The Marketing Genius of the AMC Pacer: Brigitte Bardot: If you were to make a list of the least sexy cars of the past 50 years, you might include the AMC Pacer. Developed in the 1970’s when global change was roiling the average American, AMC (American Motor Cars) attempted to bring people gently (and early) into the 80’s, while conforming to all of the new regulations & emissions standards imposed on the auto industry.
So, how would they market this new family-friendly, ugly, futuristic car? Why, with blonde bombshell Brigitte Bardot, of course. This is advertising, baby!
Brigitte Bardot and the AMC Pacer: Mmmm…
“I’m tired of magazines,
Sayin’ flat butts are the thing.
Take the average black man and ask him that,
She gotta pack much back!” – Baby Got Back, Sir Mix-a-Lot
So, the funny thing is that Brigitte Bardot actually owned a Pacer, and reportedly loved the iconic car. (probably given to her for doing this ad.) Besides blatant use of sex in advertising, I’m not sure how her ass relates to the actual car, except that they were both wide and bubble-icious?
Personally, I think she could be advertising Harry and David pears with that sweet, well-maintained hiney. Sorry, back to cars.
“You Only Ride Like a Pacer If You’re Wide Like a Pacer”
That was one of the Pacer’s mottos, along with, “The first wide small car,” so maybe there is a tie in there? Of course, the Pacer would go on to be an iconic design, especially after being featured in movies like Wayne’s World, and Pixar’s “Cars.”
Unless they hired a body-double, I’m pretty sure that’s Brigitte again riding on the hood of another pacer on the cover of AMC’s “auto club” magazine.
To tell you the truth, putting a blonde on, or next to a car really is marketing genius.
Check out some other old-school vintage pin-up models with cars from the 40’s here!
The AMC Pacer: Not As Sexy Without Brigitte Bardot
Having a blonde bombshell bend over by a car is a good marketing strategy, but as you can see, putting some average white people next to a Pacer isn’t nearly as captivating:
In fact, now that Brigitte is gone, I’m starting to think that maybe the Pacer is one of the ugliest cars of the 70’s!
Hey, there’s Brigitte again! But, that’s not an AMC Pacer that she’s crawling into! Still, I feel the need to buy one of THOSE cars now… (marketing 101, I guess)