American Motors, with more narrow pockets than the Big Three, was always looking for ways to stand out from the crowd. The Gremlin was one such effort and a quick way for them to get into the subcompact market (they cut 12 inches out of the Hornet’s wheelbase). And then there was the Gremlin Levi Edition, where they worked with that manufacturer to capitalize on the blue jeans craze that continues in some form today. The seller’s ’74 Gremlin is both the sporty “X” version and comes with the Levi option, too. It looks good, but we’re told it’s been sitting for a time and needs work. Located in Tulsa, Oklahoma, this pair of jeans with a car wrapped around them is available here on craigslist for $6,900, Another “attaboy” goes to Gunter Kramer for this tip!
A prime demographic for the Gremlin was young people, because of its odd looks and low price. And what do young people wear, at least in the 1970s? Why, blue jeans, of course. So, beginning in 1973, AMC offered the Levi Edition of the Gremlin with the interior designed by Levi themselves. Now, no real blue jean material was used on the seats because of fire retardation issues, but Levi came as close as they could. We don’t know how many were built because it was an option, but from 1970 to 1978 AMC sold more than 678,000 Gremlins, so probably a fair number materialized in the car’s last six years.
A nifty little read can be found here on how the Levi Gremlin came about and was put into production. It was not the only AMC product that could be optioned this way and other “fashion statements” would be made by AMC, such as the Pierre Cardin Javelins of the early 1970s. We don’t know a lot about the seller’s car, and he/she isn’t going to win any photography awards, but it looks like a sold car, at least cosmetically.
A sticker on the back says 4.2 liters, so this Gremlin has the 258 cubic inch inline-6 which is paired with an automatic transmission (floor-shifted). The odometer reading is 36,000 miles and the overall condition of the car could support that. But we assume there are mechanical woes from an extended period of hibernation. So perhaps sorting out its running order and putting some new tires on will get this baby back out on the road. And then you could show off your Levi Jeans of wheels!
Pretty clear what car makers goal was then, make it look cool. It’s hard to believe, this is the same car as the green one. What sets this one apart, it’s relatively clean and complete, AND, has an automatic. When someone today wants an unusual car, THIS is it, and anyone can drive it, a big plus. While some may say, the “X” package was lipstick on a pig, the Gremlin had a wide variety of buyers, some wanted the green one, some wanted an X. That’s why the car was so popular, to the tune of almost 700,000 cars, admirable in its own right. Most Gremlins were the real cheapies, like the green one, mere transportation, but real AMC fans went for the X. Introduced in ’73, thatLevis option was probably the most brilliant marketing scheme, as Levis was at the peak of popularity. The material was nylon, and did have the Levis buttons, but was a huge sales booster across the line, “the cars that wore the pants in the family” was the saying. With all that going on, you’d think AMC should have been #1,,,nope, #4, tie with Studebaker, was the best we could muster. I wouldn’t dawdle on this one.
Oh, I love this picture. The green one is on the upper right, and it’s unclear if any of these Gremlins were Xs, as many had wheels added later at the dealer. https://i.pinimg.com/originals/1d/06/e6/1d06e625cb0b31fb4a02837b15a8839b.jpg
Great picture Howard!
The orange one just below/behind the green one is an X.
You can tell by the stripes
Thanks Paul, I see it now. Just by looking at this picture, that I believe was taken in San Francisco, most of the Gremlins were the basic dog dish hub cap type with a smattering of Javelins and Matadors mixed in.
The picture made my day , thank you for sharing !
Thanks for the pic!
I don’t see a green one but I would prefer the Levis version anyway. Pretty cool
I want this car. Just discovered it on a youtube video on accident. I am not really a car enthusiast kind of person by a long shot but I saw this car and have been down a 2-day rabbit hole since. I can’t believe how much I covet this car. Levi was THE must have if you were a head banging teen in the 80s and the Gremlin sums up the 70s :-) and those were 2 of the best decades ever. I. Want. This. Car.
I have always wondered if there is some kind of weird co-efficient of friction thing encountered if you are wearing Levi (Or equivalent) jeans and you attempt to quickly slide into the seats. And if you then touch a metal interior part do you get a shock? Anyone? Anyone?
Lol! No friction coefficient, but the Levi Strauss buttons would surely brand any bare skin on sunny California day!!
The family of a friend of mine in HS (Mid-70s) had a ’73 Gremlin. These were simple, unpretentious cars that by the end of their run were increasingly uncompetitive with improving, inexpensive Japanese cars.
That said, they were cute, and a lot of fun. They used to be a common sight, but now the youngest one is 46 years old.
This one is attractive, with the big six, the Levi’s interior, and that color. It looks like a fun, inexpensive project. If I were younger and in better health, I’d bid on it.
Love the picture, the Gremlin parked in front of a Pontiac Firebird Trans Am. What a contrast.
The Gremlin was kinda the Rodney Dangerfield of small cars. It competed with the Chevy Vega and Ford Pinto back in the day, but those 2 only offered a 4 cylinder. In my opinion, the bulletproof inline 6 cylinder option gave the Gremlin a definite advantage. That engine lead to the legendary 4.0 straight 6 used in later Jeep products. 👍👍👍
I had a gremlin 6 with 3 on the floor. It was a plain car but a lot of fun and drove a lot better than my 2970 hornet
I had a friend whom had one back in the 70’s. The car surprisingly rode well and had plenty of getup for what it was. They also had huge fuel tanks, I think about 22 gallons and he really loved that part because it ran off regular fuel and could drive a long time between fill ups.
Hey, where’s the other half of your car!
“Where’s the rest of your car, toots”… I’m guessing that commercial wouldn’t fly today…
They were great little cars. Sure you were the butt of every joke out there but you had the last laugh. My 74 X had the 258 3 speed manual on the floor. It had power to spare and after I added power steering from a junk yard Hornet it was easy driving. I put a lot of miles on that green car. From Seattle to Fort hood Texas, up through the Texas panhandle through Oklahoma up the eastern side of Colorado and across the Mountains to Provo, Utah, where I traded for a 77 Hornet wagon. I paid $450.00 for that little car in 1980 and it was one of the best cars I’ve ever owned.
God Bless America
At about the same time we bought our 71 Super Beetle, our friends and housemates bought a Gremlin. The house had a driveway that was both uphill and curved and they were forever having trouble ascending the driveway when it snowed, as our VW never had the slightest issue.
Owned same exact car. Fun ride, sold it to a neighbor teenage girl in ’76. Always wondered what became of it.
I guess you could always get your mom to put an “iron on patch” to repair the Levi seat.
Another seller who can’t back up 2 steps to get the entire car in the picture.
My friend had a 73 gremlin X , Levi edition, 304 v8 with a 3 speed manual floor shift. Back when new , the thing was fast, took a cinder block at 70 mph into the oil pan, the engine was replaced with a built 360 man, what a ride that was ! He surprised a lot of street racers who were flat embarrassed to be badly beaten by a Gremlin.
AMC’s V8’s were NOT to slept on. They indiscriminately responded to bolt ons like LS chevies. It’s not uncommon to put a 401 (factory bottom end) beyond 500 horse with some mild head porting, cam, intake & of course headers. Same will put a stock bottom end 360 close to that! No doubt your buddies Gremlin hauled the mail! Why anyone would consider a 350 Chevy in Jeep or AMC (when a 360 will bolt right in) is beyond me. Mod for mod, American Motors V8 will pound 👊 on a factory headed Chevy Small Block real good.
I don’t see a green one but I would prefer the Levis version anyway. Pretty cool. That green is an ugly color too
A friend in high school had one. White 73 6 cyl 3 spd stick
He drove it hard, and finally broke the intake/exhaust manifold. He fixed it but it never ran right after that.
Traded it for a 66 ford F250.
Boy I remember these rolling into the wrecking yard by the dozens in the 80s. I used one as a yard buggy for a while. The torches and stuff fit nicely in the back. You sold every rear window frame/glass from these as soon as you got a decent one in. The Levi’s seats were popular with lots of people. Many sets ended up in all kinds of vehicles. I liked these interiors. They were kind of slick when the cars were new or a few years down the road.
they just looked horrible in the day.
I don’t know what’s wrong w/me.
They don’t look as bad now.
Has age done something to my aesthetic values?
Yeah, I guess so.
I liked 20 yr old women back then. Now I’m 70 y/o I like 20 and 30 and 40 and 50 and 60 y/o women.
And your writing is hetting much better !
I feel the same as i don’t hate the gremlins as much as i used to !
YOLO