Since Roy Chapin took over in 1967, he worked hard to reverse the decline from 3rd place to 9th place under Roy Abernathy's leadership.

The Rambler was AMC's main focus to build a market niche for smaller cars. Under George Romney's Leadership, the Rambler drove AMC into 3rd place in sales. For 1970, the Rambler name is retired, and the Hornet name from Hudson, The company Roy Chapin's dad started, was revived. This was Chapin's effort to return to the success George Romney had with the small car market.

The Gremlin was also introduced as the first American Sub-Compact car, the size of a VW Beetle.

By February of 1970, AMC closed a 75 million dollar deal to purchase Jeep from Kaiser, adding trucks to the line-up, and gaining government contracts. This photo is Chapin at the press conference announcing the purchase of Jeep.

In April, AMC introduced the Gremlin in an attempt to get the jump on Ford and GM when they release the new 1971 model sub-compacts. Gremlin was comparable in size to the VW and other imports. A two seat commuter was priced at $1879, and a four-seat model with flip-up hatch glass started at $1959.

1970 Gremlin TV Commercial

1970 Gremlin Training Filmstrip

This Gremlin product training filmstrip prepares the sales force to sell against VW and other imports.

The new compact Hornet is introduced using the name carried by Hudson in earlier years.

Hornet had a 108 inch wheelbase, and was available in two and four-door sedans with a six cylinder engine as standard, and a 304-cid V-8 available on SST models. The 304 badge is on the rear quarter panel of this factory photo of the SST model, and that vinyl top added $84 to the price tag.

One of the most significant changes for 1970 was that American Motors dealers would now have a truck line to sell and help them survive through the 70's and 80's. Government contracts with Kaiser to produce the Jeep also helped AMC.

More photos and information about Jeep can be found in the Jeep Timeline.

The Intermediate Rebel is back for 1970.

The Rebel Machine replaced the SC/Rambler with the red, white, and blue paint scheme. The Rebel Machine was the American Motors performance banner in the muscle car market, equipped with a 340-bhp 390-cid V-8. Only 2326 orders were placed.

1970 Rebel Machine Training Filmstrip

This Rebel Machine product training filmstrip prepares the sales force to sell the latest performance model.

The full size Ambassador got a new roof line for hardtops.

After building the AMX/2 prototype of 1969 designed by Dick Teague and designer Bob Nixon, AMC contracted Giotto Bizzarrini to complete the project for production. Bizzarrini designed and developed the semi-monocoque chassis, shaped around the AMC 340hp 390-cu.in. V-8. Six AMX/3 cars were completed along with one fiberglass pushmobile for show. The AMX/3 was introduced in March 1970, with plans to build about 5000 models per year. Government mandated 5 MPH bumper safety standards prohibited the plans to produce the car for market. All six AMX/3 cars still survive.