The 1963 Pontiac was the very crest of the wave that swept the Excitement brand to glorious heights in the sixties. The upwelling first appeared out of seemingly nowhere in 1959. It continued to build momentum, year by year, but no one could have imagined how high it would peak in 1963. Anyone alive between the ages of five and eighty-five at the time remembers it well: the Pontiac waves seized the land, and one after another followed the ’63 until it died down again. The choice was to surf it, or be inundated. The latter mainly applied to the competition.

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