1958
American Motors planned to produce a stretched a 117 inches (297 cm)
wheelbaseIn both road and rail vehicles, the wheelbase is the distance between the centers of the front and rear wheels.- Road :In automobiles, the wheelbase is the horizontal distance between the center of the front wheel and the center of the rear wheel...
version of the Rambler platform for Nash dealers to be the new Nash Ambassador, and another for Hudson dealers. Shortly before committing to production of the new long-wheelbase versions of the Hudson and the Nash, CEO Romney decided to abandon the Nash and Hudson marques.
Despite the fact that the Nash and Hudson names were canceled, work on the car itself continued, and American Motors introduced debuted in the fall of 1957, the 1958 "Ambassador V-8 by Rambler" on a 117 inches (297 cm) wheelbase. This was first mid-sized luxury performance offering from an American manufacturer. Its features included a 327 CID
V8American Motors Corporation produced a series of widely-used V8 engines from the mid-1950s before being absorbed into Chrysler in 1987. Chrysler kept the AMC V8 in production until 1991 for the Jeep Grand Wagoneer....
(equipped with a 4-barrel
carburetorA carburetor , carburettor, or carburetter is a device that blends air and fuel for an internal combustion engine. It is sometimes shortened to carb in North America and the United Kingdom....
and dual exhausts and rated at 270 hp and 360 foot-pounds (488.1 N·m) of torque) mated to a
BorgWarnerBorgWarner Inc. is a United States-based worldwide automotive industry components and parts supplier. It is primarily known for its powertrain products, which include manual and automatic transmissions and transmission components, , turbochargers, engine valve timing system...
supplied 3-speed
automatic transmissionAn automatic transmission is one type of motor vehicle transmission that can automatically change gear ratios as the vehicle moves, freeing the driver from having to shift gears manually...
with push button gear selection.
In 1956, AMC first produced its own V8, a modern big block overhead valve V8 displacing 250 cubic inches, with a beefy forged steel crank shaft, which when equipped with a 4 barrel carburetor was rated at 215 HP. In 1957, AMC bored and stroked the 250 cubic inch V8 to 327cubic inch displacement which when offered in the Rambler Rebel used solid lifters and when equipped with Bendix electronic fuel injection was rated at 288 HP.
In 1958, the Ambassador was equipped with a hydraulic lifter version of AMC's 327 cubic inch V8 rated at 270 HP. Although AMC's 327 Cubic inch V8 shares its displacement with the Chevrolet small block, AMC's 327 came out 6 years before Chevrolet first offered its 327 in 1962.
The Ambassador was available in a body style exclusive to its line, a pillarless
hardtopA hardtop is a term for a rigid, rather than canvas, automobile roof. It has been used in several contexts: detachable hardtops, retractable hardtop roofs, and the so-called pillarless hardtop body style....
Cross Country station wagonA station wagon is a body style variant of a sedan/saloon with its roof extended rearward over a shared passenger/cargo volume with access at the back via a third or fifth door , instead of a trunk lid...
. The 1958 Ambassador was offered in a single high level trim level and came equipped with such luxury items as electric clock, twin front and rear ashtrays, Nash tradition "deep coil" spring suspension front and rear, split back reclining front seats that fold down into a bed, as well as upscale fabrics for the interior.
Management had found that the public associated the Rambler name with small economy cars, and did not want the upscale nature of the new Ambassador to be so closely associated with Rambler's favorable, but economical image. Therefore, a decision was made that the larger Ambassador would be marketed as the
Ambassador V-8 by Rambler in order to identify it with the Rambler name's burgeoning success, but to indicate an air of exclusivity by showing it to be a different kind of vehicle. However, the car wore "Rambler Ambassador" badges on its front fenders.
The 1958 Ambassador is a substantially longer car than the 108 inches (274 cm) wheelbase
Rambler SixThe Rambler Six and the Rambler V8 are intermediate sized automobiles that were built and marketed by American Motors Corporation from 1956 to 1960....
and
Rebel V8The Rambler Rebel is an automobile that was produced by the American Motors Corporation of Kenosha, Wisconsin for the 1957–1960 model years, as well as again for 1966 and 1967.- History :...
, although both lines shared the same basic body, styling, and visual cues. However, all of the Ambassador's extra nine inches (229 mm) of wheelbase (and, therefore, overall length) were added ahead of the cowl, meaning that the passenger compartment had the same volume as the smaller Ramblers. The Ambassadors came with plusher interior and exterior trims while the front end incorporated the Rebel "V-Line" grille from the prototype Hudson model. Through effective
market segmentMarket segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function...
ation, the Ambassador was
positionedIn marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization....
to compete with the larger models offered by other automakers.
Model identification was located on the car's front fenders and deck lid.
Super trim level Ambassadors featured painted side trim in a color that complemented the body color;
Custom models featured a silver anodized aluminum panel on sedans and vinyl woodgrain decals on station wagons. Ambassador body styles included a four-door sedan and a
hardtopA hardtop is a term for a rigid, rather than canvas, automobile roof. It has been used in several contexts: detachable hardtops, retractable hardtop roofs, and the so-called pillarless hardtop body style....
sedan, a four-door pillared station wagon, and the aforementioned hardtop station wagon, a body style that first saw duty as an industry first in the 1956
Nash and Hudson RamblerThe Nash Rambler was a North American automobile produced by the Nash Motors division of Nash-Kelvinator Corporation from 1950–55.The Nash Rambler established a new segment in the automobile market and is widely acknowledged to be the first successful modern American compact...
line, on which all of the 1958 Ramblers were based.
The Ambassador had an excellent power-to-weight ratio for its time and provided spirited performance with
0 to 60 mphThe time it takes to accelerate from 0 to 60 mph is a commonly used performance measure for automotive acceleration in the United States and the United Kingdom. In the rest of the world 0 to 100 km/h is used...
(0 to 97 km/h) times of less than 10-seconds, and low 17-second times through a quarter-mile (402 m)
dragstripA dragstrip is a facility for conducting automobile and motorcycle acceleration events such as drag racing. Although a quarter mile is the best known measure for a drag track, many tracks are eighth mile tracks...
. It could be equipped with a
limited slip differentialA limited slip differential is a type of differential gear arrangement that allows for some difference in angular velocity of the output shafts, but imposes a mechanical bound on the disparity...
, as well as power brakes, power steering, power windows, and
air conditioningAn air conditioner is a home appliance, system, or mechanism designed to dehumidify and extract heat from an area. The cooling is done using a simple refrigeration cycle...
. Numerous safety features came standard, while lap
seat beltA seat belt or seatbelt, sometimes called a safety belt, is a safety harness designed to secure the occupant of a vehicle against harmful movement that may result from a collision or a sudden stop...
s were optional.
1959
For 1959, the Ambassador received a revised grille, side trim, and redesigned rear door skins that swept into the
tailfinThe tailfin era of automobile styling encompassed the 1950s and 1960s, peaking between 1957 and 1960. It was a style that spread worldwide, as car designers picked up styling trends from the US automobile industry where it was the golden epoch of American autodesign.General Motors design chief...
s instead of terminating at the C-pillar.
ScotchliteScotchlite is a retroreflective material made by 3M. Its primary use is in nighttime high-visibility applications, such as 'reflective tape' for cyclists, safety vests for road workers, or the front of many traffic signs...
reflectors were also added to the rear of the tailfins to increase visibility at night. Front and rear bumpers were over 20% thicker, and featured recessed center sections to protect license plates. Adjustable headrests were now available as an option for the front seats, an industry first. AMC touted the added comfort the headrests provided, as well as their potential for reducing
whiplashWhiplash is a non-medical term describing a range of injuries to the neck caused by or related to a sudden distortion of the neck associated with extension. The term "whiplash" is a colloquialism...
injuries in the event of a rear-end collision. Other changes included the activation of the starter through the neutral pushbutton (on automatic transmission equipped cars), and the addition of an optional "Powr-Saver" engine fan, which featured a fluid-filled clutch for quieter high-speed operation.
1959 also saw the addition of an optional air-suspension system, utilizing air bags installed within the rear coil springs. An engine-driven
compressorA gas compressor is a mechanical device that increases the pressure of a gas by reducing its volume.Compressors are similar to pumps: both increase the pressure on a fluid and both can transport the fluid through a pipe. As gases are compressible, the compressor also reduces the volume of a gas...
, reservoir, and ride-height control valve comprised the rest of the system, but as other automakers discovered, the troublesome nature of air-suspension outweighed its benefits. AMC discontinued the unpopular option at the end of the model year.
Ambassador sales improved considerably over 1958, reaching an output of 23,769; nearly half of which were
Custom four-door sedans. Much rarer was the hardtop station wagon, of which only 578 were built.
1960
1960 saw the Ambassador lineup totally reskinned, wearing new fenders, hood, deck lid, door skins, roofline, grille, taillights, bumpers, windshield, and backlight. Significant were the lower hood line, lower windshield cowl, simplified side trim, egg crate grill, while the tailfins were reduced in height and were canted to either side making for a modern and integrated appearance. The overall effect was rather fresh, as the new roof had a lower, lighter look, to complement the lower fins and grille.
All Ambassadors came equipped with the American Motors 327 CID
V8American Motors Corporation produced a series of widely-used V8 engines from the mid-1950s before being absorbed into Chrysler in 1987. Chrysler kept the AMC V8 in production until 1991 for the Jeep Grand Wagoneer....
, but for the first time it was available in two versions. First was the original 270 hp, 360 ft-lb (488.1 N·m) of torque, performance version equipped with the 4-barrel carburetor and a 9.7:1 compression ratio, which required premium fuel, and a second economy version running on regular gasoline making 250 hp, 340 ft-lb (461 N·m) of torque, equipped with a 2-barrel carburetor and an 8.7:1 compression ratio.
Ambassadors now came with a unique compound curved windshield that cut into the roof. This improved visibility, did away with the “knee knocker” dogleg design of AMC's first generation wrap-around windshield, and resulted in an even stiffer unitized structure. The 1960 Ambassador had a low cowl which with the compound windshield afforded excellent visibility. The Ambassador was offered in higher end Custom or entry level Super trim levels. All 1960 Ambassadors came with a new instrument cluster under a padded cowl, as well as illuminated controls for lights, wipers, fan, and defrost functions. The 1960 Ambassadors continued with an enclosed drive shaft (torque tube) and coil springs at all four corners, although the suspension was revised resulting in better handling. The top-of-the-line Ambassador models came standard with individual “airliner” front seats that now had even more luxurious fabrics than in previous years.
The Ambassador was the only American mid size, luxury high performance car offered in 1960. The 1960 Ambassador came in 4-door sedan, 4-door pillarless hardtop, 4-door
station wagonA station wagon is a body style variant of a sedan/saloon with its roof extended rearward over a shared passenger/cargo volume with access at the back via a third or fifth door , instead of a trunk lid...
, and a 4-door pillarless (
hardtopA hardtop is a term for a rigid, rather than canvas, automobile roof. It has been used in several contexts: detachable hardtops, retractable hardtop roofs, and the so-called pillarless hardtop body style....
) station wagon. Equipped with the 270 horsepower 327 cu in V8, and the Borg Warner push button operated 3 speed planetary gear and torque converter automatic transmission, the Ambassadors reached 60 miles per hour (97 km/h) in just over 9 seconds and passed the quarter mile in 17 seconds.
1961
The 1961 Ambassador continued the previous year's 117 inches (2,972 mm) basic unitized platform, but received an unusual new front-end styling that was overseen by AMC's in-house design department headed by
Edmund AndersonEdmund E. Anderson was an industrial designer in the North American automotive industry, notably as the lead designer for American Motors Corporation from 1950 to 1961. He was born in Boston. Anderson also worked in automotive design at General Motors until 1950, when he was recruited by George W...
. The new face consisted of a trapezoidal grille and headlights that floated in a body-colored panel, while the front fenders arched downward and forward of the leading edge of the hood. Different from anything else on the market, AMC's marketing department promoted the look as "European." While the new look was meant to distinguish the Ambassador from the lower-priced Ramblers, it was neither a consumer success nor well received in the automotive press. Overall sales fell as the entire industry was experiencing a
recessionIn economics, a recession is a business cycle contraction, a general slowdown in economic activity. During recessions, many macroeconomic indicators vary in a similar way...
. The hardtop sedan and wagon models did not return for 1961.
Standard was the 250 horsepower 327 cu in V8 with a synchromesh manual transmission. Optional was the 270 horsepower "power pack" version with dual exhaust system featuring new ceramic-coated
mufflerA muffler is a device for reducing the amount of noise emitted by the exhaust of an internal combustion engine. A US Patent for an Exhaust muffler for engines was granted to Milton and Marshall Reeves in 1897....
s guaranteed for the life of the car.
1962
By the 1962 model year, the Ambassador's body shell was in its seventh season on the market. And while Rambler sales had been good enough for third place in industry sales (behind
ChevroletChevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
and Ford), AMC's management was working on a revolutionary and somewhat costly design set to debut for the 1963 model year. In the meantime, American Motors needed to save money, and since the Ambassador's sales had fallen in 1961, it was decided that the car would be downsized for 1962 to share its body, windshield and 108 inches (274 cm) wheelbase with its
ClassicThe Rambler Classic was an intermediate sized automobile that was built and sold by American Motors Corporation from model year 1961 to 1966...
line mate. Accordingly, the car was marketed as a
Rambler Ambassador.
The 1962 Ambassador received a new front end, which was very similar to the 1961-62 Classic's, but with a crosshatch grille, recessed center section, and
Ambassador lettering. New, rectangular taillights were seen at the ends of restyled rear fenders, which lost their fins entirely. Exterior trim was reshuffled, and a new 2-door pillared sedan debuted. A new '400' trim line was added at the top of the line, with Super and Custom models remaining. The Ambassador offered even more luxurious interiors, perhaps to make up for the fact that it now shared its wheelbase with the Rambler Classic. The 400 could be had with vinyl
bucket seatA bucket seat is a seat contoured to hold one person, distinct from bench seats which are flat platforms designed to seat multiple people. Bucket seats are standard in fast cars to keep riders in place when making sharp or quick turns...
s, headrests, and color coordinated shag carpets.
The only available engine was AMC's 327 CID OHV V8, in either the regular fuel, 2-barrel carburetor and 8.7:1 compression ratio, 250 hp version or the premium gasoline, 4-barrel version with 9.7:1 compression ratio, 270 hp version. The 1962 Ambassador came with a dual chamber master brake cylinder that separated the front and rear brakes so that in the event of the failure of one chamber some braking function would remain. The 1962 also came equipped with Walker flow-through mufflers. The 108 inches (274 cm) wheelbase 1962 Ambassador was lighter than its 117 inches (297 cm) wheelbase predecessors and when equipped with the 270 horsepower 327 cu in V8, it was a spirited performer.
The 1962, 327 cubic inch V8 Ambassador for the first time used the same 108" wheelbase structure as did the 1957 Rambler Rebel which was also equipped with an earlier solid lifter version of the AMC 327. The 1957 Rambler Rebel equipped with a 3 speed column mounted manual transmission, was the quickest 4 door sedan made in the USA, achieving 0-60 in just over 7 seconds, quicker than the Hemi Chrysler 300C, the Desoto Adventurer, the Dodge D500, the Plymouth Fury, and the Chevrolet fuel injected 283. The 1962 Ambassador could be had with a 3 speed manual and should have hit 60 about as quickly as did the 1957 Rambler Rebel. The short wheelbase 1962 Ambassador 327 probably surprised many a stoplight jockey who thought they were up against grandma's Rambler.
1963
The 327 cubic inch Ambassador V8 had the mid sized high performance luxury market to itself until 1961 when GM introduced the compact Buick Skylark, Oldsmobile F85 and Pontiac Tempests which were offered with GM's aluminum 215 cubic inch V8. By 1963, Ford offered its compact Falcon and midsized Fairlane with a 260 cubic inch V8. Mercury offered its Comet with the 260, and by 1964, customers could order their Ford/Mercury midsized entries with Ford's 289 cubic inch V8. By 1963, Pontiac offered its Tempest with a 326 cubic inch V8, and the 1964 Oldsmobile F85 could be had with Oldsmobile's 330 cubic inch V8. Of course, in 1964, Pontiac offered the GTO option package for the Tempest which included Pontiac's 389 cubic inch V8.
Ambassador no longer had the high performance luxury mid sized field to itself.In 1962 Romney left AMC to run for
GovernorThe Governor of Michigan is the chief executive of the U.S. State of Michigan. The current Governor is Rick Snyder, a member of the Republican Party.-Gubernatorial elections and term of office:...
of
MichiganMichigan is a U.S. state located in the Great Lakes Region of the United States of America. The name Michigan is the French form of the Ojibwa word mishigamaa, meaning "large water" or "large lake"....
, a position that he won. Back at AMC, a completely redesigned Rambler lineup appeared. The new cars continued Romney's philosophy that Rambler's best chance for survival lay in smaller cars that had a high degree of interchangeability in parts to keep tooling costs and production complexity to a minimum. The completely redesigned Ambassador lineup was introduced with this philosophy in mind for the 1963 model year.
Designed by Edmund Anderson and Richard Teague, the 1963 Ambassador's shape was much tighter, cleaner, and smoother, with almost all of its parts interchangeable between it and the new Classic. Wheelbase was increased to 112 inches (284 cm), while overall length remained similar. All Ambassadors used unitized structure instead of body-on-frame which was still the industry standard. In 1963, AMC's new 112" wheelbase cars (Ambassadors and Classics) used a revolutionary method of unit construction which has since been almost universally adopted by automobile manufacturers. AMC Ambassador and Classics used outerpanels stamped from single sheet metal panels which included both door frames and outer rocker panels. This resulted in an extremely rigid and rattle-free structure, better fit of doors into frames, production cost savings and reduced noise, vibration and harshness. The "uniside" structure was superior to the conventional production methods in which multiple smaller pieces were welded together.
Curved side glass and push-button door handles were new and costly upgrades, but contributed to the new Rambler's handsome, elegant, and modern Mercedes-like styling, by adding greater elegance in detail. The front end drew slight controversy, due to its forward-thrusting upper and lower ends and vertical bar "electric shaver" chrome grille insert. The Ambassador's grille was differentiated from the Classic's grille by its use of the Ambassador name in script in the small vertical area between the upper and lower grille sections. Round quad headlights were slightly recessed in chrome bezels mounted side-by-side within the grille at its outermost edges.
Ambassadors once again came in 2-door
coupeA coupé or coupe is a closed car body style , the precise definition of which varies from manufacturer to manufacturer, and over time...
, 4-door sedan, and 4-door wagon body styles, but new trim lines debuted. The
880 was the Ambassador's base trim line replacing the previous year's Super, while the up level
990 trim replaced both the Custom and 400.
The 1963-1964 Ambassadors were initially offered only with the big block 327 cid V8, in either 250 rated brake horsepower 2 barrel or 270 bhp 4 barrel versions. In mid year, AMC's new CEO,
Roy AbernethyRoy Abernethy was an executive in the American automobile industry, serving as CEO of American Motors Corporation from February 1962 to January 1967. Prior to his tenure at AMC, Abernethy had been with Packard Motors and Willys-Overland. Abernethy replaced George W...
, ordered production of a 287 cid variation of AMC's big block V8 which started out in 1956 as a 250 cid unit then as a 327 cid unit. The new 287 CID V8 engine was offered as the most powerful option in the Classic line. AMC decided to equip its new Classic with V8 power so it would be more competitive with GM and Ford mid-sized offerings.
Sales were brisk, and the redesign was billed a success, with
Motor TrendMotor Trend is an American automobile magazine. It first appeared in September 1949, issued by Petersen Publishing Company in Los Angeles, and bearing the tag line "The Magazine for a Motoring World". Petersen Publishing was sold to British publisher EMAP in 1998, who sold the former Petersen...
Magazine bestowing
Car of the YearThe Motor Trend Car of the Year is an award given by Motor Trend magazine, an American monthly that is published since 1949.- Background :...
status on the entire 1963 Rambler line, including the Ambassador.
1964
The 1964 model year introduced minor trim changes and new options. The "electric-shaver" grille on the 1963 model was replaced with a flush-mounted design, and the engine and transmission options were widened. A two-door
hardtopA hardtop is a term for a rigid, rather than canvas, automobile roof. It has been used in several contexts: detachable hardtops, retractable hardtop roofs, and the so-called pillarless hardtop body style....
body style called
990-H was added for the first time since 1957. Base 880 models were dropped from the line, and the Ambassador took on the trusty 327 CID V8 as its standard engine again.
AMC did not have a 4 speed manual to compete with the sporty mid-size V8 offerings from Ford or GM. Instead, AMC offered its innovative “Twin-Stick” manual transmission. The "Twin stick" was a three speed manual transmission, operated by one of the two console mounted "sticks" with manual overdrive available in 2nd and 3rd gears giving the driver five forward gears. The overdrive selection was made by the second console mounted "stick." One magazine noted the twin stick, 270 HP Ambassador was heading for a sub 16 second quarter mile when they blew up the clutch.
1965
No matter how much success the new Ramblers achieved in the marketplace, Roy Abernethy was not completely satisfied. Using the experience he gained as an outstanding salesman as a guide, Abernethy closely looked at the direction that American Motors' competition was going and decided that the company would be much more successful if its products competed more directly with the Big Three. He would achieve this by pushing all AMC vehicles further upmarket among the various
market segmentMarket segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function...
s, shaking off the company's economy car image, and offering vehicles once again in all three major American car size classes: compact, intermediate, and full-size. The American and Classic were strong competitors in the former two segments, so for the 1965 model year, he set his sights on turning the Ambassador into a proper full-size car by stretching the Classic's body and wheelbase and giving it much different styling. The general sizes of automobiles at that time were based on industry standard wheelbase lengths, rather than on the vehicle's interior and cargo space. The 1965 Ambassador represented a fundamental shift in corporate ideology, a shift away from primarily fuel-efficient vehicles, to bigger, faster, and potentially more profitable cars.
Although the Ambassador rode the same platform as its 1963-64 forebears, the 1965 models looked all-new. American Motors' designer
Richard A. TeagueRichard A. Teague , born in Los Angeles, California, was an industrial designer in the North American automotive industry...
styled the 1965 Ambassador with panache and gave the car an overall integrated look.
Motor TrendMotor Trend is an American automobile magazine. It first appeared in September 1949, issued by Petersen Publishing Company in Los Angeles, and bearing the tag line "The Magazine for a Motoring World". Petersen Publishing was sold to British publisher EMAP in 1998, who sold the former Petersen...
magazine agreed, calling it a "strikingly handsome automobile." Built on a 116 inches (295 cm) wheelbase, four inches (102 mm) longer than the Classic, Teague extended the beltline level from the stacked quad headlights to the vertical taillights. The new Ambassadors were as attractive as anything built by AMC's Detroit-based competitors, and with a list price of around $3,000, few could quibble about the cost of ownership.
The Ambassador received longer, squared-off rear fenders with vertical wrap-around taillights, taller
decklidThe decklid is the cover over the trunk/boot of motor vehicles that allows access to the main storage or luggage compartment...
, squared off rear bumper mounted low, and squarer rear wheel arches. At the front, the Ambassador again sparked minor controversy with its new vertically stacked quad headlights, which were slightly recessed in their bezels, as they flanked an all-new horizontal bar grille. This new wall-to-wall grille projected forward, horizontally, in the center, to create an effect somewhat opposite to 1963's grille treatment. The front end design provided a bold, rugged appearance.
Once again, the Ambassador’s entire extra wheelbase was ahead of the cowl, meaning that interior volume was the same as the intermediate-sized Classic. Another new body style debuted in the Ambassador lineup for 1965: an attractive new convertible offered as part of the 990 series. This was the first time a
convertibleA convertible is a type of automobile in which the roof can retract and fold away having windows which wind-down inside the doors, converting it from an enclosed to an open-air vehicle...
was offered in the Ambassador line since 1948.
Ambassadors also saw an expanded list of trim lines, convenience options, and engine choices. The 990 and 990-H models were back, while 880 models were the new economy leaders in the 1965 Ambassador line, but even the $2,512 price for the two-door sedan was not attractive compared to the models with better trim, buckets seats, and special interiors. Ambassadors came standard with AMC's new 232 CID
Inline-6 engineThe American Motors Corporation straight-6 family of engines was used by a number of AMC and Jeep vehicles from 1964 through 2006.-195.6:American Motors' first straight-six engine was the...
, which was the first time since 1956 that an Ambassador was available with six cylinders. Far more popular in the Ambassador, however, were the two time-tested 287 CID and 327 CID
AMC V8 engineAmerican Motors Corporation produced a series of widely-used V8 engines from the mid-1950s before being absorbed into Chrysler in 1987. Chrysler kept the AMC V8 in production until 1991 for the Jeep Grand Wagoneer....
s.
American Motors' management decided that the Ambassador could once again accept a standard six-cylinder engine, since its full-size competitors (e. g.
Bel AirChevrolet , also known as Chevy , is a brand of vehicle produced by General Motors Company . Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911, General Motors acquired Chevrolet in 1918...
and
ImpalaThe Chevrolet Impala is a full-size automobile built by the Chevrolet division of General Motors introduced for the 1958 model year. Deriving its name from the southern African antelope, Chevrolet's most expensive passenger model through 1965 had become the best-selling automobile in the United...
, Ford Custom 500 and
GalaxieThe Ford Galaxie was a full-size car built in the United States by the Ford Motor Company for model years 1959 through 1974. The name was used for the top models in Ford’s full-size range from 1959 until 1961, in a marketing attempt to appeal to the excitement surrounding the Space Race...
, as well as
Plymouth FuryThe Plymouth Fury is an automobile which was produced by the Plymouth division of the Chrysler Corporation from 1956 to 1978. The Fury was introduced as a premium-priced model designed to showcase the line, with the intent to draw consumers into showrooms....
) came with six-cylinder engines as standard equipment. They therefore appealed to a wider range of customers than the Ambassador was getting. Also, since the Classic was now smaller and styled differently, the Ambassador
six-cylinderThe straight-six engine or inline-six engine is a six-cylinder internal combustion engine with all six cylinders mounted in a straight line along the crankcase...
would not threaten to cannibalize Classic 6 sales, which were the company's sales volume leaders. The changes were on target as sales of the repositioned Ambassador more than tripled.
Motor Trend magazine tested an Ambassador convertible with a Twin-Stick overdrive transmission and found it commendably economical, averaging 16.4 miles per US gallon over 1000 miles (1,609.3 km) run, and noting that ... "Traveling comfort was the Ambassador's biggest selling point, along with its exceptionally powerful
BendixThe Bendix Corporation was an American manufacturing and engineering company which during various times in its 60 year existence made brake systems, aeronautical hydraulics, avionics, aircraft and automobile fuel control systems, radios, televisions and computers, and which licensed its name for...
duo-servo drum brakes ...With the thin bucket seats that recline, driver and passengers can enjoy a high degree of riding comfort... Many passers-by commented on the car's good looks... Our summary: a nice, comfortable, quiet, well built family automobile that rather neglects the performance market."
1966
For 1966, minor changes greeted the Ambassador range, but they were meaningful. The V-shaped horizontal louver spanned unbroken between the headlamps and the effect was continued with twin rectangular trim pieces attached to the side of the front fenders at their leading edges by the headlamps. The effect was repeated in the new vertical wraparound taillamps with the top-line models receiving a twin set of horizontal ribbed moldings across the back of the trunk lid that simulated the look of the front grille. Hardtop coupes received a redesigned roofline that was angular in appearance with an angle cut rear side windows and rectangular rear window. The backlight no longer curved and wrapped slightly around the C-pillars. The changes made for a more "formal" look that was popular at the time.
Station wagons also received a new roof (that did not have as pronounced dip over the rear cargo area) as well as a redesigned tailgate and optional simulated woodgrain exterior side panels. Available with two-rows of seats with a standard bottom hinged tailgate with electric, fully retracting rear window or with an optional rear-facing third row that featured a left side hinged rear door, with a regular exterior door handle on the right side. All station wagons carried a
Cross Country badge.
The 880 served as the base model line. The two-door sedan was the price leader at $2,404, but finished with the least sales for the model year. The more popular and better trimmed 990 models were available in sedan, wagon, hardtop, and convertible versions. A new luxury
DPL (short for "Diplomat") hardtop coupe debuted at the top of the range. The DPL came standard with reclining
bucket seatA bucket seat is a seat contoured to hold one person, distinct from bench seats which are flat platforms designed to seat multiple people. Bucket seats are standard in fast cars to keep riders in place when making sharp or quick turns...
s and was available with luxury features like a vinyl roof, wire wheel covers, as well as a special interior trim and
houndstoothHoundstooth, houndstooth check or hound's tooth , also known as dogstooth, dogtooth or dog's tooth, is a duotone textile pattern characterized by broken checks or abstract four-pointed shapes, often in black and white, although other colours are used...
fabric that included throw pillows to give the Ambassador a more luxurious air so that it might compete with the new
Plymouth VIPThe Plymouth Fury is an automobile which was produced by the Plymouth division of the Chrysler Corporation from 1956 to 1978. The Fury was introduced as a premium-priced model designed to showcase the line, with the intent to draw consumers into showrooms....
, Ford LTD, and
Chevrolet CapriceThe Chevrolet Caprice is a full-sized automobile produced by the Chevrolet Division of General Motors in North America for the 1965 through 1996 model years. Full-size Chevrolet sales peaked in 1965 with over a million sold. It was the most popular American car in the sixties and early seventies....
. The 232 CID I6, as well as the 287 CID and 327 CID V8s remained in the line, but transmission selections now included a new console mounted four-speed
manualA manual transmission, also known as a manual gearbox or standard transmission is a type of transmission used in motor vehicle applications...
. Most Ambassadors continued to be ordered with
automatic transmissionAn automatic transmission is one type of motor vehicle transmission that can automatically change gear ratios as the vehicle moves, freeing the driver from having to shift gears manually...
s.
Motor Trend magazine tested a 1966 DPL equipped with a 327 engine that "definitely has snap we hadn't felt before" and even with an automatic transmission experienced "healthy wheelspin from both rear wheels [because of the Twin-Grip limited slip differential]... Subtle changes in this year's suspension, which include longer shocks and different springs, have a pronounced effect on the way the car feels and handles. Most welcome is the improved steering response. The car has a new feet-on-the-ground feeling, and body lean seems to have been reduced. The ride remains very good... As before, the interior's the outstanding feature of the Ambassador. Its quality is such that other luxury cars, even higher priced ones, could well imitate it..."
Perhaps the biggest change, however, was that the Ambassador lost its historic Rambler nameplate, as the car was now marketed as the "American Motors Ambassador" or "AMC Ambassador". Abernethy was again responsible for this marketing move, as he attempted to move the stylish new Ambassador even further upmarket. To him, that meant that the Rambler name, and its economy car image would be eschewed to give the car a clean slate in a market that was turning away from economy and toward V8 performance. The evidence suggests that Abernethy was on the right track with moving the Ambassador upscale to compete with other manufacturers' luxury models as sales of the AMC's flagship jumped from 18,647 in 1964 to over 64,000 in 1965, and then in 1966 they went to more than 71,000. Although the Ambassador may have accounted for a mere fraction of total passenger car sales in the U.S., but it was an important first step in trying to bring the AMC's products in tune with what the consumer of the day really wanted.
1967
American Motors introduced a completely restyled Ambassador for the 1967 model year, now on a 118 inches (300 cm) wheelbase. Once again, it was four inches (102 mm) longer than the new
Rambler Rebel'sThe AMC Rebel is a mid-size car produced by American Motors Corporation from 1967 to 1970. It replaced the Rambler Classic. The Rebel was replaced by the similar AMC Matador for the 1971 model year...
114 inches (290 cm) wheelbase. The Ambassador was positioned as a "luxury intermediate", but had as much interior space as other full-size cars from Ford or GM. The convertible was offered again—this time in DPL trim—for 1967; but it would be the final year with only 1,260 built. It was unique with a new "split stack" folding mechanism that did not intrude into the backseat area.
The car once again looked completely new, with a more rounded appearance that sported sweeping rooflines, "
coke-bottleCoke bottle styling is a term used to describe any automotive body styling bearing an overall body shape resembling the classic glass Coca-Cola soft drink's contour bottle design. It is a style of automobile bodies with outward curving fenders with a narrow center. In contrast to "straight-edge"...
" fenders, greater glass area, and a recessed grille that bowed forward less than that of the 1965-66 models. Taillights were wider, rectangular, and divided by one central vertical bar. ‘’Motor Trend’’ magazine described the all-new styling of the new Ambassador as “attractive” and “more graceful and easier on the eye in ’67.”
The 880 two-door sedans sported the identical roofline as the hardtops, but had slim
B-pillarsPillars are the vertical supports of the greenhouse of an automobile — known respectively as the A, B, C or D-pillar moving in profile view from the front to rear....
that gave them a more open-air coupe appearance. Adding more elegance to DPL two-door hardtops and convertibles was an optional was a "Satin-Chrome" finish (paint code P-42) for the lower body side replacing the standard full-length stainless steel rocker moldings. A black or white vinyl cover was optional on 990 and DPL sedans and hardtops. The 990
Cross Country station wagons were available with
3M3M Company , formerly known as the Minnesota Mining and Manufacturing Company, is an American multinational conglomerate corporation based in Maplewood, Minnesota, United States....
's "Di-Noc" simulated wood-grain body side panels trimmed in a slim stainless steel frame.
The Ambassador featured a lengthy list of standard features and options. The interiors “rival more expensive cars for luxury and quality, yet are durable enough to take years of normal wear.” The premium materials and fittings included wood-grain trim, and even an optional “Custom” package with two matching pillows. Ambassador DPL hardtops included reclining
bucket seatA bucket seat is a seat contoured to hold one person, distinct from bench seats which are flat platforms designed to seat multiple people. Bucket seats are standard in fast cars to keep riders in place when making sharp or quick turns...
s with a center armrest between them (with a center cushion for a third occupant or a floor console with gear selector), as well as a foldaway center armrest for the rear seat. The new safety-oriented instrument panel grouped all gauges and controls in front of the driver, with the rest of the
dashboardA dashboard is a control panel placed in front of the driver of an automobile, housing instrumentation and controls for operation of the vehicle....
pushed forward and away from the passengers. Focusing on safety, there were now no protruding knobs, the steering column was designed to collapse under impact, and the steering wheel was smaller than previous Ambassadors.
AMC's long-lived "GEN-1" family of
V8American Motors Corporation produced a series of widely-used V8 engines from the mid-1950s before being absorbed into Chrysler in 1987. Chrysler kept the AMC V8 in production until 1991 for the Jeep Grand Wagoneer....
engines was finally replaced by an all-new line of 290 CID and 343 CID engines debuted for 1966 in the
Rambler AmericanThe Rambler American is an automobile manufactured by the American Motors Corporation between 1958 and 1969. The American was the second incarnation of AMC's forerunner Nash Motors second-generation Rambler compact that was sold under the Nash and Hudson Motors marques from 1954 and 1955.The...
. With a 4-barrel
carburetorA carburetor , carburettor, or carburetter is a device that blends air and fuel for an internal combustion engine. It is sometimes shortened to carb in North America and the United Kingdom....
and dual exhaust, the 343 V8 produced 280 bhp at 4800 rpm and 365 lb.ft of torque at 3000 rpm. The old
torque tubeA torque tube system is a driveshaft technology, often used in automobiles with a front engine and rear drive. It is not as widespread as the Hotchkiss drive, but is still occasionally used to this day...
design was eliminated by a new four-link, trailing-arm rear suspension system providing a more comfortable
coil springA Coil spring, also known as a helical spring, is a mechanical device, which is typically used to store energy and subsequently release it, to absorb shock, or to maintain a force between contacting surfaces...
ride.
American Motors promoted the new 1967 Ambassador as an "uncompromising automobile with the
red carpetA red carpet is traditionally used to mark the route taken by heads of state on ceremonial and formal occasions, and has in recent decades been extended to use by VIPs and celebrities at formal events.- History :...
ride" in print advertisements, as well as in an innovative TV commercial. Unfortunately, sales of the redesigned models were disappointing, due to customer confusion caused by the entire company's abrupt upmarket push, which seemed uncomfortably "me too" to the traditional domestic Big Three's customers, and they also alienated American Motors' loyal buyer base. Abernethy's ideas of entering new markets were not working. These strategy changes resulted in a new round of financial problems for American Motors. Because of this, Abernathy was released from AMC by its Board of Directors later that year, and was replaced by William V. Luneberg and Roy D. Chapin, Jr.
1968
For the 1968 model year, a new SST trim line was placed above the now mid-line DPL trim for the Ambassador. American Motors was a pioneer in the field of air conditioning through its Kelvinator refrigerator division, and with the advice of marketing executive
Mary Wells LawrenceMary Wells Lawrence is a retired American advertising executive. She was the founding president of Wells Rich Greene, an advertising agency known for its creativity and innovative work, and the first woman CEO of a company listed on the New York Stock Exchange.In the late 1940s, Mary Wells...
, decided to add greater market distinction to the Ambassador line by making
air conditioningAn air conditioner is a home appliance, system, or mechanism designed to dehumidify and extract heat from an area. The cooling is done using a simple refrigeration cycle...
standard equipment. This was the first time any volume car manufacturer had done so, something that even
CadillacCadillac is an American luxury vehicle marque owned by General Motors . Cadillac vehicles are sold in over 50 countries and territories, but mostly in North America. Cadillac is currently the second oldest American automobile manufacturer behind fellow GM marque Buick and is among the oldest...
and
LincolnLincoln is an American luxury vehicle brand of the Ford Motor Company. Lincoln vehicles are sold mostly in North America.-History:The company was founded in August 1915 by Henry M. Leland, one of the founders of Cadillac . During World War I, he left Cadillac which was sold to General Motors...
had not offered on their luxury cars - some costing more than twice as much as Ambassador. While all Ambassadors came with air conditioning as standard, consumers could order the car without air as a "delete option" and to decrease the base price if they so desired. As AMC pointed out in their advertising campaign for the Ambassador, the only other cars that offered air conditioning as standard equipment in 1968 were
Rolls-RoyceThis a list of Rolls-Royce motor cars and includes vehicles produced by:*Rolls-Royce Limited *Rolls-Royce Motors , which was owned by Vickers between 1980 and 1998, and after that by Volkswagen...
and various sports car manufacturers.
Due to slow sales, both the convertible and pillared coupe models were dropped from the line, leaving the 990 hardtop coupe and sedan, DPL hardtop coupe, sedan, and wagon, and new
SST hardtop coupe and sedan in the line to soldier on. Marlins were also discontinued to make way for the new
AMC JavelinThe Javelin was a production version of one of the AMC AMX prototypes shown during the 1966 AMX project nationwide tour. Intended to rival other pony cars such as the Ford Mustang and Chevrolet Camaro. American Motor's Javelin debuted on 22 August 1967, for the 1968 model year...
pony car. The top-of-the line Ambassador SST version was "especially appealing" and "a very luxurious package" with standard V8 power, air conditioning, expensive upholstery, individual reclining front seats, wood-look interior trim, upgraded exterior trim, as well as numerous conveniences such as an electric clock and a headlights-on buzzer.
Styling changes were minor. Taillights were now recessed in body-color bezels that were divided by a single central horizontal bar. Front headlight bezels were similarly body colored. The grille was dominated by a horizontal bar that extended forward in the center from the sides, while its outline had squared off edges that wrapped forward into the inner headlight extensions. Fender-mounted marker lights were added at the front and rear as standard equipment, as the federal government had mandated their application (along with seat belts beginning 1 January 1968) to all passenger cars sold in the United States for 1968.
However, AMC's most enduring styling feature debuted on the Ambassador for 1968, as flush-mounted paddle-style door handles replaced the former push-button units on all American Motors cars, save the
Rambler AmericanThe Rambler American is an automobile manufactured by the American Motors Corporation between 1958 and 1969. The American was the second incarnation of AMC's forerunner Nash Motors second-generation Rambler compact that was sold under the Nash and Hudson Motors marques from 1954 and 1955.The...
. At midyear, AMC's new top engine, the
AMXThe AMC AMX is a two-seat GT in style and approach sports car that was produced by American Motors Corporation for the 1968 through 1970 model years. The AMX was also classified as a muscle car, but "unique among other American cars at the time due its short wheelbase"...
390 CID 315 hp
V8American Motors Corporation produced a series of widely-used V8 engines from the mid-1950s before being absorbed into Chrysler in 1987. Chrysler kept the AMC V8 in production until 1991 for the Jeep Grand Wagoneer....
became an option in the Ambassador line, bringing the total engine options up to four.
In June 1967, American Motors started a new advertising campaign created by Mary Wells Lawrence of Wells, Rich, and Greene Inc. The US$12 million AMC account was high-profile assignment and helped established the agency as innovative and daring in its approach. The new advertising violated the convention of not attacking the competition, and AMC's campaigns became highly controversial. The publicity worked with AMC's total retail sales improving 13% for the fiscal year, but 1968 Ambassador numbers were slightly down.
1969
In 1969, the Ambassador received a major restyling, with a longer 122 inches (310 cm) wheelbase, the longest ever produced by AMC, and an increase in track from 58.5 to 60 in (148.6 to 152.4 ). The front end appearance was revised with new quad headlight clusters mounted horizontally in a new molded plastic grille. The grille itself is a blackout affair with a chrome horizontal bar that connected the headlight clusters. The hood was redesigned to accommodate the grille's raised center portion, and it faintly recalled
Packard'sPackard was an American luxury-type automobile marque built by the Packard Motor Car Company of Detroit, Michigan, and later by the Studebaker-Packard Corporation of South Bend, Indiana...
classic grille/hood combination.
Richard A. TeagueRichard A. Teague , born in Los Angeles, California, was an industrial designer in the North American automotive industry...
, AMC's Vice President of Styling, had worked at the luxury car manufacturer before joining AMC. Parking lights were rectangular and mounted horizontally in recessed wells in the front bumper, just beneath each set of headlights. The entire front fascia leaned forward slightly to lend an air of forward motion to the car's appearance.
At the rear, ribbed rectangular taillights were mounted inboard the Ambassadors rearward-thrusting rear fenders. Square ribbed marker lights of similar height were mounted at the trailing edge of each fender side. The deck lid had a slightly higher lift over. The base and DPL models had no decorative panel connecting the taillights while the top-line SST versions featured a panel painted red to match the taillights. Station wagons saw vertical wraparound taillights replacing the previous "hooded" units, which were not visible from the side. The 1969 AMC Ambassador was a smooth, powerful, well-proportioned sedan that didn't look like anything else on the road.
The interiors were upgraded and a new deeply hooded dashboard clustered instruments and controls in front of the driver. There was an increased emphasis on luxury-type trim and features. The base model two-door hardtop was dropped for 1969.
The 1969 Ambassador stressed luxury, with the marketing tagline "It will remind you of the days when money really bought something." The combination of rich velour upholstery, individually adjustable reclining seats, standard air conditioning, and the longer wheelbase were highlighted in advertisements with Ambassador's posh "
limousineA limousine is a luxury sedan or saloon car, especially one with a lengthened wheelbase or driven by a chauffeur. The chassis of a limousine may have been extended by the manufacturer or by an independent coachbuilder. These are called "stretch" limousines and are traditionally black or white....
" ride at an economical price. One aspect of this new advertising theme included many AMC dealers inviting prospective customers to call and request a "demonstration ride", in which a uniformed chauffeur would arrive at the prospect's home and drive them around in an Ambassador SST sedan. AMC's efforts worked, and Ambassador sales shot up again.
Not only did AMC promote the 1969 Ambassador as having a "limousine" ride and deluxe appointments, but Chicago
auto leasingVehicle leasing is the leasing a motor vehicle for a fixed period of time. It is commonly offered by dealers as an alternative to vehicle purchase but is widely used by businesses as a highly cost-effective method of acquiring vehicles for business, without the usually needed cash outlay...
executive, Robert Estes, had the Armbruster/Stageway Company convert Ambassadors into real 24 feet (7.3 m) limousines riding on a 158 inches (401 cm) wheelbase. Known as the
Royale Stretch Limo, one was owned by the State of
WisconsinWisconsin is a U.S. state located in the north-central United States and is part of the Midwest. It is bordered by Minnesota to the west, Iowa to the southwest, Illinois to the south, Lake Michigan to the east, Michigan to the northeast, and Lake Superior to the north. Wisconsin's capital is...
as the official vehicle for Governor Warren Knowles. The conversions were unusual in that they did not keep the stock rear doors—as is typical in most limos. The back doors were welded shut and the Ambassadors were lengthened by inserting a section just behind the original
B-pillarPillars are the vertical supports of the greenhouse of an automobile — known respectively as the A, B, C or D-pillar moving in profile view from the front to rear....
that had an entirely new central door in this center making a large opening for entry and egress. Four-inch (101.6 mm) steel "I-beams" bridge the expanse created by stretch. Power comes from the "
AMXThe AMC AMX is a two-seat GT in style and approach sports car that was produced by American Motors Corporation for the 1968 through 1970 model years. The AMX was also classified as a muscle car, but "unique among other American cars at the time due its short wheelbase"...
" 315 hp 390 CID V8 engine backed with the BorgWarner automatic transmission and a "Twin-Grip" limited-slip differential with 3.15 gears.
American Motors exported Ambassadors from the United States, as well as assembled under license from complete knock down (CKD) kits. They were adapted to the requirements of different markets, including right-hand drive (RHD) versions.
1970
For the 1970 model year, the rear half of Ambassador hardtop coupes and sedans was treated to an overhaul that was also shared by the intermediate 1970
AMC RebelThe AMC Rebel is a mid-size car produced by American Motors Corporation from 1967 to 1970. It replaced the Rambler Classic. The Rebel was replaced by the similar AMC Matador for the 1971 model year...
. On hardtop coupes, this restyling resulted in a sloping roofline that saw upswept reverse-angle quarter windows. The belt line kicked up at the point the hardtop's rear windows swept upward, and tapered back to the fender end, meeting a new loop-type rear bumper.
On sedans, the roof line showed a slimmer "C-pillar", squared-off rear door windows, and met a belt line that kicked up beneath the trailing edge of each rear door window. The belt line tapered back to the same rear fascia as the hardtop coupe's. This rear fascia contained a new ribbed taillight lens that stretched wall-to-wall and included twin square white reverse light lenses in its center.
Station wagons received no change to their rooflines, doors, and rear fascias. However, all Ambassadors received a new extruded aluminum grille at the front, featuring several widely spaced bright horizontal bars with one wide, body colored horizontal grille bar extending to each headlight cluster. The 290 CID V8 was replaced for 1970 by a new 304 CID V8 engine. This 210 bhp at 4400 rpm and 305 lb.ft of torque at 2800 rpm was the standard engine on all DPL and SST models. The 343 CID V8 was also supplanted by a 360 CID engine available in either 2-barrel, regular gasoline, or high-output, 4-barrel, premium fuel versions. The 4-barrel "AMX" 390 CID V8 engine was optional, producing 325 bhp at 3200 rpm and 420 lb.ft of torque at 3200 rpm.
1971
Following the previous year's redesign, the 1971 Ambassadors received only minor changes and improvements. The marketing tag line for the year was the
underdogAn underdog is a person or group in a competition, frequently in electoral politics, sports and creative works, who is popularly expected to lose. The party, team or individual expected to win is called the favorite or top dog. In the rare case where an underdog wins, the outcome is an upset. These...
asking, "If you had to compete with GM, Ford and Chrysler, what would you do?"—that was answered by AMC including more features, advantages, and benefits for buyers of its cars compared to the models from its much larger competitors. This was reflected by shuffling the Ambassador models for 1971 and by including more equipment in the standard feature list. The previously nameless base models were dropped, as the sedan-only DPL trim line was relegated to base model status, and a new top-line
Brougham trim line was added above mid-line SST models. Both SST and Brougham models came as hardtop coupes, sedans, and wagons.
The DPL came with AMC's new 258 CID 150 hp Inline-6 with seven main bearings. All the SSTs and Broughams featured the 304 CID V8 engine with 210 hp as standard. BorgWarner's "Shift-Command" automatic transmissions were standard equipment across the line. Two of AMC's 360 CID were optional; a 8.5:1 compression version with a two-barrel carburetor or a high-compression four-barrel V8 that required premium-fuel. The previous "AMX 390" V8 gave way to a new 401 CID 335 hp V8 as the top engine option.
Styling changes consisted of a new fascia up front. It featured headlights contained in their own chrome pods separate from, but flanking the new grille with a bright rectangular surround, with rounded edges. The "natural" cast
pot metalPot metal, also known as monkey metal, white metal or die-cast zinc, is a slang term that refers to alloys that consist of inexpensive, low-melting point metals used to make fast, inexpensive castings....
grille insert was recessed and featured a bright vertical bar pattern. A second set of parking lights was added outboard of the headlight clusters, and they were integrated into the fender extension to eliminate the need for separate front marker lights.
Taillights on hardtop coupes and sedans still ran wall-to-wall, but the twin backup lights were moved from the center to further outboard—approximately eight inches in from either fender side. Once again, the wagon received few changes at the rear, but added a new design for its optional woodgrain side trim, which filled in its upper bodysides. Its lower edge flowed downward aft of its peak at the leading edge above each front wheelhouse, in similar fashion to the
Buick SkylarkThe Buick Skylark was a passenger car produced by the Buick division of General Motors. The model was made in six production runs. In each run, the car design varied dramatically due to changing technology and tastes, as well as new standards implemented over the years.-1953–1954:Introduced to mark...
's side "sweepspear" styling cue.
Ambassador base models were offered to fleet buyers with various police,
taxicabA taxicab, also taxi or cab, is a type of vehicle for hire with a driver, used by a single passenger or small group of passengers, often for a non-shared ride. A taxicab conveys passengers between locations of their choice...
, and other heavy-duty packages. Governments and police departments in the U.S. historically used standard-size, low-price line four-door sedans. Equipped with the 360 or 401 engines, the base Ambassadors saw use as police cruisers and support vehicles.
1972
Minor changes greeted 1972 Ambassadors, as AMC's biggest news for the year was the addition of the innovative
AMC Buyer Protection Plan, that included the industry's first 12 month or 12000 miles (19,312.1 km) bumper-to-bumper
warrantyIn business and legal transactions, a warranty is an assurance by one party to the other party that specific facts or conditions are true or will happen; the other party is permitted to rely on that assurance and seek some type of remedy if it is not true or followed.In real estate transactions, a...
. This was the first time an automaker promised to repair anything wrong with the car (except for
tireA tire or tyre is a ring-shaped covering that fits around a wheel rim to protect it and enable better vehicle performance by providing a flexible cushion that absorbs shock while keeping the wheel in close contact with the ground...
s) and owners were provided with a
toll-free telephone numberA toll-free, Freecall, Freephone, 800, 0800 or 1-800 number is a special telephone number which is free to the calling party, and instead the telephone carrier charges the called party the cost of the call...
to the company, as well as a free loaner car if a warranty repair took overnight. This backing also included mechanical upgrades to increase durability and quality, such as the standardization of electric windshield wipers on all model lines, replacing AMC's vacuum-powered units, as well as better interior trims. By focusing on quality the smallest domestic automaker was solidly profitable for 1972, earning US$30.2 million (the highest net profit achieved by AMC since 1964) on $4 billion in sales.
The base Ambassador DPL model was canceled, with three body styles now available in SST and Brougham trim. A six-cylinder engine was no longer available; thus, Ambassador became a V8-only car for the first time since 1964. This made the Ambassador the only volume-produced American car that included air conditioning, an automatic transmission, and a V8 engine as standard equipment; all while being priced less than the Big Three's full-sized cars. The Borg-Warner transmission was replaced by the "Torque-Command" (
TorqueFliteTorqueFlite is the trademarked name of Chrysler Corporation's automatic transmissions, starting with the three-speed unit introduced late in the 1956 model year as a successor to Chrysler's two-speed PowerFlite...
) three-speed automatic sourced from
Chrysler Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
.
Styling changes on the 1972 Ambassador were limited to a new crosshatch cast metal grille with bright trim and new integrated fender extension mounted side marker lamps on the front.
A
Popular MechanicsPopular Mechanics is an American magazine first published January 11, 1902 by H. H. Windsor, and has been owned since 1958 by the Hearst Corporation...
magazine survey after driving a total of 1000000 miles (1,609,340 km) found Ambassador owners were pleased with their cars, describing them to be "very comfortable to drive and ride in" with handling listed as a top "specific like" by half of the drivers. A very a high percentage (92%) would buy one again. Although the Buyer Protection Plan was listed by only 8.5% as a reason to buy an Ambassador, owners valued the smaller AMC dealers that "had more time to be courteous and to pay personal attention to customers."
1973
The SST models were dropped from the line, as all Ambassadors now came in one high-level Brougham trim. An
AMAM broadcasting is the process of radio broadcasting using amplitude modulation. AM was the first method of impressing sound on a radio signal and is still widely used today. Commercial and public AM broadcasting is carried out in the medium wave band world wide, and on long wave and short wave...
radio and tinted glass were added to the extensive standard equipment list. Heftier front and rear bumpers were included to comply with new U.S.
National Highway Traffic Safety AdministrationThe National Highway Traffic Safety Administration is an agency of the Executive Branch of the U.S. government, part of the Department of Transportation...
(NHTSA) regulations that required all passenger cars to withstand a 5 miles per hour (2 m/s) front and a 2.5 miles per hour (1 m/s) rear impacts without damage to the engine, lights, and safety equipment.
Ambassadors complied with the regulation by incorporating a stronger front bumper equipped with self-restoring telescoping shock-absorbers. It jutted slightly forward from the front fascia and incorporated flexible trim matching the body paint. This bumper also featured a more prominent horizontal rubber guard at its upper portion near the grille, thus eliminating the need for a pair of vertical chrome bumper guards that was optional before. The rear bumper gained vertical black rubber bumper guards that also replaced a pair of similar and previously optional chrome bumper guards. The grille gained heavier horizontal bars and headlight bezels took on blackout trim in their recessed portions.
1974
Ambassador sales had remained steady since 1970, despite the lack of major changes to the vehicle. However, the 1974 model year would bring out the biggest Ambassador—just as the 1973
Arab Oil EmbargoThe 1973 oil crisis started in October 1973, when the members of Organization of Arab Petroleum Exporting Countries or the OAPEC proclaimed an oil embargo. This was "in response to the U.S. decision to re-supply the Israeli military" during the Yom Kippur war. It lasted until March 1974. With the...
sparked gasoline rationing across the nation. The Ambassador sedan was stretched seven inches (178 mm) compared with the 1973 versions. This additional length was due to a new front end design and stronger energy absorbing bumpers with hydraulic backup.
The 1974 Ambassador Brougham was no longer available as a 2-door hardtop, leaving just the sedan and wagon in the line. The hardtop's cancellation was due in part to low sales volume, as well as the introduction of a sleek, sporty new
Matador coupeThe AMC Matador is a mid-size car that was built and sold by American Motors Corporation from 1971 to 1978. The Matador came in two generations: 1971 to 1973 and a major redesign from 1974 to 1978...
. It was probably not seen as suitable for AMC to build a formal-styled Ambassador version from the same
platformAn automobile platform is a shared set of common design, engineering, and production efforts, as well as major components over a number of outwardly distinct models and even types of automobiles, often from different, but related marques...
.
Styling changes for the sedan and wagon included new front fender caps on the same fenders as used since 1969, and hood, grille, bumpers, rear fascia, instrument panel, interior trim, hood ornament, and a new font for the Ambassador nameplate. The grille showed off a new squared-off loop-type design surrounding the circular recessed quad headlights, and featured a forward-protruding center. The insert held a crosshatch pattern dominated by two thick horizontal bars that connected the headlight bezels and contained new parking lights between them. These parking lights had amber lenses, followed the grille protrusion forward, and were overlaid by the grille's crosshatch trim. Headlamp bezels were once again blacked out in their recessed areas. The new hood and front bumper followed the grille's central protrusion forward, giving the car a slight "coffin nose" look. The contemporary
MatadorThe AMC Matador is a mid-size car that was built and sold by American Motors Corporation from 1971 to 1978. The Matador came in two generations: 1971 to 1973 and a major redesign from 1974 to 1978...
saw a similar frontal treatment, but with a much more pronounced effect and with different single headlamp clusters, hood, and grille insert.
At the rear, the new bumper was much larger and backed by shock absorbers, as it was beefed up to comply with new
National Highway Traffic Safety AdministrationThe National Highway Traffic Safety Administration is an agency of the Executive Branch of the U.S. government, part of the Department of Transportation...
regulations for standardized front and rear bumpers on passenger cars that could sustain a 5 miles per hour (2 m/s) impact with no damage. Fiberglass end caps were added to the ends of each rear fender on sedans. They wrapped inward to create a recessed space that met a carryover
decklidThe decklid is the cover over the trunk/boot of motor vehicles that allows access to the main storage or luggage compartment...
. In this space was mounted the new rectangular taillight housings, which featured taller white backup lights mounted inboard of the new taillights. The license plate moved from the rear bumper to the area between the new taillight assemblies, and the whole taillight and license plate system on the sedans was surrounded its own loop of chrome trim.
The cargo area and the rear design of station wagons remained similar to previous Ambassadors, save for a massive new bumper and revised taillamps. The wagon was available with two-row bench seats for six passengers or with a rear-facing third row for a total eight seat-belted passengers. All came with numerous practical, appearance, and comfort items as standard. These included a two-way opening tail gate: (1) hinged at the bottom for convenient loading or hauling long cargo and (2) hinged at the side to open as door for ease of entry and exit for passengers or cargo; wood grained semi-transparent vinyl side and rear trim, a full-length
roof rackA roof rack is a set of bars secured to the roof of a motor car. It is used to carry bulky items such as luggage, bicycles, canoes, kayaks, skis, or various carriers and containers.There is a long history of the use of roof racks and their designs...
; as well as a chrome and wood grain roof air deflector to help keep the tailgate window clean.
Powertrain selections remained the same as in 1973, with only
V8 enginesAmerican Motors Corporation produced a series of widely-used V8 engines from the mid-1950s before being absorbed into Chrysler in 1987. Chrysler kept the AMC V8 in production until 1991 for the Jeep Grand Wagoneer....
and automatic transmissions available. When ordered with a trailer package (special wiring harness with heavy-duty flasher and heavy-duty suspension with rear sway bar), the Ambassador was rated for up to 5000 pounds (2,268 kg) towing capacity. Other increases for 1974 included a larger capacity fuel tank, 24.9 US gal (94 l; 21 imp gal), and an alternator producing 62
ampereThe ampere , often shortened to amp, is the SI unit of electric current and is one of the seven SI base units. It is named after André-Marie Ampère , French mathematician and physicist, considered the father of electrodynamics...
s. New sound insulation made the Ambassador even quieter. All came with a very lengthy list of standard equipment that was typically optional on competing makes. These included comfort items such as air conditioning and vanity mirror to appearance enhancements such as
pin stripingPin striping is the application of a very thin line of paint or other material called a pin stripe, and is generally used for decoration. Freehand pin stripers use a specialty brush known as a pinstriping brush...
and
whitewall tireWhitewall tires or white sidewall tires are tires having a stripe or entire sidewall of white rubber.-Background:Early automobile tires were made entirely of natural white rubber. However, the white rubber did not offer sufficient traction and endurance, so carbon black was added to the rubber...
s.
Sales of all full-size vehicles, regardless of the automaker, fell significantly in 1974 as America's focus shifted to smaller cars. Ambassador sales were no different, and in June 1974, the final AMC Ambassador rolled off the
Kenosha, WisconsinKenosha is a city and the county seat of Kenosha County in the State of Wisconsin in United States. With a population of 99,218 as of May 2011, Kenosha is the fourth-largest city in Wisconsin. Kenosha is also the fourth-largest city on the western shore of Lake Michigan, following Chicago,...
assembly line, ending a nameplate that had been in continuous production in some form for 48 years.
Epilogue
Because AMC was focusing its attentions on their newly acquired
JeepJeep is an automobile marque of Chrysler . The first Willys Jeeps were produced in 1941 with the first civilian models in 1945, making it the oldest off-road vehicle and sport utility vehicle brand. It inspired a number of other light utility vehicles, such as the Land Rover which is the second...
line, the redesigned Matador coupe, and the
AMC PacerThe AMC Pacer is a two-door compact automobile produced in the United States by the American Motors Corporation between 1975 and 1980.Its initial design idea was started in 1971. The car's unusual rounded shape with massive glass area greatly contrasted with the three-box architecture with "square,...
, which would debut in 1975, the company would not put forth the money to give the full-size Ambassador, and its Matador sedan and wagon counterparts, a new lease on life after 1974. Much of the car's tooling had been around since the 1967 model year, and rather than invest in what appeared to be a declining market, AMC decided to spend its money on smaller cars and sport-utility vehicles.
However, the Ambassador lived on in spirit as that similarly sized and styled
MatadorThe AMC Matador is a mid-size car that was built and sold by American Motors Corporation from 1971 to 1978. The Matador came in two generations: 1971 to 1973 and a major redesign from 1974 to 1978...
became available in uplevel "Brougham" trim from 1975–76, and unique
Barcelona trim in its final year, 1978.
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