In a comment thread to a recent story we have debated whether the original Javelin was Richard Teague’s best sporty coupe design. I would like to flesh out my rationale for why it wasn’t. This is a subjective take, but I think that it can help illuminate how AMC’s head designer contributed to the automaker losing its independence.
The 1968-69 Javelin was a very well designed car in many respects. For example, its styling was likely crucial to the car outselling the second-generation Plymouth Barracuda. That was no small achievement given the Chrysler Corporation’s deeper pockets — and broader range of body styles.
Teague and team did a particularly good job of coming up with a design that was in sync with the then-fashionable long-hood, short-deck trend. Even so, the Javelin was fairly roomy for a pony car — and didn’t resort to the Ford Mustang’s cartoonishly long wheelbase ahead of its cowl.
In addition, Teague did a better job of masking the Javelin’s relationship with its donor platform than did the Barracuda. Like the Plymouth, the AMC pony car was based on its regular compact. However, the Javelin was also in most respects too derivative in it styling. I would argue that this was the kiss of death for smaller automakers, which needed to be more disciplined than the Big Three in developing a strong design DNA.
During the postwar years, Mercedes-Benz best illustrated this approach. Its styling substantially evolved but was always unmistakably on brand (go here for further discussion).
What Teague did right with the Javelin
One could go as far as to argue that the original Javelin was the best-balanced pony car design. It had a sporty but clean appearance but had a more usable back seat than the Mustang or its chief competitor, the Chevrolet Camaro.
The Barracuda was also relatively roomy, in no small part because it used the same floorpan as the Valiant sedan. However, Chrysler’s designers were more restricted than their AMC counterparts. They were not allowed to chop the rear deck of the Barracuda. In addition, the front end was not appreciably longer than the Valiant’s. One result is that the design had a short-hood, long-deck look regardless of the body style. Although the fastback had an almost European sensibility, it didn’t work all that well as a pony car.
Also see ‘Why did Patrick Foster settle for fanboy fluff in his 1968-70 AMC Javelin story?’
Teague didn’t make that mistake with the Javelin. One secret to that car’s success was it had a subtle arrow shape that began in the sharply jutting grille and tapered back to the rear corners of the car’s deck. In addition, a semi-fastback roofline and relatively small rear-quarter windows served to visually minimize the unusually long wheelbase behind the B-pillar.
Another design problem Teague cleverly solved was a Rambler-derived floorpan that allowed relatively little turn under. His solution was to make the car’s rocker panel almost vertical and only at the base of the doors curve the body sides outward. This was artfully hidden with the addition of lower-body chrome trim on high-end models.
Javelin largely didn’t build upon AMC design cues
The biggest weakness of the Javelin’s design was that it could plausibly have been offered by pretty much any other American automaker. I could see Teague thinking this was an advantage because he considered Ramblers to have a hopelessly dowdy reputation. However, I would suggest that instead of running away from the automaker’s design legacy that it should have improved upon it.
The Javelin’s only design element that drew upon AMC’s past was the grille, which offered a vague homage to early-50s Nashes. Otherwise the car was a mishmash of Big Three design cues.
As we have previously discussed, Teague ditched prominent AMC design cues such as a backward-slanting rear deck and quarter-window cutouts. What’s particularly curious is that AMC concept cars partly hinted at what could have been done.
For example, the 1965 AMX had rear-slanting taillights that updated the Rambler look in a sporty way (Tate, 2015). Meanwhile, an AMX II concept car adopted a Nash-like lower-body character line that prominently wrapped around the wheel openings (McGuire, 2024).
Another way the Javelin failed to differentiate itself
In light of the fact that the Javelin was one of the last entries into a crowded pony car market, it is surprising that American Motors didn’t do more to distinguish its functional qualities. As a case in point, the design of the semi-fastback deck all but begged to be given a hatchback option. Although proposals were reportedly entertained, none reached production.
That’s too bad. The Javelin’s biggest packaging weakness was a small trunk. With a hatchback it could have made the car more versatile for everyday use. That surely would have been less-expensive to develop than the AMX, which required a shortened floorpan. And even if a hatchback had sold only modestly, it would have accentuated AMC’s reputation for practicality.
Instead, AMC management assumed that styling would largely sell the car — which did not happen after its first year. As we discuss further here, the Javelin likely lost money over its seven-year production run — and diverted scarce resources from higher-volume cars. This would prove to be the beginning of the end for AMC as an independent automaker.
So while we can say quite a few nice things about the design of the first-generation Javelin, it didn’t give AMC the sustained sales bump that it needed. You can’t fairly blame that all on Teague, but he also didn’t hit this one out of the park.
Share your reactions to this post with a comment below or a note to the editor.
RE:SOURCES
- Auto editors of Consumer Guide; 2006. Encyclopedia of American Cars. Publications International, Lincolnwood, Ill.
- Gunnell, John; 2002. Standard Catalog of American Cars, 1946-1975. Revised 4th Ed. Krause Publications, Iola, WI.
- McGuire, Bill; 2024. “Outside the AMC Box: 1966 American Motors AMX II Concept.” Mac’s Motor City Garage. Posted March 19.
- Tate, Robert; 2015. “Concept Car of the 60’s: The Vignale AMX.” Motor Cities. Posted Jan. 27.
ADVERTISING & BROCHURES:
- oldcarbrochures.org: AMC Javelin (1968, 1969, 1970); Buick Riviera (1966); Chevrolet Corvair (1966); Plymouth Barracuda (1968)
So the Matador Coupe was called the “cuspidor”? The Studebaker Avanti was called “the droop snoot anteater” As a side the final coupe in 1978, a Barcelona in solid white was special made for Dick Teague. It last sold for @ $42,000. Were any AMC employees related to the Mean Girls?
My first impression of the Javelin was that it was a Camaro knock-off and thought “Why would anyone buy a ‘Rambler’ Camaro when they could have a Chevy Camaro?”. The hatchback was a real missed opportunity. It would have overcome the impracticality of pony cars for many potential customers and given the Javelin a unique advantage.
The rear overhang of the AMC and Chrysler products was compromised by leaf springs. There was a minimum chassis length from the axle to the rear spring hanger. The Javelin and Duster worked around this extra length with styling. The 1970 Barracuda (and the Avanti) physically shortened the deck as much as possible and concealed the springs with “bumper guards” and a rear body pan.
The 1967-69 Barracuda had the same basic rear-end architecture as the Valiant. Thus, its overhang was identical — 46.9 inches. In contrast, the rear overhang of the Javelin was 40.5 inches, down from the Rambler American’s 43.3 inches. Note that the Gremlin had an even shorter rear deck.
The Chrysler products had longer springs than AMC for functional reasons. It’s always possible to physically shorten the spring, but short leaf springs make the ride choppier and hurt traction. Despite being packed into the car, the E body Barracuda has a 57 inch spring with 35 inches from axle to rear hanger. It’s about the same as a Satellite.
The original Mustang was also a leaf spring car. I’ve always thought the Javelin was an exceptionally good looking car, though I’ve also always had a soft spot in my head for AMC products. The car is nose heavy from using common AMC parts, but the style just flows nicely. The front, side and rear views appear to be well thought out. Derivative maybe, but the best derivations were chosen.
I have always thought the Javelin was one of the best designed vehicles from the 1960s, alongside the Studebaker Avanti and the Oldsmobile Toronado. Too bad the market did not concur.
Agree with Robert on the Javelin and the Toro (I’ve owned 3 1st Gen).
IMO the Javelin, totally original or not, was Teague’s best coupe ever, even the more so considering the paltry budget he had to work with. Clearly it did positively enhance AMC’s image, something that was desperately needed at the time.
ps: also agree that the stillborn hatchback was a hugely missed opportunity!