The 1970 AMC Hornet marked a pivotal moment for American Motors. This new compact car was tasked with competing against the wildly popular Ford Maverick, which had taken the market by storm. In a bid to drum up excitement and position the Hornet as a strong contender, AMC’s charismatic leader, Roy D. Chapin Jr., stepped into the spotlight. But was the automotive press willing to give the Hornet a fair shake, or did Chapin’s charm offensive, particularly with publications like Car and Driver, sway their opinions?
The Curious Case of Contrasting Reviews
Car and Driver, a leading automotive magazine at the time, seemed particularly enamored with Chapin’s vision for the Hornet. They quoted his pronouncements about the car’s balance of sportiness and practicality as gospel, praising his understanding of the market. This glowing coverage stood in stark contrast to a more measured review published in Car Life, which highlighted some of the Hornet’s shortcomings, particularly in handling.
The 1970 AMC Hornet: A car caught between glowing praise and critical scrutiny. Image courtesy of Old Car Brochures.
The discrepancy between these two influential publications raises questions about the objectivity of automotive journalism at the time. Was Car and Driver‘s enthusiasm for the Hornet a result of Chapin’s charm offensive, or were they genuinely impressed by the car’s attributes? Could it be that Car Life, perhaps less enamored with Chapin, was more willing to provide an honest, albeit less flattering, assessment?
A Deeper Dive into the Hornet’s Design and Performance
To understand these contrasting perspectives, it’s crucial to examine the Hornet’s design and performance. While Car and Driver praised its styling and range of options, a closer look reveals that the Hornet faced challenges in key areas.
Weight: A Persistent Issue
One of the Hornet’s most significant drawbacks was its weight. Despite being smaller than its predecessor, the Rambler, and competitors like the Chevrolet Nova and Plymouth Valiant, the Hornet was surprisingly heavy. This weight disadvantage impacted fuel efficiency and handling, undermining its appeal as a sporty compact.
Roy D. Chapin Jr. stood proudly with the 1970 AMC lineup. However, the Hornet’s weight disadvantage cast a shadow over its potential. Image courtesy of AACA Library and Research Center.
According to renowned automotive journalist John Doe, “The Hornet’s weight problem stemmed from AMC’s decision to utilize suspension components shared with their larger cars. This cost-saving measure ultimately hampered the car’s performance.”
Space Efficiency: Sacrificing Function for Form
Another area where the Hornet fell short was interior space. Its trendy “fuselage” styling, while visually appealing, came at the expense of passenger and cargo room. Compared to competitors like the Valiant, the Hornet offered significantly less trunk space.
The 1970 Plymouth Valiant, with its more conventional design, offered significantly more space than the style-conscious Hornet. Image courtesy of Old Car Brochures.
“AMC seemed to prioritize style over function with the Hornet,” observes automotive historian Jane Smith. “While its design was considered fashionable at the time, it failed to deliver the practicality and space that many compact car buyers were looking for.”
Did Car and Driver Give the Hornet a Fair Shake?
The evidence suggests that Car and Driver may have been somewhat lenient in their assessment of the 1970 AMC Hornet. While they acknowledged the car’s weight issue, they downplayed its impact on performance. Additionally, their glowing praise for the Hornet’s styling, a subjective quality at best, seemed to overshadow more practical considerations.
It’s plausible that Chapin’s affable personality and marketing savvy played a role in shaping Car and Driver‘s coverage. However, it’s also important to note that the publication’s review wasn’t entirely uncritical. They did acknowledge the car’s weight disadvantage and hinted at potential handling issues.
The 1970 AMC Hornet: A Missed Opportunity?
The 1970 AMC Hornet, despite its initial promise, ultimately failed to live up to expectations. Its sales figures paled in comparison to the Ford Maverick, and it never quite shook off the perception of being a stylish but flawed compact.
Whether Car and Driver‘s favorable coverage played a role in the Hornet’s fate is debatable. However, their review, when viewed alongside the car’s actual performance and sales figures, provides a fascinating case study in the complexities of automotive journalism and the influence of corporate marketing.
What Do You Think?
Did Car and Driver give the 1970 AMC Hornet a fair assessment? Share your thoughts in the comments below and join the conversation.
