-speed automatic transmissions were also available.
Standard equipment included a GTO-style dual exhaust with chrome tips, G70-14
raised white-letter tires, Rally II wheels without trim rings, ’69 Judge-style
fender stripes, hood pins, a 140-mph speedometer, and GT-37 badging. A rear
wing was available, but bucket seats were not.
Crook’s Grand Prix
is something of a chameleon, as the Eye of the Tiger hue changes color when
exposed to sunlight
Other performance oriented options could be had on the
GT-37, such as limited-slip differential, heavy-duty frame, and heavy-duty
suspension. In a case of bad timing, the 350 H.O. engine was dropped for ’70.
It would have been the perfect performance engine for an insurance-conscious performance-car
buyer. Production of the ’70 GT-37 stood at 1,419 units.
Promotion
“The Great One” promotional campaign for the ’67-’69 GTO had
run its course. It was replaced by “The Humbler,” which was used in print ads
and television commercials. Perhaps the most memorable TV spot promoted the
V.O.E system, and it aired during the ’70 Super Bowl. In it, an early ’70 GTO
with ’69 stripes is seen slowly cruising through a drive-in restaurant, its
young driver confidently wheeling the GTO through the parking lot, making sure
everyone sees and hears the new Goat with its mufflers in the loud position. At
the end, the announcer says, “The Humbler is here. This is the way it’s going
to be, baby.”
Crook’s Grand Prix
is something of a chameleon, as the Eye of the Tiger hue changes color when
exposed to sunlight
The Humbler campaign was used in several versions, one being
a three-page foldout with a Cardinal Red GTO coupe. (It appeared in the Oct.
’69 issue of Hot Rod.) Another ad showed six young boys, three to a side,
leaning on a Cardinal Red GTO with the tagline, “The Quick Way out of the Minor
Leagues.” It was clear, though, that the era of aggressive, youth- oriented
advertising had come to a close. Even this watered-down ad created outrage from
safety groups in and out of the federal government.
Performance
In a reversal of longstanding policy, Pontiac Chief Engineer
Steve Malone cancelled the Royal Pontiac prepped Pontiac test-car fleet. The
pool of magazine tests dropped off dramatically. The absence of Bob catted
ringers meant the big performance numbers needed to sell GTOs were not
appearing in magazines, and the articles that were published featured stock,
showroom cars. The reality was that real-world performance numbers hadn’t
changed much for ’70, though the perception was that they certainly had.
A good case in point was Car and Driver’s test of a loaded
’70 455 GTO four speed with an open 3.31 rear end. Outfitted with air
conditioning, and power windows and door locks, it was certainly not something
that would have come out of the Royal Pontiac test-car pool. With a very hefty
4,209-pound curb weight, the GTO clicked off a 0-60 in 6.6 seconds and covered
the quarter-mile in 15.0 seconds at 96.5 mph. Considering the mild gear and
porky test weight, it was a respectable performance for what it was—but not
compared to the competition.
Faring a bit better, Car Life did a side-by-side test of two
GTOs: a Ram Air III 400/four-speed with 3.90 gears, along with another loaded
455-powered GTO. This one was an automatic with Ram Air and a 3.55 gear with
Safe T-Track. The 4,230-poundRam Air III ran 0-60 mph in 6 seconds flat, with a
quarter-mile time of 14.60 at 99.55 mph. The 455 ran a 6.6-second 0-60 and
posted a 14.76 at 95.94 mph with a massive 4,455-pound test weight.
Crook’s Grand Prix
is something of a chameleon, as the Eye of the Tiger hue changes color when
exposed to sunlight
Road Test magazine tested a Ram Air III 400/four-speed
Judge with 3.55 Safe-T-Track and a more reasonable 3,780-pound test weight. It
ran a 14.77 e.t. at 94.42 mph.
Production
Figures as mentioned, production numbers for the ’70 GTO
dropped significantly from the previous year, less than 42 percent of the peak
year of ’66. The year ended with 40,149 units out the door - 3,784 convertibles
and the 3,797 Judges. As time progressed, the GTO found itself facing more
hurdles, more regulation, and fewer buyers. The entire muscle-car segment was
finding itself forced out of fashion, and things would continue to get worse.
