The car in the spotlight this time is a rare car, indeed: the 1981-82 AMC Eagle Kammback. If you're under 30, you've probably never seen one in person.
On April Fools Day of 1970, AMC - America's (distantly) fourth largest automaker - stole a march on giants GM and Ford by being the first American manufacturer to offer an import-fighting subcompact car. The truncated
AMC Gremlin was basically an
AMC Hornet with its tail bobbed and the rear wheels brought forward a foot. And its love-it-or-hate-it styling and tongue-in-cheek name got people's attention quickly. The Gremlin's range of big, smooth, powerful (for the day) inline-six cylinder engines was attractive to Americans who weren't convinced that the imports' inline-4s could provide the power, smoothness, and reliability they'd expected from the bigger American cars they were used to. Six months later, the competing '71
Chevy Vega and
Ford Pinto (Chrysler took the easy way out and imported
Dodge-badged Mitsubishis, and
Plymouth-badged Hillmans instead of making their own American subcompacts), debuted with only 4-cylinder engines, which would prove to be a bit more economical than the Gremlin's big sixes, but far less reliable and responsive. And
compared to the - by then ubiquitous - VW Beetle, the Gremlin had similar fuel mileage, with more than double the horsepower, and far more interior space. Despite all of its big-car advantages, it debuted as the lowest-priced American-made car. And sales were good.
In '72, AMC ratcheted up their quality and introduced the
Buyer Protection Plan, the first bumper-to-bumper warranty offered on the American car market. It came standard on the Gremlin, too, which also picked up a V8 engine option to catch muscle car buyers turned away by soaring insurance rates. AMC even included
denim seats as an option on the Gremlin, as a way to reach out to the youth culture of the day. In ads, they called it "the car that wears the pants". The fun shape, practical design, trusty, powerful engines, and lighthearted advertising worked, and sales were brisk through the first 5 years of the car's run. More than 171,000 were sold in 1974 alone.
But then AMC spent a ton of money on cars that were distinctively styled like the Gremlin, but not as well thought-out - the
'74 Matador Coupe and
'75 Pacer, specifically. And when those cars didn't make the money AMC needed to keep the rest of its product line up-to-date, the little car company soon found itself in big trouble.
By '78, Gremlin sales were poor having to compete with minimal changes with an onslaught of new Japanese small cars. Only 22,000 Gremlins were sold that year. And so AMC took a little out of their dwindling cash reserves and facelifted it, adding a fastback coupe version to accompany its existing chopped-tail bodystyle, and called them both the
Spirit for '79. What resulted was a car that looked much more modern, was well-equipped, and sold better than it had in years. For a time. But it wasn't quite enough to move the needle for the company, so AMC decided to sell a 5% stake to French carmaker Renault that same year to generate some cash.