The Pontiac Aztek became the butt of jokes soon after it hit production, and it’s easy to see why − it was quite unconventional in appearance. While the concept car was alright, the compromises made for the production version (no doubt due to its use of the same platform as the Trans Sport, especially the windshield) made it somewhat ungainly, among other things. A facelift a few years later was helpful, but by that time the damage had been done.
Road & Track recently asked Bob Lutz how the most unpopular car in recent memory came to be. Here are some of his thoughts:
- A bad car happens in stages: Lutz feels the Aztek concept car was “a much leaner vehicle” with decent proportions. As then-General Motors chairman Rick Wagoner decreed 40 percent of all new GM products would be “innovative,” it “started a trend toward setting internal goals that meant nothing to the customer,” resulting in everything radical getting the green light. In other words, radical for radical’s sake.
- Corporate culture: At the time, GM had a culture of “complete acquiescence and intimidation, led by a strong dictatorial individual who wants it that way.” Plus, the guy in charge of product development articulated, “Look. We’ve all made up our minds that the Aztek is gonna be a winner. It’s gonna astound the world. I don’t want any negative comments about this vehicle. None. Anybody who has bad opinions about it, I want them off the team.” Employees offered no criticism in this environment.
- Market research: GM put the Aztek through focus groups, but most of the respondents had said something to the effect of “Can they possibly be serious with this thing? I wouldn’t take it as a gift.” Yet GM continued to press forward despite the Aztek placing last in product clinics.
For more on Lutz’s thoughts, visit Road & Track‘s website.
Comments
This is the story I pointed out last week. Please follow the link and read it.
This gives you a little glimpse of the damaged culture that was in GM and what is being changed right now.
The biggest changes at GM are the ones inside that we will not fully see but will be amazing non the less.
I would also recommend all of Lutz’s books as they are very good at detailing the auto industry at GM, Chrysler, BMW and Ford. They all have their flaws. Lutz also details his own mistakes too. These books tell a story few outside the industry will speak of.
It is an interesting story. Thanks for posting it. I think the single biggest flaw of this vehicle was the plastic lower panels and exposed gas cap.
I think I’m the only one that felt like the aztek looks good just because it’s so in-your-face look. I think that might be why I like the looks of the terrain and cherokee so much mostly I just think the other cars in its class are so vanilla. That kinda include the equinox except for the LTZ form
I have seen a version with the black painted and it did not help. The proportions were way off on this vehicle and it has too many quirks in styling. The worst area was in the rear and quarter panel.
I saw the show car at Detroit and sent an email to GM and stated to them “What the Hell are you thinking” I went on to tell them they would finish off Pontiac like Olds if they kept this up. Well It happened sooner than I expected.
I own a Terrain and while it is different than the Not it is still a decent design with some flow to it. To be honest it has a lot of Hummer in it with the short looking windows and the fender flairs.
While it is not stated by GM I highly suspect GM is using some Hummer styling sense to the GMC new design language. The Terrain started it all and Lutz over saw the new GM styling coming in. He made a comment that his one mistake was in not making the Hummers models under GMC vs. a division of their own. I think they softened the styling a bit and applied some of the language to the GMC line.
The Aztek was a mess from the start. The Buick version of the same platform did so much better. You can push design so far but there are limits that should not be surpassed and GM did so on this one.
I have heard from insiders they could not believe that I was moved forward and it was a joke to many of them.
Paul one thing I did see on the painted one at SEMA that was better also had a smoother nose and larger wheels and tires.
That’s right, the show one had a better looking nose. Now if they’d have just went with that things might have turned out much different. I agree the rear quarter panel needed help too, it just seemed to big and bulky.
It is sad how maligned the Aztec is. Overall it was a completely useful and extremely practical for its intended purposes as a people and equipment hauler. I mean don’t get me wrong, the thing is ugly and I would have never considered one as my mode of transportation. However, the Aztec isn’t any uglier than many vehicles on the road today such as the Nissan Juke, Murano Cabriolet & Cube, Kia Soul, Scion xb & xd and it even looks quite similar to some very popular hybrid models from Toyota and Honda. I mean really maybe the Aztec was ahead of its time and needed to hit the market among all the other ugly’s people are buying up these days.
Well the Japanese have a history of odd designs that if they had to live based on American sales would have failed here. Sales in Asia keep them viable. But even they die like the Cube because of odd styling.
the hybrids are designed by wind tunnel and people buy them not for styling so they often get a pass.
The Soul is the only one you named that has sold well. It also is the lest odd. They sold well with even with rodent infestations LOL!
The Aztek was a very good vehicle inside and to use. It was as if they designed it inside out. But it really was not a Pontiac as it was not a performance vehicle and the outside was just bad.
It was not really ahead of its time as there were already many ugly cars by them from Asia. Any remember the Pulsar NX Hatch wagon. Or the odd Subaru that you could not roll the windows down on.
Pacer anyone?
No words are necessary. That photo above, in yellow, is why there are no Pontiacs today. The saddest thing is that who ever ok’d production of that thing probably got a really healthy severance package.
I always thought the Aztec was just a bit too big. Had it been 15% smaller its proportions would not have looked so odd.
Today, nearly every manufacturer has a version of the Aztek. The Honda Element was at least as bad but why isn’t it mentioned?
Because Honda has a stronger brand, that’s why.