The Barcelona was more than just another derivative of an intermediate model with an upright chrome grille and a "formal" squared-off roof.
It was designed to compete in the "little limousine" market such as the Oldsmobile Cutlass, Chevrolet Monte Carlo, Chrysler Cordoba, Pontiac Grand Prix, and Ford LTD.

Only 396 Coupe models with the Barcelona option were produced in 1978 (out of a total 2,006 two-door Matadors built)
This was also the last year production of the "senior size" (large) AMC line of automobiles.

In 1978, the Barcelona Package was an option available on the Matador 2-door coupe and 4-door model. The package came in two distinctive two-tone partners of sunny Golden Ginger Metallic with Sand Tan, or Autumn Red Metallic on Claret Metallic. All Barcelona equipped cars came with a host of features and comfort items.

The Barcelona Coupe version included the following, in addition to the extensive standard equipment found on all Matador models:
Individual reclining seats in veleteen crush fabric with woven accent stripes; custom door trim panels; unique headliner; headlight bezels painted accent color; black trunk carpet; rear sway bar; GR78x15 WSW tires; color-keyed slot styled wheels; body color front and rear bumpers; two-tone paint; landau padded vinyl roof; opera quarter windows with accents; dual remote control mirrors painted body color; Barcelona medallion on glove box door and fenders; 24-oz carpeting; and bumper nerfing strips.

All 1978 AMC Matadors featured an extensive aray of comfort, convenience, and luxury equipment as standard. For example, items that were still optional on other makes, but were included on all Matadors were power steering, power front disk brakes, automatic transmission, and individual reclining seats in velveteen crush fabric to name only a few.
The standard V-8 engine was AMC's 360 CID proven workhorse that also powered the big Jeep Wagoneers, J-10 and J-20 trucks, as well as in many International Harvester pick-up trucks.

All-Season air conditioning including heavy duty engine cooling and tinted glass for all windows; AM/FM stereo/CB radio with 4 speakers, interior convenience group (dome reading lamps, front and rear floor mats with carpeted inserts in front, "lights on" warning buzzer, and lighted right visor mirror); intermittent windshield wipers; heated rear window; electronic cruise command; Adjust-O-Tilt steering wheel; 70-amp battery; and protective inner coating.

Purchased on -- July 22, 1983
Purchase price -- $2,275
Odometer reading at time of purchase -- 47,313 miles

Sold by -- Lakeforest Oldsmobile in Gaithersburg, Maryland (this was the only car since 1967 that was not bought through Courtesy AMC/Jeep located in Bethesda or Rockville, Maryland. Today, this family owned dealership handles Jeeps and Chryslers in Rockville.)

The Matador had seen a lot of mileage and had travelled across many states, including as far away as California and Florida, from its home base in Maryland.

AMC's Barcelona model was in the "personal luxury coupe" market segment. The competitors in the "mid-size" class included the Chrysler Cordoba, Ford Torino Elite, Chevrolet Monte Carlo, Oldsmobile Cutlass -- among others. A magazine road test article (shown on the left) described the car as a "Bullfighter From Detroit" -- however, most AMC models were produced in Kenosha, Wisconsin. The article is subtitled "an unassuming car with just a touch of macho." This road test was of the 1976 Barcelona II, the model that introduced the special model and interior trim that continued through the 1977 and 1978 model years.

The AMC Sales Brochure describes the Matador coupe as follows:
"If you are impressed by big car comfort and sleek automotive styling in a mid-sized car, you'll marvel at the Matador Coupe. In Matador you travel in luxury with smooth, quiet riding qualities over all kinds of roads."

Yet another auto enthusiast magazine road test of the newly introduced Barcelona II (shown on the right) with the author's subtitle "what price individuality?

The personal luxury coupe market was booming and automakers were trying to outdo each other with style and features.

It should be noted that the principal reason for the limited production of the Barcelona models (as well as the other Matador models) in 1978 was due to general economic conditions within the USA. With gasoline prices becoming ever more expensive, automobile consumers curtailed their appetite for big cars. American Motors responded by introducing a car aimed at a completely new market segment. This was the new lineup of Concord models. They replaced AMC's economy compact Hornet line of cars that was in production since the 1970 model year.

The new Concords were groundbreaking because they were the first compact-sized luxurious automobiles. They had plush appointments, features, and comfort levels that were previously available only in large-sized vehicles. AMC equipped all Concords with numerous convenience and elegant appointments as standard. Owners could thus enjoy smooth and quiet performance that they were accustomed to from their larger vehicles in a new efficient and economical sized 1978 Concord.

With the changing automobile marketplace in the late 70s, a new competitor for the Matador Barcelona appeared in the same showroom. The 1978 two door Concord offered everything that all the larger "personal luxury" class of cars had. With similar features and obligatory styling cues of the big luxury cars, customers did not have to reduce their expectations while downsizing to more economical cars needed for the times. Even the traditional "opera window" that was associated with Cadillac, Lincoln, and other luxurious coupes was standard on the Concord D/L two door. Fine couch builder's details abounded on AMC's new model. Additionally, the Concord's ornamentation included the crest from the Barcelona models.

Dateline: April 1978

A MILESTONE IN THE MAKING (pictured on the left)

The body of the 100,000th AMC Concord to be built since the luxury compact from American Motors was introduced to the public last September (1977) in on this truck. Situated in the middle of the top row, it awaits unloading for its trip down the final assembly line in Kenosha, Wisconsin. Completion of the milestone Concord comes less than eight months after introduction, making it the most successful new car introduced by American Motors in the last decade.

Source: AMC Public Relations Department Press Release

Many of the personal-luxury models were higher priced variants of popular volume platforms. Most were gas hogs and served best to impress the owner's neighbors and friends. Since cars often fulfill dreams and desires, the personal luxury coupes thus attempted to represent the quality of life of their buyers.

Automobile design is similar to fashion design. The designers themselves develop and follow trends. Certain styles become popular and then may quickly change into something else. The obligatory styling clue for the this period was the custom designed roof and side window treatment. For example, the Lincoln Mark V (shown on the right) was available in several designer editions (Bill Blass, Pucci, and Givenchi are shown on right) that were differentiated by the type of vinyl roof and trim on each version.

Many car design elements served as important statements to the rest of the world. Styling of the automobile's roof is an example of this message medium. Although the small windows could make passengers feel claustrophobic and limited the driver's vision, buyers loved them. An example are the numerous side window options that were available on the Chrysler Cordoba (shown on the right). Not counting the T-top hatch option, customers could select from (1) a Landau vinyl roof with distinctive opera windows and stylish opera side lamps, (2) an attractive Halo vinyl roof with opera windows and opera side lamps, or (3) a dramatic new Crown padded elk grain vinyl roof with unique opera windows and rear window treatment and distinctive "over-the-top" illuminated lamp band. Perhaps the best way to describe some of these designs is that they were over-the-top!

The Matador Coupe's Racing Heritage

Matador Coupes were present in the NASCAR racing series. The Penske Team had the famous Mark Donohue drive the #16 Matador during the 1974 season. This was the inaugural model year for the new coupe.

In the following years, Bobby Allison raced a #12 Matador. The car was designed from the outset to have a wind-cheating design. However, the long rear side window opening created turbulence.

As a result, the smaller window treatment was created to improve the aerodynamics of the already sleek shape of the Matador coupe. It was them made into a "opera" window and part of the Barcelona option package.