The Infamous AMC Gremlin

The Story Of The Infamous AMC Gremlin

For years, bigger was better in the American auto industry. But when a fuel crisis swept the country in the 1970s, American car manufacturers started thinking small.

Among these efforts, there was one plucky little car that stood out for both good and bad: the AMC Gremlin.

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An Iconic Car

What made this car so noteworthy? Two future US presidents, Bill Clinton and George W. Bush, had Gremlins in the 1970s. Maybe it was a Boomer thing.

Green Gremlin Side Gerry Dincher, CC BY-SA 2.0,Wikimedia Commons

Marketing Small Cars

It was more than that, however. The marketing of the Gremlin focused on its unusual appearance, at least to American eyes. American cars had pretty much all been big since 1940s. Occasionally, small European cars such as the Volkswagen Beetle would make some headway in the American market, but it was rare.

Rear left side view 1970 AMC Gremlin all original finished in red with white stripe 232 auto AC CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0,Wikimedia Commons

Big Cars Were King

For the most part, Americans wanted big cars. Gas was cheap and there was no reason for a household not to have a car big enough for the extended family. The seats were usually benches and since seatbelts were of little concern, packing people in was never an issue.

1971 Amc Gremlin in Snow White with red CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0, Wikimedia Commons

The 1970s Fuel Crisis

The 1970s fuel crisis changed everything. Fuel-efficient imports from Japan and Germany began to challenge American car manufacturers seriously. Although Americans said they wanted big cars, it was clear that the market was there for smaller cars and US manufacturers couldn’t let foreign companies dominate that market.

Red AMC Gremlin with Audi/Posche 924 2.0L four cylinder engine dave_7, CC BY-SA 2.0, Wikimedia Commons

The AMC Hornet

The AMC Hornet was one of the first compact cars produced in the US, and there was a serious marketing push to eliminate the stigma of the small car. Compact cars were synonymous with “cheap” to American consumers, so AMC launched the Hornet as a way to rebrand the idea of the small car—including features not available in competing compact cars.

Front view of green with white accented roof 1970 AMC Hornet SST CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

From Hornet To Gremlin

The Hornet was wider and heavier than competing compacts, addressing the American bias against lightweight cars. It was marketed as a luxury car, just smaller.

The platform of the Hornet became the basis for the Gremlin, among others.

1972 Green Gremlin X with factory Sun Roof Gremlinx72, CC BY-SA 4.0, Wikimedia Commons

The Subcompact Car

Shortening the Hornet body, the Gremlin was a subcompact, introduced in 1970 to compete with the emerging American and foreign subcompact market. Subcompact cars emerged in the 1960s but didn’t become viable in the US market until the early 1970s.

Previously labeled “economy cars,” the term subcompact emerged to fight the stigma of being cheap.

1970 Amc Gremlin All Original Finished In Red With White Stripe CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0, Wikimedia Commons

A Mixed Reputation

The Gremlin, however, has always had a mixed reputation. As iconic as it was, it was also derided for its styling and technology, and has been often named one of the worst cars ever produced. It was viewed as a “hacked off” Hornet with no design finesse.

To make matters worse, with no back end to speak of, the Gremlin didn't exactly handle well.

Instrument panel of a 1978 AMC Gremlin with CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

One Of The 50 Worst Cars

Time Magazine listed the Gremlin as one of the 50 worst cars of all time. The Gremlin, it said, was “quicker than other subcompacts but, alas, that only meant you heard the jeers and laughter that much sooner.”

Right side view of a 1973 AMC Gremlin X package 258 auto finished in Cordoba brown and gold stripes CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0, Wikimedia Commons

Ten Most Questionable Cars

CNN’s “The Ten Most Questionable Cars of All Time,” said of the Gremlin that it “can be seen as either a daring leap forward by an innovative underdog or as a desperate attempt to do something – anything – that would stand out in a marketplace dominated by larger competitors.”

But there's just one question: If it really was such a terrible car, then why was it so successful?

Front left view 1973 AMC Gremlin X finished in Maxi Blue and with Levi's interior trim CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0, Wikimedia Commons

Skeptical American Consumers

The Gremlin was launched by American Motors Corporation (AMC) in 1970 as an economy car marketed as a subcompact. AMC marketing positioned the Gremlin as “the first American-built import.” This bit of advertising witticism was important, because the skepticism of the American consumer needed to be addressed.

1972 AMC Gremlin X finished in purple CZmarlin, CC BY-SA 4.0, Wikimedia Commons

The Origin Of The Gremlin

The idea of the Gremlin began in 1966. The brainchild of AMC head of design Dick Teague and designer Bob Nixon, the Gremlin was envisioned as a subcompact alternative to AMC’s available compact cars.

American Motors Gremlin & Used Car lot Library of Congress, Picryl

Early Versions

Teague sketched the initial idea on an air sickness bag while on a flight and truncated the tail of an AMC Javelin, itself designed by Teague earlier that year. Nixon, at 23, had just started as a designer for AMC and was tasked in 1967 with the first formal sketches of the car that was to become the Gremlin.

1968 Blue Amc Javelin2 door Hardtop Sicnag, CC BY 2.0, Wikimedia Commons

A Cheaper Subcompact

A crucial part of the Gremlin’s development was the need for a cheaper production solution to the subcompact car. The Big Three US automakers, Ford, General Motors, and Chrysler were developing their own subcompacts but AMC did not have those companies’ financial resources.

1968 White with red stripes Amc Amx CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

Financial Resources

AMC simply didn't have the money to develop a subcompact with a new design. This new car had to be based on an existing model.

Did it affect the ultimate result? That's for you to decide.

1969 AMX with Go Package in Bittersweet Orange metallic BUTTON74, CC BY-SA 4.0, Wikimedia Commons

The AMX

An early version of what was to be the Gremlin was a car based on the Javelin, a two-seat sports car called AMX, itself modeled on a concept car called the AMC-GT shown at the 1968 New York International Auto Show. The AMX was produced between 1968 and 1970.

1968 White AMC AMX 390 Go Package MercurySable99, CC BY-SA 4.0, Wikimedia Commons

The Design Of The Gremlin

This car, however, as a sports car did not satisfy the idea of a cheap subcompact. Bob Nixon designed a new subcompact based on the Hornet, an AMC compact car.

Detail of C pillar design on a 1970 AMC Gremlin all original finished in red with white stripe CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0, Wikimedia Commons

The Size Of The Gremlin

The Hornet’s wheelbase was shortened and the length was reduced by 18 inches. This made the Gremlin slightly longer than the competing Volkswagen Beetle, but shorter than competing American subcompacts the Ford Pinto and Chevrolet Vega.

Vega GT with Pinto Runabout and Gremlin X Robert Spinello / Vegavairbob, CC BY-SA 3.0, Wikimedia Commons

Marketing The Gremlin

AMC was known for its smaller cars, and that was used to its advantage in marketing. An early article on the Gremlin in April 1970 in Newsweek was titled “Detroit Fights Back: The Gremlin.”

As a smaller auto manufacturing company, AMC utilized its size to compete against its bigger American competitors as well as the foreign car market.

AMC Gremlin logo on gas cap CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

A Scrappy Car

The image of a scrappy car manufacturer was coupled with the idea of a scrappy car. Described by Time Magazine as a “sawed-off station wagon,” the Gremlin visually stood out.

In this it shared a design advantage with Volkswagen: No other car looked like the Gremlin.

1971 Amc Gremlin finished in Snow White with red CZmarlin — Christopher Ziemnowicz, CC BY-SA 4.0, Wikimedia Commons

The Hatchback

The Gremlin was very small, with tiny back seats suitable for “small children only.” The Gremlin was wider than other subcompacts making it feel stable in the front seats. Its tail design, which was an upsweep rather than a flat trunk, made the Gremlin quite aerodynamic.

This innovation became a standard design for subcompacts, especially in foreign cars.

1975 Green AMC Gremlin found at Metropolitan Restoration Services Gerry Dincher, NC, CC BY-SA 2.0, Wikimedia Commons

The Name

Teague claimed that the design and the name were a deliberate strategy to look either “cute or controversial,” both being desirable for the “free-thinking early 1970s.” The word Gremlin had long been used in manufacturing as a term for a malfunction of equipment.

AMC attempted to subvert this definition by redefining it as “a pal to its friends and an ogre to its enemies.”

1971 AMI Rambler Gremlin assembled in Australia CZmarlin — Christopher Ziemnowicz, CC BY-SA 3.0, Wikimedia Commons

Marketing To Young People

A crucial target market was young people. Cars are traditionally marketed to families, men in particular, with younger people mainly owning cars as hand-me-downs.

The Gremlin as “cute or controversial” spoke to the young Baby Boomers who were looking to be different from their parents. Ultimately, sales for the Gremlin were 60% to people under 35.

Front view of 1976 Yellow Amc Gremlin Greg Gjerdingen, USA, CC BY 2.0, Wikimedia Commons

Competing With The Big Three

Teague was adamant that the Gremlin look nothing like something produced by the Big Three. AMC was an underdog and the Gremlin was the face of that underdog status. With its unprecedented hatchback design, the Gremlin simply didn’t look like a family car.

Front view of 1977 Amc Gremlin Greg Gjerdingen, USA, CC BY 2.0, Wikimedia Commons

America’s First Subcompact

Promoted, inaccurately, as "America’s first subcompact,” the marketing strategy was extremely successful. The Gremlin was the most successful single-generation body style/chassis produced by AMC, selling over 671,000 units during its production.

The Gremlin’s image fit perfectly in the unprecedented styles of the 1970s: shag carpets, polyester clothes, and Gremlins became iconic symbols of that decade.

1971 AMI Rambler Gremlin assembled in Australia CZmarlin — Christopher Ziemnowicz, CC BY-SA 3.0, Wikimedia Commons

A Classic First Car

With its consumer-friendly price point, the Gremlin became a classic “first car.” Seniors in high school drove them and it was often seen as the car which students drove to college for the first time, its limited interior crammed with moving boxes.

Driver's cockpit of a 1971 AMI Rambler Gremlin assembled in Australia CZmarlin — Christopher Ziemnowicz, CC BY-SA 3.0, Wikimedia Commons

Mixed Reputation

At first, the Gremlin’s reputation was decidedly mixed. While ridiculed in some quarters, other media outlets celebrated its value, and it was selected by “top mechanics for good value, good service.” The six-cylinder engine and automatic transmission were praised for their ease of use, perfect for young drivers.

As the 1970s moved into the 1980s, car styles became generic in favor of engine power.

Front View of Blue Amc Gremlin nakhon100, CC BY 2.0, Wikimedia Commons

Personality

The Gremlin had personality and it stood out from those increasingly generic cars. Why then is it so criticized? It seems to come out of a bit of snobbery, as well as its peculiar look.

Yellow AMC Gremlin photographed in Ottawa, Ontario, Canada Bull-Doser, Wikimedia Commons

1970s Styles

While the Gremlin pioneered the hatchback, its image tends to relegate it to joke status, along with other questionable 1970s styles. It's kitsch, and for many car enthusiasts, kitsch is not desirable.

Front right view of a customized and hand-painted blue with yellow accents CZmarlin — Christopher Ziemnowicz, CC BY-SA 3.0, Wikimedia Commons

Few Features

Gearheads did not help the Gremlin's reputation. With few features common at the time, AMC's subcompact felt cheap to many.

The automaker couldn’t design a separate platform for its subcompact car, and car enthusiasts saw the Gremlin as chopped up and piecemeal.

Interior view of driver's area in a 1977 AMC Gremlin with X package CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

Fuel Efficient

The Gremlin could never escape its origins as a truncated Hornet, likened to the tail being lopped off a salamander. Nevertheless, the Gremlin was celebrated for its efficiency in both design and fuel consumption.

Rear right side view of a 1977 AMC Gremlin with X package on the road CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

Nostalgia

As an oddity and as something nostalgic for a very specific time, the Gremlin has a devout following among collectors and hobbyists.

While some car enthusiasts remain snobbish about the Gremlin, others appreciate its uniqueness and its value as nostalgia.

Front view of 1978 Amc Gremlin B-Rf CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

A Collector Car

The value of the Gremlin as a collector car has only increased over the years.

Even as an antique, the Gremlin offers value over other classic cars.

1977 AMC Gremlin with X package finished in blue with white stripes CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

The Mood Of The Time

As a symbol of the 1970s, the Gremlin remains an important entry in the history of American automobiles. It represented the mood of the time. It was cheaply designed, but its simplicity was one of its key values.

1973 Gremlin finished in purple built by American Motors Corporation (AMC) CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

Energy Crisis

With an increased awareness of the environmental impact of cars, coupled with the ongoing energy crisis of the 1970s, the overly large car of the 1970s was seen as decadent. It was excessive and unnecessary, and the Gremlin was a fun, cheap, and in-your-face alternative, something your father would never drive.

Side view of 1976 AMC Gremlin X CapCase, CC BY 2.0, Wikimedia Commons

Functional Designs

Functionalism became a buzzword, something that was lacking in traditional American car design. Simple, functional designs were seen as European, as essentially un-American—but in the 1970s, this was something that appealed to younger car buyers.

Interior of 1977 AMC Gremlin (base model) CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

The End Of The Gremlin

The Gremlin ceased production in 1978. It was restyled as a slightly longer car and renamed AMC Spirit. The Spirit continued the hatchback and sales were strong.

1978 American Motors Corporation (AMC) subcompact Gremlin CZmarlin — Christopher Ziemnowicz, Wikimedia Commons

How The Gremlin Is Remembered

The Gremlin’s main competitors in the 1970s are largely remembered for their problems. The Ford Pinto was infamous for notorious penchant for exploding when rear-ended.

Meanwhile, the Chevy Vega is remembered mainly for how easily it rusted. The Gremlin looks downright sparkling in comparison.

1977 AMC Gremlin base model, a subcompact automobile made by the American Motors Corporation CZmarlin — Christopher Ziemnowicz, CC BY-SA 3.0, Wikimedia Commons

The Gremlin Today

The Gremlin was kitsch and that’s why it is prized even today. Its history is one of rushed design, shortcuts and cheap production, but by the 1990s, the Gremlin’s collectability was increasing.

Its image as a fun retro car created a cult following, and whatever shortcomings it had are largely forgotten.

1977 AMC Gremlin X model, a subcompact automobile made by the American Motors Corporation CZmarlin — Christopher Ziemnowicz, Wikimedia Commons