Shaping Tomorrow in 1970: The Pontiac Firebird ONE Concept

Futuristic Oddity - Every now and then, the automotive world surprises us with something so unusual that it feels like stepping into an alternate timeline. While most car enthusiasts enjoy looking back at muscle cars or futuristic concepts that never made it to production, there are a few vehicles that stand out simply because they look like nothing else on the road. One of those rare creations is the 1970 Pontiac Firebird ONE Concept—an experimental machine that still manages to grab attention more than five decades later.

The Pontiac Firebird ONE Concept, a uniquely shaped creation from 1970, was designed by visionary stylist Harry Bentley Bradley, who then entrusted the project to skilled builder Dave Crook to transform the bold design into a fully functional show car. (Picture from: GMAuthority)

The Firebird ONE wasn’t just a modified production car; it was an ambitious attempt to predict the future of Pontiac design. The man behind the styling was Harry Bentley Bradley, a designer with a flair for the dramatic. Bradley had already left his mark at General Motors during the early 1960s before moving on to projects that ranged from toy cars at Mattel’s Hot Wheels division to full-size showpieces. His imagination was boundless, and that creativity is written all over the Firebird ONE.

The Pontiac Firebird ONE's beltline dips dramatically, making the car appear lower and faster than it really is, while the chopped roof and reclined windshield add to the sleek, aerodynamic feel. (Picture from: CarJager)

To bring Bradley’s drawings to life, GM engineer Dave Crook stepped in. Crook had an exceptional talent for turning bold sketches into real, functional cars. Having started his career with GM’s Fisher Body Division, he later worked directly under GM design boss Bill Mitchell. Crook’s craftsmanship gave Bradley’s futuristic design physical form, and by the end of the project, the Firebird ONE was not just a display model—it was a fully drivable car. In fact, its first test runs happened on the streets of Connecticut, where Crook lived during the final build stages.

The Pontiac Firebird ONE Concept features an interior that looks exceptionally elegant, fully wrapped in genuine tan leather, giving the cabin a refined atmosphere that perfectly complements its futuristic exterior styling. (Picture from: Hemmings)

At a glance, the Firebird ONE looks like a rolling science fiction prop. Its beltline dips dramatically, making the car appear lower and faster than it really is, while the chopped roof and reclined windshield add to the sleek, aerodynamic feel. The hood features six aggressive air intakes that stretch forward like claws, while the rear hides a jewel-like taillight assembly that used prismatic lenses for a futuristic glow. The entire shape screams movement and power, even when parked.

The Pontiac Firebird ONE Concept is powered by a 350 cubic inch V8 engine capable of producing up to 255 hp, and coupled with a Turbo Hydra-Matic 350 Automatic. (Picture from: Hemmings)

Underneath that wild body sits a 350-cubic-inch V8 engine producing around 255 horsepower, paired with a Turbo Hydra-Matic 350 automatic transmission. While its mechanicals weren’t unusual for the era, the fact that this wedge-shaped machine was fully operational made it stand apart from most concepts of the time, which were often static showpieces.

The Pontiac Firebird ONE Concept places the spare tire inside the cabin just behind the seats, a design choice that not only emphasizes its experimental nature but also highlights how every detail was crafted to maximize style. (Picture from: Hemmings)

The interior carried its own sense of style with red paint contrasting against tan leather. Even though it was crafted as a one-off, the car racked up over 17,000 miles, suggesting it was enjoyed more than most concept cars ever were. A letter of documentation from GM’s design staff accompanied the vehicle, serving as official proof of its authenticity.

The Pontiac Firebird ONE Concept is built as Pontiac’s official show car based on the 2nd generation Firebird, serving as a striking one-off creation that pushed the boundaries of design while showcasing what the brand envisioned for the future of its performance lineup. (Picture from: Hemmings)

Bradley’s career only adds to the legend. After leaving GM, he famously became one of the first designers of Mattel’s Hot Wheels line, shaping toy cars that would define childhoods around the world. Ironically, he didn’t believe the toy car market would succeed, leaving the company a year later. Yet his fingerprints remained on projects that stretched from miniature die-cast racers to quirky full-size builds, including the Oscar Mayer Wienermobile of 1993. 

The weird famous Oscar Meyer Wienermobile, designed by Harry Bentley Bradley in 1993, became one of his most unconventional yet memorable creations, further showcasing his ability to bring playful imagination into real-world automotive design. (Picture from: Hot107.9)

What makes the Firebird ONE especially fascinating today is how it reflects a turning point in the auto industry. By the early 1970s, automakers were shifting focus away from wild styling and performance, instead prioritizing safety and fuel efficiency due to new regulations. This left little room for extravagant concepts like Bradley’s creation. As a result, the Firebird ONE had only limited auto show appearances before fading into obscurity, remembered mostly by enthusiasts who appreciate its daring design. |  |

Now, looking back in 2025, the Firebird ONE stands as both a time capsule and a curiosity. It captured the boldness of an era when designers dared to dream without worrying too much about practicality. While it never shaped the future of Pontiac production models, it remains a remarkable reminder of how creativity can sometimes push the boundaries of what a car could be. For anyone who stumbles upon its story today, it’s a chance to appreciate how one bizarre, futuristic Pontiac Firebird still manages to spark wonder more than fifty years after its wheels first touched the pavement. *** [EKA [11042023] | FROM VARIOUS SOURCES | GMAUTHORITY | BARRET-JACKSON | HEMMINGS | CARJAGER | DRIVING.CA ]

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