A new documentary is currently in production and promises to be of interest to many of our readership. It’s about everyone’s favorite underdog automaker, American Motors Corporation (1954-1988)! Pride of Kenosha, Wisconsin. The team behind the production of The Last Independent Automaker is assembling a deep dive into the brand’s history, which started in 1954 when car and refrigerator manufacturer Nash-Kelvinator Corporation acquired Hudson Motor Car Company, and formed AMC.
We finish up our Rare Rides Icons coverage of the AMC Matador today by spending some time abroad. The Matador maintained a few different passports as it donned new branding and nameplates for its various international adventures. And unlike many domestic cars of the period, AMC saw sales success when its midsize arrived in other markets.
We left off in Part II of our AMC Matador coverage during the model lineup’s second year on the market. The Matador was working overtime by 1975, as AMC marketed their largest car to the intermediate and large car buyers. Unfortunately, things only went downhill from there.
AMC introduced its new Matador lineup into the very competitive intermediate (midsize) car market in 1971. It was a time when the company was making advances in build quality, streamlining, and an industry-leading all-encompassing warranty. And though the Rebel by any other name was selling decently, it wasn’t grabbing market share as AMC expected. Especially lackluster were sales of the Matador Coupe, a body style that was the top seller amongst its domestic competitors. As 1974 approached, AMC prepared to make some big changes to Matador, and introduce an all-new two-door.
The American Motors Matador line was many things to many people during its run from 1971 to 1978. Built domestically and abroad, Matadors occupied more than one size class, a broad range of price points, and were even dressed in fashionable luxury garb for a while. Come along as we explore the world of Matador.