Sales of the Gremlin-based AMC Spirit in the United States were pretty dismal, but perhaps that was just the result of the suits in Kenosha choosing the wrong ad agency. Let’s head south of the border to see how VAM, which built certain AMC models under license for the Mexican market, pitched the ’81 Rally AMX.
You still see a fair number of VAM-built AMCs in Mexico these days, as I discovered during a visit to Nayarit last year. Sadly, Renault ended up taking over VAM and shutting down the operation in the late 1980s, which is why you don’t see ’03 Javelins.
Yes, it’s a pair of VAM Rally AMXs terrorizing a once-peaceful Mexican village, while Satan saws at his fiddle and chickens flee in terror!
Let’s compare that excellent piece of marketing to what Los Norteamericanos got in their ads for the Spirit: a tedious comparison to the Chevette, a machine that can hardly be called an automobile.