January 1969, Drag Strip magazine AMC: A Quick Change Artist -------------------------- There was a time when auto racing and American Motors Corporation were at loggerheads. AMC not only did not endorse racing, but advertised about its dim view, hoping to gain the support of whatever portion of the general public felt the same way. The second largest spectator sport, it turned out, had many more supporters than detractors, and the AMC program went awry, to the muffled satisfaction of many AMC people who could see that with the youth market multiplying, performance, not economy, would result in sales. A short couple of years later the turning point of AMC's future arrived on January 9, 1967- the big day. American Motors Corp., the result of a 1954 Nash-Kelvinator and Hudson Motor Car Company merger, had tried to capitalize on what its officers thought was a crying-demand for stark, powerless economy cars. The subjects of a youth market and high-performance came up but were soundly trounced at the top level of AMC structure. And annual net losses mounted by the multi-millions. Then Roy Abernethy, president since February 1962, and the exec considered singularly responsible for most of the corporate policy assailing "the false concept of car value based on size, flash, and power," retired on that fateful day. No longer would there be expensive national ads reading "...the only race Rambler cares about is the human race!," and "...there are those who are glamorizing and advertising race-track speeds in order to sell cars. This is not in the public interest and Rambler will have no part of it." Contemporary Roy D. Chapin, Jr. and William Luneburg assumed command. The many young lions of AMC, longing for this opportunity to show their stuff, were quick on the uptake, throwing over the anti-race notions and commencing race car sponsorship within a month of Abernethy’s departure! What a job of image building they faced, trying to overcome quickly the purposely entrenched reputation that Ramblers were built for gas mileage and low initial purchase price at the expense of even adequate performance, to say nothing of special options such as quick-ratio steering, traction bars, and high- lift cams as offered today. Out came a colorful promotion on the Grant Industries-AMC Rebel boasting of 1200 horsepower on fuel and speeds of 200 mph on the quarter mile. Into the production mill went plans for high-performance Javelins to match the successful Mustang format, and for a racy AMX two-seater. A Performance Activities Department was formulated and subsequent sponsorship of as varied a racing plan as ever seen went into effect National television advertising soon featured a zoomy new Javelin being challenged to a series of street races because of its new "hot" image (which must have shocked anyone who appreciated the former ad campaign). To be sure, AMC had to cover ground quickly in order to compensate for the racing groundwork of Chrysler, Ford, and others. Results of 1967-68 endeavors, both in a sales bonanza and actual competition success, have been highly satisfactory- so much so that plans for 1969 are equally expansive. Welcome to the racing fraternity, AMC. Announcement of the performance personnel, whose purpose is to conduct special racing programs for AMC, was made in September, 1967, and Carl Chakmakian became Manager of Performance Activities. His penetration of the cornpetition world would be limited, he knew, by sheer budget comparison with Ford and Chrysler, so he explained, "AMC is not out to establish itself as having the most or the biggest racing program. Instead we are aiming to have the best racing program!" Biggest or not, the ensuing participation and sponsorskip included vigorous competition with 304inch Javelins in the popular Trans-Am road racing series; the Grant Rebel funny car campaigned by Hayden Proffitt; Doug Thorley’s rear-engine Javelin S/XS (on cover of this issue); a host of stock class drag strip entries including Javelins and Americans; Barney Navar- ra’s six-cylinder Rambler Indy 500 attempt; Bonneville activities by Craig Breedlove with Javelins and a streamliner; and more. In addition, coordinating programs were initiated, such as a 20% discount on the price to AMC dealers on all parts used for competition cars; a network of Javelin Car Clubs administered by NHRA for AMC; the healthy cash awards slate established to reward wins with any AMC vehicle in NHRA, AHRA, SCCA, NASCAR, and USAC races; encouragement of speed equipment firms to produce special parts for the improvement of AMC engines and cars; and especially important, AMC production of high-performance parts for the first time. -------------------------------------------------------------------------------- Contrast in the two ads above bears out the AMC change of heart. 1964 version disclaims any interest in racing, and assails those who do advertise power; AMC-sponsored Grant Rebel ad of 1967 is as strongly opposite as could be. Similar contrast is represented by 140 mph speedo in new AMX. Economy Ramblers were only capable of 90. Bumper stickers, widely used to promote the new image, are Grant Industries items. American Motors fans love 'em, the opposition takes them with a grain of salt. ------------------------------------------------------------------------------- Involvement to such an extent had both glorious and frustrating moments, for while the Trans-Am finish was surprisingly strong, and Breedlove did ring up a slew of records. the Grant funny carproject, very first of the commitments, started slowly Navarro’s six faded to qualify at Indy, and stock class Javelins were snowed under by competitive makes on the nation’s drag strips. These were the growing pains of a multi-faceted hurry-up racing project. Among the most successful of AMC public endeavors have been the Grant Rebel (eventually), Breedlove's short-duration stint, and certainly the Trans-Am team effort. Anxious to make a big burst into the racing public’s eye, Grant- AMC placed initial advertising and publicity that was considerably stronger than a car using a wedge head 438" engine could back up, especially when the assigned crew could not maintain or operate the funny car with reliability. Hay- den Proffitt was subsequently hired, took over the car, and put it into the limelight with respectable times and his popularity. Dealer clinic-weekend race tours have been very rewarding, and continued experience with the American engine has resulted in strip records as good as 8.00 seconds, 185 mph. Twenty- five pounds of paper clippings and an estimated $2,000,000 space value of publicity has emanated from a $200,000 AMC commitment for the Rebel operation. ------------------------------------------------------------------------------ Proffitt’s new Rebel, selected in favor of the Javelin to represent the standard AMC line, and to maintain the Rebel S/XS popularity generated last year, is one of AMC bright spots of exposure and performance. Plans for f'uture participation with an interest in the youth market are evidenced in experimental AMC products like (lie AMX-GT. Glass prototype will test audience reaction at exhibitions. Speedy Craig Breedlove kept a 390-inch A MX rolling at 140 mph pace for 24 hours to establish for AMC one of 106 records set during Texas oval track workout. Trans-Arn support (below) was equally successful, resulting in a year- end second place AMC finish among "Big 4" automakers. ------------------------------- Reaching out for the guy on the street and the strip, American sponsors several Javelins in stock classes. Early promise faded when factory failed to issue new options to keep up with the ring-wise competition, and racers like Ron Root were placed at disadvantage. Javelins also went to Bonneville, but were rained out. Promotion to get added records also involved various contest winners who were to join Breedlove (shown) in salt runs, winning new cars. American Motors fans were heartened by rumors of a two-seat "sports car" last year. Their hopes of a Corvette-type materialized as a very Javelinish model without a back seat. AMX nevertheless is a demonstration of company's strides to youth market with styled wheels, racing stripes, four-speed trans, 315 hp, etc ---------------------------------------------------------------------------- Breedlove, easing along compared to his famous 600 mph jet pace, neverthe- less recorded 106 new national and international speed marks during a factory- sponsored February ’68 AMX session. 174.295 was the highest speed established under certification by USAC and FIA, most outstanding was probably the 140.790 average for 24 hours on the Texas oval, eclipsing the existing 102 mph standard. Head-to-head road battles, with Camaros, Mustangs, and Firebirds, in which AMC would stand to finish a distant fourth if experience, budget, parts availability, and all are considered, were filled with grand moments for the company. Managed by Jim Jeffords of Milwaukee, and publicized by former Chrysler p.r. rep. Dick Williford, the factory Javelin Racing Team scored so consistently since the March 1968 series opening that it finished second only to Chevrolet in total points, well ahead of the others! Employing Traco-prepared 290-inch AMC engines bored out to 304, the JRT rolled up near wins all year and did a great deal to prove overall AMC "raceability." The elements of time and indoctrination of other corporate departments have proven to be AMC’s biggest hurdles to complete satisfaction thus far, preventing an effective transfer of the big name accomplishments to the young driver on the street. An overall improvement in image is of course relayed, but when he gets to an AMC showroom he finds the transformation from the old days is only beginning at the sales level. There simply hasn’t been enough time to educate salesmen, distribute high-performance parts, instruct mechanics in the finer points of power instead of mileage. Similarly, the coordination between AMC departments has been incomplete during the two short years of racing involvement. New car warranty, for an instance of a time lag between ambitious high performance personnel and yet-conservative engineers, does not cover any vehicle with a rear end ratio higher than 3.50-1 with standard transmission, or 3.10 with automatic. Elimination of such a gap between the cars’ capability and the warranty would be a definite sales plus. SS/F 390 Javelins supplied to Ron Root, Dave Kempton, Corky Booze, and other stocker stalwarts were equipped with carburetor, manifold, heads, etc. which advisors deemed competitive to open the ’68 season. However, AMC figured the parts should serve a full season and has no provision for improved options, nor engineering of same in progress. Needless to say the seasoned firms released new pieces periodically and the Javelins remained in the picture no more than a month. Responsibility for these varied, but oh-so-important details lies with Chak- makian and newly-appointed assistant Walt Czarnecki. R. W. McNealy, Vice- President of Automotive Marketing, and Chris Schoenlab, Director of Merchandising oversee the performance program, styling ace Dick Teague is active, and group Vice President Victor Raviolo takes an interest, but the two "C’s" are directly responsible. Chakmakian was AMC manager of Product information when moved to the performance position. He began his new job with one handicap, that he was not active in the field dealing with racers, promoters, rulesmakers, etc. of the drag strips, ovals, and other race tracks prior to the appointment, so political manuevering and longstanding friendships of Ford, Plymouth, Dodge, and Mercury counterparts gave them a big plus factor in race results. Czarnecki, younger, and a veteran of many seasons of drag strip (Detroit Dragway) and as- sociated work (Drag World newspaper, Hurst Performance Products), will act as field liaison in a position sought by many observers who saw the need for added AMC representation at the races. The pair is trying to match competitors’ larger staffs (even some "not in racing" interests) and do double time at that. Only the winning counts, in order to be effective sales ammunition in this turned-about AMC era, so they're under the gun. But judging from the current pace the company is overshadowing the "grandma" image and the unflattering ad copy of the past with a winner's bonafide membership in racing's society. -------------------------------------------------------------------------------------------- Twenty-feet long Craig Breedlove single engine hope weighs only 2000 pounds with driver due to aluminum and fiberglass use. Diameter of 3-wheel sleek rnonocoque car is only 24 inches.