When writing my first Firebird book, The Definitive Firebird and Trans Am Guide 1967-1969, I happened across a diagram in a vintage Pontiac Parts Manual that left me absolutely stunned. It was so intriguing that I included it in my book. Now that the book is out of print, I hope to share this information with PontiacV8.com readers. And I’m betting it’s a feature that you never knew about either!
My first-generation Firebird book was released in late-2016 and it included a lifetime of research. I was very fortunate in that I was able to uncover new facts and details and bring them to the hobby upon its release. One such detail is the basis for this blog post!
Most Pontiac enthusiasts are very aware that our beloved Division was an industry trailblazer during the 1960s and 1970s. That includes pioneering the use of a colorful hood decal to make a strong visual statement with the 1973 Trans Am. First conjured up by Bill Porter—and rejected by Bill Mitchell—John Schinella proposed a similar feature a couple of year later, which, surprisingly, Mitchell and Pontiac both agreed to.
Optional on the 1973 Trans Am was the large Firebird hood decal. The visual impact of the oversized emblem was too much for some consumers, while others felt it simply made a bold vehicle even bolder. By the late-1970s nearly 8 of 10 new Trans Ams produced were equipped with it! (Photo courtesy of General Motors)
The bold decal proved hugely popular with consumers and competitors quickly followed suit. The large hood bird went on to become an iconic symbol of the second-generation Trans Am. However, are you aware that the 1973 Trans Am was not the first Firebird to be boldly decorated? That’s right! You might be shocked to learn that Pontiac planned such a feature for the 1969 Firebird 400!
Revision 7 of the 1969 Pontiac Parts Manual contains a diagram outlining exterior ornamentation of the 1969 Firebird with the W66 400 Sport Option. I was amazed to find a large Firebird decal emblazoned on the deck lid. The accompanying part number key described it as “Decal- Compartment Lid.” It didn’t state if it was planned as a standard feature or optional content on the 1969 Firebird 400, but its absence in Revisions 6 and 8 indicated that the concept went just as quickly as it came.
This image of an otherwise typical 1969 Firebird 400 appeared in dozens of Pontiac Parts Manuals when these cars were new or near new. Only once have I ever seen this particular exterior ornamentation diagram, which features a large Firebird shaped decal (complete with part number) on the Firebird 400 deck lid. It appeared in Revision 7 of the 1969 Pontiac Parts Manual.
The deck lid bird seemingly shared a similar overall shape to a unique Firebird illustration in my collection drawn by Pontiac Stylist, Norm Inouye. Handwritten on the illustration is “Firebird of the Future.” With some diligent research—and mostly luck—I uncovered a copy of the actual 1969 Firebird 400 deck lid decal drawing. It confirmed that Inouye’s illustration and the Firebird 400 deck lid decal were indeed identical.
For years, this image of a Firebird emblem has been in my literature collection. Handwritten at bottom is “Firebird of the Future by Norm Inouye.” Inouye was an artist at GM Styling and Bill Porter credited him with drawing the second-generation Firebird under Porter’s direction. Its shape is remarkably similar to the deck lid bird above.
The drawing revealed that developmental efforts began in June 1969. The finished component was released to production on August 27, 1969. The bird’s overall dimensions measured 16-inches wide and just over 8-inches tall. Planned availability was one color combination comprised predominantly of light and dark oranges. I had a graphics artist digitally recreate the decal in color to gain a better understanding of its actual appearance. I was extremely excited to bring new 1969 Firebird information to the hobby in the book!
I uncovered a source that revealed the dimensions and coloration of the 1969 Firebird 400 deck lid decal and digitally recreated its appearance. It was vividly colored for maximum visual impact. I’m not certain how attractive such a decal would be on a 1969 Firebird 400 deck lid. What do you think?
When considering the timeframe and how quickly the bold decoration disappeared from the parts book, we can only wonder why Pontiac planned its release so late in the 1969 Firebird production run—which extended into the 1970 Pontiac model year because release of the new-for-1970 Firebird was delayed. Was it to differentiate new models from old? I contacted a number of former Pontiac engineers and designers who likely would have been involved with it in some way, but none were able to recall any detail of it. The answer may be lost to history.
Revision 7 also revealed that Pontiac intended to accent the plateau of the Sprint-6 hood with a smaller, but similar bird. Separate decals extended its outstretched wings to create a decorative statement that traveled nearly 3-feet rearward from the point of the hood’s spine. Coloration was to be identical to the Firebird 400 deck lid bird shown above.
I can think of no other production vehicle from any make during the era with a decal on its deck lid only. I’m not sure how visually appealing it was then or now. Pontiac may have shared similar sentiment, which may explain its quick cancellation. As such, it likely never reached production, but we now know how close the 1969 Firebird 400 came to being boldly decorated—and its deck lid of all places!
Were you aware of this planned 1969 Firebird 400 feature? And how do you feel it would have looked? Share your comments below!