The Pontiac brand, a step up from Chevrolet under GM, is hugely respected by automotive enthusiasts for essentially launching the muscle car era in 1964. John Z. DeLorean, the chief engineer behind the GTO—a reasonably priced midsize vehicle featuring a robust 389ci V-8 engine from larger Pontiacs—was promoted to lead the Pontiac division in 1965 due to his success. The GTO kicked off with impressive sales of 32,450 units in its first year, reaching a peak production of 96,946 cars in 1966. A new A-body design introduced in 1968 saw sales climb back to 87,684 units. However, by 1972, the GTO was struggling, with only 5,807 units sold that year, marking the final year for the GM A-body platform.

Leadership Changes at Pontiac

In 1970, because of DeLorean’s achievements, he was offered the role to lead GM’s Chevrolet division, a shift that coincided with a downturn in high-performance vehicles throughout the 1970s. His successor, F. James McDonald, took a completely different approach by focusing on consolidating operations at both Pontiac and later Chevrolet. During this period, the emphasis on Pontiac’s performance cars shifted mostly to the Firebird, with little incentive to revive the GTO’s declining appeal.

Pontiac’s Distinctive Design

When GM introduced its new colonnade-style intermediate platform in 1973, the GTO emerged with stunning design elements that clearly set it apart from its Chevy, Buick, and Oldsmobile counterparts. This model was born in an era right before the OPEC oil crisis and strict regulations that would soon constrict the muscle car market, bringing high hopes for this new generation of performance cars. The GTO included various enhancements such as larger engine compartments to accommodate big-block V-8s, stronger frames, radial tires, power disc brakes, and advanced suspension systems. However, by 1973, many of GM’s models had to include bulky 5-mph bumpers and suffered from underpowered, pollution-controlled engines, making them less appealing. It would take a long time for enthusiasts to recognize the potential advantages of the A-body models produced between 1973 and 1977.

Don’t Miss This 1973 GTO at Mecum Auctions

Among the 4,806 Pontiac GTOs produced in 1973 is a LeMans Sport coupe that will be auctioned at Mecum’s event in Harrisburg, Pennsylvania, listed as lot F98 on Friday, July 26, 2024. You can catch the live auction on the MotorTrend channel. This particular 1973 GTO is one of 32 vehicles up for bidding from The Great Lakes Collection, which features a diverse selection of classic cars, including various muscle cars, vintage 1950s models, street rods, and some modern pickup trucks. While this ’73 GTO stands out, the collection also has a 1967 GTO that will surely attract attention.

GTO vs. Grand Am

By 1972, sales of the GTO had dropped so significantly that it was no longer a standalone model but merely a version of the LeMans. In 1973, with the introduction of the new colonnade platform, GTO sales fell further from 5,807 units in 1972 to just 4,806. Interestingly, the newly designed Grand Am, credited to assistant chief engineer Bill Collins and chassis engineer John Seaton, emerged as a stylish luxury performance coupe. With the Super Duty 455ci V-8 engine, it became a high-end muscle car. Unfortunately, the Grand Am also negatively impacted GTO sales since both shared the same platform and similar styling, along with almost identical powertrains.

The GTO as an Option for the LeMans

In contrast, the 1973 LeMans GTO harked back to the classic muscle car days, as it offered a slight performance upgrade to the standard LeMans coupe (D37) or LeMans sport coupe (F37). While the once-powerful 250-hp 455ci engine was still offered in the GTO for 1973, only 544 buyers chose it. Most came with the 230-hp RPO-L78 4bbl 400ci V-8, which is featured in this Mecum example. Available gear ratios included 3.08:1, 3.23:1, or 3.42:1 (with the optional Safe-T-Track limited-slip), paired with a robust 8.5-inch 10-bolt rear axle. Transmission options consisted of a standard three-speed manual Muncie, the upgraded Turbo 400 automatic (as seen here), or the rarer four-speed Muncie manual gearbox.

GTO Coupe vs. GTO Sport Coupe

There were few visual differences between the GTOs built on the D37 LeMans coupe and the F37 LeMans sport coupe, but one noticeable distinction is the F37 sport coupe’s louvered quarter-windows, as seen in this Buccaneer Red model. (Less than 500 units of the 1973 GTO were based on the standard D37 LeMans coupe, which lacked the quarter-window louvers.) Both LeMans trims had options for dome hubcaps on 15 x 7 steel wheels, five-spoke 15 x 7 Rally II wheels, or 15 x 7 honeycomb alloy wheels, but this vehicle features aftermarket 15 x 7 Hurst Dazzler alloy wheels. Hurst often partnered with Pontiac for vehicle enhancements, and while these wheels weren’t a factory option, they provide a unique and fitting addition to the car.

The Final Midsized GTO

Featured in Mecum lot F98, this car captures a pivotal moment in the GTO’s history, marking the transition from the muscle car era (1964-1972) to the malaise era (1973-1981). This model represents both the legacy of muscle cars and the focus on personal luxury that emerged in the 1970s. With only 10,779 miles on the clock and being one of just 4,806 Pontiac GTOs made in 1973, this vehicle is a worthy addition to any GTO enthusiast’s collection. It also offers a reasonably priced, high-quality option for Pontiac fans who may not have deep pockets. It’s important to note that while the 1973 model was the last GTO categorized as a midsized car, it wasn’t the final GTO produced; the 1974 Pontiac GTO was built on the more compact Ventura platform, which it shared with the Chevy Nova.

Value of a 1973 Pontiac GTO

This specific lot F98 has not yet reached its reserve price, but a reasonable final bid is expected to be under $20,000. According to Hagerty, a 1973 Pontiac GTO in excellent condition is valued at around $18,800 (considering the non-factory components and some wear on the interior and factory stereo). Prices vary from approximately $7,900 for a vehicle in fair condition to as much as $27,800 for one in mint condition.

How to Watch the 2024 Mecum Auctions Harrisburg

The Mecum Harrisburg auction is happening from July 24 to July 27, 2024, at the Pennsylvania Farm Show Complex. Many unique vehicles, including this custom hot rod, are expected to go to their new owners at the auction.

Specifications of the 1973 Pontiac GTO, Mecum lot F98

• VIN: 2F37T3A172609
• odometer reads 10,779 miles
• mild restoration completed
• 400 CI V-8 engine
• aftermarket MSD ignition and coil, Edelbrock Performer intake manifold, long-tube headers installed
• Turbo 400 automatic transmission
• 4-barrel carburetor
• red exterior color
• matching red interior
• air conditioning system
• power steering feature
• power brakes installed
• Hurst 5-spoke wheels