It is a great article, and a "different" perspective. While getting into the popular Pony Car field was a plus for AMC, moving the entire product line more upscale into the crowded mid-range market (Buick/Olds/Pontiac/Mercury territory) alienated traditional Rambler buyers. AMC just wasn't big enough to compete with the "Big Three" toe to toe! Should they have moved up from the more stodgy Rambler image? Probably -- but they could have maintained an economical compact line as well. The Hornet and Gremlin were a move BACK in that direction and proved a huge success for AMC. The Abernethey years spent all the money Romney had built up, and had little to show for it EXCEPT the Javelin and AMX. Sales were good for those, but not enough to keep the company going. The more mundane, everyday cars were the company's (ANY car company's!) bread and butter money makers -- but there has to be enough volume.
Well put Frank. Good points. I have a feeling Romney, had he stayed, would have innovated from the inside out (as in unibody, etc.) and continued the non-flashy but appreciated improvements that would have kept AMC afloat. The Abernathy bravado plays in "performance showiness" but the boring insides sustain a good company.
Don't get me wrong -- the Javelin and AMX (as well as the earlier Rogue) were definitely good choices, and I think Romney would have been convinced since they shared a lot of components with the American. It's the main car line that got messed up. Mid 70s was worse with the unique bodies of the Pacer and Matador coupe that shared little with anything else. Those were two costly endeavors that hurt AMC financially when they could least afford it!
It is a great article, and a "different" perspective. While getting into the popular Pony Car field was a plus for AMC, moving the entire product line more upscale into the crowded mid-range market (Buick/Olds/Pontiac/Mercury territory) alienated traditional Rambler buyers. AMC just wasn't big enough to compete with the "Big Three" toe to toe! Should they have moved up from the more stodgy Rambler image? Probably -- but they could have maintained an economical compact line as well. The Hornet and Gremlin were a move BACK in that direction and proved a huge success for AMC. The Abernethey years spent all the money Romney had built up, and had little to show for it EXCEPT the Javelin and AMX. Sales were good for those, but not enough to keep the company going. The more mundane, everyday cars were the company's (ANY car company's!) bread and butter money makers -- but there has to be enough volume.
Well put Frank. Good points. I have a feeling Romney, had he stayed, would have innovated from the inside out (as in unibody, etc.) and continued the non-flashy but appreciated improvements that would have kept AMC afloat. The Abernathy bravado plays in "performance showiness" but the boring insides sustain a good company.
Don't get me wrong -- the Javelin and AMX (as well as the earlier Rogue) were definitely good choices, and I think Romney would have been convinced since they shared a lot of components with the American. It's the main car line that got messed up. Mid 70s was worse with the unique bodies of the Pacer and Matador coupe that shared little with anything else. Those were two costly endeavors that hurt AMC financially when they could least afford it!
Fantastic article on the inner workings of AMC and their model lineup! Well researched to back it up and personal experience too! Thanks John Daly!
Thanks, John