It was one part luxury and two parts performance. While its been said that the Esprit was a secretaries car, the Formula was part janitor and middle management. It’s concessions to flash came mostly in the form of graphics and its trademark twin nostril hood scoops. By contrast, the Formula was relatively low key and all about performance. With bandit fueled exposure came a new set of negative images associated with the TA, centered around gold chain wearing, open shirt, middle aged men. The TA had become a fashion accessory of a sorts of groups from the disco crowd to the outlaw set, thanks in part to the popularity of the Smokey and The Bandit Films. The Formula was preferred by those who wanted TA performance without attracting all the attention. The Trans Am was fast on its way to becoming the car of choice for the not so subtle.

The lack of aero embellishments also better showcased the sleek new F-body that was introduced in early 1970. This was because GM was building some of the best cars of this type at any price (for a few years at least). Here was a car that exemplified the best of the Gran Touring tradition without any overt references to Europe.

With no excessive add ons, the Formula looked the part of a more grown up muscle car. A properly optioned Formula was every bit as potent at a stop light drag race as any TA or Z28.

The Formula was technically the step down model from the TA, but slotted above the V6 base and luxury oriented Esprit models. Typically the F-body platform was seen as having a dual performance throne in the form of the Chevrolet Camaro Z28 and the Pontiac Trans Am. Its role as a style and performance leader in Pontiac’s hierarchy was well established. 1971 Pontiac Firebird Formula in factory brochureĮveryone knows about the Pontiac’s Trans Am.

1981 firebird