On the Fly

Ok, we've got this cute little Gremlin and need a special edition to get the public interested. Should we call Hurst? No. Edelbrock? No way, it's a gas sipper. Oh, Tim's got an idea; how about Levi's? Hell yeah! Because blue jeans and jackets are in so let's make the car match the seats of their pants.

Future automobiles would be sported out via some fashion designer's influence and such, but at least they had some redeeming performance or aesthetic quality. AMC's Levi edition Gremlin was simply an attempt for grabbing some attention. It is an automobile which embraces "sticker power" beyond all else.

It wasn't genuine denim inside and the optional V8 only functioned as a sculpture to look toward with remorse for selling the old hot rod. If you viewed Jeff Dunham's Levi lump featured on Jay Leno's Garage YouTube page, then it's understood how comically desperate gas crunching made automakers.

Maybe the goal was more about triggering a comfort receptor among buyer brains. A good worn pair of jeans kept you moving pretty fine and the matching jacket was cool and conformed great to those shoulders. Had AMC chosen a respected model like Javelin/AMX, the quirk could have stuck. Were we supposed to be assured that going with a Gremlin meant no undo financial stress due to rising fuel cost?

Gremlins were already securely an econo-friendly critter. It's a vehicle Al Borland fancies because of the sensibility and laughable frippery. If the AMC team knew what was good for them they would have lopped off two more cylinders and offer a four cylinder like the Vega and Pinto. Against the wall however, lifting pieces from every bin, AMC may have used up so much they couldn't face looming dissolution.