On December 3, 1979, the last Pacer rolls off the assembly line at the American Motors Corporation (AMC) factory in Kenosha, Wisconsin. When the car first came on the market in 1975, it was a sensation, hailed as the car of the future. “When you buy any other car,” ads said, “all you end up with is today’s car. When you get a Pacer, you get a piece of tomorrow.” By 1979, however, sales had faded considerably. Today, polls and experts agree: The Pacer was one of the worst cars of all time.
By the end of the 1960s, AMC was the only surviving independent automaker in the United States. The only way to assure AMC’s future, company officials decided, was to embrace what they called a “Philosophy of Difference.” That is, they built only cars that offered buyers something brand-new. (During the 1960s, the company had tried to compete directly with cars produced by the Big Three–General Motors, Ford and Chrysler–and had nearly gone bankrupt as a result.) They also decided to build cars that would meet the stringent federal safety and pollution standards that they imagined would be in place in 1980.