Does the world need a new AMC Gremlin?

That depends on what kind of automotive world you want to live in. Personally, I really wouldn’t mind seeing a new AMC Gremlin roaming the streets again, this time as a fun, retro-futuristic, affordable electric or Hybrid vehicle. In an era where so many cars look overly serious or generic, a quirky and personality-filled Gremlin could be exactly what the market needs.

It might surprise some people, but Stellantis actually owns the rights to the AMC brand name. AMC technically became part of Chrysler when the company acquired American Motors in 1987. However, the AMC brand itself was officially discontinued in 1989. Today, the name sits dormant inside Stellantis’ massive portfolio.

And as we all know, Stellantis already struggles to properly manage the long list of brands it owns around the world. Adding another one probably isn’t high on their priority list. Especially a brand many younger buyers have never heard of.

Which is a shame.

Most of Stellantis’ strongest brands are based in Europe, and the company doesn’t have such a massive presence in the United States outside of Jeep. Dodge’s lineup has shrunk dramatically and now offers only a couple of models. Since the creation of the Ram brand as a separate division, Dodge can’t even rely on truck sales anymore. Meanwhile, Chrysler is essentially a one-vehicle brand with the aging Pacifica minivan, which has already been on the market for about a decade.

There have been rumors about future products. Dodge is expected to receive at least two new SUVs, and Chrysler is rumored to be developing a new crossover as well. But so far, nothing concrete has been officially announced beyond the facelifted Pacifica expected around 2027.

That’s why the idea of reviving AMC might not be as crazy as it sounds.

Imagine a new sub-brand focused entirely on affordable, character-filled vehicles. Instead of bland crossovers, AMC could build compact, stylish cars with retro inspiration and modern EV/Hybrid technology. Stellantis already has the necessary platforms, batteries, and powertrains, so development costs could remain relatively low.

A modern Gremlin, like the one in the illustration above, could easily compete with vehicles like the Nissan Leaf or even mainstream compact cars like the Honda Civic. More importantly, it could bring something those cars often lack: personality.

At a time when many vehicles feel increasingly similar, reviving AMC as a playful, youth-focused brand could inject some much-needed excitement back into the affordable car market.

The AMC Gremlin was produced from 1970 to 1978. It was replaced by the AMC Spirit from 1979 to 1983. However, the Spirit was still very much a Gremilin with a better interior and “not all new” design.

The Gremlin was engineered “on the cheap” and was basically a shorter version of the AMC Hornet.

The main changes came in 1977. With redesigns to the car’s front and rear ends.