1970 | Notion

How important was the Hornet to American Motors? To answer this question, we need to look at where American Motors stood at the time.

The prominent Rambler brand name had taken a beating by the time the '70s rolled around. To improve the company's image, American Motors began using the new AMC division brand name and logo.
A barely profitable American Motors needed to spend large amounts of capital to develop a worthy successor to the Rambler line of cars.
The next car had to sell in volume to be profitable.

AMC's solution was to develop a new car that would serve as the basis for a whole new group of car lines. The new Hornet was that car! Designer Dick Teague designed the Hornet to be the lead product in this new shared chassis program.

The 1970 Hornet was offered in 4-door and 2-door sedans only. It sported a long hood/short deck design found in sporty cars like the Ford Mustang and the Javelin. These basic elements could also be found in the Hornet's immensely popular competitor, the Ford Maverick. It sat on a longer wheelbase than the Maverick (108 inches), ensuring that the new Hornet would be roomier than its competitor.

AMC had created a new type of compact car. As Car and Driver Magazine put it, "...Chapin has shown that he understands the essential difference between small cars and economy cars. Mavericks and Volkswagens are economy cars. The Hornet is a small car."

The Hornet was offered in two trim levels: base and SST. The base model's standard engine was a 199 cid six-cylinder, while the SST came with a bigger 232 cid six-cylinder as standard.

A long list of options made the new Hornet a luxury compact...

an available two-barrel version 232 six
304 cid V8
shift command automatic transmission
reclining seats
power steering
power brakes (disc or drum)
air conditioning
electric clock
pin stripes
vinyl roof
choice of wheel covers, and more...

With the new Hornet as lead product, CEO Roy Chapin planned to, as he put it, "introduce a new product every six months." That next product came out on April Fool's Day 1970. AMC introduced a brand new car based on the Hornet chassis called the Gremlin—the first American-built subcompact from a major American automobile maker. Look closely: the Gremlin is just a Hornet with its rear chopped off!

Motor Trend magazine gave the '70 Hornet its "Car of the Year" award. Moreover, the Hornet can brag of having an industry-first safety feature: internally reinforced guard rail beam doors.

Production Numbers

The 1970 Hornet saw strong initial sales with approximately 92,000 units produced in its first year. Over its production run from 1970-1977, the Hornet became one of AMC's most successful models, helping stabilize the company during a critical period.

Groundbreaking Features

Beyond the internally reinforced guard rail beam doors mentioned above, the Hornet introduced several industry innovations:

Buyer Protection Plan: AMC introduced an industry-first comprehensive warranty program with the Hornet, offering 12 months/12,000 miles of bumper-to-bumper coverage—far exceeding competitors at the time.
Shared Platform Strategy: The Hornet pioneered AMC's modular design approach, serving as the basis for multiple vehicle lines including the Gremlin, Concord, Spirit, and Eagle. This efficient use of resources was ahead of its time.
Compact Luxury Concept: As noted in the Car and Driver quote, AMC distinguished between "economy cars" and "small cars," proving that compact vehicles could offer comfort and features typically found in larger automobiles.
Safety Innovation: The door beam reinforcement system became an industry standard that other manufacturers would later adopt.

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Production Years

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My 1973 Hornet

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Extras

AMC Cowboy Prototype

Australian Hornets

AMC Myths vs. Facts

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