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As much as I love American Motors, there were times when they rode with a model too long. Take, for example, the Gremlin. Introduced in 1970, they made changes, but should have moved on way before 1978. Sales were strong early in its production, peaking at over 170,000 units in 1974, but after the introduction of the Pacer in 1975 went downhill. Then, in 1979, they did something about it and introduced the Spirit, the subject of this week’s spot.
When American Motors was still winning in motorsports AMC will be forever known for being able to squeeze out new designs on a limited budget. This week’s spot is a great example of when the Spirit replaced the aging Gremlin. The automotive journalists recognized this and loved it. AMC’s designer Dick Teague’s “more-conventional” design of the new liftback coupe “had a particularly graceful superstructure for such a short car”.
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