With its target consumer increasingly turning to imports for high-performance vehicles, GM's Pontiac division had embarked on a brand revival to elevate its image. The launch of the Solstice roadster was a key component.
"The launch was a watershed moment for the brand as we were peaking a product renaissance that had started a few years previously," says Jim Hopson, Pontiac communications manager. "Solstice itself means turning point."
Pontiac had already secured its product's appearance as part of a task on ...