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 to 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 show car 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 power-plant. All models received a 232 cid six cylinder as standard equipment.
￼A new model SC/360 Hornet was introduced with the hope of recapturing the previous success of the SC Rambler of 1969. Equipped with a 360 cid two barrel V-8 and trimmed with styled wheels and side stripes. The SC/360 offered high performance at a low price, just $2663 base price. Muscle for the masses!
This limited production option featured blackout grille, unique hood mounted air scoop, sporty contrasting color stripes with SC/360 identification and rear panel blackout between tail lamps, styled steel wheels with fat tires, heavy duty handling package, and of course the AMC 360 V8 in 2bbl. or functional ram air 4bbl. versions with dual exhaust and AMX type “torque link” traction bars. This muscle car version of the Hornet was no doubt to give it an advantage in racing categories where factory issue stock equipment is required.