Even when the compact Gremlin bowed in 1970, AMC knew it would not be enough to stem the tide of imported subcompact cars. By the beginning of 1971, the company was already at work on a follow-up. When it finally appeared in 1975, it was hailed as a revolution. When it died four and a half years later, it was already becoming the butt of jokes. We’re referring, of course, to the unmistakable 1975-1980 AMC Pacer.
By the late 1960s, the demand for small, compact imports, temporarily sated by Detroit compacts like the Ford Falcon, was on the rise again and Detroit was getting scared. Each American automaker fielded its own response, but American Motors, which had built its market position with economy cars, came up with two. The first was a clever improvisation, the second was a brave attempt to do something genuinely new. Some people call them the ugliest cars of the 1970s — a title for which there are many contenders — but nobody would ever mistake them for anything else. We’re referring of course, to the Gremlin and Pacer.
We begin with the 1970-1978 AMC Gremlin.
This early Ate Up With Motor article has been retired, but you may be interested in our later, more comprehensive history of the Javelin and AMX: The Sporting American: The AMC Javelin.
When the original Chevrolet Corvette was introduced in 1953, it was a somewhat Pyrrhic effort to create something approximating a Jaguar XK120 using a fiberglass body and a lot of off-the-shelf passenger-car parts. It had neither scorching performance nor roll-up side windows and it sold poorly. It was nearly canceled in 1955 before salvation arrived in the form of Chevy’s new V8 engine, which gave its performance a much-needed shot in the arm. The Corvette also acquired a new chief engineer, a bright and mercurial Russian immigrant named Zora Arkus-Duntov, who did his level best to make it into a genuine sports car.
In 1958, legendary styling chief Harley Earl retired and his longtime deputy, Bill Mitchell, took over GM’s styling department. Mitchell was a car guy, fond of sporting iron and motorcycles. He loved the Corvette, although his vision for what it should be was sharply removed from Duntov’s notions of serious performance. The battle of wills between these two men in the normally stratified and reactionary corporate culture of General Motors would produce many clashes before both Duntov and Mitchell retired in the 1970s, but it also produced the classic Sting Ray and the fearsome third-generation Corvette, known to its fans as simply “C3” — a car of immodest looks and immodest performance. This car: