First-person accounts by lesser-known auto industry leaders can add to the historical record in surprising ways. This is why the SAH Press, which is an arm of the Society of Automotive Historians, should be lauded for publishing a memoir by American Motors marketing executive Guy Hadsall Jr.
Hadsall pulled back the curtain on less-discussed aspects of marketing, such as auto show exhibits, promotional films and employee events. He focused on the details of his work and mostly steered clear of critiquing management decisions.
However, Hadsall did shed light on the thinking behind some controversial decisions, such as shifting a proposed mid-60s sporty coupe from the compact American platform to the mid-sized Classic (go here and here for further discussion about the Marlin).
Mr. Javelin can be a choppy read. Subheads and an index would have been helpful.
Mister Javelin: Guy Hadsall Jr. at American Motors
- Guy Hadsall Jr. with Sam Fiorani and Patrick R. Foster; 1999
- SAH Press, Gales Ferry, CT
“During the meeting with Tom Coupe, Vice President of Sales, Carl Chakmakian, Manager of Product Planning, and myself, we had to decide the level of the optional equipment for the initial shipment of Marlins to dealers. We decided they would have the V-8 engine, air conditioning, power steering, power windows, and other ‘goodies’ of that time. I think we invented the term ‘sticker shock’ during that period. The zone offices and the field people were getting complaints from the dealers; they wanted some 6-cylinder Marlins without all the extra equipment. So the launch was dismal and the Marlin never recovered.” (p. 67)
“Our presentation to management went well. You could see the smiles except for Howard Hallis (who was the Director of Public Relations). As we finished, Howard got up and said the name ‘Javelin’ may be a good name, but not for a car, particularly when the auto industry was just entering the safety phase, and the name had the connotation of a sharp, dangerous spear (I felt the name said a ‘sharp’ car). He then went into the tremendous press AMC had gotten on the ‘Project IV’ tour and the name most mentioned was ‘Cavalier.’ Now the Project IV ‘Cavalier’ had no relation to this new sporty, sleek car we wanted to name ‘Javelin.’ After more discussion, management reluctantly agreed on the name ‘Cavalier,’ so we, the committee, went down in flames — almost.” (p. 78)
“In the spring of 1968 we held the AMX dealer announcement meetings in Playboy Clubs around the country. One result of the tie-in with the Playboy Clubs was the presentation of a ‘Playboy Pink’ AMX to Angela Dorian, Playboy’s ‘Playmate of the Year.'” (p. 35)
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