American Motors Reimagined

[nick_crenshaw82]

Alternate AMC

alternateamc.com

From 1955-1962, AMC was led by the charismatic George W. Romney, who railed against the traditional American cars he characterized as “gas-guzzling dinosaurs.” But after Romney left the firm in 1962 to run for governor of Michigan, AMC’s reins were handed over to Roy Abernethy, the company’s vice president of sales.
Romney had espoused a “compact-car” philosophy, wherein AMC vehicles were smaller on the outside than traditional Big Three cars, yet still offering American-size interior room and comforts. Under Romney, AMC stressed its unique product features: unitized construction, dual-circuit brake system, and superior quality.
After Romney left, AMC slowly and gradually declined. Yet it didn’t have to be that way. How could it have been different?
1964: Excellent styling courtesy of Richard Teague for both the compact Rambler American and midsize Classic and Ambassador. The high-water mark for the historic AMC. This year was also the introduction of the modern-era AMC straight-6, known for reliability and low-end torque. Sales just under 400,000.
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ALTERNATE HISTORY
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1965: AMC’s midsize offerings are in their 3rd year. Ford has introduced the Mustang, selling more of them than all of AMC combined. The muscle car wars have begun in strength. What does AMC do? The market is going away from their traditional strengths (small, high-quality cars). Historical AMC stretched itself too thin trying to compete with the Big Three in all three car sizes. Our alternate reality AMC doesn’t do that, instead working to improve the quality and competitiveness of its existing offerings.
Time and money is spent improving AMC’s engines. Their new I-6 is expanded to the full lineup, and their new short-deck V8 is also introduced for the Ambassador, a 280 hp 5.6L.
The Rambler name is dropped, leaving just the American, Classic, and Ambassador. A high-performance version of the American is created, called the Rebel, featuring a few styling differences and Mustang-beating performance using the new 5.6L V8.
Sales 430,000
1966: It’s pretty clear where AMC needs to go in order to compete—everyone wants speed. AMC’s investments in engine design are making a name for themselves. The Ambassador comes standard with a V8, and a muscle-car version of the Classic called The Machine is launched, offered with the same V8 without the luxury.
Making efforts to improve their cars above and beyond just speed, AMC makes front disc brakes (rear drums) standard across the board. In addition, they offer the best warranty in the business—2 yr 25,000 miles on the entire automobile, plus 5 yr 50,000 miles on the engine and powertrain.
Sales are holding steady at their 1963 levels, with the company being thrifty with its expenses. They haven’t gone into debt over new tooling, and their cars are holding their appeal due to better engines and brakes, but their styling is in definite need of a refresh.
Sales 430,000
1967: A redesigned Classic and Ambassador are launched, and a new muscle-car Javelin on the same platform. They share the same wheelbase and unibody structure, but now there are more sheetmetal differences. The Ambassador has almost a Lincoln Continental-eque style and sharpness to it, the Classic is much more plebeian and blue-collar, and the Javelin is a fastback personal luxury car.
In addition to sheetmetal differences, there are important new differences under the skin. AMC Classics, Javelins, & Ambassadors now have rear transaxles, improving handling and weight balance. They are now arguably the best-handling American cars, only bested by the Corvette.
AMC does a fantastic job advertising these differences, avoiding the dragstrip spotlight, and instead highlighting their speed around the track. Sales of the Classic and Ambassador are their best ever, and the Javelin is a sales success, propelling AMC to its best year ever.
Sales 510,000
1968: A redesigned American and Rebel are launched. The American maintains its 106” wheelbase, but has new sheetmetal which is undoubtedly the prettiest of any compact car in America. In addition, the American now has a rear transaxle, giving it even better handling than the larger Classic and Ambassador (due to a lighter weight).
But the big news for AMC is the Rebel, which is now a fully-realized coke-bottle styled Pony Car, going head-to-head with the Mustang and Camaro. While the Rebel is deficient on power (its new 6.4L V8 maxing out at 325 hp), it is lighter and handles far better, making it dominant on the track.
AMC makes headlines with it’s luxury Ambassador offering A/C standard—the first American car to do so.
AMC now competes in 5 areas with two unibody platforms: compact, pony car, midsize, personal luxury, and luxury. Each car is superb for its class, arguably better in every way except power (topping out at only 325 hp).
The American and Rebel are well received, selling briskly. AMC has another record-breaking year: 540,000 sales.
1969: AMC improves the quality of its current offerings, making them the most reliable, rattle-free vehicles on the market. In addition, improvements to their top-of-the-line V8 improve top-end power to 370 hp for the 6.4L “AMX” engine, which is unilaterally made available on every model.
With the market for midsize cars growing, AMC is benefiting. Despite making almost no changes for the year, sales improve to 550,000.
State of AMC in 1970
AMC has not tried to compete with the Big 3 in the full-size car market, but has instead focused on keeping the quality up with their midsize and compact offerings. This has allowed them to introduce some industry-firsts, and also focus on the quality of their engines.
As such, their midsize and compact offerings have remained top of the class, and sales have slightly increased as the market for compact and midsize vehicles has increased since the beginning of the decade.

Part I – the 1960’s – Alternate AMC

alternateamc.com

 

[nick_crenshaw82]

The 1970’s were really where things went from “struggling” to “make-or-break” for real-life AMC. The distractions of the previous decade (AMC Marlin, full-size Ambassador) meant that this decade’s efforts had to succeed, or they wouldn’t get a chance to try again.
And unfortunately for real-life AMC, what they came up with didn’t cut it. But how did alternate AMC do?
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ALTERNATE HISTORY
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1970: As with the rest of the American automakers, 1970 would be the end of the line for top-end power. For an additional $400, AMC will fix up any car outfitted with the 6.4L “AMX” engine with all their go-fast bits, helping it reach a total gross output of 400 hp. This make the compact American and Rebel the ultimate giant-slayers on the dragstrip and especially the track.
AMC also introduces redesigned midsize offering: National (replacing Classic), Ambassador, and Javelin, a styling evolution of the previous generation, improving packaging and increasing interior space, with a slightly larger 114” wheelbase. The big change is underneath the sheetmetal—these cars now have a fully independent suspension (rear transverse leaf springs), the second American cars to offer it (after the Corvette). These changes allow the Classic and Ambassador to remain the class leaders in the midsize market.
Additionally, AMC purchases the Jeep brand from Kaiser Industries. This move expands AMC’s total market share with a consistently profitable and well regarded brand, improving their position in the market.
Not counting Jeeps, sales slump slightly to 510,000.
1971: A hugely important year for AMC. This year they introduce the AMC Hornet, replacing the muscle-car ambitions of the American with a stylish, economical, usefully packaged and fully modern compact. Sitting on a 108” Wheelbase (an increase of 2”), the Hornet sits in the sweet spot of the compact market. Also featuring an independent rear suspension, the AMC lineup is the first full lineup to feature fully independent suspensions. Featuring guardrail beam doors to protect occupants from side impacts, it is the first US made car to feature such an innovation.
The pony-car Rebel is also redesigned, keeping it’s lightweight and handling advantages vs the Mustang and Camaro, combined with less brake dive and stylish new sheetmetal.
Also this year, AMC introduces the brand-new Gremlin, America’s first subcompact, beating the Vega and Pinto to market by several months. Based on a shortened 96” wheelbase of the Hornet, it is aerodynamically efficient with its hatchback tail, wider and more stable than the Vega and Pinto, and handles far better.
It’s distinctive styling gets people’s attention, and high-quality design & manufacturing prevent it from having any of the reliability/rust issues that the Vega and Pinto experience. With the 199 ci I6, it’s the most fuel-efficient American car. With the optional newly introduced tall-deck 304 ci V8, it’s a surprisingly good performer, with 150 net hp while weighing only 2600 lbs.
The launch of the redesigned Hornet, Rebel, and Gremlin goes well. Sales improve to a record 580,000.
1972: AMC now has 6 models on two unibody platforms, all RWD, all fully-independent suspensions, all rear transaxles, and all with differentiating and handsome sheetmetal. They have two engine families, their torquey and fuel efficient I6, and their reasonably powerful and fuel efficient V8’s. New emissions requirements are dropping the power of their engines, but their cars lightweight unibody construction and excellent handling are keeping them competitive on the performance spectrum.
AMC has generated a reputation for quality and excellence in the last couple of years. While their individual products don’t have the same appeal or name recognition as the Big Three, the AMC brand is coming to be highly respected.
The only major change for 1972 is a switch to full synchromesh manual transmissions across their entire lineup. Meanwhile, AMC is hard at work creating a genuinely small car of the future—the AMC Pacer.
Sales: 540,000
1973: AMC’s midsize platform is updated, along with styling. In an era where the largest of cars are reaching absurd proportions, AMC’s National and Ambassador are delightfully midsize, with just a wheelbase of 114 inches. Redesigned with simplicity, durability, and reliability in mind, they don’t offer any particular performance improvements over the previous generation, but they do come with AMC’s new 24,000 mile Buyer Protection Plan. They are, however, significantly safer, offering guardrail beam doors, making them arguably the safest cars made in the US.
In addition, AMC introduces a smaller 90 hp 170 cubic inch I6, based on their existing engine block. With this engine, the AMC Gremlin, Hornet, and National get their best fuel economy. The impressive power (for the day and displacement) is due to a rework of the engine mechanicals which allows for a higher RPM. MFG costs are relatively high for such a small engine, but AMC executives realize that higher sales will more than make up for the cost.
This engine could not have come at a better moment for AMC. When the 1973 Oil Embargo occurs, AMC is ready with its most fuel efficient lineup ever. Quickly, AMC begins offering the luxury Ambassador and personal luxury Javelin with this new 170 c I6 to meet increased demand.
Sales of their fuel efficient vehicles in the last quarter of 1973 push AMC to their best year ever: 650,000 sales.
1974: The 1973 Oil Crisis comes at a perfect time for AMC, because in 1974 they launch their ground-breaking new subcompact, the AMC Pacer. Completely different from the real-life AMC Pacer, this alternate-universe Pacer is built on a new subcompact unibody platform, developed at great expense (AMC’s biggest investment since their 1963 lineup). In short, it is an AMC version of the BMW 2002: a small, lightweight, excellent handling, super-handsome and well proportioned sedan.
Coming in both 2 doors and 4 doors, sedan, station wagon, and hatchback, it has a 100” wheelbase, and weighs 2100 lbs. Power comes from AMC’s first 4-cylinder engine (based off their I6); 113 cubic inches, and 60 hp. Power is routed through either a 4-speed auto or 5-speed manual gearbox. It has all the standard AMC features—RWD, front disc brakes, rear transaxle, 4 wheel independent suspension, guardrail beam doors, and excellent handling. Fuel economy is the best ever for an AMC. This engine is also offered on the Hornet and Gremlin.
It is a runaway sales success. With AMC’s reputation for quality, and with the Vega’s issues with rust, and the Pinto’s issues with fuel tank fires, the AMC Pacer nearly becomes the best-selling small car in America, with the AMC factories not able to make them fast enough. Despite running 3 shifts per day, AMC is only able to make 350,000 of them, where it is estimated they could have sold 100,000 more if they only had been able to make them.
AMC’s sales skyrocket to over a million vehicles for the first time ever—1,015,000 sales.
1975: With gas prices stabilizing, demand for the Pacer decreases slightly, but it is still a runaway sales success at 300,000 units sold. Flush with cash, AMC drops the 232 I6, 304 V8, and 401 V8, and makes the bold move of adding K-Jetronic fuel injection to all of its remaining engines. The I4 now makes 75 hp, the 170 I6 makes 112 hp, the 258 I6 makes an astonishing 171 hp, and the 360 V8 a powerful 215 hp, all with improved emissions and no reduction in fuel economy. AMC is the first American motor company to have a fully fuel-injected engine lineup.
The US economy is experiencing inflation, and new car sales drop for all automakers. Nevertheless, AMC still has its second-best year ever.
Sales: 890,000
1976: The AMC Hornet is updated, and the Rebel is dropped. Sales of the Rebel had dropped to a trickle with the oil crisis, and it no longer could justify its existence. Styling improvements to the Hornet keep the design fresh, and aerodynamic improvements give it the best 6-cylinder fuel economy in its class. In addition, handling lessons learned from the development of the Pacer are passed on to the larger Hornet.
The Gremlin is replaced with the more conventionally-styled Spirit, which, being offered with a 171 hp 258 I6 while only weighing 2600 lbs, takes over the performance mantle from the Rebel.
Sales: 830,000
1977: Coinciding with GM’s new downsized large car platform, AMC launches a brand new Ambassador, National, and Javelin. All three cars continue to have unique sheetmetal. Handling improvements learned from the Pacer and Hornet are passed on. Fit and finish continues to be industry best. Changes to the unibody improve safety.
With gas prices remaining high, AMC makes the bold move of ceasing use of their V8 entirely (it continues to be used in their Jeep lineup). From now on, the 258 ci I6 is their performance motor (for the Hornet & Spirit), and the standard motor on the Ambassador. AMC now has just two engine blocks, their I6 engine block, and their I4 engine block. Both engines operate on similar principles, and get similarly impressive 0.66 hp/cubic inch.
Sales for the Pacer are down to 220,000, but increased sales of the Ambassador and National keep sales almost even, and improve profitability.
Sales: 820,000
1978: The Pacer is updated to better compete with the front-wheel-drive VW Rabbit and Dodge Omni. AMC realizes that a wholesale switch to FWD is on the horizon, and that they will not be following. Instead, they focus their marketing to bring more attention to the rewarding driving dynamics of their RWD vehicles.
While AMC’s have been the best-handling vehicles in their class since 1968, with their early adoption of rear independent suspensions and rear transaxles, it is only with the switch to FWD that the products become differentiated enough in the minds of the public that AMC is able to aggressively and successfully market it. AMC launches the Hornet AMX and Spirit AMX trim levels, powered by AMC’s powerful 171 hp 258 ci I6. The lightweight Spirit AMX is able to go 0-60 in 7.2 sec—as fast as the most powerful Chevy Corvette.
Sales: 850,000
1979: This is the year that AMC’s innovative AWD Eagle is launched, marking the creation of an entirely new market, a market that AMC will become the major player in forever more. In addition, AMC’s introduces improvements to the components of their engines, allowing a higher rpm and more power (now 0.74 hp/ci)
Since the oil crisis, sales of Jeep’s utilitarian yet thirsty trucks had been consistently low. Seeking new ways to make use of Jeep’s excellent 4WD & AWD technology, a proposal is put forward for an AWD vehicle that has the ride and handling of a standard RWD car. The result is the Eagle, the world’s first fully-realized Crossover Vehicle.

Featuring full-time AWD, 3” of additional ground clearance, and two new engine options—a new 150 ci I4 (110 hp) or the reintroduced 199 ci I6 (146 hp) (the 170 and 232 I6 have been dropped), the Eagle uses a conventional front-mounted transmission, allowing for easy AWD. A power takeoff transferring torque through a street-friendly vicious coupling connects to a front differential which threads, truck-like, underneath the engine to the wheel-hubs. While this system does require the 3″ of additional ground clearance, it maintains the Eagle’s independent front suspension, allowing for a car-like ride quality.
With the I4 and 5-spd manual, the Eagle gets impressive highway mpg, an important selling point with the 1979 oil crisis. Sales of the Pacer remain steady despite it being a poor year for car sales overall.
Sales: 860,000
State of AMC in 1980
The automotive landscape has changed rapidly in the last ten years. Two oil crisises, a switch from leaded to unleaded fuel, emissions requirements, an increased emphasis on safety, the entry of a number of Japanese and European automakers into the US market, the introduction of FWD vehicles, and inflation (which has more than doubled the price of new cars from 1970-80) has changed everything.
But AMC has survived and even thrived. In many ways, they have been lucky. Their refusal to compete in the large car market has allowed them to focus on their core competencies—small to midsize cars—which have been the one of the few areas of sales growth during the decade. In addition, their small number of platforms and engines has allowed them to institute changes and improvements faster than their larger competitors. Making investments early into product quality rather than seeking for cost savings has allowed their cars to remain competitive through their entire product lifecycle, and allowed them to advertise a large number of firsts.

• First independent rear suspension American car lineup
• First rear transaxle midsize American cars
• First standard front disc brakes across an entire lineup
• First standard AC in an American car
• First American subcompact
• First full synchromesh gearbox across an entire lineup
• First fully fuel-injected engine lineup
• First AWD passenger car

The biggest success of the decade has been the Pacer, a small but competent subcompact which (unlike the incompetent Vega and Pinto) has no issues. This car alone has propelled AMC’s sales from hovering around the half million mark to roughly 1 million. Despite the 1979 oil crisis, AMC is well positioned to improve their product for the next decade.

Part II – the 1970’s – Alternate AMC

alternateamc.com

 

[nick_crenshaw82]

1980: AMC finds itself as the best-positioned US automaker in the face of increasing competition from Japan. It’s early adoption of fuel-injection, while pricy (reducing per-vehicle profit), has allowed it to weather increasingly stringent emission requirements rather easily. The AMC Pacer sells at the same price as the Honda Civic, with more room and power, and similar manufacturing quality. The fuel-injected 258 ci I6 putting out 190 hp makes as much power as the Chevy Corvette’s 350 V8, making the Spirit AMX one of the fastest cars sold in America (0-60 in 6.6 sec). The midsize National and Ambassador continue to sell well, competing favorably against competitors from GM, Ford, and Chrysler.
In addition, AMC introduces this year their 5-speed automatic, a first for an American car, which improves fuel economy.
For the first time ever, AMC has higher sales than Chrysler, which is facing financial woes.
Sales: 840,000
1981: Updated versions of the Hornet, Spirit, and Eagle are introduced, keeping their sheetmetal fresh. The only mechanical changes are for improved reliability, reduced weight, and increased safety. An AWD version of the AMC Spirit is introduced, the AMC Eagle SX/4. It proves popular. Sales improve as the overall car market expands.
Sales: 905,000
1982: The Ambassador, National, and Javelin are updated with new sheetmetal. The Ambassador and Javelin now come with standard 4-wheel disc brakes. This is a significant update; it will not see any changes for 7 years. A full twenty-five years of refinement and improvement to Nash’s original “unit body compact platform” has yielded a stiff, safe, sturdy, and refined midsize automotive platform which is still competitive.
As before, the Ambassador and Javelin come standard with the 190 hp 258 ci I6. Due to falling oil prices, the 199 ci economy option is dropped on those cars, leaving it only an option on the National.
A larger 150 ci I4 is now offered on the Pacer, Hornet, and Spirit, making 110 hp. A 110 hp Pacer AMX can now go 0-60 in 8 seconds.
A larger 305 ci I6, the largest I6 sold in America for decades, making 225 hp, is now the top-of-the-line AMC motor, available on the Ambassador and Javelin. With this motor, the 3600 lb Ambassador can go 0-60 in less than 7 seconds.
Sales: 950,000
1983: An updated Pacer is introduced, with facelifted sheetmetal, reliability improvements all around, and a better interior.
With Chrysler struggling through near bankruptcy, Ford struggling with the aftermath of the Pinto debacle, and GM struggling with their new FWD platform, AMC is the only US automaker that hasn’t had any negative press. Sales continue to improve.
Sales: 970,000
1984: There are no major changes introduced this year. Pacer sales decrease slightly, as it faces competition from new FWD options. Nevertheless, it continues to be highly regarded.
Sales: 940,000
1985: With the price of oil dropping, consumer appetite for high performance vehicles is increasing. This year, AMC replaces K-Jetronic Fuel Injection with Throttle Body Fuel Injection throughout their entire engine lineup, further improving their I4 and I6’s hp/volume rating to 0.80hp/ci.
In addition, this year AMC begins advertising their engine displacements in liters: 1.8L & 2.5L I4, 3.3L, 4.2L, and 5.0L I6.
With increasing competition from GM and Ford, AMC now offers the Hornet AMX and Spirit AMX with the 5.0L I6, now making 245 hp. The lighter Spirit is capable of going 0-60 in 5.5 seconds.
Sales: 910,000
1986: Few changes are made to the AMC lineup this year. Sales drop slightly to 890,000.
1987: Few changes are made to the AMC lineup this year. Sales drop slightly to 855,000.
1988: An important year for AMC. This year, AMC launches a brand-new Hornet, Spirit, and Eagle, on an all-new RWD, unibody, fully independent suspension compact platform. Sharing key features with the previous platform, and sharing it’s 108” wheelbase (on the Hornet and Eagle), it is nonetheless all new and better in every way. Stiffer, lighter, more adaptable, better able to handle AWD components, better able to handle both front-mounted transmissions and rear transaxles, cheaper to manufacture, more sturdy, safer, etc. All the things. Front MacPherson struts, rear transverse leaf springs. It is just a really good chassis.
This being the first all-new design created without legendary AMC designer Richard Teague, the Hornet, Spirit, and Eagle seek to emulate the new aerodynamic styling introduced in the 1986 Ford Taurus. AMC succeeds in designing a car that leaves behind its boxy past without falling to the excesses of the early 90’s (no whale-like curves). While not terribly distinctive, they are nonetheless handsome.
In the interior, these cars offer standard front driver and passenger airbags, the same year that Chrysler offers it standard for the first time as well.
The AMC Hornet wins Motor Trend’s Car of the Year Award, bringing lots of positive press to AMC. Margins remain among the highest in the industry.
Sales: 840,000
1989: Another important year for AMC—they introduce a brand-new Ambassador, National, and Javelin. Finally leaving behind the last vestiges of the old 1956 Rambler Unibody platform, they are launched on an all-new RWD, unibody, rear transaxle, fully independent suspension midsize platform. Sharing key features with the previous platform, including it’s 114” wheelbase, it is nonetheless all new and better in every way. Stiffer, lighter, more adaptable, cheaper to manufacture, more sturdy, safer, etc. All the things. Front MacPherson struts, rear transverse leaf springs. It is just a really good chassis.
New exterior designs for the Ambassador, National, and Javelin seek to emulate the new aerodynamic styling introduced in the 1986 Ford Taurus. AMC succeeds in designing a car that leaves behind its boxy past without falling to the excesses of the early 90’s (no whale-like curves). While not terribly distinctive, they are nonetheless handsome.
In the interior, these cars offer standard front driver and passenger airbags.
Incredibly enough, the AMC Ambassador wins Motor Trend’s Car of the Year award, the first time in AMC’s history to have won the coveted title two years in a row.
Sales: 840,000
State of AMC in 1990
AMC has finally left the ranks of “small, independent manufacturer”, and is now considered a force to be reckoned with. With their dogged refusal to expand the complexity of their lineup (still only three similar platforms), they consistently make the best cars in their respective classes, year after year after year.
Only now are the other US automakers finally catching up to innovations which AMC made years ago—fuel injection, fully independent suspensions, disc brakes, etc.
Meanwhile, the industry has made a wholesale shift to FWD, with Ford offering only three RWD automotive platforms (Full-size, Pony Car, Luxury Coupe), GM offering only two (Full-size and Pony Car), and Chrysler none. AMC has not joined the shift, and is losing sales to it—FWD compact and midsize cars from European, American, and Japanese rivals consistently sell in higher volume. Nevertheless, AMC as a brand has much greater prestige than any of their rivals, even in their economy models, as seen by depreciation rates and resale values.
With keeping their lineup simple and reducing variations, AMC has also succeeded in keeping the tooling costs low—they only make a couple things, but because they do, they are able to make more money on every car they sell, even if the components themselves are higher quality. This has allowed AMC to consistently make a profit every year of the 1980’s.
The 90’s will see the decline of US automaker cars, and the rise of the truck and SUV boom. With their Jeep brand, the greater American Motor Company is poised to take advantage of this craze. Meanwhile, AMC must work to continue the appeal of their vehicles in the face of changing markets and increased safety regulations.

Part III – the 1980’s – Alternate AMC

alternateamc.com

 

[nick_crenshaw82]

1990: A new generation of Pacer is launched, finishing up AMC’s transition from the boxy ‘80’s to the curvaceous ‘90’s. The Pacer is more aerodynamic than before, improving fuel economy on the highway, but slightly heavier due to the introduction of front airbags, decreasing fuel economy around town slightly. In addition, a more modern interior continues AMC’s tradition of excellence in small cars.
Sales: 850,000
1991: Very few changes are made this year. The AMC Hornet, Spirit, and Pacer AMX’s continue to sell well and be highly regarded.
Sales: 810,000
1992: Very few changes are made this year. Sales of AMC’s traditional sedans begin declining as customers begin moving toward SUV’s. Sales of the Javelin especially have begun to drop. Eagle sales improve, however.
Sales: 765,000
1993: Changes to AMC’s engine lineup are made across the board, with new heads that improve cooling, allowing higher compression and rpm, increasing power. The AMC Pacer AMX now makes 132 hp, and the Hornet and Spirit AMX’s now make an incredible 270 hp out of their 5.0L I6, allowing the Spirit to race 0-60 in a mere 5.3 seconds.
With declining sales for personal luxury vehicles across the board, it is determined that this will be the last year for the AMC Javelin, produced continuously since 1967. Determined to go out with a bang, a Javelin AMX special edition is launched, with a supercharged 5.0L I6 making 340 hp. With the optional 5-speed manual, the Javelin AMX is shown to be capable of going 0-60 in less than 5 seconds—the fastest AMC ever.
Sales decrease, but margins remain high: 710,000
1994: The Hornet, Spirit, and Eagle get a minor facelift. The Eagle can now be optioned with the 5.0L I6, with a maximum towing capacity of 3500 lbs. The Spirit SX/4 is renamed the Osprey, beginning the birds-of-prey theme with AMC AWD vehicles.
Sales continue to decrease: 660,000
1995: A new generation of Ambassador and National is launched. The wheelbase is increased to 116 inches, finally making the Ambassador and National genuinely full-size. While before, they were aerodynamic without being ugly, now they are starting to be quite good looking. The interior is updated as well.
The market for wagons has been disappearing as consumers move towards SUV’s. Sales of the Ambassador and National wagons have dropped precipitously since 1992. For this new generation, the only full-size wagon available is an AWD crossover wagon, a la Eagle, but larger. It is called the Gryphon. With a 3” lift relative to its sedan counterpart, it is decently capable offroad. Optioned with the 5.0L I6, it can tow an impressive 6000 lbs, and can seat seven with its two rear-facing jumpseats.
In addition, changes to the packaging within the engine compartment of the full-size platform now allow for AWD without a necessary 3 inch lift. This allows for AWD (and necessary front-mounted transmission) to now be offered on the Ambassador and National Sedans. In addition, the Gryphon can be ordered from the factory with a “street suspension package”, which lowers the wagon 3 inches, while retaining AWD.
Sales of the Gryphon are brisk. With increasing sales of the Eagle, and the all-new Gryphon, AMC sales begin rebounding.
Sales: 720,000
1996: A new generation of Pacer is launched. Sales have languished as consumers have increasingly purchased larger and heavier, yet still “subcompact” FWD vehicles. Meanwhile, the Pacer has remained stubbornly RWD, and stubbornly 2200 lbs. While highly regarded, sales have been declining since ‘93.
With this new generation, three things are emphasized. First of all, it now looks great, much better than those early 90’s curves. Second, it’s performance advantages are now more emphasized, especially with the brand-new 6-speed manual and 6-speed auto. Third, it’s genuine usefulness is emphasized. Available as a two door or four-door sedan, it has a competitively-sized trunk, and easy access in and out.
While AMC’s old 5-spd manual (available since 1974) and 5-spd auto (available since 1980) are still available this year, over the year they are phased out in favor of new 6-speeds.
Sales: 740,000
1997: The new 6-speed manual and 6-speed auto are now offered on every vehicle. Unlike most American automakers, who are dropping manual transmission options from all but their base-models, AMC continues to be bullish about the importance and need for the manual transmission going forward. This year, they begin putting “manual” badges on vehicles outfitted with a manual transmission.
Meanwhile, the SUV craze is surging. AMC heavily markets their AWD crossover vehicles, and sales increase.
Sales: 750,000
1998: Few changes are made this year. Sales decrease slightly.
Sales: 720,000
1999: The entire compact lineup is updated—Hornet, Spirit, Eagle, Osprey. A further maturation of the streamlined look. Safety is increased with the introduction of standard side-impact airbags.
In addition, changes to the packaging within the engine compartment of the compact platform now allow for AWD without a necessary 3 inch lift. This allows for AWD to now be offered on the Hornet and Spirit. While the RWD / Rear Transaxle Hornet Wagon is discontinued, the AWD Eagle can now be ordered from the factory with a “street suspension package”, lowering the wagon 3 inches, while retaining AWD.
Sales: 680,000
State of AMC in 2000
AMC is a powerful player in the automotive market. While they don’t compete in very many categories, they are the powerhouse in the markets in which they do compete. They proudly carry the reputation of “blue-collar BMW”, the maker of the “American Sports Sedan.” They are the one brand whose products have stayed consistently good since the 1960’s—all by not trying to do too much.
The automotive landscape has changed drastically since 1990. GM and Ford’s automotive divisions are struggling, almost ceasing to put up a fight against the Japanese, while their executives focus on the high profits found in their truck divisions. Chrysler has excellent large cars and minivans, but their small cars are lacking. Meanwhile, Cadillac and Lincoln can’t hold a candle to the best that BMW, Mercedes, and even Audi are producing.
In addition, the South Korean automakers Hyundai and Kia have entered the market, selling extremely basic and cheap (yet still reliable) cars that are eating into the profits of the bigger players.
And AMC? AMC just keeps playing their game. An all RWD lineup. AWD for those who want it. Longitudinal I6’s and I4’s, renowned for their low-end torque and excellent power. Excellent weight distribution and handling. Practical, fuel-efficient, and well-optioned for their price. Even the basic models of the Pacer and Hornet are excellent automobiles. AMC is still not a premium brand—only the Ambassador can be considered “premium”, and only mid- premium at that. And that’s exactly how AMC wants it. Rich guys off Wall Street can drive their Mercedes-Benz and BMW’s. Blue-collar American men drive a National, and are proud of it.

Part IV – the 1990’s – Alternate AMC

alternateamc.com

 

[nick_crenshaw82]

2010: The US auto market begins the slow road to recovery. AMC makes very few changes for the year, but sales increase as the US auto market recovers to 12.38 million vehicles (vs 2009’s 11.06 mil and 2008’s 10.14 mil, but still a long way from 2007’s 15.72 mil).
With no changes to its lineup, and a decent amount of money invested in R&D, AMC makes a very small profit.
Sales: 640,000
2011: The US auto market continues its slow recovery (13.5 mil vehicles this year). Meanwhile, AMC’s entire compact lineup is updated. Having gone on a weight-reduction program, each car is now about 100 lbs lighter, with increased safety. The 2-door Spirit and Osprey are dropped, and replaced with the brand-new pony car Rebel, the first Rebel sold by AMC since 1975.

The Rebel is impressive. Not a pure retro design, it is more understated than the Camaro, but still carries a very confident attitude. While small, it is classic muscle. While it’s 5.0L I6 only makes 321 hp, since it weighs a mere 3200 lbs, the Rebel has a distinct weight advantage over the heavier Mustang, Camaro, and Challenger, allowing it to have a competitive 0-60 time of 4.7 sec. The smaller 210 hp 3.3L I6 is offered on base models.
The compact lineup now comes standard with AMC’s new 2nd Gen Infotainment System. A generous 1280×800 pxl 8.5” non-touch screen, it is controlled with a small blackberry-style keyboard and control disc (four arrows, select in center, back top left). The graphical interface from AMC’s 1st Gen Infotainment System (which was only available on Ambassador, National and Gryphon) is updated slightly (very elegant flat-style graphics). Utilities include standard Navigation, Fuel Economy info, etc. Four USB’s, two power plugs, an aux port, and an 120V plug complete the system.
Sales: 700,000
2012: The US auto market has finally returned to health, with 15.22 mil vehicles sold this year. It is an excellent year for AMC, as they introduce updated engines across their lineup. All their engines now have direct injection, and a new, better breathing cylinder head. Their engines now make a full 75 hp/liter (up from 64), bringing the top-of-the-line 5.0L I6 to 375 hp. The 2.5L I4 now makes 190 hp. A new, maximum displacement I4 is launched for the Pacer AMX, a 3.2L I4 making 245 hp.
The Rebel immediately get the new 5.0, dropping it’s 0-60 time to 4.2 sec. Meanwhile, the 2.5L equipped Hornet gets 36 mpg.

Also, this year the entire full-size lineup is updated—Ambassador, National, and Gryphon. In addition to new sheetmetal and engines, they now all come standard with AMC’s 2nd Gen Infotainment System. Having gone a weight-reduction program, they now weigh about 100 lbs lighter than before, with increased safety.
Sales: 740,000
2013: This year, AMC’s entire subcompact lineup is updated—Pacer and Merlin. They now feature AMC’s 2nd Gen Infotainment System standard, and have gone on a weight reduction program which has reduced curb weight by about 70 lbs, while increasing safety. The Pacer AMX can now go 0-60 in 4.6 sec.

While sales of the Merlin have remained brisk, the Pacer has seen its sales drop in recent years due to a perception of it being “too small”. In response to this, AMC introduces the brand-new Metropolitan 4-door hatch, built on the same platform as the Pacer & Merlin, but with different packaging—a taller roof allows for a more generous rear seat, and a front-engine V4 that allows the firewall to move forward 12 inches relative to the Pacer. It is very well received.
The Rebel now has a convertible option.
Sales: 790,000
2014: This year, AMC replaces their transmissions across their entire lineup, replacing the 6-speed Manual with a 7-speed manual, and the 6-speed Auto with a 7-speed auto. Fuel economy increases slightly across the lineup, especially highway figures.
Sales: 830,000
2015: A banner year for AMC. While AMC’s have always had excellent fuel economy, AMC has never made a hybrid, or any other headline-grabbing stuff of that sort. Until now, AMC has decided against making a hybrid, realizing that they just don’t make that much sense yet.
Until now.
With batteries sourced from Tesla, AMC launches this year their “Hybrid AWD”. AWD adds weight and cost, and reduces fuel economy, but also aids traction. Hybrid systems add weight and cost, but improve fuel economy. Hybrid AWD adds cost and weight, but improves traction AND fuel economy.
Replacing the conventional AWD system, the front wheels are powered by a 35 hp electric motor backed by a 0.75 kW-hr battery, packaged up front in the space normally taken by the AWD system. The system is a $1500 option on any midsize AMC, and comes standard on the Merlin, Eagle, and Gryphon. It adds 200 lbs, but also adds 35 hp, extra traction, and increases fuel economy by 30% in the city.
The 35 hp electric motor is designed to be especially useful from 0-60 mph, being geared to only go to 65 mph. Above 60 mph, a clutch is electronically released, removing the motor from the drivetrain to reduce friction. The 0.75 kW-hr battery is charged via regenerative braking, and, if necessary, the alternator.
With Hybrid AWD, a fully-loaded 410 hp (gas/electric combined) AMC Ambassador can get 22 mpg city, and go 0-60 in 4.4 seconds.

Also, this year AMC introduces their largest vehicle ever—the 3-row Draken. Built on a long-wheelbase variant of the midsize platform, it sports Hybrid AWD, a 122″ wheelbase, and seating for up to 8 passengers (with the optional front bench). Weighting a full 4300 lbs, and powered by the 250 hp 3.3L I6 standard, it has the roomiest third row in the segment. It is an immediate sales success.
In addition, the AMC Ambassador, National, and Gryphon are updated with AMC’s 3rd Generation Infotainment System.
The AMC Ambassador with Hybrid AWD wins Motor Trend’s COTY award.
Sales: 930,000
2016: This year, AMC’s entire compact lineup is updated—Hornet, Rebel, Eagle. In addition to refreshed sheetmetal, the Hornet can be optioned with Hybrid AWD, and it comes standard on the Eagle. They also now come with AMC’s 3rd Generation Infotainment System.

In addition, AMC introduces the “Popeye” motor, a solid-lifter 5.0L I6 that revs to 8000 rpm, making 500 hp and 375 lb-ft of torque. Available exclusively in the Rebel AMX and Ambassador 990, it is a fantastic motor that gives the AMC Rebel the power it needs to challenge and (in some respects) overtake the Camaro, Mustang, and Challenger. With it, the 3300 lb Rebel AMX is able to go 0-60 in just 3.4 sec – the fastest AMC ever!
Sales: 962,000
2017: Essentially no changes for this year in AMC’s offerings. However, the market is changing. Not only is the market getting a little saturated and sales are slowing down, the demand for sedans is weakening, being replaced by demand for crossovers. As such, AMC’s lineup of crossover wagons is now taking the lion’s share of the sales (over 65% of sales), with Hybrid AWD being equipped on 75% of total sales.
Sales: 934,000
2018: This year is a banner year in AMC’s history. All new 2018 AMC’s are now sold with Freevalve Engines, with the pushrod / OHV configuration AMC’s have had since the ’60’s replaced with a camless valve system. Power increases by 20% and fuel efficiency by 35% across the board. The smallest 1.8L I4 now makes 162 hp, while the 3.2L I4 makes 294 hp. Meanwhile, the 3.3L I6 makes 300 hp, the 4.2L I6 378 hp, and 5.0L 450 hp.
This is a simply massive transition. AMC’s are now faster, more fuel efficient, and more competitive than ever. They’ve beaten the market in bringing this technology to market, and have done so flawlessly – consciously making no changes in 2017 to allow them time to make this massive change in 2018. And as the new Freevalve engines are flex-fuel capable, starting this year, AMC is selling biofuel at select dealerships.
And just as important, a new, all-electric Ambassador launches. In development since 2013 (when work on AMC’s Hybrid AWD also began), the Ambassador Electric is now ready. Available as both a sedan and a crossover wagon (Ambassador X), the Ambassador Electric is not just a Tesla-knockoff, but instead a thoughtfully-designed new entry which puts forth a bold new vision on what an electric car should be. Extremely driver-focused, its greatest innovations are its application of a hydropneumatic suspension to an electric car, and optional 3-speed manual transmission, both of which add a huge amount of interest to driver involvement. Starting at $60,000, and with a 280 mile range, it is highly competitive when compared against the Tesla Model 3.
The State of AMC in 2018
AMC is doing really well. They remain independent, profitable, and high quality. While their tried and true vehicles have had to change with the times, they have so far successfully applied their principles to a new decade.
Their hardware remains amongst the best and most uncompromised in the world. For two decades now they have been the only US automaker to market a sub-3000 lb RWD sedan, and the enthusiasts love them for it. Their I6’s are powerful, reliable and respected. Their Hybrid AWD is a master-stroke, putting the fuel savings exactly where people want them, creating an uncompromised high-value system that has turned out to be extremely popular (in 2016, a full 60% of AMC’s were sold with the system). And so far the Freevalve launch has been extremely successful, with people lauding the lineup up and down for the increased fuel economy and power which is now being offered, standard. And the Ambassador Electric has successfully announced itself as a true alternative to a Model 3, offering capabilities not available on the Tesla.
That being said, the great unknown future beacons. The great demon is autonomous vehicles. How will AMC continue as a company once cars begin driving themselves?
I.e., once cars drive themselves, how will RWD, rear transaxle, transverse leaf-spring blue-collar enthusiast vehicles matter?
Only time will tell.

Part VI – the 2010’s – Alternate AMC

alternateamc.com