Categories: This Day

February 24, 1973 – AMC Levi edition cars debut

1974 AMC Gremlin X with the Levi’s package. By Christopher Ziemnowicz, CC BY-SA 4.0

On this day in 1973 American Motor Corporation (AMC) debuted their latest lineup at the Chicago Auto Show. Among them sat three Levi edition cars, designed in collaboration with Levi Strauss & Co., the famous American clothing company best known for their denim jeans. These special edition cars became an instant hit among car enthusiasts and fashion aficionados alike. Today, they are a true collector’s item.

AMC Levi Car History

The Levi edition cars were initially available in three different models: the Gremlin, Hornet, and Javelin. The interior received unique nylon-spun upholstery that looked like denim, as well as Levi’s signature red tab on the glove compartment and the seat belts. These details, combined with the car’s distinctive color scheme, made the Levi edition cars stand out from other options, including those sitting on AMC dealership lots.

AMC display at the 1973 Chicago Auto Show. A Levi edition Hornet is in the foreground. (Chicago Auto Show)

The idea for the Levi edition cars came from AMC’s marketing team, who sought a way to differentiate their cars from the competition. At the same time, Levi Strauss & Co. wanted to expand beyond clothing. The collaboration was a perfect match, and the Levi edition cars were born. The release of the Levi edition cars came at a time when American car manufacturers began to struggle to compete with foreign automakers. AMC was no exception, and the company needed a hit to revive its recent fallouts. The Levi edition cars provided the much-needed boost. It didn’t hurt that the George Bush family purchased a AMC Gremlin

Levi edition, which George Jr. drove to college.

AMC Gremlin Levi edition. By dave_7, CC BY 2.0

Over the years, the Levi edition cars have become a sought-after collector’s item, with enthusiasts willing to pay top dollar for a well-preserved example. The cars are a testament to the creativity and innovation of both AMC and Levi Strauss & Co. They now serve as a reminder of a time when American automakers had more will to take risks and push the boundaries of design. Are we heading that way today?

Get it here.
Brian Corey

Recent Posts

October 31, 1957 – The Chevrolet Impala is announced

After debuting an Impala show car at the 1956 GM Motorama, Chevrolet used the name…

5 days ago

October 30, 1911 – Little Motor Car Company is founded, later becomes part of Chevrolet

The Little Motor Car Company, founded on October 30, 1911, in Flint, Michigan, is a…

5 days ago

October 29, 1932 – Safarikar builder Bruce Mohs is born

Bruce Mohs with his Opera Sedan following its restoration. (autobild.de) Perhaps you've heard of the…

1 week ago

October 28, 1977 – Tokyo Motor Show opens

First generation Daihatsu Charade. By Charles01 - Own work, CC BY-SA 3.0 The annual Tokyo…

1 week ago

October 27, 1937 – Second generation Cadillac V-16 is introduced

1940 Cadillac V16 90 Town Car To build the ultimate automobile, Cadillac began development of…

1 week ago

October 26, 1966 – Toyota introduces what will become the best selling car ever, the Toyota Corolla

1966 Toyota Corolla debut (Toyota) The Toyota Corolla, one of the most iconic and enduring…

1 week ago