Cover and back cover of the introductory brochure for AMC's new-for-1970 subcompact offering, the Gremlin. The booklet is 7 3/4 x 11 inches with a total of 8 pages (I didn't scan the last spread). The entire brochure is cleverly art directed in red, white and blue, emphasizing the American-ness of this newest, and most radical-looking domestic subcompact, basically a cut-down Hornet, also new for 1970.
Spunky and fresh, with a profile unlike any domestic car produced at the time. Gremlin's ads often compared the car with VW's Beetle. The Gremlin eventually morphed into the AMC Spirit and lasted in facelifted form right through 1983. With a second bodystyle added, a really good looking fastback, the Spirit was even marketed as an AMX. As an Eagle Kammback and SX/4, it was available with All-Wheel Drive.
Available in both 4-seat and 2-seat versions, the 4-seater came with a lift-up rear glass hatch, while the basic 2-seater came with a fixed rear glass, meaning luggage had to be loaded through the side doors. Originally available only with 6-cylinder engines, 199 cubic inch standard with a 232 optional, the little car eventually offered a V8 in subsequent years, as well as sportier looking "X" packages.