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1971 AMC Hornet

AMC's advertising slogan for the year was...

"If you had to compete with GM, Ford, and Chrysler, what would you do?"

A slogan that set American Motors apart from the big three auto makers and created sympathy for the underdog. AMC answered the question by launching a TV and and printed campaign that highlighted what each of their car lines had to offer that the big three did not. The loser image the company had set out change was being transformed to that of contender offering the consumer a better choice.

The big news for the Hornet was the new Sportabout, the only compact wagon on the market. The new wagon offered a very sporty hatch opening instead of the more commonly used tailgate door. This made the wagon feel less like a station wagon and more like a sport sedan and it proved to be pretty popular.

The Hornet Sportabout was foreshadowed by a Javelin station wagon showcar that was used to take a survey for how the rear side window pillars look best.

The Hornet sedans were pretty much unchanged from last year. With the exception of it's powerplant. All models received a 232 cid six cylinder as standard equipment.