The 1969 Pontiac Custom S stands as a unique chapter in Pontiac's storied history, capturing the essence of late 1960s automotive innovation. Introduced exclusively for the 1969 model year, the Custom S was positioned between the base-model Tempest and the more upscale LeMans, offering a blend of affordability and performance that appealed to a broad range of buyers.

A Brief Overview of the Custom S

The Custom S was Pontiac's answer to consumers seeking a vehicle that combined style, performance, and value. Available in six distinct body styles—including a two-door convertible, hardtop coupe, sports coupe, four-door sedan, four-door hardtop, and station wagon—the Custom S catered to diverse preferences. Its production totaled approximately 86,000 units, making it a relatively rare find today. Notably, the convertible variant was particularly scarce, with only 2,379 units produced. 

Design and Features

Visually, the Custom S bore a striking resemblance to its siblings, the Tempest and LeMans, but with subtle distinctions. It featured unique badging and trim that set it apart. The interior offered a balance of comfort and simplicity, with options ranging from bench to bucket seats and standard vinyl upholstery. Buyers could choose from various factory colors, with Verdoro Green being a popular choice that accentuated the car's sleek lines.

Performance and Engine Options

Under the hood, the Custom S offered a range of engine choices to suit different driving preferences. The standard powerplant was Pontiac's unique overhead camshaft (OHC) inline-six engine, delivering 175 horsepower from its 250 cubic inches. For those seeking more vigor, the "Sprint" package elevated the OHC six-cylinder to 230 horsepower. V8 enthusiasts weren't left out, with options including a 350 cubic inch V8 producing either 265 or 330 horsepower, depending on the configuration.

Market Position and Legacy

The Custom S was strategically priced and equipped to fill the gap between the entry-level Tempest and the more luxurious LeMans. This positioning made it an attractive option for buyers desiring more features than the Tempest offered but at a more accessible price point than the LeMans. Despite its one-year production run, the Custom S left an indelible mark, showcasing Pontiac's commitment to catering to varied consumer needs.

Collectibility and Current Market

Today, the 1969 Pontiac Custom S is a sought-after gem among classic car enthusiasts, particularly because of its limited production and unique place in Pontiac's lineup. Well-preserved examples, especially the rare convertible models, command attention in the collector car market. For instance, a Verdoro Green convertible with original paint and a 350 V8 engine was recently highlighted for its originality and condition, underscoring the enduring appeal of this model. 

Conclusion

The 1969 Pontiac Custom S embodies the innovation and diversity of the late 1960s automotive landscape. Its unique positioning, varied body styles, and range of engine options make it a fascinating study for enthusiasts and collectors alike. As a one-year-only model, the Custom S not only represents a specific moment in Pontiac's history but also continues to captivate those who appreciate the blend of performance and style that defined the era.

Nice write-up Ringo. I have seen 2 Custom S in this area in all these years. One is a gorgeous all white, 2-door post car with a spoiler. with a 350.

I once heard that Pontiac had created the Custom S to appeal to women. Pontiac was rumored to say that the "S" in Custom S stood for Secretary. I have no idea if that is true but it makes an interesting story, albeit it sounds very sexist.  

3 minutes ago, Frosty said:

I once heard that Pontiac had created the Custom S to appeal to women. Pontiac was rumored to say that the "S" in Custom S stood for Secretary. I have no idea if that is true but it makes an interesting story, albeit it sounds very sexist.  

Crazy! Hadn't heard about that in my research so can't confirm or deny. 60s were another time 😬

If I am remembering correctly, this was a comment I heard Jim Wangers make. Jim had a lot of great stories about Pontiac's 60s and 70s eras. I might go ask Dmitri Toth, He might know too.

A Lady down the street ( I used to mow her lawn)  had one.  I once had hopes she would sell me the car.  She still had it in 76 when I stopped mowing and turned my business empire over to my brother.