AMC AMX - Origin of AMX

Origin of AMX

The AMX name originates from the "American Motors eXperimental" code used on a concept vehicle and then on two prototypes shown on the company's "Project IV" automobile show tour in 1966. One was a fiberglass two-seat "AMX", and the other was a four-seat "AMX II". Both of these radically styled offerings reflected the company's strategy to shed its "economy car" image and appeal to a more youthful, performance-oriented market.

The original AMX full-scale models were developed in 1965 by AMC's advanced styling studios under the direction of Charles Mashigan. The two-seat AMX was "big hit on the auto show circuit in 1966" and featured a rumble seat that opened out from the rear decklid for extra passengers called a "Ramble" seat. AMC executives saw the opportunity to change the consumers' perception of the automaker from Romney's economy car image, to the realities of the new marketplace interested in sporty, performance oriented vehicles. Robert B. Evans requested a car like the AMX to be put into production quickly.

Two simultaneous development programs emerged for a production car: (1) a modified Javelin and (2) a completely new car bodied in fiberglass. The first approach was selected allowing AMC to use its existing technology and unibody manufacturing expertise to make fairly inexpensive modifications to the Javelin approximating the prototype's styling and proportions. The automaker could turn out steel bodies in large numbers, so it rejected developing plastic (or fiberglass) bodies because those are intended only for low-production models. The first fully operational unit debuted as part of AMC's AMX project in 1966. The "once-frumpy" automaker jumped on the "pony car bandwagon" with its "attractive Javelin" and soon introduced the "unique" AMX featuring a design where "hoods didn't come any longer, nor decks any shorter".

Vic Raviolo, previously responsible for the Lincolns that raced in the Carrera Panamericana during the 1950s was involved with engineering AMC's new sports-car-type coupe. The AMX was the first steel-bodied, two-seat American performance car since the 1957 Thunderbird, Ford's original two-seater having long since evolved into a four-seat personal luxury car. The AMX was also the only mass-produced, domestic two-seater to share the market with Chevrolet’s Corvette since the 1957 Thunderbird. With a short 97 in (2,464 mm) wheelbase, the AMX's direct competition was the one-inch longer (98 inches (2,489 mm) Chevrolet Corvette. The AMX's manufacturer's suggested retail price (MSRP) was US$3,245 (US$21,687 in 2012 dollars ), nearly 25% below and over $1,000 less than the Corvette's price tag.

The AMX was introduced to the press at the Daytona International Speedway on 15 February 1968; just over four months after the Javelin went on sale. In the demonstrations on the race track, the new AMXs ran at speeds up to 130 mph (209 km/h). American Motors' Group Vice President, Vic Raviolo, described the AMX as "the Walter Mitty Ferrari." The AMX was designed to "appeal to both muscle car and sports car enthusiasts, two camps that rarely acknowledged each other's existences." The problem was the "tire-melting" acceleration of the 2-seater made it "a quick car that handled like a sports car, confusing the buying public." Automotive journalist Tom McCahill summed up, "the AMX is the hottest thing to ever come out of Wisconsin and ... you can whip through corners and real hard bends better than with many out-and-out sports cars."