Word: gremlin
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...annual battle of the automakers, this year's big weapon is the small car. Largely to combat the inroads made by the imports, which have lately captured more than 15% of the nation's auto market, American Motors has brought out the Gremlin, General Motors has introduced the Vega, and Ford the Pinto. In anxious counterattack, Germany's Volkswagen and Japan's Toyota are mounting an assault with new models at prices that remain equal to or lower than those of competitive U.S. cars...
Ford's fix-it-yourself approach reflects an effort by Detroit to turn out cars that can be adjusted easily by the ordinary driver. The trend began with the introduction of two small, easily fixable models-Ford's Maverick and American Motors' Gremlin. As the automakers bring out new small cars, it is continuing. On Sept. 10, General Motors will introduce its subcompact, the Vega, and executives are boasting about how easy it is to repair. Says one: "Just five screws hold Vega's grille in place. It can be removed in less than ten minutes...
Sawed-Off Station Wagon. Last week American Motors showed off the first subcompact, the Gremlin.* It was, said A.M.C. President William Luneberg, purposely designed to be "a contentious car, and nobody will be neutral about it." That may well be true. On the outside the Gremlin resembles a sawed-off station wagon, with a long, low hood and swept-up rear, and is faintly reminiscent of the original Studebaker Avanti. Though the Gremlin is only two inches longer than the 159-in. Volkswagen, the elongated hood makes the difference seem considerably more. It is 10 in. wider than a Volks...
...Gremlin's six-cylinder, 128-h.p. standard-equipment engine (compared with Volkswagen's 57 h.p.) gives it rapid acceleration. It will get around 23 miles to the gallon, v. Volkswagen's 26. In the basic two-passenger model, the Gremlin will sell for around $1,850. The list price just possibly may be brought down to $1,838, or $1 cheaper than a Beetle delivered in the Eastern
...small cars. Although its price had not been announced as of last week, the car will be offered with such options as a V-8 engine and a vinyl top, which could make it one of the most expensive compacts. Early next year, American will roll out the Gremlin, which is basically a Hornet with 10 in. lopped off the back...