Pacer begets Porsche – Porsche begets Pacer. Which is it?
Editor’s note: This is an expanded and amended version of an article first published on DTW on 28 January 2016.
The 1975 AMC Pacer is a car that seems to have become a four wheeled punchline to some joke or other for almost half a century. Derided and satirised in both print and in celluloid, it’s been a staple in every worst and ugliest-car-ever list. After all, it’s easy to kick an underdog.
DTW recalls the alliance between Renault and American Motors Corporation that proved highly damaging to the French automaker and had fatal consequences.
American Motors Corporation (AMC) was long the plucky underdog of the US automotive industry, always struggling to compete on equal terms with the ‘Big Three’ of General Motors, Ford and Chrysler. AMC had itself been formed from the 1954 merger of Nash Kelvinator Corporation and the Hudson Car Company(1). This was a merger driven out of weakness rather than strength, as neither partner had the financial or technical resources to continue independently.
With a market share of just 4%, AMC was still a fraction of the size of the Big Three, but there was a larger plan in play, devised jointly by George Mason, President of Nash-Kelvinator, and James Nance, President of the Packard Motor Car Company. Packard would Continue reading “A Deadly Misadventure”
Throughout the 1960s, US carmakers enjoyed unprecedented prosperity, with a buoyant domestic market, cheap, plentiful fuel and a customer base who had wholeheartedly bought into the concept of plenty – at a superficial level at least. Because beneath the giddy headline figures, sales of imported cars were giving the movers and shakers of Detroit serious pause.
For every alleged innovation there is always a precedent. Come now, you hardly imagine the Gorden comes up with this stuff on his own, do you?
When Daimler’s Chief Design Officer, Gorden Wagener turned up in his immaculate sport-casual attire for the debut of the Maybach Ultimate Luxury concept, he told assembled journalists it represented “a totally new archetype of kind never seen before.” Of course even the most empty phrases contain a grain of truth because in the manner of a stopped clock, he’s half right.
It’s entirely possible that Daimler’s CDO neither knows nor cares that his verbiage-laden uttering lacked much by way of substance. After all, Mercedes’ resident believer in beauty and intelligence is unlikely to Continue reading “Laughing Stock”
The 1975 AMC Pacer is one of those famously unsuccessful cars to list with the Pontiac Aztek, Chevrolet Corvair, DeLorean DMC-12 and perhaps the Tucker Torpedo. As a resident of that list, it’s also routinely jeered at due to its appearance. I’d like to take a different tack with this and reflect on what is right with the car and also to consider the possibility of taking enjoyment in other people’s enjoyment of a car. Continue reading “Vicarious Pleasures: 1976 AMC Pacer”