May 12, 2022 | 1.5 min read

Explore the 1979 Schwab Firebird

Get a first look at the Charles Schwab Challenge prize and learn why it’s a homage to Schwab’s long-term commitment to technology and innovation. 


By Chelsey Sleator, Senior Manager, Communications 

Since Schwab’s founding nearly 50 years ago, the company has held a reputation as a pioneer in transforming the financial services industry.  

Nowhere is this more evident than in Schwab’s commitment to technology and innovation, which has led to industry-leading offerings through the years like: 

  • The first 24-hour quotation service 

  • StreetSmart Edge® 

  • Schwab Intelligent Portfolios™ 

The champion’s prize 

To pay homage to Schwab’s legacy of challenging the status quo on behalf of investors, the company unveiled a prize for the 2022 Charles Schwab Challenge that symbolizes its roots and embodies the spirit of innovation. 

The winner of the PGA tournament, taking place May 26-29th in Fort Worth, TX, will take home a one-of-a-kind 1979 Schwab Firebird. 

Schwab's Westlake leader, Tom Bradley, with the Charles Schwab Challenge champion’s prize.
Photo caption: Westlake leader, Tom Bradley, with the Charles Schwab Challenge champion’s prize—a custom-built 1979 Schwab Firebird. The car pays homage to a pivotal year in Schwab’s technology legacy. Its state-of-the-art features and AR experience reflect an ongoing commitment to technology and innovation.

Becoming a leader in innovation 

The Trans Am Firebird from 1979 highlights an important year in the company’s history.  

This was the year that founder and chairman, Charles “Chuck” Schwab, made a significant investment in computing technology with the BETA mainframe system. This “bet-the-company” move was a risk that not only paid off but set the tone for decades to come.  

When the automated transaction and recordkeeping system launched in 1979, it demonstrated that improving clients’ experience through technology can be a key growth driver. 

This paved the way for Schwab to become the digital and innovation leader it is today. 

Experience the car with augmented reality 

Not only is the year of the Schwab Firebird significant to the company’s legacy, but the car itself is packed with cutting-edge technology and features a custom-built augmented reality (AR) experience that allows anyone to explore the one-of-a-kind details. 



Start exploring on your mobile device 



Schwab’s innovative spirit continues to be a key component of the company’s culture, as it focuses on accelerating client and employee experiences toward the future. 


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