An Rocar ambulance is backed up to the Emergency Room entrance to the United Nations field hospital in Mogadishu. The hospital is administered by the Romanians.
ROCAR Ambulances
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Beijing Jeep
1983 – present
(continues in 2010 as Beijing Benz Automotive Co., Ltd.)
American Motors Corporation (AMC) was an American automobile company formed by the 1954 merger of Nash-Kelvinator Corporation and Hudson Motor Car Company. At the time, it was the largest corporate merger in U.S. history.
George W. Mason was the architect of the merger to reap benefits from the strengths of the two firms to battle the much larger “Big Three” automakers (General Motors, Ford, and Chrysler). Within a year, George W. Romney, future governor of Michigan, took over, reorganizing the company and focusing AMC’s future on a new small car line. By the end of 1957 the original Nash and Hudson brands were completely phased out. The company struggled at first, but Rambler sales took off. A Rambler won the 1959 Mobil Economy Run and by 1960, was the third most popular brand of automobile in the United States, behind Ford and Chevrolet.After two model years (1963 and 1964) of only producing compact cars, AMC focused back to larger and more profitable cars like the Ambassador line from the perceived negative of the Rambler‘s economy car image. In the face of deteriorating financial and market positions, Roy D. Chapin, Jr., took charge to revitalize the company, and designer Richard A. Teague economized by developing several vehicles from common stampings. While prices and costs were cut, new and more sporty automobiles were introduced, and from 1968 AMC became known for the Javelin and AMXmuscle cars.
AMC purchased Kaiser’s Jeep utility vehicle operations in 1970 to complement their existing passenger car business. Beginning in the early 1970s, they moved towards all-new compact car designs based on the Hornet, including the Hornet itself and the Gremlin. Other new models in the 1970s included the Matador and Pacer. In an effort to create a more efficient cost structure, in the 1979 model year, AMC eliminated the Matador line and then in the 1980 model year, eliminated the Pacer, focusing almost exclusively on their Hornet-based cars and the Jeep line. While the new lines of the late 1970s, such as the Spirit and Concord, were variations on the Hornet’s platform, the company continued with innovations on existing designs: the 4-wheel-drive AMC Eagle, introduced in 1979, was one of the first true crossovers.
From 1980, AMC partnered with France’s Renault to help finance their manufacturing operations, obtain much-needed capital, and source subcompact vehicles. By 1983 Renault had a controlling interest in AMC. In the 1983 model year, the AMC brand focused entirely on AWD autos; the company stopped producing two wheel drive cars. AMC facilities were used to produce Renault Alliance and Encore compact and subcompact cars. In 1985 Chrysler entered an agreement with AMC to produce Dodge Diplomats and Plymouth Furys as well as Dodge Omnis and Plymouth Horizons in AMC’s Kenosha, Wisconsin plant. At the time, AMC had excess manufacturing capacity thus contract manufacturing for Chrysler made sense. In 1987, after further new vehicle development that included the Medallion (a re-badged Renault 21) and Giorgietto Giugiaro’s Italdesign new full-sizefront-drive sedan that became the Eagle Premier, Renault sold its 47% ownership stake in AMC to Chrysler. Chrysler made a public offer to purchase all the remaining outstanding shares of AMC stock on the NYSE. Renault left the US market completely as a brand in 1987. The Renault Medallion was sold through the newly formed Jeep Eagle Division of Chrysler as an Eagle, not a Renault. AMC’s badge would be used on the Eagle Sports Wagon through the 1988 model year, then be eliminated entirely. The Jeep/Eagle division of Chrysler Corporation was formed from the AMC Jeep Renault dealer network. The Jeep and Eagle vehicles were marketed primarily by former AMC dealers. Ultimately, the Eagle Brand of car would be phased out like Chrysler’s DeSoto, Plymouth, and Imperial by 1998.
Formation
In January 1954, Nash-Kelvinator Corporation began acquisition of the Hudson Motor Car Company (in what was called a merger). The new corporation would be called American Motors Corporation. (An earlier corporation with the same name, co-founded by Louis Chevrolet, had existed in New Jersey from 1916 through 1922 before merging into the Bessemer–American Motors Corporation.)
The Nash-Kelvinator/Hudson deal was a straight stock transfer (three shares of Hudson listed at 11⅛, for two shares of AMC and one share of Nash-Kelvinator listed at 17⅜, for one share of AMC) and finalized in the spring of 1954, forming the fourth-biggest auto company in the U.S. with assets of US$355 million and more than $100 million in working capital. The new company retained Hudson CEO A.E. Barit as a consultant and he took a seat on the Board of Directors. Nash’s George W. Mason became President and CEO.
American Motors dealership sign
Mason, the architect of the merger, believed that the survival of the US’ remaining independent automakers depended on their joining in one multibrand company capable of challenging the “Big Three” – General Motors, Ford, and Chrysler – as an equal. The “frantic 1953–54 Ford/GM price war” had a devastating impact on the remaining “independent” automakers. The reasons for the merger between Nash and Hudson included helping cut costs and strengthen their sales organizations to meet the intense competition expected from autos’ Big Three.
One quick result from the merger was the doubling up with Nash on purchasing and production, allowing Hudson to cut prices an average of $155 on the Wasp line, up to $204 on the more expensive Hornet models. After the merger, AMC had its first profitable quarter during the second three months of 1955, earning $1,592,307, compared to a loss of $3,848,667 during the same period in the previous year. Mason also entered into informal discussions with James J. Nance of Packard to outline his strategic vision. Interim plans were made for AMC to buy Packard Ultramatic automatic transmissions and Packard V8 engines for certain AMC products.
In 1954, Packard acquired Studebaker. The new Studebaker-Packard Corporation (S-P) made the new 320 cu in (5.2 L) Packard V8 engine and Packard’s Ultramatic automatic transmission available to AMC for its 1955 Nash Ambassador and Hudson Hornet models. When Mason died in 1954, George W. Romney succeeded him. Ironically, Romney had once been offered Nance’s job. In 1948, Romney received offers from Packard for the post of chief operating officer and from Nash for the number two position in the company. Although the Packard offer would have paid more, Romney decided to work under Mason because he thought Nash had a brighter future. S-P President James Nance refused to consider merging with AMC unless he could take the top position (Mason and Nance were former competitors as heads of the Kelvinator and Hotpoint, respectively), and a week after Mason’s death Romney announced, “there are no mergers under way either directly or indirectly.” Romney agreed with Mason’s commitment to buy S-P products. Mason and Nance had agreed that in return S-P would endeavor to purchase parts from American Motors, but S-P did not do so. As the Packard engines and transmissions were comparatively expensive, AMC began development of its own V8. AMC also spent US$40 million developing its Double Safe Single Unit monocoque, which debuted in the 1956 model year. In mid-1956, the 352 cu in (5.8 L) Packard V8 and TwinUltramatic transmission were phased out and replaced by AMC’s new V8 and by GM Hydra-Matic and Borg-Warner transmissions.
By 1964, Studebaker production in the United States had ended, and its Canadian operations ceased in 1966. The “Big Three”, plus the smaller AMC, Kaiser Jeep, International Harvester, Avanti, and Checker companies were the remaining North American auto manufacturers.
American Motors combined the Nash and Hudson product lines under a common manufacturing strategy in 1955, with the production of Nashes and Hudsons consolidated at Kenosha. The Detroit Hudson plant was converted to military contract production and eventually sold. The separate Nash and Hudson dealer networks were retained. The Hudsons were redesigned to bring them in harmony with Nash body styles.
The fast-selling Rambler model was sold as both a Nash and a Hudson in 1955 and 1956. These badge-engineered Ramblers, along with similar Metropolitans, were identical save for hubcaps, nameplates, and other minor trim details.
The pre-existing full-size Nash product line was continued and the Nash Statesman and Ambassador were restyled as the “new” Hudson Wasp and Hudson Hornet. Although the cars shared the same body shell, they were at least as different from one another as Chevrolet and Pontiac. Hudsons and Nashes each used their own engines as they had previously: the Hudson Hornet continued to offer the 308 cu in (5.0 L) I6 that had powered the (NASCAR) champion during the early 1950s; the Wasp now used the former engine of the Hudson Jet.
The Nash Ambassador and Statesman continued with overhead- valve and L-head sixes respectively. Hudson and Nash cars had different front suspensions. Trunk lids were interchangeable but other body panels, rear window glass, dash panels and braking systems were different. The Hudson Hornet and Wasp, and their Nash counterparts, had improved ride and visibility; also better fuel economy owing to the lighter unitized Nash body.
For the 1958 model year, the Nash and Hudson brands were dropped. Rambler became a marque in its own right and the mainstay of the company. The popular British-built Metrooolitan subcompact continued as a standalone brand until it was discontinued in 1961. The prototype 1958 Nash Ambassador / Hudson Hornet, built on a stretched Rambler platform, was renamed at the last minute as “Ambassador by Rambler”. To round out the model line AMC reintroduced the old 1955, 100 in (2,540 mm) wheelbase Nash Rambler as the new Rambler American with only a few modifications. This gave Rambler a compact lineup with 100 in (2,540 mm) American, 108 in (2,743 mm) Rambler Six and Rebel V8, as well as the 117 in (2,972 mm) Ambassador wheelbase vehicles.
The “dinosaur-fighter”
Sales of Ramblers soared in the late 1950s in part because American Motors focus on the compact car and its marketing efforts. These included sponsoring the hugely popular Walt Disney anthology television series and as an exhibitor at the Disneyland theme park in Anaheim, California. George Romney himself pitched the Rambler product in the television commercials.
While the “Big Three” introduced ever-larger cars, AMC followed a “dinosaur-fighter” strategy. George W. Romney‘s leadership focused the company on the compact car, a fuel-efficient vehicle 20 years before there was a real need for them. This gave Romney a high profile in the media. Two core strategic factors came into play: (1) the use of shared components in AMC products and (2) a refusal to participate in the Big Three’s restyling race. This cost-control policy helped Rambler develop a reputation as solid economy cars. Company officials were confident in the changing market and in 1959 announced a $10 million (US$81,175,799 in 2016 dollars) expansion of its Kenosha complex (to increase annual straight-time capacity from 300,000 to 440,000 cars). A letter to shareholders in 1959 claimed that the introduction of new compact cars by AMC’s large domestic competitors (for the 1960 model year) “signals the end of big-car domination in the U.S.” and that AMC predicts small-car sales in the U.S. may reach 3 million units by 1963.
American Motors was also beginning to experiment in non-gasoline powered automobiles. On April 1, 1959, AMC and Sonotone Corporation announced a joint research effort to consider producing an electric car that was to be powered by a “self-charging” battery. Sonotone had the technology for making sintered plate nickel–cadmium batteries that can be recharged very rapidly and are lighter than a typical automobile lead–acid battery.
In an effort to stay competitive, American Motors produced a wide range of products during the 1960s, and added innovations long before the “Big Three” introduced them.
For example, the Rambler Classic was equipped with a standard tandem master cylinder in 1962, six years before U.S. safety regulations required that safety feature.
Rambler also was an early pioneer in offering an automatic shift indicator sequence (P R N D2 D1 L, where if one selected “D2”, the car started in second gear, while “1” started in first gear) on its “Flash-O-Matic” transmission which is similar to today’s “PRNODSL”, made mandatory in 1968, which requires a neutral position between reverse and drive, while General Motors still offered a shift selector that had reverse immediately next to low gear (PNDSLR) well into the 1960s.
In 1964, the Classic was equipped with standard dual reclining front seats nearly a decade before the Big Three offered them as options. Bendixdisc brakes were made optional on the Classic in 1965, while the Big Three didn’t offer them until 1969 on many models.
In the early part of the decade, sales were strong, thanks in no small part to the company’s history of building small cars, which came into vogue in 1961. In both 1960 and 1961, Ramblers ranked in third place among domestic automobile sales, up from third on the strength of small-car sales, even in the face of a lot of new competition. Romney’s strategic focus was very successful as reflected in the firm’s healthy profits year after year. The company became completely debt-free. The financial success allowed the company to reach an agreement on August 26, 1961 with the United Auto Workers for a profit sharing plan that was new in the automobile industry. Its new three-year labor contract also included generous annual improvement pay increases, as well as automatic cost-of-living raises. However, in 1962, Romney resigned to run for Governor of Michigan. His replacement was Roy Abernethy, AMC’s successful sales executive.
Abernethy believed that AMC’s reputation of building reliable economical cars could be translated into a new strategy that could follow AMC buyers as they traded up into larger, more expensive vehicles. AMC in reality had produced large cars throughout most of its history, The Rambler Ambassadors were every bit as large as a Full Sized Ford or Chevy. There was only an absence of Full Sized cars from the AMC lineup in 1963 and 1964The first cars bearing his signature were the 1965 models. These were a longer Ambassador series and new convertibles for the larger models. During mid-year a fastback, called the Marlin, was added. It competed directly with cars like the Dodge Charger, AMC’s “family-sized” car emphasized personal-luxury. Abernethy also called for the de-emphasis of the Rambler brand. The 1966 Marlin and Ambassador lost their Rambler nameplates, and were badged as “American Motors” products. The new models shared fewer parts among each other and were more expensive to build.
Tough choices
The continuing quest “in the business world’s toughest race – the grinding contest against the Big Three automobile makers” also meant annual styling changes requiring large expenditures. American Motors’ management total confidence “that the new 1965 models would stem a bothersome decline” actually began falling behind in share of sales. Moreover, a new line of redesigned cars in the full and mid-sized markets was launched in the fall of 1966. The cars won acclaim for their fluid styling, and Abernethy’s ideas did work as Ambassador Sales increased significantly. The dated designs of the Rambler Americans, however, hurt its sales which offset gains from Ambassador sales. There were quality control problems with the introduction of the new full-sized cars, as well as persistent rumors of the company’s demise because of their precarious cash flow. Consumer Reports negative ratings for AMC’s Safety didn’t help either.
American Motors did not have their own electric car program as did the Big Three, and after some negotiation a contract was drawn in 1967 with Gulton Industries to develop a new battery based on lithium and a speed controller designed by Victor Wouk. A nickel-cadmium battery powered 1969 Rambler station wagon demonstrated the power systems that according to the scientist was a “wonderful car”. This was also the start of other “plug-in”-type experimental AMC vehicles developed with Gulton – the Amitron and the Electron.
Abernethy was ousted from AMC on January 9, 1967 and damage control fell to the new CEO, Roy D. Chapin Jr. (son of Hudson Motors founder Roy D. Chapin). Chapin quickly instituted changes to AMC’s offerings and tried to regain market share by focusing on younger demographic markets. Chapin’s first decision was to cut the price of the Rambler to within US$200 of the basic Volkswagen Beetle. Innovative marketing ideas included making air conditioning standard on all 1968 Ambassador models (available as a delete option). This made AMC the first U.S. automaker to make air conditioning standard equipment on a line of cars, preceding even luxury makes such as Lincoln, Imperial, and Cadillac.
The company introduced exciting entries for the decade’s muscle car boom, most notably the AMX, while the Javelin served as the company’s entrant into the sporty “pony car” market created by the Ford Mustang. Additional operating cash was derived in 1968 through the sale of Kelvinator Appliance, once one of the firm’s core operating units.
The Rambler brand was completely dropped after the 1969 model year in North America, although it continued to be used in several overseas markets as either a model or brand name, with the last use in Mexico in 1983. From 1970, AMC was the brand used for all American Motors passenger cars; and all vehicles from that date bore the AMC name and the new corporate logo. However, the names American Motors and AMC were used interchangeably in corporate literature well into the 1980s. The branding issue was further complicated when the company’s Eagleall-wheel drive passenger cars were marketed as the American Eagle in the 1980s.
Chapin expanded American Motors product line in 1970 through the purchase of the Kaiser-Jeep Corporation (formerly Willys-Overland) from Kaiser Industries. This added the iconic Jeep brand of light trucks and SUVs, as well as Kaiser-Jeep’s lucrative government contracts – notably the M151 MUTT line of military Jeeps and the DJ-Series postal Jeeps. AMC also expanded their international network. The military and special products business was reconstituted as American Motors General Products Division, later reorganized as AM General.
1970s product developments
1972 Gremlin X
AM General transit bus
1974 Matador X Coupe
1975 AMC Pacer
1976 Hornet Sportabout
Jeep Cherokee (SJ) Chief S
1979 Spirit GT
In 1970, AMC consolidated all passenger cars under one distinct brand identity and debuted the Hornet range of compact cars.
The Hornet and the later Gremlin shared platforms. The Gremlin, the first North American-built subcompact, sold more than 670,000 units from 1970–1978. The Hornet became AMC’s best-selling passenger car since the Rambler Classic, with more than 860,000 units sold by the time production ended in 1977.
The new mid-sized AMC Matador replaced the Rebel in 1971, using an advertising campaign that asked, “What’s a Matador?” In 1972, AMC won the tender for Los Angeles Police Department cruisers, and Matadors were used by the department from 1972 to 1975, replacing the Plymouth Satellite. American Motors supplied Mark VII Limited owner Jack Webb with two Matadors for use in his popular television series Adam-12, increasing the cars’ public profile.
Starting in 1974, the Matador sedan and station wagon were mildly refreshed, with new boxier front ends. The Matador two-door hardtop, known as the “flying brick” due to its poor aerodynamics in NASCAR competition, was replaced at great cost with a sleek, smoothly shaped, and radically styled two-door coupe. The model received praise for its design, including “Best Styled Car of 1974” by Car and Driver magazine, customer satisfaction,and sold almost 100,000 coupes over a five-year period. The Matador Coupe shared few components with the Matador sedan and station wagon other than suspension, drive train, some trim, and interior parts.
The Ambassador was redesigned and stretched 7 inches (178 mm) to become the biggest ever, just as the 1973 Arab Oil Embargo sparked gasoline rationing across the nation. The additional length was due to a new front end design and stronger energy absorbing bumpers required of all automobiles sold in the U.S. Sales of all large cars fell due to economic problems and rising gasoline prices. The full-sized Ambassador was discontinued as AMC’s flagship line after the 1974 model year. Nash and AMC made Ambassadors from 1927 to 1974, the longest use of the same model name for any AMC product and, at the time, the longest continuously used nameplate in the industry.
In 1974, AMC’s AM General subsidiary began building urban transit buses in cooperation with Flyer Industries of Winnipeg, Manitoba. The Metropolitan coach had sold 5,212 units when production ceased in 1978.
The AMC Pacer, an innovative all-new model introduced in March 1975 and billed as “the first wide small car”, was a subcompact designed to provide the comfort of a full-sized car. Its pre-production development coincided with two changes in U.S. Federal passenger auto laws: first, the reduction in permissible emissions for passenger auto engines, which the Pacer would have met with the Wankel-type engine it was designed for, as the Wankel’s compact dimensions allowed space for extensive emission control equipment in the engine bay; second, a tightening of U.S. passenger auto safety laws, which accounted for the Pacer’s designed-in safety features, e.g. internal door beams. These, together with the wide body and large glass area, added considerable weight.
With the advent of the Arab Oil Embargo of 1973, General Motors aborted the Wankel rotary engine around which the Pacer had been designed, as its fuel consumption exceeded that of conventional engines with similar power. Therefore, AMC’s existing 258 and 232 cu in (4.2 and 3.8 L) AMC Straight-6 engines were used in the Pacer instead. Fuel economy was better than a rotary, but still relatively poor in light of the new focus on energy efficiency. Also, as the Pacer shared few components other than drivetrain with other AMC cars, it was expensive to make and the cost increased when sales fell steeply after the first two years.
Development and production costs for the Pacer and Matador Coupe drained capital which might otherwise have been invested in updating the more popular Hornet and Gremlin lines, so that toward the end of the 1970s the company faced the growing energy crisis with aged products that were uncompetitive in hotly contested markets. However, “AMC used cars, as far back as 1967, had the advantage of good warranty coverage … so most owners were conscious of low-cost car maintenance … AMC units [became] some of the very best buys on the used car market” by 1975.
The 1977 Gremlin had redesigned headlights, grille, rear hatch and fascia. For economy in the fuel crisis, AMC offered the car with a more fuel-efficient Volkswagen-designed Audi 4-cylinder engine 2.0 L (122 cu in). The engine was expensive for AMC to build and the Gremlin retained the less costly but also less economical 232 cu in (3.8 L) as standard equipment.
The AMX nameplate was revived in 1977. It was a sporty appearance package on the Hornethatchback featuring upgrades, as well as the 258 cu in (4.2 L) inline six as standard with a choice of three-speed automatic or four-speed manual transmissions. The 304 cu in (5.0 L) V8 engine was optional with the automatic transmission.
As all Matadors now received standard equipment that was formerly optional (e.g. power steering, automatic transmission), the “Brougham” package was dropped. Optional on the Matador coupe was a landau vinyl roof with opera windows, and top-line Barcelonas offered new two-tone paint.
For 1978, the Hornet platform was redesigned with an adaptation of the new Gremlin front-end design and renamed AMC Concord. AMC targeted it at the emerging “premium compact” market segment, paying particular attention to ride and handling, standard equipment, trim, and interior luxury.
Gremlins borrowed the Concord instrument panel, as well as a Hornet AMX-inspired GT sports appearance package and a new striping treatment for X models.
The AMC Pacer hood was modified to clear a V8 engine, and a Sports package replaced the former X package. With falling sales of Matador Coupes, sedans and wagons, their 304 cu in (5.0 L) V8 engine was dropped, leaving only the 258 cu in (4.2 L) Inline-6 (standard on coupes and sedans) and the 360 cu in (5.9 L) V8 (optional on coupes and sedans, standard on wagons). The two-tone Barcelona luxury package was offered on Matador sedans, and two-tone red paint introduced as an additional Barcelona option. Matador production ceased at the end of the model year with total sales of 10,576 units. The Matador was no longer attractive as automakers struggled to overcome economic woes including continuing fuel price increases and double digit domestic inflation.[45]
In 1979, the Spirit sedan replaced the Gremlin. A new fastback version of the car, the Spirit Liftback, proved successful.
In December, Pacer production ceased after a small run of 1980 models was built to use up parts stock.
Concords received a new front end treatment, and in their final season, hatchbacks became available in DL trim. On May 1, 1979, AMC marked the 25th anniversary of the Nash-Hudson merger with “Silver Anniversary” editions of the AMC Concord and Jeep CJ in two-tone silver (Jeeps then accounted for around 50 percent of the company’s sales and most of their profits); and introduced LeCar, a U.S. version of the small, fuel-efficient Renault 5, in dealer showrooms.
Concord and Spirit models were dropped after 1983.
Financial developments, Renault partnership
Late 1970s to early 1980s
1978 AMC Concord
AMC Spirit liftback
1981 AMC Concord
Jeep Grand Wagoneer
In February 1977, Time magazine reported that although AMC had lost $73.8 million in the previous two fiscal years, U.S. banks had agreed to a year’s extension for a $72.5 million credit that had expired in January; that Stockholders had received no dividends since 1974; and that Pacer sales did not match expectations. However, Time noted record Jeep sales and a backlog of orders for AM General’s buses.
Also in 1977, Gerald C. Meyers was appointed chairman and chief executive.
On March 31, 1978, AMC and Renault announced a sweeping agreement for the joint manufacture and distribution of cars and trucks that would achieve benefits for both. A month later, AMC announced that it would halt the production of standard urban transit buses after about 4,300 were sold by its AM General subsidiary during three years. In May 1978, the U.S. Environmental Protection Agency ordered the recall of all AMC’s 1976 cars (except those conforming to California emissions regulations) – some 270,000 vehicles— plus 40,000 1975 and 1976 Jeeps and mini trucks, for correction of a fault in the pollution control system. Total cost was estimated at up to $3 million—more than AMC had earned the previous quarter.
American Motors lost an estimated $65 million on its conventional (non-Jeep) cars for the fiscal year ended September 30, 1978, but strong Jeep sales helped the company to an overall $36.7 million profit on sales of $2.6 billion. However, AMC faced costly engineering work to bring their Jeeps into compliance with a federal directive for all 4-wheel-drive vehicles to average 15 mpg-US (16 L/100 km; 18 mpg-imp) by 1981.
A year later, with its share of the American market at 1.83%, the company struck a deal with Renault, the nationally owned French automaker. AMC would receive a $150 million cash injection, $50 million in credits, and also the rights to start building the Renault 5 in 1982. (A deal for Renault products to be sold through the AMC-Jeep dealer network had already been made in 1979.) In return, Renault acquired a 22.5% interest in AMC.This was not the first time the two companies had worked together. Lacking its own prestige model line in the early 1960s, Renault assembled CKD kits and marketed Rambler cars in France.
In 1979, AMC announced a record $83.9 million profit on sales of $3.1 billion (US$10,107,336,084 in 2016 dollars) for the fiscal year ending in September—this despite an economic downturn, soaring energy prices, rising American unemployment, automobile plants shutting down, and an American market trend towards imported cars. In October, the company’s car sales surged 37%, while they sank 21% for the industry as a whole.
However, a drop in Jeep sales caused by the declining economy and soaring energy prices began to constrict AMC’s cash flow. At the same time, pressure increased on the company’s non-Jeep product lines. The face-lifts and rebranding of AMC’s once-innovative and successful cars were not enough in a competitive landscape that had changed dramatically. No longer was the threat limited to the Big Three automakers (General Motors, Ford, and Chrysler). The Japanese manufacturers (Honda, Toyota, Nissan) used streamlined production methods such as outsourcing and Just In Time (JIT) supply-chain management. They had new, highly efficient assembly plants in the United States. And now they targeted the heart of AMC’s passenger product line: small cars.
While Americans turned to the new imports in increasing numbers, AMC continued its struggle at the inefficient and aging Kenosha, Wisconsin facilities—the oldest continuously operating automobile plant in the world, where components and unfinished bodies still had to be transported across the city.
In early 1980, the banks refused AMC further credit. Lacking both capital and resources for the new, truly modern products it needed to offer, the company turned to Renault for a $90 million loan (US$258,477,383 in 2016 dollars). By September that year, AMC’s U.S. market share had fallen to 1.7%, and in November sales dropped 19.1%. AMC warned stockholders that the company could be bankrupted if they did not approve a plan for Renault to acquire as much as 59% of the company. On December 16, 1980, AMC shareholders “overwhelmingly approved making the French Government-owned Renault” their company’s principal owner.
In January 1982 the company’s former president W. Paul Tippett Jr. replaced Gerald C. Meyers as CEO, and Jose Dedeurwaerder, a Renault executive, became president. Dedeurwaerder brought a broad perspective at this critical time: as an engineer and international business executive with 23 years at Renault, he is credited with streamlining many of AMC’s arcane management techniques. He also instituted important improvements in plant layouts, as well as in cost and quality control.
Renault, having increased their stake in the company several times to keep it solvent, eventually owned 49% in 1983. This development effectively ended AMC’s run as a truly American car company.
New ownership and new management heralded a new product venture for AMC: a line of modern front-wheel drive cars, designed by Renault, to be produced at Kenosha.
1980s product developments
AMC Eagle
1981 AMC Eagle Wagon.
In August 1979, for the 1980 model year, AMC introduced four-wheel drive versions of the Spirit and Concord, calling the collective line the AMC Eagle. Eagles rapidly became one of the company’s best-known products and is considered one of the first “crossover SUVs“. Eagles used the 2-wheel drive body shells mounted on an all-new platform developed by American Motors in the late 1970s. Featuring an innovative full-time four-wheel drive system, it sold best in snow-prone areas. Sales started strongly but declined over time. While the two-wheel drive Spirit and Concord were both discontinued after 1983 as the company concentrated on its new Renault Alliance, the Eagle survived for five years longer, albeit only in station wagon form, into the 1988 model year. This meant the four-wheel drive Eagle was the lone representative of the AMC brand from 1984–1988. All the company’s remaining output was branded Renault or Jeep. The last AMC Eagle was built on December 14, 1987.
Renault Alliance
Later Alliance model with AMC badging in place of Renault
The Renault Alliance was the first joint product of the AMC-Renault partnership. Introduced in 1983, the Alliance was a front-wheel drive Renault 9 compact restyled for the American market by Richard Teague and produced by AMC at Kenosha. The car was initially badged as a Renault, and some cars carried both Renault and AMC badges, however most 1986 and all 1987 models had only AMC branding; it was available as a sedan with two or four doors, a hatchback (introduced in 1984 and badged as Encore), a two-door convertible and, for the final 1987 model year, a higher-performance version of the 2-door sedan and convertible sold as the GTA.
The new model, introduced at a time of increased interest in small cars, won several awards including Motor Trend Car of the Year. Motor Trend declared: “The Alliance may well be the best-assembled first-year car we’ve ever seen. Way to go Renault!” The Alliance was listed as number one on Car and Driver‘s list of Ten Best cars for 1983, The positive reception and sales of 200,000 Alliances by 1984 was hindered by the availability of only two body styles. The Alliance was a European-designed car and not fully suited to U.S. market demands. The distribution network was also not well supported, which led to lower quality delivered by dealerships with “disastrous consequences” for the image of the automobiles, as well as high warranty costs. Alliance production ended in June 1987.
Jeeps
Jeep Cherokee Laredo
Jeep Comanche Pioneer
More beneficial to AMC’s future was the introduction of an all-new line of compact Jeep Cherokee and Wagoneer models in the autumn of 1983 for the 1984 model year. The popularity of these downsized Jeeps pioneered a new market segment for what later became defined as the sport utility vehicle (SUV). They initially used the AMC 150 C.I.D. (2.5L) OHV four-cylinder engine with a carburetor, and a General Motors-built 2.8 L (171 cu in) carbureted V6 was optional. In 1986, throttle-body injection replaced the carburetor on the 2.5 L I4 engines. A Renault 2.1 L (128 cu in) Turbo-Diesel I4 diesel was also offered. Starting with the 1987 models, a 4.0 L (244 cu in) I6 engine, derived from the older 258 cu in (4.23 L) I6 with a new head design and an electronic fuel injection system, replaced the outsourced V6. American Motors’ “new” engine was designed with help from Renault and incorporated Renault-Bendix (Renix) parts for fuel and ignition management. The 4.0 developed an outstanding reputation for reliability and toughness. Retained by Chrysler after the buyout, the design continued to be improved and refined until its discontinuation at the end of the 2006 model year. The 4.0 engine saw extensive application in XJ Cherokees and Wagoneers, Grand Cherokees, and Wranglers, and many of those engines saw (or are seeing) extremely long lives, quite a few exceeding 300,000 mi (480,000 km). The XJ Cherokee itself was built by Chrysler until the end of the 2001 model year in the U.S. and until 2005 in China.
Three other designs continued to be used after the Chrysler buyout: the Grand Wagoneer full-size luxury SUV, the full-sized J-series pickups, built on the same chassis as the earlier SJ model Wagoneers and Cherokees that dated from 1963 with the AMC 360 cu in (5.9 L) V8, and the Jeep Comanche (MJ) compact pickup, which debuted in 1986. Unlike most sport-utility vehicles which are based on adapted pickup truck designs, the Cherokee XJ SUV came first and the Comanche was designed as a later pickup truck version.
Production of the full-sized pickups ceased after 1987. The Grand Wagoneer and 360 V8 engine were dropped after 1991 (the last American-made vehicle whose engine used a carburetor for fuel delivery), and the Comanche bowed after 1992.
1985 and the final buyout
Marketplace and management changes
There were significant changes in 1985 as the market moved away from AMC’s small models. With fuel relatively cheap again, buyers turned to larger more powerful automobiles and AMC was unprepared for this development. Even the venerable Jeep CJ-5 was dropped after a 60 Minutes TV news magazine exposé of rollover tendencies under extreme conditions. AMC also confronted an angry work force. Labor was taking revenge, and reports circulated about sabotage of vehicles on the assembly lines because of the failure to receive promised wage increases. There were rumors that the aging Kenosha plant was to be shut down. At the same time, Chrysler was having trouble meeting demand for its M-body rear-drive models (Dodge Diplomat, Plymouth Gran Fury and Chrysler Fifth Avenue). Because they were assembled using the old “gate and buck system” and the tooling could be easily moved, Chrysler could supply the components and control the quality, while AMC assembled the car. Therefore, Lee Iacocca and Joe Cappy reached an agreement to use some of AMC’s idle plant capacity in Kenosha.
These problems came in the midst of a transfer of power at AMC from Paul Tippet to a French executive, Pierre Semerena. The new management responded with tactical moves by selling the lawn care Wheel Horse Products Division and signing an agreement to build Jeeps in the People’s Republic of China. The Pentagon had problems with AM General, a significant defense contractor, being managed by a partially French-government-owned firm. The U.S. government would not allow a foreign government to own a significant portion of an important defense supplier. As a result, the profitable AM General Division was sold. Another milestone was the departure of Dick Teague: AMC’s design vice president for 26 years, he was responsible for many Jeep and AMC designs including the Rambler American, Javelin, Hornet, Gremlin, Pacer, and Matador coupe.
Problems at Renault and the assassination
American Motors’ major stockholder, Renault, itself was experiencing financial troubles of its own in France. The investment in AMC (including construction of a new Canadian assembly plant in Brampton, Ontario) forced cuts at home, resulting in the closure of several French plants and mass layoffs. Renault was down to just three alternatives regarding its American holdings: (1) They could declare AMC officially bankrupt thereby lose its investment; (2) They could come up with more money, but Renault management perceived AMC as a bottomless pit; or (3) AMC could be put up for sale and the French could get back part of their investment. Against these detractions, Renault’s chairman, Georges Besse, continued to champion the French firm’s future in the North American market; pointing to the company’s completion of the newest and most-advanced automotive assembly plant in North America, then known as Bramalea Assembly, as well as the recent introduction of the thoroughly modern, fuel-injected 4.0 L and 2.5 L engines. In addition, Jeep vehicles were riding an unprecedented surge in demand. It seemed to Besse and others that AMC was on course for profitability.
However, on November 17, 1986, Georges Besse, who had a high profile among French capitalists, was assassinated by Action Directe, a clandestine militant extremist group variously described as communist, anarchist and Maoist, which professed strong sympathies for the proletariat and the aspirations of the Third World. The murder was carried out by members of Action Directe’s Pierre Overney Commando (named after a Maoist militant killed by a Renault factory guard). The group stated that the murder was in retaliation for Besse having sacked tens of thousands of workers – 34,000 from the French aluminum producer PUK-Péchiney and 25,000 from Renault.
Chrysler purchase AMC Stock
Under pressure from Renault executives following Besse’s death, Renault’s new president, Raymond Levy set out to repair employee relations and divest the company of its investment in American Motors. Renault owned 46.1% of AMC’s outstanding shares of stock.
The earlier agreement between Chrysler and AMC in 1985, under which AMC would produce M-body chassis rear-drive large cars for two years from 1986–88, fed the rumor that Chrysler was about to buy AMC. According to the head of manufacturing for Chrysler at the time, Stephan Sharf, the existing relationship with AMC producing a car for a competitor facilitated the negotiations.
The Jeep Grand Cherokee was the driving force behind Chrysler’s buyout of AMC; Lee Iacocca wanted the design. Chrysler completed development and released it to the public in late 1992, and continues to use the nameplate today.
On March 9, 1987, Chrysler agreed to buy Renault’s share in AMC, plus all the remaining shares, for about US$1.5 billion (US$3,124,340,949 in 2016 dollars). AMC became the Jeep-Eagle division of Chrysler. It was the Jeep brand that Chrysler CEO Lee Iacocca really wanted – in particular the ZJ Grand Cherokee, then under development by Jeep engineers, which ultimately proved highly profitable for Chrysler (the nameplate remains in production today). However, the buyout included other attractive deal sweeteners for Chrysler. Among them was the world-class, brand-new manufacturing plant in Bramalea, Ontario, which offered Iacocca an unprecedented opportunity to increase his company’s production capacity at a fire-sale price. AMC had designed and built the plant in anticipation of building the Renault 25 based Eagle Premier. Additional profitable acquisitions were the AMC dealer network (the addition of which strengthened Chrysler’s retail distribution – many AMC dealers switched to selling Chrysler products); and AMC’s underrated organization and management talent – which Chrysler quickly assimilated (numerous leading Chrysler engineers and executives were ex-AMC). AMC was fully merged as of March 29, 1990.
The sale came at a time when the automotive press was enthusiastic about the proposed 1988 lineup of Renault, Eagle and Jeep vehicles, and reports that the financial outlook for the tiny automaker were improving. AMC quarterly results for all of 1987 were positive, Chrysler purchased AMC at a time the company appeared to be in very good financial position with its new product line.
The sale marked Renault‘s withdrawal from the North American market (excluding Mexico) in the 1988 model year. However, the French company has since returned to that market with its subsequent purchase of a US$5.4 billion controlling stake in Nissan in March 1999. In contrast to the AMC/Renault partnership, Carlos Ghosn, CEO and President of Renault of France and Nissan of Japan, is guiding the Renault-Nissan alliance away from national identities.
Business legacy
American Motors was forced to constantly innovate for 33 years until Chrysler absorbed it in 1987. The lessons learned from this experience were integrated into the company that bought AMC. The organization, strategies, as well as several key executives allowed Chrysler to gain an edge on the competition. Even today, the lessons gained from the AMC experience continue to provide benefits to other firms in the industry. There are a number of legacies from AMC’s business strategies.
AMC had an ability to formulate strategies that were often evaluated by industry critics as “strokes of brilliance”. According to Roy D. Chapin Jr., AMC realized they were up against the giants of the industry, so to compete successfully they had to be able to move quickly and with ingenuity. An essential strategy practiced by AMC was to rely on outside vendors to supply components in which they had differential advantages. This approach was finally accepted within the U.S. auto industry, but only after each of the Big Three experienced the failure of attempting to be self-sufficient.
The smallest domestic automaker did not have “the massive R&D budgets of General Motors, Ford, and foreign competitors … [thus] AMC placed R&D emphasis on bolstering the product life cycle of its prime products (particularly Jeeps).” In 1985, AMC originated product lifecycle management (PLM) as a strategic business approach according to Sidney Hill, Jr., executive editor for Manufacturing Business Technology, in an effort to better compete against its much larger rivals by ramping up its product development process.
Another example of AMC’s agility was the ability of management to squeeze money out of reluctant bankers, even in the face of bankruptcy. These core abilities helped save the company from collapse and after each obstacle, give it the wherewithal to keep it operating. Ironically, AMC was never stronger than just before its demise.
AMC’s managers anticipated important trends in the automotive industry. It preached fuel efficiency in the 1950s, long before most auto buyers demanded it. Led by AMC’s Rambler and several European cars, the small car innovation reduced the Big Three’s market share from 93% in 1957 to 82% in 1959. The company inherited foreign manufacturing and sales partnerships from Nash and continued developing business relations, decades before most of the international consolidations among automobile makers took place. AMC was the first U.S. automaker to establish ownership agreement with a foreign automaker, Renault. Although small in size, AMC was able to introduce numerous industry innovations. Starting in 1957, AMC was the only U.S. manufacturer to totally immerse all automobile bodies in primer paint for protection against rust, until competitors adopted the practice in 1964. Even one of AMC’s most expensive new product investments (the Pacer) established many features that were later adopted by the auto industry worldwide. These included aerodynamic body design, space-efficient interiors, aircraft style doors, and a large greenhouse for visibility. AMC was also effective in other areas such as marketing by introducing low rate financing. AMC’s four-wheel drive vehicles established the foundation for the modern SUV market segments, and “classic” Jeep models continue to be the benchmark in this field. Roy D. Chapin drew on his experiences as a hunter and fisherman and marketed the Jeep brand successfully to people with like interests. The brand developed a cult appeal that continues.
The purchase of AMC was instrumental in reviving Chrysler. According to Robert Lutz, former President of Chrysler, the AMC acquisition was a big and risky undertaking. The purchase was part of Chrysler’s strategic “retreat-cum-diversification” plan that he states did not have the right focus. Initially the goal was to obtain the world-renowned Jeep brand. However, Lutz discovered that the decision to buy AMC turned out to be a gold mine for Chrysler. At that time, Chrysler’s management was attempting to find a model to improve structure and operations, “something that would help get our minds unstuck and thinking beyond the old paradigms that we were so familiar with“. In this transformation, “Chrysler’s acquisition of AMC was one of the all-time great moments in corporate serendipity” according to Lutz “that most definitely played a key role in demonstrating how to accomplish change“.
According to Lutz (1993), while AMC had its share of problems, it was far from being a bunch of “brain-dead losers”. He describes the “troops” at AMC as more like the Wake Island Marines in battle, “with almost no resources, and fighting a vastly superior enemy, they were able to roll out an impressive succession of new products”. After first reacting with anger to the purchase, Chrysler managers soon anticipated the benefits. To further solidify the organizational competencies held by AMC, Lee Iacocca agreed to retain former AMC units, such as engineering, completely intact. In addition, AMC’s lead engineer, François Castaing, was made head of all engineering at Chrysler. In an unthinkable strategic move, Castaing completely dismantled the entrenched Chrysler groups. In their place AMC’s “platform team” was implemented. These were close-knit cross-functional groups responsible for the whole vehicle, as contrasted with Chrysler’s highly functional structure. In this capacity, Castaing’s strategy was to eliminate the corporate administrative overhead bureaucracy. This move shifted corporate culture and agitated veteran executives who believed that Chrysler’s reputation as “the engineering company” was being destroyed. Yet, according to the popular press, by the 1980s Chrysler’s reputation was totally shot, and in Lutz’s view only dramatic action was going to change that. In summary, Chrysler’s purchase of AMC laid the critical foundation to help re-establish a strategy for its revival in the 1990s.
Top managers at Chrysler after the AMC buyout appeared to have made errors similar to those by AMC. For example, Chrysler invested heavily in new untested models while not keeping up its profitable high-volume lines.
After the DaimlerChrysler merger, the combined company also encountered the problem of having too many platforms. It also failed to achieve synergies by sharing components and from Chrysler’s paperless design and supplier capabilities. Mercedes-Benz managers were protective of their designs and components and “advanced R&D was clearly put under German direction.” This policy increased production costs. They could have observed the experience of the Nash and Hudson merger designed to achieve manufacturing efficiencies and savings from component sharing. The first product combining Chrysler and Mercedes technology and engineering with a Mercedes name was in 2006, eight years after DaimlerChrysler AG was created.
The AMC influence also continued at General Motors. GM recruited a new executive team to turn itself from near bankruptcy in the early 2000s. Among the new strategists at GM was Lutz who brought an understanding of the importance of passion in the product design. Lutz implemented a new thinking at GM that incorporated the systems and structures that originated from AMC’s lean and focused operations.
Renault implemented the lessons it learned from its investment in AMC. The French firm took a parallel approach as it did with its initial ownership of AMC and applied it to resurrect the money-losing Nissan automaker in Japan.
In 2009, in a deal brokered by the Obama administration, Italian automaker Fiat initiated a white knight takeover of Chrysler to save the struggling automaker from liquidation. The deal was immediately compared to the AMC-Renault deal; Some commentators noted the irony in that Chrysler now faced the same fate that AMC faced 30 years earlier, while others expressed skepticism of whether the Italian firm could save Chrysler, given how the Renault deal failed. However, there have been key differences between the two; Fiat CEO Sergio Marchionne became CEO of Chrysler as part of the deal and immediately began globally integrating Fiat and Chrysler’s assets and product lines; The Fiat-Chrysler merger doesn’t face the political opposition the AMC-Renault deal did since Fiat is entirely private and independent and the US Government supported the merger; Most importantly, while AMC proved to be a continuous money-loser for Renault, Chrysler returned to profitability fairly quickly and has since become an important source of revenue and profits for Fiat, which has been struggling to maintain volume and profitability amid the European debt crisis. The two firms would later fully marge to create Fiat Chrysler Automobiles in 2014.
Legacy of products
Passenger automobiles
Eagle Premier
Chrysler revived the “Spirit” name dropped by AMC after 1983 for use on one of its A platform cars, (the Dodge Spirit) from 1989–1995. The planned Renault Medallion was sold as the Eagle Medallion in 1988 and 1989. A Renault/AMC concept, the Summit, was produced by Mitsubishi Motors beginning in 1989. The planned all-new 1988 Renault Premier, a joint development effort between American Motors and Renault, and for which theBrampton Assembly plant (Brampton, Ontario—originally called the Bramalea Plant) was built, was sold by Chrysler as the 1988–1992 Eagle Premier, with a rebadged Dodge Monaco variant available from 1990–1992. The full-sized Premier’s platform was far more advanced than anything Chrysler was building at the time. After some re-engineering and a re-designation to Chrysler code LH, the Eagle Premier went on to form the backbone of Chrysler’s passenger car lineup during the 1990s as the Chrysler Concorde (a revived model name that was briefly used by Plymouth in 1951 and 1952), Chrysler New Yorker, Chrysler LHS, Dodge Intrepid, and Eagle Vision. Plymouth almost received their own rendition of the LH platform, which was to be called the Accolade, but Chrysler decided to nix this idea not long before LH production started. The Chrysler 300M was likewise a Premier/LH-derived car and was initially to have been the next-generation Eagle Vision, until the Eagle brand was dropped after 1998.
Jeep vehicles
Jeep Comanche
Chrysler marketed the SJ Jeep Grand Wagoneer until 1991, leaving it almost entirely unaltered from the final AMC rendition before the buyout. The Jeep Comanche pickup truck remained until 1992, while the Cherokee remained until 2001 in the U.S. (the XJ Cherokee was produced in China through 2006 as the Cherokee 2500 [2.5L] and Cherokee 4000 [4.0L]). Although it was not introduced until 1993, the Jeep Grand Cherokee was initially an AMC-developed vehicle.
Traces of AMC remained within. AMC’s Toledo, Ohio plants continued to manufacture the Jeep Wrangler and Liberty, as well as parts and components for Chrysler, Dodge, and Jeep vehicles (although Toledo Machining and Forge was closed in 2005). AMC’s main plant in Wisconsin, albeit heavily downsized, operated as the Kenosha Engine Plant, producing engines for several Chrysler Group products including the Wrangler. The plant was closed as part of the post bailout restructuring of Chrysler in October 2010. The 4.0 litres (242 cu in) engine was used until the 2006 model year by DaimlerChrysler in the Jeep Wrangler. AMC’s technologically advanced Bramalea Assembly and Stamping Plants in Brampton, Ontario later produced the LX-cars – the Dodge Charger and the Chrysler 300, and the now discontinued Dodge Magnum.
In terms of AMC-related parts, some were used as late as 2006, when the Jeep Wrangler (the last new product introduced by AMC before the Chrysler deal) was still using the AMC Straight-6 engine in some models, as well as the recessed “paddle” door handles that were used since the 1968 model year by AMC. Both were retired when the Wrangler was completely redesigned for the 2007 model year.
AM General, sold by American Motors in 1982, is still in business building the American Motors-designed Humvee for American and allied militaries. AM General also built the now-discontinued civilian variant – the H1 – and manufactured a Chevrolet Tahoe-derived companion, the H2, under contract to GM, who acquired the rights to the civilian Hummer brand in 1999. GM was forced to phase out the Hummer brand in early 2010 as a part of its bankruptcy restructuring after offering it for sale, but failing to find a suitable buyer.
Although Chrysler introduced new logos for its brands in the 1990s and again in 2010 after the Fiat Group took control of the company, Jeep still uses the AMC-era logo introduced shortly after AMC’s purchase of the brand in 1970. Until the Chrysler purchase, Jeep’s logo also featured the AMC emblem.
Legacy of divisions and facilities
Former divisions
During its history, American Motors bought or created, then later sold and divested itself of several specialized divisions, some which continue to exist today:
Kelvinator, the subdivision of Nash-Kelvinator, was sold by American Motors in 1968 to White Consolidated Industries and subsequently became part of Electrolux. The Kelvinator Company is still in business.
Jeep is now a brand of the Chrysler Group. Many Jeep models retained the mechanical specifications and styling cues that were developed by AMC well into the 1990s or even into the first decade of the 2000s.
AM General is now owned by MacAndrews & Forbes Holdings and the Renco Group. It was organized as an LLC in August 2004.
Beijing Jeep was established by AMC in 1983 to produce Jeeps for the burgeoning Chinese market; the joint venture was inherited by Chrysler and continues under the ownership of the new Chrysler. AMC’s trials with the venture were the subject of a fairly well known book on the venture, “Beijing Jeep”, by James Mann.
Facilities
AMC World Headquarters (1954–1975) was located at 14250 Plymouth Road in Detroit and was widely known as the Plymouth Road Office Center (PROC). In 1975, AMC moved its headquarters from the facility on Plymouth Road to a newly constructed building on Northwestern Highway in Southfield, Michigan known as the American Center.
The initial building had been built in 1926–27 by the Electric Refrigeration Corporation (subsequently Nash-Kelvinator) with design by Amedeo Leoni, industrial layout by Wallace McKenzie, and tower enclosure and industrial units by William E. Kapp, of SHG. The original 600,000 sq ft (56,000 m2) three-story factory and four-story administration building had been headquarters to Nash-Kelvinator from 1937–1954 as well as a factory for refrigerators, electric ranges, and commercial refrigeration—as well as airplane propellers for the U.S. military effort during World War II.
During World War II, the U.S. War Department contracted with Nash-Kelvinator to produce 900 Sikorsky R-6 model helicopters. As part of that contract, a 4.5 acres (1.8 ha) site north of the factory was used as the smallest airport in the world as a flight testing base. Nash-Kelvinator produced about fifty R-6s a month during the war. When the contract was terminated at the end of the war, a total of 262 helicopters had been constructed.
During Chrysler’s occupancy of the complex, it was known Jeep and (Dodge) Truck Engineering (JTE), including facilities for Body on Frame (BoF) work as well as testing facilities and labs. The buildings included 1,500,000 square feet (140,000 m2), approximately one third devoted to engineering and computer functions.[93]
As of 2007, Chrysler still employed over 1,600 people at the complex, moving those operations in mid-2009 to the Chrysler Technology Center. PROC was made available for sale by Chrysler in early 2010.
American Center – AMC’s corporate headquarters in Southfield, Michigan is still standing, still open, and still called “American Center”. The original “American Center” signage at the top of the building remained until 2005, although the AMC logo has been removed. The signage has since been changed to Charter One. The 25-story building is rented to several different organizations and companies as office space. After the Chrysler acquisition, Chrysler Financial occupied as much as 175,000 square feet (16,300 m2) of the building.
Toledo South Assembly Plants – Torn down in 2007 by Chrysler. Until it was demolished, still visible on most of the signage on the outside of the factories were areas where Chrysler painted over the AMC logo.
Toledo Forge – Torn down by Chrysler in 2007.
Brampton (formerly Bramalea) Assembly and Satellite Stamping Plants. – still in use by Chrysler. AMC designed this US$260 million (US$592,203,716 in 2016 dollars), 2,500,000-square-foot (230,000 m2) plant, which was operational by 1986. This plant was designed and built by AMC for the specific purpose of building the Eagle Premier. Like the older Brampton plant (see “Former Factory Facilities”, below), this factory was also part of American Motors Canada, Inc., and with the Chrysler buy-out in 1987, became part of Chrysler Canada Limited. The plant currently builds the LX series of vehicles including the Chrysler 300, the Dodge Charger. Also Producing a slightly modified version of the lX series; renamed the LC series; supporting the Dodge Challenger nameplate.
Kenosha “Main” Plant – Portions of the Kenosha Main Plant (later Chrysler’s Kenosha Engine plant with some new additions) at 52nd Street and 30th Avenue continued to be run by Chrysler as an engine-production factory. This plant closed in October 2010as part of Chrysler LLC’s Chapter 11 bankruptcy procedure which resulted from the automotive industry crisis. Demolition of the plant began in early December 2012.
Canadian Fabricated Products Ltd. – An AMC division (part of AMC Canada, Ltd.) in Stratford, Ontario; established 1971 and sold post-buyout by DaimlerChrysler in 1994; produced automotive interior trim.
Guelph Products – An AMC division (also part of AMC Canada, Ltd.) in Guelph, Ontario; opened in 1987, and subsequently sold by Chrysler in early 1993; the operation supplied moulded plastic components to the Brampton Assembly Plant.
Coleman Products Corporation – An AMC subsidiary in Coleman, Wisconsin. Manufactured automotive wiring harnesses for AMC and other automakers. (Not the same as Coleman Company)
Evart Products Co. – An AMC subsidiary in Evart, Michigan. The plant was established in 1953 with 25 workers and eventually expanded to over 1,200, becoming Osceola County’s largest employer. This factory manufactured injection molded plastic parts (notably, grilles) for AMC (supplying 90% of in-house needs), as well as for other automakers. In 1966, Products Wire Harness was built. After Chrysler’s purchase of AMC, Collins & Aikman took over the factory.
Mercury Plastics Co. – Mercury Plastics operated a plant at 34501 Harper Ave., Mt. Clemens, Michigan. The company was acquired in 1973 for 611,111 shares of AMC stock. The company produced plastic parts for AMC, as well as for uses in other industries.
Windsor Plastics Co. – Windsor Plastics, 601 North Congress Avenue, Evansville, Indiana was acquired in 1970. The division produced plastic parts for AMC and other industries. The company was sold to Guardian Industries in 1982, and underwent a name change to Guardian Automotive Trim, Inc. It is still in operation today. The original factory in Evansville continues to manufacture plastic parts for the OEM and aftermarket automotive industries. Items manufactured include grilles, bezels, and other parts.
The AMC Proving Grounds – The former 300 acres (1.2 km2; 0.47 sq mi) AMC Proving Grounds in Burlington, Wisconsin had initially been Nash’s test track and subsequently became Jeep’s test facilities (after AMC’s acquisition of Willys in the 1970s). The grounds fell into disuse after Chrysler’s takeover of AMC in 1987 and subsequently became the engineering and test facility for MGA Research. The company rents out this proving grounds to the National Highway Traffic Safety Administration (NHTSA), for “ride-and-drive” events by automakers, as well as for movies and commercials.
Axle tooling equipment – sold in 1985 to Dana Holding Corporation, and they named the AMC-15 axles as Dana 35. Dana manufactured the AMC-20 axles for AM General‘s Hummer H1. The company also continues to produce the AMC-15 axle as well; however they have been upgraded from AMC’s original design with multiple variations (including front axle designs).
Holmes Foundry, Ltd. – AMC’s block-casting foundry was a major AMC factory which is now completely obliterated. Holmes had its main office and foundry at 200 Exmouth Street, Sarnia, Ontario, Canada. Holmes was established in 1918, by Mr. J. S. Blunt, and was called Holmes Blunt Limited. In the early years, Ford Motor Company contracted the plant for a steady supply of engine casting blocks. This factory had a reputation locally as a dirty, dangerous place to work. The company had three divisions, all operating on one site at the edge of Sarnia. Beginning in 1962, AMC contracted with Holmes Foundry to supply AMC with cylinder block castings. American Motors acquired 25% interest in the foundry in January 1966. In July 1970, AMC acquired 100% of Holmes Foundry through an exchange of shares, making it a wholly owned subsidiary. However, it was not until October 1981 that Holmes Foundry finally became a Division of American Motors, Canada. As part of its acquisition of AMC in 1987, Chrysler Corporation took ownership of the Holmes facility and its manufacturing business, but closed the operation on September 16, 1988. The industrial facilities were cleaned of their environmental contaminants in 2005, in preparation for a new highway interchange to be built on the site.
Kenosha “Lakefront” (Kenosha, Wisconsin) Plant – The AMC plant in downtown Kenosha along Lake Michigan was razed, and after reclamation the land was used for new development. At the company’s inception in 1954, the plant covered 3,195,000 sq ft (296,800 m2) and together with the Milwaukee plant had an annual production capacity of 350,000 cars.
Milwaukee Body (Milwaukee, Wisconsin) Plant – AMC inherited a 1,600,000 sq ft (150,000 m2) body plant in Milwaukee from Nash. The plant was the main body plant for Seaman Body Company, which did a lot of business with Nash and other makers assembling bodies of various designs. For AMC, the plant was sometimes an internal headache. For instance, in late 1961, George Romney himself stormed through the plant and threatened to close it and eliminate its 9,000 jobs due to labor problems. The plant survived until the Chrysler buyout. Chrysler later decided to dispose of the factory. Upon closure, the site was named as a Superfund site. The factory was demolished and the site rehabilitated and redeveloped.
Danforth Ave (Toronto, Ontario) Plant – Inherited from Nash. This plant was purchased by Nash from Ford of Canada in 1946. The first Canadian-built Nash rolled off the line in April, 1950. Upon the formation of American Motors in 1954, the plant assembled 1955 Nash and Hudson Ramblers (2- and 4-door sedans); as well as Nash Canadian Statesman and Hudson Wasp (4door sedans). In 1956, the plant continued to assemble Nash and Hudson Rambler (4-door sedans and wagons) and the Nash Canadian Statesman (4-door sedan); but The Hudson Wasp was imported. That same year, American Motors Sales (Canada) Limited was formed – taking over Nash Motors of Canada Limited and Hudson Motors of Canada Limited. In 1957, AMC assembled the Rambler Six and Rambler Rebel V8 at the Danforth plant; but in July, 1957, AMC closed the plant and imported Ramblers into Canada until 1961. The structure remains today as the Shoppers World Danforth Target store.
Tilbury, Ontario Assembly Plant – Another plant AMC inherited from the 1954 merger; this one via Hudson. Specifically, it was a contract with CHATCO Steel Products which actually owned the plant. American Motors ceased Hudson production at the Tilbury plant in 1955.
Brampton Assembly Plant – AMC opened a plant in 1960 in Brampton, Ontario, Canada. It was part of American Motors Canada, Inc. Rambler Drive, a small street just west of this plant, still exists and leads into a residential subdivision that was built in the 1960s. In 1987, with the Chrysler buy-out, the division and the plant were absorbed as well, becoming part of Chrysler Canada Limited. The plant was closed in 1994 and sold to Wal-Mart for use as their Canadian warehouse. This plant/warehouse was demolished in 2004 and redeveloped in 2007 with multiple smaller commercial buildings now onsite; a new Lowes Home Improvement Warehouse now takes up the largest section of this commercial development. Note that this is a separate facility from the current Brampton (formerly Bramalea) Assembly and Satellite Stamping Plants nearby.
In October 2006 its recent tenant, Union Stamping and Assembly, declared bankruptcy.
Earlier use of the name
The era of 1900 to 1925 saw various corporations, in several U.S. states, use similar “American” names, such as American Motor Carriage Company (Ohio, 1902–1903), American Automobile Manufacturing Company (Indiana, 1911–1912), and American Motors Incorporated (New York, 1919–1920). In 1916, An earlier “American Motors Corporation”, apparently unrelated to the more famous later corporation of the same name, was formed in 1916 in Newark, New Jersey, with Louis Chevrolet as vice president and chief engineer. By 1918 it was producing cars in a plant at Plainfield, New Jersey. In 1923 it merged with the Bessemer Motor Truck Company of Pennsylvania into Bessemer–American Motors Corporation, which lasted less than a year before merging with the Winther and Northway companies into Amalgamated Motors. The latter company apparently ceased soon after.
Later reuse of trademark
A new company was formed in Palmdale, California, in 2001. A registration for the American Motors trademarks was filed in 2001 by this California-based firm. The company’s website specifically claimed no affiliation to the previous American Motors, but used AMC’s history and logos on its website. The website is now dead, and the company’s claims to AMC’s trademarks expired in 2005.
The new Chrysler LLC holds a live registration for the name “American Motors”, which was applied for in 2005. The AMC trademark, complete with “A-mark” – as was originally used in 1970 and through the late-1980s – was registered and published for comment by Chrysler as of 2010.
AMC passenger cars
1969 SC/Rambler
1982 Eagle SX/4
1957 Rambler Rebel
1970 The Machine
1976 Matador coupe
1971 Ambassador
1974 Ambassador
Subcompact
1957 Nash Metropolitan Series III Hardtop1955–1962: Metropolitan*
1975 AMC Gremlin 1970–1978: AMC Gremlin**
360 cu in (5.9 L) AMC V8 (Ending in 1978 for automobiles and through 1991 in Jeeps)
401 cu in (6.6 L) AMC V8 (Ending in 1974 as a regular production order in automobiles; was available in fleet/police use until at least 1975, in 1975 89 units were installed in Matadors; 4 coupes and 85 sedans-wagons. Available in full-size Jeeps through 1979, also used by International Harvester in 1974 in 1200 series pickups & Travelall during a strike at International Harvester, though IH called the engine a 400 CID)
Also: Kaiser Jeeps used the AMC 327, Buick 225 (“Dauntless V6”), Buick 350 (“Dauntless V8”), Willys 134 I4 (“Hurricane”). The Downsized Jeep XJ Cherokee/Wagoneer used the Chevrolet 2.8 Litre V6 in 1983–1984.
1 AMC contracted with Volkswagen to buy tooling for the Audi 2.0 L OHC I4. Major parts (block, crankshaft, head assembly) were initially purchased from Audi and shipped to the U.S. where final assembly was accomplished by AMC at a plant purchased specifically for production of this engine. Sales never reached numbers to justify taking over total production. AMC made several changes to the engine. They were prevented from using the Volkswagen or Audi names in association with the AMC assembled version by contractual agreement.
Collectibility
Javelin with “Go” package
Ambassador hardtop wagon
Rambler American convertible
AMC models historically regarded by hobbyists as particularly “collectible” include the Javelin, AMX, and performance specials such as the 1957 Rambler Rebel, 1965–67 Marlin, 1969 Hurst SC/Rambler, 1970 Rebel Machine, and 1971 Hornet SC/360. These models enjoyed limited popularity when new, resulting in low production figures. In January 2007, the AMC AMX was “really taking off in the muscle car market” according to the editors ofHemmings Classic Car, and it had “left its mark among AMC collectors’ minds as a great alternative” to higher-priced Hemi-powered muscle cars.
The early Javelin (1968–70) stands out from the Ford, General Motors, and Chrysler pony cars. Car expert Jack Nerad noted in a 2007 article “several fully restored AMX models” listed for sale at “little more than half the price of a comparable Buick Gran Sport, Chevrolet Chevelle, Olds 4-4-2 or Pontiac GTO” in support of the author’s opinion that the 1971–74 Javelin was “clearly an outstanding alternative muscle car for the enthusiast on a budget.”
According to James C. Mays, automotive historian and author of The Savvy Guide to Buying Collector Cars at Auction, the “Wow! Factor” is an important and measurable pleasure to an owner whether their car is driven or sits in a climate-controlled garage. His “Wow! Factor” includes examples of a bright red 1969 AMX that according to its owner “is just a fast Rambler”, but draws more people at events than the more prestigious Ferraris and Lamborghinis, as well as a “million-dollar moment” when a Rambler owner was serenaded with the “Beep Beep” song by The Playmates while fueling at a travel plaza. Moreover, the author’s collector car, a 1969 Ambassador station wagon, made friends as strangers came to greet and host him as if “long lost kin”. Mays points out the ready availability of parts for AMC engines and his experiences in having service done on Ramblers without being charged for the work in exchange for the experience of driving a “sassy Rambler” (a 1966 American convertible) and having pictures taken with it.
Other AMC models, once somewhat ignored by the hobby, are now considered “future collectibles”. Examples include the 1959 Ambassador 4-door hardtop station wagon, of which only 578 were produced, and the Jeep Scrambler CJ8, a combined pickup truck-Jeep, of which only a few thousand were produced.
Hemmings Classic Car magazine included the 1969–70 Rebel SST and the 1974–78 Matador coupe in their 2008 list of “dollar-for-pound [weight]” cars that could be bought in show-quality condition for a comparatively modest outlay, The writer also noted that “most of AMC’s ’70s lineup” qualified for inclusion on the list.
The AMC Gremlin is described to have “a cult-like following in today’s collectible car market. The Gremlin shares components with some other AMC models its repair and restoration can be relatively inexpensive compared with other “historic cars”.
The AMC Pacer increased in value according to a Pacer owner who is the CEO of a major insurance provider for collector car owners.
There are active Rambler and AMC car clubs in the U.S. and elsewhere (examples in External Links).
Hot Rod Magazine revival April Fool’s joke
In April 2008, Hot Rod Magazine released an article claiming that American Motors was in the process of being revived. The vehicles in the works were to be the AMX, Matador, Ambassador, Pacer, and Gremlin. Illustrated with drawings of the concept cars entering production and accompanied by plentiful information, it was a popular article, although it was later revealed to be an April Fools’ joke.
The AMC Javelin is a front-engine, rear wheel drive, two-door hardtop manufactured and marketed by AMC in two generations, 1968-1970 and 1971-1974. Styled by Dick Teague, the Javelin was available in a range of trim and engine levels, from economical pony car to muscle car variants. In addition manufacture in Kenosha, Wisconsin, Javelins were assembled under license in Germany, Mexico, Venezuela, as well as Australia —and were marketed globally.
As the winner of Trans-Am race series in 1971, 1972, and 1976, the second-generation AMX variant was the first pony car to be used as a normal highway patrol police car by a U.S. organization.
Development
AMC Javelin badge
American Motors’ Javelin served as the company’s entrant into the “pony car” market created by the Ford Mustang. The design evolved from two AMX prototypes shown in AMC’s “Project IV” concept cars during 1966. One was a fiberglass two-seat “AMX”, and the other was a four-seat “AMX II”. Both of these offerings reflected the company’s strategy to shed its “economy car” image and appeal to a more youthful, performance-oriented market.
Sales of convertibles were dropping and AMC did not have the resources to design separate fastback and notchback hardtops that were available on the Mustang and on the second-generation Plymouth Barracuda, so the AMC designer team under Richard A. Teague penned only one body style, “a smooth semi-fastback roofline that helped set Javelin apart from other pony cars.”
The Javelin was built on AMC’s “junior” (compact) Rambler American platform only as a two-door hardtop model to be a “hip”, dashing, affordable pony car, as well as available in muscle car performance versions. “Despite management’s insistence on things like good trunk space and rear- seat room, Teague managed to endow the Javelin with what he termed the wet T-shirt look: voluptuous curves with nary a hint of fat.”
The Javelin debuted on August 22, 1967 for the 1968 model year, and the new models were offered for sale from September 26, 1967 with prices starting at $2,743.
The car incorporated several safety innovations including interior windshield posts that were “the first industry use of fiberglass safety padding”, and the flush-mounted paddle-style door handles that later became an enduring AMC safety and styling signature. To comply with National Highway Traffic Safety Administration (NHTSA) safety standards there were exterior side marker lights, and three-point seat belts and headrests for the front seats, while the interior was devoid of bright trim to help reduce glare.
SST interior
The new Javelin “offered comfortable packaging with more interior and luggage space than most of its rivals” with adequate leg- and headroom in the back and a trunk capacity of 10.2 cubic feet (288.83 l). There were no side vent windows. Flow-through ventilation extracted interior air through apertures in the doors controlled by adjustable flap valves in the bottom of the door armrests. All Javelins came with thin-shell bucket seats and a fully carpeted interior, while the SST model had additional appearance and comfort items that included reclining front seat backs, simulated wood grained door panel trim, and a sports-style steering wheel. The Javelin’s instruments and controls were set deep in a padded panel, with the rest of the dashboard was set well forward, away from the passenger.
The car’s front end had what AMC called a “twin-venturi” look with recessed honeycomb grille and outboard-mounted headlamps, and matching turn signals were set into the bumper. There was a pair of simulated air scoops on the hood and the windshield was raked at 59 degrees for a “sporty overall appearance.”
Road & Track magazine compared a Javelin favorably to its competitors on its introduction in 1968, describing its “big, heavy, super-powerful engine” as “an asset in such a small vehicle”, and the styling as “pleasant”. Motor Trend, putting the Javelin at the top of the “sports-personal” category in its annual “Car of the Year” issue, said it was “the most significant achievement for an all-new car” and “the most notable new entry in [its] class.”
Available only in a two-door hardtop, body style, the Javelin came in base and more premium SST models. Standard engines were a 232 cu in (3.8 L) straight-6 or a 290 cu in (4.8 L) two-barrel carburetor V8. Optional was a 343 cu in (5.6 L) V8 in regular gasoline two-barrel, or high-compression, premium-fuel four-barrel versions. Racing driver Gordon Johncock said the Javelin had “a nice, all-round blend of features”, that it “stacks up as a roomy, comfortable, peppy and handsome example of a so-called “pony car” and that after his road test he “wanted to take it home.”
With the standard straight-six engine, the Javelin cruised at 80 miles per hour (129 km/h) when equipped with an automatic transmission, while those with the small 290 cu in (4.8 L) V8 had a top speed of 100 miles per hour (161 km/h). A three-speed “Shift-Command” automatic transmission was optional with a center console-mounted gear selector. Forward settings included “1”, “2”, and a “D” mode that was fully automatic, and the driver could choose to shift manually through all three gears.
The optional “Go Package” included a four-barrel carbureted 343 cu in (5.6 L) AMC V8, power front disc brakes, heavy-duty suspension, dual exhausts with chromed outlets, wide body-side stripes, and E70x14 red-line tires mounted on chrome-plated “Magnum 500” styled road wheels. A 343 Go Pac Javelin could accelerate from 0 to 60 miles per hour (97 km/h) in 8 seconds, had a top speed approaching 120 miles per hour (193 km/h),[17] and could run a quarter-mile in 15.4 seconds. The largest engine in the first few months of 1968 production was “a 5.6 litre V-8 that delivered 284 SAE bhp, which made the car dangerously fast.”
In mid-1968, the new AMX 390 cu in (6.4 L) engine was offered as a “Go-package” option with a floor-mounted automatic or manual four-speed transmission. “Its impressive 315 hp (235 kW; 319 PS) and 425 pound force-feet (576 N·m) of torque could send the Javelin from zero to 60 miles per hour (97 km/h) in the seven-second range.”
American Motors supported the AMX and Javelin muscle-models with a range of factory-approved “Group 19” dealer-installed performance accessories. These included among others, dual four-barrel cross-ram intake manifolds, high-performance camshaft kits, needle-bearing roller rocker arms, and dual-point ignition.
The average age of the “first 1,000 Javelin buyers was 29 — a full ten years under the median for all AMC customers.” The Javelin’s marketing campaign, created by Mary Wells Lawrence of Wells, Rich, and Greene Inc, was innovative and daring in its approach. Print and TV advertisements broke with the traditional convention of not attacking the competition, and some compared the AMC Javelin to the Ford Mustang side by side, as well as showing the Mustang being beaten to pieces with sledgehammers.
The car was longer and roomier than the Ford Mustang, Chevrolet Camaro, and Plymouth Barracuda, and its shape was described as “exciting and beautiful”. Total production for the 1968 model year was 55,125.
1969
Breedlove roof spoiler
Minor changes for the second model year included revised side striping, an altered grille with a bull’s eye emblem, and trim upgrades. An optional side-stripe package consisted of a C-shaped graphic that started behind the front wheel openings. The optional (standard with the “Go-Package”) five-spoke Magnum 500 steel road wheels now came with a stainless steel trim ring. The interior received new door panels and upgraded carpeting. Instrumentation featured a 0–8,000 rpm tachometer that now matched the speedometer in style. Late model-year production received a cowl over the instrument panel directly in front of the driver.
The “Mod Javelin” Package was introduced mid-year in 1969 and included a “Craig Breedlove” roof-mounted spoiler, simulated “exhaust” rocker trim, and twin blacked-out simulated air scoops on the hood. Optional “Big Bad” paint (neon brilliant blue, orange, or green) also became available from mid-1969 and came with matching front and rear painted bumpers, as well as two vertical rubber-faced painted bumper guards for the rear and a special bright lower grille molding for the front bumper. These optional colors were available on all Javelins through 1970.
The Go-Package option was available with the four-barrel 343 or 390 engines, and continued to include disc brakes, “Twin-Grip” (limited slip) differential, red-line performance E70x14 tires on “Magnum 500” styled wheels, heavy-duty suspension with thicker sway-bars, and other enhancements. Starting in January 1969, four-speed manual transmissions came with a Hurst floor shifter.
Production total for the 1969 model year was 40,675.
1969 AMC Javelin
SST with vinyl-covered roof and “Magnum 500” wheels
“Big Bad Orange” with full-length body side stripes
In 1968 Kaplan Engineering (Ron Kaplan and Jim Jeffords) had been contracted by AMC to run two AMC Javelins in the SCCA’s Trans-Am series. For 1968, three cars were actually constructed: two for racing and one for shows and demonstrations. In 1969, Jeffords left the team and Kaplan was contracted to run the program. Using his developmental work from the prior year, Kaplan built three more cars, two for AMC and one for himself using his own finances.
For 1968, the initial drivers had been George Follmer (#1) and Peter Revson (#2). Revson was let go part way through the year after a disagreement with management. The team picked up Lothar Motschenbach for the next two races in Canada.
The first year of the AMC program was a success; the team was written up as a “Cinderella” team. American Motors placed third in the over-2-liter class of the 1968 series, and established a record as the only factory entry to finish every Trans-Am race entered.
The overall performance of the team in 1968 can be attributed to the heroic efforts of Kaplan, his professional staff, and some very significant help from other west coast manufacturers. Kaplan had set out to resolve handling problems and fix the engine oiling problems. Mid-season he also started the development of a dual-carburetor cross-ram manifold and (looking ahead) a new engine casting.For 1968, the team had consistently improved and suffered only one DNF from an engine problem. Any stories concerning difficulties invariably focused on the inadequacies of the original AMC engines. This was largely true but obscured a number of other important issues. For example, the race program idea was floated from inside a company that had absolutely no performance parts, no test facility, and no technical support for the program. As for the production cars, they had no anti-dive potential built into the uni-body; they had only single-barrel carburetor manifolds; and even when running properly, they didn’t make as much horsepower as the competitors. The only good thing about the 1968 deal was the support that Jeffords and Kaplan received from Carl Chakmakian, who was the primary contact on the AMC program. Carl was a “fixer” and knew how to get things done.
The development of the Watt’s linkage rear suspension came first. This was followed by the front anti-dive modifications. The development of the anti-dive geometry was actually done quite quickly. To meet AMC’s timing schedule, Kaplan copied the basic design of the inner fender components from a Mustang. He added two more degrees of anti-dive to the Mustang’s 4 degrees, made the drawings, and sent them to the factory. The manufacture of the parts was then contracted to Central Stamping. Despite succeeding in developing the parts as a rush job, however, there was no capacity to fit the components to the unibody on the 1969 assembly line, so it fell to Kaplan to incorporate them into the cars when they arrived in his shop as bodies in white. Other related suspension pieces were also acquired through specialty manufacturers who were also building performance parts for Ford.
The whole question of reliable and powerful engines took a bit more time. The team had started the 1968 season with two engines from TRACO. But although TRACO had worked hard to resolve oiling issues and to generate as much power as they could, single-carb layout and the basic two-bolt-main block were serious limitations.
To develop a cross-ram manifold, Kaplan went to Vic Edlebrock, who not only loaned him a pattern maker but also gave him a lot of personal help. Kaplan also got some help from Champion Sparkplugs who let him use their dyno room to fine-tune and correct any design problems.
Then, towards the end of the 1968 year, Kaplan enlisted some help from Dan Byer, a retired engineer from AMC, for the development of a new block casting. Using the basic AMC 390 drawings, they added more mass for four-bolt mains and improved the oiling system. A run of 50 blocks was contracted to Central Foundries in Windsor, Ontario. Because this was a small run, and there was little factory support, it fell to Kaplan and his staff to clean up the blocks from the sand casting, hone the various passages and, finally, send them to AMC’s “Parts Central” in Kenosha. From there, they could draw on the inventory, as required.
If one were to put a small number of specially cast blocks into the general inventory, chances are pretty good that you’d never find them again, so Kaplan painted all the blocks in a bright orange so they could identify them on the transfer line. Kaplan drew on about 12 of these special castings during his development program and two were eventually (much later) sold to customers.
Kaplan’s specific preparations included shaving the deck on the new block by about 5/8 inch and heavily modifying the ports. The new cross-ram manifold was installed and Kaplan would add his own specifically designed pistons, a shorter throw crankshaft and new camshaft. While a few engines were lost during testing, the whole design proved quite reliable.
In the intervening period, AMC replaced Kaplan’s race program contact with two new men (Chris Schoenlip and John Voelbel from Leaver Brothers (soap marketing people)), who had no experience in the automotive field and they were absolutely ignorant of anything to do with racing. They would ultimately prove to be more trouble than they were worth. In fact, it was these two new boys who failed to enter the parts to the official AMC parts system and to submit homologation papers. The importance of this mistake became clear when Kaplan sent the first car to run at the first race of the 1969 season at Jackson, Michigan. Kaplan sent one of the older 1968 cars with a new engine but, because they were late and had not qualified, the team had to do some consensus building amongst the other racers to permit them to enter at all. When the SCCA agreed to let them run, they started last but, within 10 laps, they were chasing Donohue down and the time differential was narrowing rapidly. After the race, the SCCA asked to see the engine but he had sent the cars home already. At Lime Rock, the SCCA wanted to tear down the engines before they could start the race. Kaplan bought some time by countering with the challenge that they would have to tear down the Camaros and Mustangs too. That wasn’t going to happen so they were allowed to run. It was clear, however, that the problems with the SCCA weren’t going away, at least until the parts could be homologated.
AMC did eventually assign a part number (after the SCCA program) and two blocks were later sold to customers.
For 1969, the season started with Ron Grable (#4) and John Martin (#3). But this time it was Martin who was released mid-season. Jerry Grant replaced him in the #3 car.
It was at this point that Kaplan approached AMC management and proposed that the whole concept behind the 1969 contract be modified. He suggested that AMC should not compete in the actual races, since the new engines weren’t recognized and the old engines weren’t competitive. Instead, Kaplan suggested that they go to the tracks on the subsequent Mondays and run a developmental program using Sunday’s winning times as the benchmark. AMC didn’t agree and Kaplan ran the year with the engines on hand. Because the older style engines weren’t competitive, results were poor and, to add insult to injury, there were a series of budget cuts. It was a downward spiral.
Kaplan was having trouble remaining calm about the situation and, after the final race at Riverside, he decided he would drop all of AMC’s material at their zone office in El Segundo, California, and take a month to think about the next year. When he came back, he found that a deal had already been cut with Roger Penske and he was out.
Penske picked up all the team cars and equipment from the El Segundo offices and shipped everything back to his shop in Pennsylvania. Through the fall of 1969 and into the winter, Penske used the no. 3 Jerry Grant car for developmental purposes. When he acquired the 1969 cars, Penske found that Ron Kaplan had already done considerable work with suspension but he felt that the front suspension could still be further developed. With Mark Donohue doing the testing, Penske’s team lowered the front of the car and replaced the rubber bushings in the radius rods with heim joints. New roll bars were also developed. After several months of development, Donohue felt that the team now had car that drove like it was on rails.
At this point, Penske built all new cars for his own team and sold-off all the earlier Kaplan cars and equipment. Mark Donohue was in charge of selling-off the inventory.
See more on the 1970-71 seasons further below, under “Penske”.
The 1970 Javelins featured a new front end design with a wide “twin-venturi” front grille incorporating the headlamps and a longer hood. It also had a new rear end with full-width taillamps and a single center mounted backup light. This was a one-year only design. Side marker lights were now shared with several other AMC models. The exterior rear view mirror featured a new “aero” design and in some cases matched the car’s body color. The three “Big Bad” exterior paints continued to be optional on the 1970 Javelins, but they now came with regular chrome bumpers. Underneath the restyle was a new front suspension featuring ball joints, upper and lower control arms, coil springs, and shock absorbers above the upper control arms, as well as trailing struts on the lower control arms.
The 1970 AMC Javelins also introduced Corning‘s new safety glass, which was thinner and lighter than standard laminated windshields. This special glass featured a chemically hardened outer layer. It was produced in Blacksburg, Virginia in a refitted plant that included tempering, ion exchange, and “fusion process” in new furnaces that Corning had developed in order to be able to supply to the big automakers.
The engine lineup for 1970 was changed with the introduction of two new V8 engines: a base 304 cu in (5.0 L) and an optional 360 cu in (5.9 L) to replace the 290 and the 343 versions. The top optional 390 cu in (6.4 L) continued, but it was upgraded with new cylinder heads featuring 51 cc combustion chambers, increasing power to 325 hp (242 kW). The code remained “X” for the engine on the vehicle identification number(VIN). Also new was the “power blister” hood, featuring two large openings as part of a functional cold ram-air induction system; this was included with the “Go Package” option.
Many buyers selected the “Go Package”, available with the 360 and 390 four-barrel V8 engines. This package as in prior years included front disc brakes, a dual exhaust system, heavy-duty suspension with anti-sway bar, improved cooling, 3.54 rear axle ratio, and wide Goodyear white-lettered performance tires on styled road wheels.
The interior for 1970 was also a one-year design featuring a broad dashboard (wood grained on SST models), new center console, revised interior door panel trim, and tall “clamshell” bucket seats with integral headrests available in vinyl, corduroy, or optional leather upholstery. A new two-spoke steering wheel was available with a “Rim Blow” horn.
A comparison road test of four 1970 pony cars by Popular Science described the Javelin’s interior as the roomiest with good visibility except for a small blind spot in the right rear quarter and the hood scoop, while also offering the biggest trunk with 10.2 cubic feet (289 l) of room. It was a close second to the Camaro in terms of ride comfort, while the 360 cu in (5.9 L) engine offered “terrific torque.” The 4-speed manual Javelin was the quickest of the cars tested, reaching 0 to 60 miles per hour (97 km/h) in 6.8 seconds.
1970 AMC Javelin
SST with “halo” vinyl-covered roof
SST with full vinyl-covered roof
“Go Package” 390 engine
Racing
One of the biggest surprises of the 1970 motorsports season was the announcement that Penske Racing had taken over the AMC Javelin program, thus leaving the Camaro Trans-Am program to Jim Hall. American Motors hired Roger Penske and driver Mark Donohue to seriously campaign Javelins in SCCATrans-Am Series. This coincided with the change in the Trans-Am rulebook allowing manufacturers to de-stroke preexisting corporate engines, so AMC’s 390 cu in (6.4 L) was used as the starting point to meet the 5 L (305 cu in) displacement rule that was still in place. The team included former Shelby chassis engineer Chuck Cantwell and a clockwork pit crew. The two-car Javelin effort provided the Bud Moore Ford Boss 302 Mustangs their “closest competition.”AMC finished in second place in the Over 2-liter class of the 1970 series.
Capitalizing on the Javelin’s successes on the race track, AMC began advertising and promoting special models.
Among these was the “Mark Donohue Javelin SST”. A total of 2,501 were built to homologate the Donohue-designed rear ducktail spoiler and were emblazoned with his signature on the right hand side. Designed for Trans Am racing, the rules required factory production of 2,500 spoiler equipped cars. The original plan was to have all Donohue Javelins built in SST trim with the special spoiler, as well as the “Go Package” with Ram Air hood, a choice of a four-speed or automatic transmission on the floor, and a 360 cu in (5.9 L) engine with thicker webbing that allowed it to have four bolt mains. The cars could be ordered in any color (including “Big Bad” exteriors) and upholstery, as well as with any combination of extra cost options.
American Motors did not include any specific identification (VIN code, door tag, etc.) and some “Mark Donohue Signature Edition” cars came through with significant differences in equipment from the factory. This makes it easy to replicate, yet difficult to authenticate a “real” Mark Donohue Javelin.
An estimated 100 “Trans-Am” Javelins replicating Ronnie Kaplan’s race cars were also produced. All cars included the 390 cu in (6.4 L) V8 engine with heavy-duty and performance features along with the front and rear spoilers, and were also painted in AMC racing team’s distinctive Matador Red, Frost White, and Commodore Blue “hash” paint scheme. Designed to commemorate AMC’s entry into SCCA racing, the Trans-Am Javelin’s retail price was $3,995.
The strong participation by AMC in Trans-Am and drag racing served to enhance its image, and notable was that its motorsports efforts were achieved on a shoestring budget with the automaker racking up a respectable number of points against its giant competitors. For example, with an estimated 4.5 million participants and 6 million spectators, drag racing was the fastest growing segment of motorsport in the U.S. The marketing strategy was to appeal to buyers who otherwise would not give AMC a second glance.
The AMC Javelin was restyled for the 1971 model year. The “1980-looking Javelin” design was purposely made to give the sporty car “individuality,” even at “the risk of scaring some people off.”
The second generation became longer, lower, wider, and heavier than its predecessor. Wheelbase was increased by 1-inch (25 mm) to 110 in (2,794 mm). The indicated engine power outputs also changed from 1971 to 1972-74. Actual power output remained the same, but the U.S. automobile industry followed the SAE horsepower rating method that changed from “gross” in 1971 and prior years to “net” in 1972 and later years.
1971
The new design incorporated an integral roof spoiler and sculpted fender bulges. The new body departed from the gentle, tucked-in look of the original.
The media noted the revised front fenders (originally designed to accommodate oversized racing tires) that “bulge up as well as out on this personal sporty car, borrowing lines from the much more expensive Corvette.” The new design also featured an “intricate injection moulded grille.”
The car’s dashboard was asymmetrical, with “functional instrument gauges that wrap around you with cockpit efficiency”. This driver-oriented design contrasted with the symmetrical interior of the economy-focused 1966 Hornet (Cavalier) prototype.
AMC offered a choice of engines and transmissions. Engines included a 232 cu in (3.8 L) I6 and a four-barrel 401 cu in (6.6 L) AMC V8 with high compression ratio, forged steel crankshaft and connecting rods engineered to withstand 8000 rpm. The BorgWarner T-10 four-speed manual transmission came with a Hurst floor shifter.
From 1971, the AMX was no longer available as a two-seater. It evolved into a premium high-performance edition of the Javelin.
The new Javelin-AMX incorporated several racing modifications and AMC advertised it as “the closest thing you can buy to a Trans-Am champion.” The car had a fiberglass full-width cowl induction hood, as well as spoilers front and rear for high-speed traction. Testing at the Ontario Motor Speedway by Penske Racing Team recorded that the 1971 Javelin AMX’s rear spoiler added 100 lb (45.4 kg) of downforce. Mark Donohue also advised AMC to make the AMX’s grille flush for improved airflow, thus the performance model received a stainless steel mesh screen over the standard Javelin’s deep openings.
The performance-upgrade “Go Package” provided the choice of a 360 or 401 4-barrel engine, and included “Rally-Pac” instruments, a handling package for the suspension, “Twin-Grip” limited-slip differential, heavy-duty cooling, power-assisted disc brakes, white-letter E60x15 Goodyear Polyglas tires on 15×7-inch styled slotted steel wheels) used on the Rebel Machine, a T-stripe hood decal, and a blacked-out rear taillight panel.
The 3,244-pound (1,471 kg) 1971 Javelin AMX with a 401 cu in (6.6 L) V8 ran the quarter-mile in the mid-14 second range at 93 miles per hour (150 km/h) on low-lead, low-octane gas.
1971 AMC Javelin
SST with “canopy” vinyl-covered roof
AMX performance model
Duck-tail AMX spoiler
1972
The 1972 model year Javelins featured a new “egg crate” front grille design with a similar pattern repeated on the chrome overlay over the full-width taillights. The AMX version continued with the flush grille. A total of 15 exterior colors were offered with optional side stripes.
To consolidate the product offering, reduce production costs, and offer more value to consumers, the 1972 AMC Javelins were equipped with more standard comfort and convenience items. Engine power ratings were downgraded to the more accurate Society of Automotive Engineers (SAE) net hp figures. Automatic transmissions were now the TorqueFlite units sourced from Chrysler, called “Torque-Command” by AMC.
American Motors achieved record sales in 1972 by focusing on quality and including an innovative “Buyer Protection Plan” to back its products. This was the first time an automaker promised to repair anything wrong with the car (except for tires) for one year or 12,000 miles (19,000 km). Owners were provided with a toll-free telephone number to AMC, as well as a free loaner car if a repair to their car took more than a day.
By this time, the pony car market segment was declining in popularity. One commentator has said that “[d]espite the Javelin’s “great lines and commendable road performance, it never quite matched the competition in the sales arena … primarily because the small independent auto maker did not have the reputation and/or clout to compete with GM, Ford, and Chrysler.”
1972 AMC Javelin
“Egg crate” grille on Javelin SST
Driver-centered interior
Tail lamp design followed the grille
Pierre Cardin
During the 1972 and 1973 model years 4,152 Javelins were produced with optional interior design by fashion designerPierre Cardin. Official on-sale date was March 1, 1972. The design had multi-colored pleated stripes in red, plum, white, and silver on a black background. Six multi-colored stripes, in a nylon fabric with a stain-resistant silicone finish, ran from the front seats, up the doors, onto the headliner, and down to the rear seats. Chatham Mills produced the fabric for the seat faces. Cardin’s crest appeared on the front fenders. MSRP of the option was $84.95 ($451 in 2015 dollars). A 2007 magazine article described the design as the “most daring and outlandish” of its kind.
Pierre Cardin Javelin
1972 Cardin interior
Headliner with Cardin stripes
1973 Cardin version
1973
The 1973 Javelin had several updates, most noticeably in the design of the taillights and grille, although the AMX grille remained the same. While all other AMC models had bumpers with telescopic shock absorbers, the Javelin and AMX were fitted with a non-telescopic design that had two rigid rubber guards. These allowed the cars to withstand a 5-mile-per-hour (8 km/h) front and 2.5-mile-per-hour (4 km/h) rear impacts without damage to the engine, lights, and safety equipment. The doors were also made stronger to comply with new U.S. National Highway Traffic Safety Administration (NHTSA) safety standards that they withstand 2,500 pounds (1,134 kg) of impact for the first 6 inches (152 mm) of crush. The “twin-cove” indentations were eliminated from the Javelin’s roof and a full vinyl top was made available. The 1970-72 “Turtle Back” front seats were replaced by a slimmer, lighter, and more comfortable design that provided more leg room for rear seat passengers.
All engines incorporated new emissions controls. The 1973 401 cu in (6.6 L) V8 was rated at net 255 hp (190 kW; 259 PS) and achieved 0 to 60 mph acceleration in 7.7 seconds with a top speed of 115.53 mph (185.93 km/h), despite the Javelin’s four-place size and weight. Performance figures conducted by Road Test magazine of a 1973 Javelin SST with the 401 cu in (6.6 L) 4-barrel V8 engine and 4-speed manual transmission resulted in “respectable” quarter-mile (402 m) dragstrip runs of 15.5 seconds at 91 mph (146 km/h).
American Motors continued its comprehensive “Buyer Protection” extended warranty on all 1973 models that now covered food and lodging expenses of up to $150 should a car require overnight repairs when the owner is more than 100 miles (161 km) away from home. The automaker promoted improved product quality with an advertising campaign that said “we back them better because we build them better”. Profits for the year achieved a record high.
Javelin production for the 1973 model year totaled 30,902 units, including 5,707 AMX units.
Trans Am Victory edition
Javelins driven in the Trans-Am captured the racing title for American Motors in both the 1971 and 1972 seasons. The back-to-back SCCA championships with specially prepared race cars was celebrated by AMC by offering a limited run of “Trans Am Victory” edition 1973 Javelins. The package was available on cars built from October to December 15, 1972, on any Javelin SST, except with the Cardin interior. A single magazine advertisement, featuring the winning race drivers George Follmer and Roy Woods, promoted the special package.
Cars that were ordered with the optional visibility group, light group, insulation group, protection group, and sports-style steering wheel, received at no additional cost (but valued at $167.45) a large “Javelin Winner Trans Am Championship 1971-1972 SCCA” fender decals on the lower portion behind the front wheel openings, as well as 8-slot rally styled steel wheels with E70X14 Polyglass raised while letter tires and a “Space-Saver” spare tire. The Trans Am Victory cars were also typically more “heavily optioned than regular production Javelins.” American Motors designed a quick identification system of its models by an information-rich Vehicle Identification Number (VIN) system. However, because this was only a limited promotional “value added” marketing campaign, except as noted on the original window sticker, there is no VIN or door tag code to distinguish an authentic Trans Am-Victory edition car.
1973 AMC Javelin
Redesigned grille of the Javelin SST
401 CID V8 with ram air
Javelin AMX rear end
1974
1974 AMC Javelin AMX
By 1974, the automobile marketplace had changed. Mid-year, Chrysler abandoned the pony car market. Whereas Ford replaced its original Mustang with a smaller four-cylinder version, and other pony car manufacturers also downsized engines, the Javelin’s big engine option continued until the production of the model ended in October/November 1974 amidst the Arab oil embargo and overall declining interest in high-performance vehicles.
The 1974 AMX did not do as well in the marketplace when compared to the new Camaro, Firebird, and the downsized Mustang II – all of which saw increased sales. Javelin production meanwhile reached a second-generation high of 27,696 units. Out of that total number, a total of 4,980 Javelin-AMX models were produced for the final model year.
A new seatbelt interlock system prevented the car from being started if the driver and a front passenger were unbuckled. The functional cowl-induction fiberglass hood was no longer available for 1974, and the output of the 401 cu in (6.6 L) V8 dropped by 20 hp (15 kW; 20 PS). Some late-production cars came with hoods made from steel.
Several factors led to the demise of the Javelin model, not least of which was the economic climate of the time. Unlike General Motors’ Camaro and Firebird, the 1974 Javelin models were not exempt from new stricter front and rear bumper standards. AMC estimated that approximately $12 million ($63,751,124 in 2015 dollars) would need to be spent in engineering and design work to revise the bumpers to meet the new standards for 1975.
American Motors also introduced the all-new 1974 Matador coupe that was described by Popular Mechanics automotive editor as “smooth and slippery and actually competes with the Javelin for “boss” muscle-car styling”. The automaker also needed a manufacturing line to build its all-new AMC Pacer. Nevertheless, more cars were built during the final year of Javelin production than the prior second-generation years, with 27,696 units built, of which 4,980 (about 15 percent) were Javelin AMX models.
Racing
Racing AMC Javelin versions competed successfully in the Trans-Am Series with the Penske Racing/Mark Donohue team, as well as with the Roy Woods ARA team sponsored by American Motors Dealers. The Javelin won the Trans-Am title in 1971, 1972, and 1976. Drivers included George Follmer and Mark Donohue.
One Javelin race car had the distinction of having different sponsors and being piloted by Mark Donohue, Vic Elford, George Follmer, Peter Revson, and Roy Woods. This Javelin actually began life as a 1970 model, but was updated to 1971 sheetmetal. The race car is now restored to its 1972 livery and is driven at Vintage Trans-Am events.
Jim Richards AMX at the Adelaide Parklands Circuit.
James Landis 72 Javelin Dirt track race car
Police
In an effort to find a more suitable and lower priced alternative to the traditional large-sized police cruisers, the Alabama Department of Public Safety (ADPS) first took a basic 304 cu in (5.0 L) V8 as a test vehicle, found its power lacking, then sampled a vinyl roofed AMX with a 401 cu in (6.6 L) engine from the local dealer, Reinhart AMC in Montgomery.
Javelins equipped with the 401 cu in (6.6 L) engine proved their performance and beginning in 1971, the Alabama Highway Patrol used them for pursuit and high-speed response calls. The bid price was $3,047 for the 1971 police cruisers, and $3,242 for the 1972 model year versions.
The 132 Javelins purchased during 1971 and 1972 were the first pony cars to be used as a normal highway patrol police car by any U.S. police organization.
The last of ADPS Javelins was retired in 1979. One of the original cars is now part of the Museum at ADPS Headquarters.
International markets
Australia
Right hand drive 1968 Javelin made in Australia
Australian Motor Industries (AMI) assembled right hand drive versions of both the first- and second-generation Javelin models were in Victoria, Australia from CKD kits. The right hand drive dash, interior and soft trim, as well as other components were locally manufactured. The cars were marketed under the historic Rambler name. The AMI Rambler Javelins were the only American “muscle cars” of that era to be sold new in Australia. The Australian Javelins came with top trim and features that included the 343 cu in (5.6 L) 280 bhp (210 kW) V8 engine, three-speed “Shift Command” automatic transmission, and “Twin Grip” limited-slip rear differential. They were more expensive, had more power, and provided more luxury than the contemporary Holden Monaro.
Germany
AMC Javelin by Karmann 1968 brochure cover
Javelins were built in Europe, primarily because they had the largest and most usable rear seat of the American pony cars. The German coach builder, Wilhelm Karmann GmbH assembled 280 complete knock down (CKD) Javelins between 1968 and 1970 that were marketed in Europe. This was a significant business relationship because the Javelin was a completely American-designed car that was made in Germany. Karmann’s “Javelin 79-K” could be ordered with the 232 cu in (3.8 L) six, the 290 cu in (4.8 L) 2-barrel or 343 cu in (5.6 L) 4-barrel V8 engines. About 90% of the parts and components came in crates from the United States. At Karmann’s facility in Rheine the cars were assembled, painted, and test-driven prior to shipment to customers.
Mexico
Vehículos Automotores Mexicanos (VAM) assembled Javelins in Mexico under license and partial ownership (40% equity share) by AMC from 1968 through 1973. The VAM versions were equipped with different, locally made components, trim and interiors than the equivalent AMC-made models. The Mexican built Javelins came in only one version and had more standard equipment compared to U.S. and Canadian models.
1968
The Javelin was introduced in Mexico by VAM until April 1, 1968, making the model a “1968 and half” similar to the February 1968 debut of the two-seat AMX. The Javelin represented a third line within VAM’s product mix for the first time and the first regular production sports-oriented model. It would eventually become the only AMC muscle car to be available in Mexico. Other AMC muscle cars were equivalents built by VAM or as special editions. The Javelin introduced many firsts for VAM, such as a standard four-speed manual transmission and the option of a three-speed automatic transmission. These were the only transmissions available on the Javelin and only with floor-mounted shifters, just as on the two-seater AMX. Cars with the automatic included a center console with locking compartment, as well as power drum brakes.
The 1968 VAM Javelin featured the 155 hp (116 kW; 157 PS), 8.5:1 compression ratio 232 cu in (3.8 L) six-cylinder engine with two-barrel Carter WCD carburetor, a 3.54:1 rear differential gear ratio, 12-inch heavy duty clutch, manual four-wheel drum brakes, quick-ratio manual steering, electric wipers, electric washers, 8,000 RPM tachometer, 200 km/h speedometer, AM monaural radio, cigarette lighter, front ashtray, locking glove box, courtesy lights, day-night rearview mirror, padded sun visors, two-point front seatbelts, low-back reclining bucket seats, rear ashtray, dual C-pillar-mounted dome lights, dual coat hooks, sports steering wheel, driver’s side remote mirror, side armrests, vinyl door panels with woodgrain accents, bright moldings on top of the doors and rocker panels plus hood and fender extension edges, wheel covers, 7.35×14 tires, protective side moldings, and front fender-mounted Javelin emblems.
The standard trim and features make the VAM Javelin equivalent to the U.S. and Canadian AMC Javelin SST. Factory options included power drum brakes with manual transmission, power steering, heater, center console for the manual transmission, passenger’s side remote mirror, remote controlled driver’s side mirror, custom sport wheels and rear bumper guards. Dealer installed options included side decals, light group, map pouches, vinyl roof, locking gas cap, license plate frames, mud flaps, AM/FM radio, front disk brakes, heavy duty adjustable shocks, and many others.
A unique dealer-installed option also VAM’s own “Go Pack”. This consisted of manual front disk brakes, heavy duty suspension with front sway bar plus rear torsion and traction bars, aluminum four-barrel intake manifold with four-barrel Carter carburetor, headers with equal-length tubes and dual final outlets, dual exhausts, ported head with larger valves and heavy duty springs, 302 degree camshaft, Hurst linkage for the manual transmission, “Rallye Pak” auxiliary gauges on dashboard (different from AMC’s original units), exclusive steering wheel, exclusive dual remote mirrors, and exclusive turbine wheels. The performance upgrades of the Go Pack represented a 40% increase of engine output making the VAM Javelin far more competitive against its V8 rivals from Ford de México,General Motors de México, and Automex (Chrysler de México).
Despite the lack of a V8 engine, the VAM Javelin was a success in both sales and among public opinion.
1969
The 1969 VAM Javelin obtained the previously optional heater as standard equipment, the foot pedals received bright trim and the accelerator was changed into a firewall-mounted unit, a support pull strap was applied on the passenger’s side dashboard above the glove box, the center cover with the radio speaker grid changed into a woodgrain unit. A unique aspect of the 1969 Javelin is that it kept the same gauge configuration as the 1968 models in contrast to AMC’s modifications to the Javelin (and AMX) instrument panel for 1969 with a larger 8,000 RPM tach on the right pod, leaving the smaller left pod exclusive for the clock. The VAM Javelins exterior now had bright trim package with new moldings starting at the corners of the tail lights running on the sides all the way to lower rear corner of the side glass and drip rails plus all around the rear glass and top edge of the C-pillars. The new Javelins looked more luxurious, even though a factory vinyl roof was not available. The front fender emblems were relocated to the base of each C-pillar and were accompanied by red-white-blue bulls eye emblems. A third Javelin emblem was applied near the lower right corner of the grille. The 1969 model year was also VAM’s first self-engineered engine, the 170 hp (127 kW; 172 PS), 9.5:1 compression ratio 252 cu in (4.1 L) six-cylinder engine with a two-barrel Carter WCD carburetor and a new VAM-engineered 266 degree camshaft. In both standard and Go Pack versions.
1970
The VAM Javelin saw considerable aesthetic changes with only minor technical ones. The VAM models included the same novelties as its AMC counterpart, such as new headlight bezels and grille, smooth front fender extensions and bumpers without divisions, larger tail lights without wraparound portions and a single central back-up light, larger side marker lights with both light and reflector sections in both amber and red, and new wheel cover designs resembling Magnum 500 wheels. The discontinuation of the central rear reflector in favor of the back-up light resulted in the addition of a fourth Javelin emblem placed on the right corner of the trunk lid. Two hood designs were available, the one with the Ram Air-type scoops at the front center, and a smoother one with the two rectangular stripped bulges. Despite this, no Ram Air system was ever offered for the car, at least at a factory level. In the interior, a new collapsible steering column with built-in ignition switch and anti-theft lock plus a new simulated two-arm three-spoke sports steering wheel with a central bulls eye emblem were present. A secondary anti-theft mechanism was present in the form of the floor-mounted shifters being linked to the ignition switch regardless of the transmission type. AMC’s new dashboard design included full woodgrain surfaces, complete with a new center console and shifter design for the automatic transmission. However, all three gauges were still the same as in the previous two years. New door panels were also included.
The 1970 VAM Javelins received a new front suspension design with dual control arms and ball joints. Units with four-speed manual transmissions incorporated a Hurst linkage as factory-installed equipment, which was previously available only with the optional Go Pack package and separately in certain dealerships. A mid-year change replaced the imported Borg-Warner T10 manual transmission in favor of the Querétaro-produced TREMEC 170-F four-speed model to comply with the percentages of both local and imported equipment mandated by law.
1971
The year of 1971 was vital to VAM as it represented a complete turn around for the company. The new Camioneta Rambler American based on the Hornet Sportabout was introduced, the Rambler Classic obtained all characteristics of AMC’s new Matador, and the Javelin was restyled as a new generation. On the outside, the car was exactly the same as its AMC counterpart with the only exception of the wheels and the lack of factory stripes and decals. A unique characteristic of the second generation VAM Javelin was round porthole opera windows mounted on the C-pillars that made by some VAM dealerships either with or without vinyl roofs.
The standard engine was the new 200 hp (149 kW; 203 PS), 9.5:1 compression ratio 282 cu in (4.6 L) six-cylinder engine with Carter ABD two-barrel carburetor. It was VAM’s second self-engineered engine, and taking the Javelin up to performance levels against its V8 competition. The Go Pack version of this engine took the car to its maximum height in terms of performance. The new engine was announced by two “4.6” emblems on the side of both front fenders. The only other technical difference of the new version was a 3.07:1 rear differential gear ratio for units equipped with automatic transmission. The interior saw more changes starting with all-new non-reclining high-back bucket seats with built-in “J” emblems on their seat backs which also appeared at the center of the back of the rear seat. The dashboard was restricted to the unit with woodgrain overlays only; the instrument cluster was once again completely different from everything seen on the AMC Javelins. The right pod housed a clock and tachometer hybrid with exactly the same design and appearance as the US Rallye Pak units, except that it was tuned for six cylinder engines. The center pod had a 240 km/h speedometer, a range that puts it on par as an equivalent to AMC’s 140 MHP unit of the Rallye Pak; but the colors, graphics, and typography of the dial were the same as the standard gauges. This created a high contrast on plain sight between the speedometer and the clock/tack hybrid. On the left pod were the fuel and water temperature gauges with no oil pressure and ammeter gauges to be present. Like the AMC Javelins, the car now held a single dome light at the center of the headliner and a new brake pedal design for units with automatic transmission.
1972
All the quality and engineering upgrades and revisions seen on AMC cars for 1972 were also present in Mexico. The 1972 VAM Javelin saw considerable improvements in terms of both performance and sportiness. Heavy duty springs and shocks along with front sway bar were passed on to the standard equipment list, as also were power front disk brakes and power steering, all regardless of transmission. Units equipped with the four-speed manual transmission changed to a rear differential gear ratio of 3.31:1 and included a center console with locking compartment as standard equipment. The “Shift-Command” Borg-Warner automatic transmissions were replaced by the new “Torque Command” Chrysler-built A998 TorqueFlite. The chromed grille applied on the tail light lenses and the new rectangular grid front grille of the AMC Javelins arrived for the VAM ones. The exterior included for the first time factory stripe in-house designs. The interior saw new seat pattern designs and a new three-spoke sports steering wheel with an “American Motors” legend on the transparent plastic cap of the horn button. A new steering column design with a built-in safety lever to engage the steering lock came and the mechanism blocking the shifters to ignition switch departed.
1973
For the 1973 model year, the VAM Javelin received cosmetic changes. The car incorporated the new smaller rectangular grille design with integrated rectangular parking lights and mesh grille, open air vents under the front of the fenders for cooling the brakes, the “TV screen” tail light design with a larger central bulls eye emblem between them and new original seat patterns. Mechanically, the car was the same as in the year before with the only exception of a new engine head design with larger valves and independent rockers without flute-type shaft. Except for the lack of intake porting, these heads were same units used in the Go Pack engines. These were the most powerful VAM Javelins ever made in stock condition. Similarly to the Mexican originals, the second-generation Javelins were not available with cowl induction hoods as the AMC Javelins in any form. Sales of this year went down from the previous seasons and the beginning of engine emission certification scheduled by the Mexican government the following year would take toll on all high-compression gasoline engines produced in the country. This started to threaten not just the Javelin, but all performance cars produced in Mexico. All this plus the need to open a space to introduce the Gremlin line and the company’s perception that new Matador coupe model could take the position as the image builder and enthusiast generator of the marque prompted VAM to discontinue the Javelin at the end of the 1973 model year production, one year before AMC’s production of the Javelin ended in the U.S.
Venezuela
Constructora Venezolana de Vehículos C.A. was a subsidiary of AMC. The firm assembled AMC Javelins from 1968 to 1974 in its Caracas, Venezuela facility.
The Venezuelan 1968 Javelin was equipped with the 290 cu in (4.8 L) V8 engine. In 1969, it came with the 343 cu in (5.6 L) with automatic or four-speed manual transmission. 1970 saw the Javelin with 360 cu in (5.9 L) automatic or four-speed manual, while the optional 390 cu in (6.4 L) was only available with the four-speed transmission.
For the 1972-1974 (second-generation) Javelins, the only powertrain available for the Venezuelan market was AMC’s 360 cu in (5.9 L) with 4-barrel carburetor coupled to the Chrysler automatic transmission.
These were the fastest production cars in Venezuela, and were also used for drag racing and road racing in local racetracks.
Collectibility
The Javelin is among the “highly prized” models among AMC fans.
The Chicago Sun-Times auto editor Dan Jedlicka wrote that the Javelin, which he describes as “beautifully sculpted” and “one of the best-looking cars of the 1960s”, is “finally gaining the respect of collectors, along with higher prices.” The first generation Javelin has also been described as a “fun and affordable American classic with a rich racing pedigree and style that will always stand out from the omnipresent packs of Ford, General Motors, and Chrysler pony cars.”
The AMC Javelin does not command the high prices of some other muscle cars and pony cars, but offers the same kind of style and spirit for collectors. However, in its day the car sold in respectable numbers, regularly outselling both the Plymouth Barracudaand Dodge Challenger that are popular with collectors today.
The Antique Automobile Club of America (AACA) divides the “muscle” AMC Javelins into two categories: Class 36-e for 1968-69 Javelin base and SST models equipped from the factory with 343 cu in (5.6 L) 4-barrel or larger V8 engines; and Class 36-j for 1970-74 Javelin, SST, and AMX models equipped from the factory with 360 cu in (5.9 L) four-barrel or larger V8 engines. Javelins built with smaller engines compete in the regular AMC classes according to their respective decade of production.
According to estimates from the 2006 Collector Car Price Guide some of the desirable extras include the V8 engines, particularly the 390 and 401 versions, as well as the “Go” package, and special models including the “Big Bad” color versions. The 1971 through 1974 AMX versions also command higher prices, according to several collector price guides. The 1973 Trans Am Victory edition also adds a premium in several classic car appraisal listings, but the distinguishing decal was readily available and it has been added to many Javelins over the years.
The book Keith Martin’s Guide to Car Collecting describes the cars as providing “style, power, nostalgia, and fun by venturing off the beaten path … these overlooked cars offer great value” and includes the 1971-1974 Javelins as one of “nine muscle car sleepers.”
Some owners use the second-generation Javelins to build custom cars.
There are many active AMC automobile clubs, including for owners interested in racing in vintage events. The Javelin shared numerous mechanical, body, and trim parts with other AMC models, and there are vendors specializing in new old stock (NOS) as well as reproduction components.
232 cu in (3.8 L) I6
258 cu in (4.2 L) I6
252 cu in (4.1 L) I6 (Mexico only)
282 cu in (4.6 L) I6 (Mexico only)
304 cu in (5.0 L) V8
360 cu in (5.9 L) V8
401 cu in (6.6 L) V8
The AMC Matador is a mid-size car that was built and sold by American Motors Corporation (AMC) from 1971 to 1978. The Matador came in two generations: 1971 to 1973 and a major redesign from 1974 to 1978. The second-generation four-door and station wagon models were classified as full-size cars and did not share the distinctive styling featured by the Matador Coupe that was introduced in 1974.
Factory-backed AMC Matador hardtops and coupes competed in NASCARstock car racing with drivers that included Mark Donohue and Bobby Allison winning a number of the races. The new Matador Coupe was featured in The Man with the Golden Gun, a James Bond film released in 1974. AMC Matadors were a popular vehicle in the police market as it outperformed most other police cars. It was also featured in many television shows and movies during the 1970s.
The Matador became AMC’s largest automobile following the discontinuation of the flagship AMC Ambassador that was built on the same platform. Premium trim level Oleg Cassini and Barcelona versions of the Matador coupe were positioned in the “personal luxury car” market segment. Matadors were also marketed under the Rambler marque in foreign markets, as well as assembled under license agreements with AMC that included Vehículos Automotores Mexicanos (VAM), as well as built in right-hand-drive versions by Australian Motor Industries (AMI) and by Campbell Motor Industries (CMI) in New Zealand.
Background
The Matador replaced the AMC Rebel, which had been marketed since 1967. With a facelift and a new name, the AMC Matadors were available as a two-door hardtop as well as a four-door sedan and station wagon. The Matador was based on AMC’s “senior” automobile platform shared with the full-size Ambassador line.
The sedan and wagon models “offered excellent value and were fairly popular”, including as a prowl car. Matadors were offered to fleet buyers with various police, taxicab, and other heavy-duty packages. Government agencies, military units, and police departments in the U.S. equipped Matador sedans or wagons with 360 cu in (5.9 L) or 401 cu in (6.6 L) V8 engines.
The Matador received a redesign in 1974, in part to meet new safety and crash requirements, as well as a completely different model “to contend with the bull market for plush mid-size coupes that sprang up after the end of the muscle car era.”
First generation
1972 AMC Matador station wagon
1971
American Motors advertising assured that the new Matador was not just a name change and facelift, but in reality, it was the 1970 Rebel restyled with a longer front clip and a new interior. The 1971 model year Matadors acquired a “beefier” front end look for all three body designs: 2-door hardtop, 4-door sedan, and station wagon. The AMC Matador shared its basic body design from the firewall back with the Ambassador, which was built on the same platform, but had a longer wheelbase and front end sheetmetal, a formal grille and luxurious trim, as well as more standard equipment that included air conditioning.
While “Matador” may have been a move away from connotations of the Confederacy inspired by the rise of the Civil Rights Movement, it did not help solve the obscurity problem, as AMC adopted a “What’s a Matador” advertising campaign. This self-disparaging marketing campaign “turned the styling of anonymity into an asset.” Consumer-research polls conducted by AMC found it meant virility and excitement to consumers.However, American Motors ran into problems in Puerto Rico. Matador turns out to have connotations for “killer” on the island where bull-fighting was abolished when the U.S. took control of Puerto Rico.
The Matador station wagons had an available rear-facing third row bench seat increasing total seating from six to eight passengers. In addition, all wagons included a roof rack and a two-way tailgate that opened when the rear window was down either from the top to serve as an extended flat surface that was even with the load floor, or to swing open like a regular door hinged on the left side.
The Matador came with straight-6 or a number of V8 engines. Transmissions for the Matador included the Borg-Warner sourced “Shift-Command” 3-speed automatic, and a column shifted 3-speed manual or a floor shifted 4-speed manual.
Matador Machine
Continuing the muscle car trend, The Machine was moved from being a distinct AMC Rebel model to the new Matador only as a performance package option on two-door hardtops. The performance options could also be ordered individually making it possible to “Go Package” equip a four-door Matador sedan or station wagon. The 1971 “Go package” Matador coupe version lacked the optional bold red-white-blue striping of its AMC Rebel-based predecessor, and also had no special identification or badging. Less known than the 1970 original, around 50 Matador Machines were produced for 1971. The package featured 15 x 7 inch slot-styled steel wheels with white-lettered “polyglass” belted tires, dual exhaust system, a heavy-duty handling package, power disk brakes, and a choice of either a 360 cu in (5.9 L) ($373 option) or the 401 cu in (6.6 L) V8 engine (for $461) with either a four-speed manual or a three-speed automatic transmission.
Changes to Matadors were minor until the 1972 model year when the innovative AMC Buyer Protection Plan was introduced. This was the automobile industry’s first 12 month or 12,000 miles (19,312 km) bumper-to-bumperwarranty. American Motors started with an emphasis on quality and durability by focusing on its component sourcing, improving production that included reducing the number of models, as well mechanical upgrades and increasing the level of standard equipment. This was followed by an innovative promise to its customers to repair anything wrong with the car (except for tires). Owners were provided with a toll-free number to the company, as well as a free loaner car if a warranty repair took overnight. The objective was to reduce warranty claims, as well as achieve better public relations along with greater customer satisfaction and loyalty.
The previous Borg-Warner sourced “Shift-Command” 3-speed automatic transmission was replaced by the Chrysler Corporation-built TorqueFlite 3-speed automatic that AMC marketed as “Torque-Command.” The column-shift 3-speed manual continued as the standard transmission, but the optional 4-speed manual was discontinued.
1973
1973 Matador wagon with tailgate down
The 1973 model year brought new U.S. National Highway Traffic Safety Administration (NHTSA) regulations that required all passenger cars to withstand a 5-mile-per-hour (8 km/h) front and a 2.5-mile-per-hour (4 km/h) rear impacts without damage to the engine, lights, and safety equipment. Matadors gained stronger front and rear bumpers. The front bumper included self-restoring telescoping shock-absorbers and more prominent vertical rubber guards, while the rear bumper gained vertical black rubber bumper guards that replaced a pair of similar and previously optional chrome bumper guards.
A comparison of 1973 Matador owners conducted by Popular Mechanics indicated increased satisfaction and fewer problems than was the case with the owners of the essentially similar 1970 AMC Rebel three years earlier.
Automobile Quarterly reviewed the 1973 cars and summarized that “AMC actually has a very strong product line, but public awareness of it seems so feeble as to be negligible. … The Matador became a typical intermediate, an exact counterpart of the Satellite/Coronet or Torino/Montego“, and ranked AMC’s car as a “good buy.”
Second generation (1974–1978)
1975 Matador base model sedan
1978 AMC Matador sedan
A major design change was introduced with the 1974 models for both the sedan and wagon, while the two-door became a separate and radically styled coupe. These could be considered the “second generation” Matadors. New passenger car requirements set by NHTSA called for the front and rear passenger car bumpers to have uniform heights, take angle impacts, and sustain 5-mile-per-hour (8 km/h) impacts with no damage. The 1974 AMC Matadors accomplished this with massive bumpers. The four-door sedans and wagons received a new front fascia with a hood and grille featuring a prominent central protrusion that followed the front bumper shape. Matadors with this front fascia are sometimes nicknamed “coffin noses”.
Second generation sedans and station wagons continued over all the model years with only minor trim and equipment changes. Powertrains were basically unchanged for all the 1974 to 1978 Matadors. Either an inline six orV8 engines were available with a three-speed automatic transmission. A three-speed manual column-shift transmission was also available with the six-cylinder engine from 1974 to 1976. For 1977 and 1978, all Matadors came standard with the automatic transmission.
A road test by automobile journalist Vincent Courtenay of the 1974 Matador station wagon “praised its performance, handling, and fuel economy considering its size and 360 CID engine.” He described it as “a real sleeper on the market. Its performance ranks it in the first line of cars, yet it’s reasonably priced.”
Changes for the 1975 model year were minor as AMC focused on the development and introduction of its innovative Pacer, but Matadors now included a standard “no maintenance” electronic ignition developed by Prestolite. All U.S. market Matadors featured catalytic converters that required the use of unleaded regular-grade fuel. New “Unleaded Fuel Only” decals were placed by the fuel filler door and on the fuel gauge. Steel-belted radial tires were now made standard equipment on all Matadors.
Matador Coupe
1974 AMC Matador X Coupe
1976 AMC Matador Brougham Coupe
American Motors’ executives saw an opportunity to replace the “uninspired” Matador two-door hardtop with a new design to capture people looking for exciting, sporty styling in a market segment that was outpacing the rest of the automobile market; and were looking to answer the demand for plush mid-size coupes after the end of the muscle car era.
The 1974 model year introduced an aerodynamically styled fastback coupe with pronounced “tunneled” headlight surrounds. The Matador coupe was the only all-new model in the popular mid-size car segment. The coupe was designed under the direction of AMC’s Vice President of Styling, Richard A. Teague, with input from Mark Donohue, the famous race car driver. AMC’s Styling Department had greater freedom because of a decision to design the new Matador strictly as a coupe, without the constraints of attempting to have the sedan and station wagon versions fit the same body lines. Reportedly Teague designed the coupe’s front as an homage to one of the first AMCs he designed, the 1964 Rambler American. Many were amazed that AMC came up with the fast, stylish Matador, considering the automaker’s size and limited resources.
The coupe’s wind-shaped look was enhanced by a very long hood and a short rear deck. The Matador coupe stands out as one of the more distinctive and controversial designs of the 1970s after the AMC Pacer and was named “Best Styled Car of 1974” by the editors of Car and Driver magazine. In contrast to all the other mid-sized and personal luxury two-door competition during the mid- to late-1970s, the Matador coupe did not share the requisite styling hallmarks of the era that included an upright grille, a notchback roof, and imitation “landau bars” or opera lights. A Popular Mechanics survey indicated “luscious looks of Matador coupe swept most owners off their feet” with a “specific like” listed by 63.7% of them for “styling”.
Sales of the coupe were brisk with 62,629 Matador Coupes delivered for its introductory year, up sharply from the 7,067 Matador hardtops sold in 1973. This is a respectable record that went against the drop in the overall market during 1974 and the decline in popularity of intermediate-sized coupes after the 1973 oil crisis. After it outsold the four-door Matadors by nearly 25,000 units in 1974, sales dropped to less than 10,000 in 1977, and then down to just 2,006 in the coupe’s final year. Nearly 100,000 Matador Coupes in total were produced from 1974 through 1978.
American Motors executives, including Vice President of Design Richard A. Teague, described design plans for a four-door sedan and station wagon based on the coupe’s styling themes that did not reach production.
James Bond movie
As part of a significant product placement strategy, an AMC Matador coupe played a starring role in a James Bond film that was released in 1974.
The Man with the Golden Gun features the newly introduced coupe – along with Matador 4-door police cars (painted in the black and white livery used by the Los Angeles Police Department) and a Hornet X hatchback. This was Roger Moore‘s second appearance as the British secret agent. The Matador is the car of Francisco Scaramanga, and along with Nick Nack, they use the “flying” AMC Matador to kidnap Mary Goodnight and make their escape. “Bond is foiled by perhaps the best trick a getaway car has ever performed” as the Matador transforms into a plane to fly from Bangkok to an island in the China Sea. The whole automobile is turned into a light airplane when wings and a flight tail unit are attached to the actual Matador coupe (that served as the fuselage and landing gear). The idea was based on the Taylor Aerocar design of a roadable aircraft. The machine for this Bond movie was 9.15 metres (30 ft) long, 12.80 metres (42 ft) wide, and 3.08 metres (10 ft) high. A stuntman drove the “car plane” to a runway.The machine was not airworthy and could only make a 500-metre (1,640 ft) flight, so a meter-long (39-inch) model was used for the film’s aerial sequences. The scenes show the remote controlled scale model built by John Stears.
According to some critics, the movie “didn’t offer much to recommend it other than the clever use of cars” such as the conversion of car into an airplane. The “flying AMC Matador” machine was exhibited at auto shows. It was part of AMC’s marketing efforts for the aerodynamically designed coupe, as well as publicity exposure for the concept of unique flying machines.
Oleg Cassini
Cassini showing off the interior trim he designed
A special Oleg Cassini edition of the Matador coupe was available for the 1974 and 1975 model years. American Motors had the famous American fashion designer develop a more elegant luxury oriented model for the new coupe. Cassini was renowned in Hollywood and high-society for making elegant ready-to-wear dresses, including those worn by Jacqueline Kennedy. Cassini himself helped promote the car in AMC’s advertising.
The special Oleg Cassini Matador was positioned in the popular and highly competitive “personal luxury car” market segment at that time. The Cassini Coupe was unlike all the other personal luxury competitors. The new Matador did not have the typical vintage styling cues of formal upright grille and squared-off roof, though the rear quarter windows were restyled to resemble small opera window openings. The new “smooth and slippery” two-door featured “marks of haute couture” with the “upholstery, panels and headliner done in jet black, with carpets and vinyl roof in a copper accent color. Outside, striping, rub rails, wheel covers and a crest mark the Matador as Cassini’s.” The Cassini Coupes were limited to black, white, or copper metallic exterior paints, and all came with the vinyl-covered roof. They also featured copper-colored trim in the grille, headlamp bezels, in turbine-type full wheel covers, and within the rear license plate recess.
The interior was a Cassini hallmark featuring a special black fabric with copper metal buttons on the individual adjustable and reclining front seats and on the padded door panels, that was set off by extra thick copper carpeting. Additional copper accents were on the steering wheel, door pulls, and on the instrument panel. Embroidered Cassini medallions were featured on the headrests. The glove compartment door, trunk lid, front fender, and hood featured Cassini’s signature.
Barcelona
1977 Barcelona Coupe
1978 Barcelona sedan
In 1976, a “Barcelona” option offered an alternative to the personal luxury cars offered by other automakers such as the Chrysler Cordoba and Chevrolet Monte Carlo. For 1977 and 1978, the “Barcelona II” coupe featured a padded Landau roof and opera windows, styling cues that were required at that time by buyers in the highly popular two-door “personal luxury” market segment. At first it was available in only one distinctive two-tone paint pattern consisting of Golden Ginger Metallic with Sand Tan. For the 1978 model year, the Barcelona came in a second color scheme: an Autumn Red Metallic on Claret Metallic combination. For its final production in 1978, the Barcelona model was also available on the four-door sedan body style.
The Barcelona included numerous comfort and appearance upgrades in addition to the extensive standard equipment that came on all Matadors. The special items were: individual reclining seats in velveteen crush fabric with woven accent stripes, custom door trim panels, unique headliner, headlight bezels painted accent color, black trunk carpet, rear sway bar, GR78x15 radial whitewall 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 (680 g) carpeting and bumper nerfing strips. The standard roll-down rear quarter windows were converted into fixed “opera windows” with fiberglass covers over the stock openings that were finished with padded vinyl inside and out.
Motor Trend magazine road tested a 1977 Barcelona II coupe and found it to be equal to all in the objective areas, as well as one of the most distinctive vehicles on the road that “makes a good deal of sense… if you’re not put off by the Matador’s unique lines.”
Penske Racing prepared factory-backed Matador hardtops and coupes were used in NASCARstock car tracks. Drivers included Indy winner Mark Donohue and Bobby Allison, and they won a number of races. The company’s effort “raised eyebrows” for many NASCAR veterans because AMC was not known for cultivating a racing image. Racing pundits “initially scoffed at the notion of an AMC entry” on the circuit, but “the Matador acquired a fan following of its own.”
Holman-Moody built a pair of 1972 2-door hardtop “Bull Fighters” for Penske as the marque’s first attempt at NASCAR in 1972. The Matador was one of the first oval stock car to use disc brakes. After Donohue won theWestern 500 with the first generation Matador hardtop with four wheel discs, other teams soon followed with the upgrade.
The new 1974 coupe replaced the previous “flying brick” two-door hardtop design. Penske was quoted as saying that they did what they could with the old hardtop, and it did better on tracks with more curves and fewer straightaways. Donohue did not survive to drive the new aerodynamically designed fastback coupe, that many believe was aimed at NASCAR racing. The five wins for the AMC Matador are:
Southern 500 – Darlington – Bobby Allison – September 1, 1975
Bobby Allison also won the non-points Daytona 125 qualifying race on 13 February 1975, and finished second in the Daytona 500 three days later.
Police
Though the full-sized AMC Ambassador was also offered as a police car, the Matador would prove to be very popular. The largest user of Matador patrol cars was the Los Angeles Police Department (LAPD), primarily from 1972 to 1974, with some staying in service until the mid-1980s. After extensive testing of the special police models offered by Chevy, Ford, and Chrysler, the LAPD chose the AMC Matador because they “out handled and out performed all the other cars.” The LAPD police Matadors included among other special equipment: T-2 can lights, a five-channel Motorola Motrac 70 radio, a Federal siren, and a “Hot Sheet Desk” with a Roster gooseneck lamp.
Matador sedans and station wagons was also used by other agencies, including the Los Angeles Sheriffs Department and many other law enforcement agencies across the U.S. and Canada, as well as by military police units.
While V8 power was down for many domestic sedans, AMC used a 401 cu in (6.6 L) V8 engine that outpowered most other police vehicles. Tests of the 1972 AMC Javelin pony car and Matador sedan equipped with the 401 V8s resulted both running the quarter-mile dragstrip in the 14.7-second range. Zero to 60 miles per hour (97 km/h) times were within 7 seconds, comparable to a 2006 Hemi Charger police car. Top speed was about 125 miles per hour (201 km/h), which took 43 seconds, much faster than the previously used Plymouth Satellites.
The high-performance 401 V8 was last available in 1975 only for fleet and police ordered sedans.
The 1974 models would be the last year for the LAPD’s purchase of the Matador. The second-generation longer-nosed restyle and the 5-mile bumpers added weight that affected handling and performance. Moreover, after 1976, AMC “let the police car business go as it causes too many problems.”
Matador police cars would appear in many television shows and movies during the 1970s, most famously, Adam-12 from 1972 until the show’s end in 1975, Police Academy, and in The Rockford Files beginning in 1974.
International markets
Australia
First generation Rambler Matador sedan in New South Wales assembled by AMI
Second generation Rambler Matador X Coupe assembled by AMI
Australian assembly of the Matador by Australian Motor Industries (AMI) started in 1971, and the model was discontinued in 1978. The AMI cars were marketed as the Rambler Matador.
Knock-down kits were shipped from AMC’s Kenosha, Wisconsin factory for assembly in AMI’s facilities in Port Melbourne, Victoria. In addition to the modifications needed for Australian standards and market requirements, changes included the use of “local content” sourced parts and components (such as seats, carpeting, lights, heaters, and even unique “R”-logo wheel covers) that reduced the tariff added to each car. All AMI Matadors had right-hand drive that necessitated a unique dashboard and instrument panel. Although most of the exterior model year changes corresponded to those of U.S. production, the right-hand-drive Ramblers did not receive updated interiors as frequently.
Starting in 1971, the AMI-built Matador was available in sedan and wagon body styles. Standard equipment included automatic transmission, power steering, power windows, air conditioning, and an AM radio. The engine in the later years was AMC’s 360 cu in (5.9 L) V8. Among the options were an exterior mounted sun visor, vinyl roof cover, tow hitch, and mud flaps. The cars were targeted at the top market segment and advertised as “the American luxury limousine made for Australians” and built for Australian conditions.
Sales of the large-sized Matadors dropped after 1974. The second generation Coupe version was assembled by AMI in limited quantity in only its 1974 model year version. AMI stopped assembling Matadors in 1976.The Matador sedans and station wagons were marketed through 1977.
The AMI-built Matador may be the last to carry the “Rambler” automobile name.
Europe
U.S.-built left hand drive Matadors were exported to several European countries.
Continuing the concept of VAM’s version of the AMC Rebel, the Mexican Matador models were only available as a single trim level and in four-door sedan and two-door hardtop forms in their initial year. The hardtop retained the Rambler Classic SST name while the four-door sedan changed from Rambler Classic 770 to Rambler Classic DPL. Both body styles saw the same features as the 1971 AMC Matadors and were almost equal with only few exclusive characteristics for each. Standard equipment consisted of four-wheel manual drum bakes, manual steering, 170 bhp (127 kW; 172 PS) gross at 4600 RPM 252 cu in (4.1 L) I6 engine with Carter WCD two-barrel carburetor and 9.5:1 compression ratio, fully synchronized three-speed manual transmission with column shift, 10-inch heavy duty clutch, 3.54:1 rear differential gear ratio with manual transmission, 3.07:1 rear differential gear ratio with automatic transmission, electric two-speed wipers, electric washers, rectangular full-length 200 km/h speedometer, electric analog clock, collapsible steering column with built-in ignition switch, luxury custom steering wheel, courtesy lights, cigarette lighter, dashboard ashtray, locking glove box, wide individual front seats (hardtop), front bench seat (sedan), two-point front seatbelts, front and rear side armrests, dual rear ashtrays, single round dome light (sedan), dual C-pillar dome lights (hardtop), dual coat hooks, bright molding package, luxury wheel covers, and driver’s side remote mirror. Optional equipment included power drum brakes (standard with automatic transmission), power steering, heavy duty suspension, automatic transmission, heater with front defroster, vinyl roof, remote-controlled driver’s side mirror, passenger’s side remote mirror, bumper guards, bumper tubes, and locking gas cap.
For 1972, all VAM cars received the same revisions and improvements of the AMC models. The Classic line saw upgrades in the replacement of the 252 cu in (4.1 L) six in favor of the 282 cu in (4.6 L) with gross 200 bhp (149 kW; 203 PS) at 4,400 RPM with Carter ABD two-barrel carburetor, 9.5 compression ratio, and 266 degree camshaft. Power brakes with front disks became standard equipment regardless of transmission, a Chrysler A998 three-speed automatic transmission in place of the older Borg-Warner automatics, heavy duty suspension with front sway bar, improved heater with revised controls placed to the right of the steering column, and new two-round-pod instrument cluster. New wheel cover and grille designs were noticeable on the exterior, while seat patterns and side panels were also updated.
Since its redesign in 1970, the hardtop body style started to drop in sales and the front end facelift of 1971 did not help to reverse the trend. VAM did not want to drop it leaving it without a mid-sized two-door. The model was reworked into an all-new limited edition with a sportier focus, as well as featuring more appointments similar to a personal luxury car. This became the VAM Classic Brougham, with the name “Rambler” removed to rejuvenate the line, while the four-door sedan became the VAM Classic DPL. The Brougham included as standard equipment power steering, three-speed automatic transmission with floor-mounted shifter (the same unit as the U.S. Rebel Machine models), center console with locking compartment, individual high-back bucket seats (shared with the VAM Javelin), bright trim for pedals, heater, AM/FM stereo radio with four speakers, tinted windshield, and a remote controlled driver’s side remote mirror. Despite the marketing and high level of equipment, the public saw it as the previous model. The only external differences with the previous model were limited to the colors, the grille, the standard vinyl roof and the wheel covers. The price was higher than that of the Rambler Classic SST and it did not increase sales for the year, ending below VAM’s expectations.
Because of the low sales of the Classic Brougham hardtop, the Classic DPL four door sedan became the only Matador version produced by VAM for 1973, with Javelin being the largest two-door model offered by the company. The 1973 Classic DPLs were virtually the same to their previous year’s counterparts with differences only in seat and side panel designs as well as the grille design and a new engine head with larger valves and independent rockers.
Second Generation
The generational change that AMC Matadors received for 1974 in the United States was also introduced in Mexico. The Classic DPL obtained the longer “coffin nose” front clip design complete with the change from dual headlights to single units, grille-mounted parking lights as well as five-mile-per-hour bumpers with standard bumper guards. The rear licence plate was relocated to the center of the rear panel and obtained new longer rectangular taillights. The interior saw the all-new padded dashboard with three squared pods for instruments (emergency lights, gasoline level and water temperature to the left, 200 km/h speedometer at the center and the electric clock on the right) and a horizontal radio design. Seats and interior door panels were once again redesigned. Units ordered with the automatic transmission also included power steering and a heater. The beginning of automotive engine emission certification in Mexico affected the 282 cu in (4.6 L) six, which changed to a lower 8.5:1 compression ratio. The rear differential gear ratio was changed to 3.31:1 for both transmissions.
The biggest news of the year was the arrival or a new two-door model, AMC’s Matador coupe. Unlike all previous (Matador and Rebel) models, it was available in two different trim levels; the sporty Classic AMX equivalent to the AMC Matador X model and the luxury Classic Brougham equivalent to the AMC Matador Brougham coupe model. Both versions were mechanically the same, carrying the same technical specifications as the Classic DPL models. Their main differences relied in appearance and accessories. The Classic AMX sported VAM’s inhouse five-spoke wheels with volcano centercaps and trim rings, a blackedout grille and a rally stripe surrounding the full length of the car with an integrated AMX emblem on the right corner of the trunk lid; the Classic Brougham had a standard vinil roof cover with its respective moldings, wheelcovers (new design for the year), standard grille and “Brougham” emblems over the C-pillar bases. The Classic AMX showcased a three-arm spoked sports steering wheel, high-back fold-down individual bucket seats, center console with locking compartment, floor-mounted gearshift, and AM/FM radio. Despite the sportiness of the model, intended to take the place of the Javelin as VAM’s top-of-the-line performance model as well as the image and enthusiast builder, the side armrests were the standard designs used in the Matador base models of the U.S. On the other hand, the Classic Brougham sported a custom sports steering wheel and column-mounted shifter with a fold-down split-back bench seat and AM radio. Unlike the Classic DPL, both the Classic AMX and the Classic Brougham included the automatic transmission, power steering and heater as standard equipment. A unique characteristic of the 1974 VAM Classic AMX was the shifter because it was the Javelin’s “aircraft” U-shaped design.
For 1975, changes on all three versions were few. The Classic DPL obtained a new grille design with rectangular parking lights alongside new seats and door panels. The luxury steering wheel obtained a new design for the both Classic DPL and the Classic Brougham. Both coupe models obtained new interior door panels with AMC’s full length X-model side armrests; the panels of the sports version also carried an etched “AMX” emblem over the vinyl near the top front corner of the door. The Classic AMX also featured AMC’s X-model floor-mounted shifter design. All three versions shared the upgrades of electronic ignition, a vacuum gauge in place of the electric clock, a 282 cu in (4.6 L) I6 with a lower 7.7:1 compression ratio, and Holley 2300 two-barrel carburetor. There were more changes for the 1976 model year. The Classic DPL and Brougham featured a new design for wheel covers. Both coupe models obtained a new grille design divided in two portions with squared parking lights. The Classic AMX had a new and more discreet side decal covering only the front fenders and a new metal “AMX” emblem on the trunk lid corner. All three versions shared a new 160 km/h speedometer, tinted windshield, and seat designs that were based in AMC’s Oleg Cassini units for the Matador coupes. These were color-keyed with the rest of the interior, the most unique ones were those of the AMX as they were individual and included adjustable headrests with integrated Cassini crests and reclining mechanism. This is the only case of a VAM car close to the various U.S. AMC designer cars.
The Classic line was discontinued in the middle of the 1976 model year. VAM was looking forward to introducing the Pacer model to Mexican market, which would represent its fourth product line, while Mexican legislation at the time allowed only three per marque. Having both the Classic and the Pacer in the luxury market segment would have also caused internal competition. VAM favored the new Pacer over what until that time had been its flagship model. Starting in 1977, VAM’s most luxurious model was the Pacer, and its largest sized models were the Americans (AMC Hornets).
New Zealand
New Zealand had right hand drive Rambler Matadors assembled under license from AMC by Campbell Motor Industries (CMI) in Thames. The CMI Ramblers used Canadian-sourced complete knock down (CKD) kits. They featured modifications for the New Zealand market including the continued use of the Rambler marque. Matadors were assembled by CMI until 1975, along with other brands. CMI later became part of Toyota New Zealand.
United Kingdom
The Rambler name was used on right hand drive Matador models sold in the UK. The cars were supplied by AMI in Australia up to 1976, but the final 1977 models in the UK were regular LHD versions imported from the U.S.
End of the line
During the late 1970s, the domestic automobile market was moving to smaller cars. The large-sized Matador was no longer attractive to customers demanding more economical cars as fuel and money became increasingly worrisome problems after the 1973 oil crisis and the continuing double digit domestic inflation.
Lacking the financial resources for a full redesign (partly because of the expensive tooling costs of the coupe), AMC dropped the large Ambassador after 1974, while the Matador was discontinued after 1978, around the same time as Ford moved their full-size nameplates to a smaller platform. The downsized 1977 Chevrolet Impala also spelled doom for large intermediates from AMC and Chrysler. American Motors responded to the declining demand for large cars by introducing a new nameplate in 1978, the AMC Concord. The Concord was an upmarket restyling and positioning of the compact AMC Hornet which had the same 108-inch (2,743 mm) wheelbase as the redesigned intermediate 1978 Chevrolet Malibu. It was presented as combing an “easy-to-handle size with a roomy sumptuous interior” and in contrast to the Matador coupe, the “overall styling was pleasant … would not offend anyone” This was the first full-line of economical, compact-sized cars with luxurious trim, features, and comfort levels previously available only in larger automobiles.
American Motors did not have another large car until the Eagle Premier that was developed with Renault‘s partnership and introduced to the marketplace following the purchase of AMC by Chrysler in 1987.
While well-restored examples of Matador sedans can still be purchased for under $3,000, ads have been published asking over $10,000 for restored coupes.
Hemmings Classic Car magazine listed the 1974–78 Matador Coupe as one of their 19 pieces of rolling proof that the old-car hobby need not be expensive and described the Coupe as “possibly one of the most distinctive shapes to come out of the 1970s, and arguably a style pinnacle for the personal luxury movement”, the James Bond movie role, as well as its NASCAR history.
An article in 1991 entitled “Cool Cars Nobody Wants” describes the 1974–75 AMC Matadors as a collectable, stating: “long considered the automaker to geeks, American Motors began its slow decline, we believe, when the liberal do-gooders who made up its core market began earning enough money to buy Scandinavian cars.”
In 2014, Hagerty collector insurance listed the Adam 12 AMC Matador as their number one “favorite full-size, rear-wheel-drive American cop cars from 60 years of the best cop shows.”
Australian Motor Industries
Australian Motor Industries
Emblem featured on the sides of cars assembled by AMI during the 1960s and 1970s
The origins of Australian Motor Industries can be traced back to 1926 when J.F. Crosby decided to invest in Eclipse Motors Pty Ltd of Melbourne. In 1929 the company secured the Victorian agency for Standard Motor Company‘s cars, then changed the company name to Talbot and Standard Motors, and began a steady period of expansion with the Standard marque through the 1930s. In 1952 the Crosby family formed a holding company, Standard Motor Products Ltd, in co-operation with the Standard Motor Company of England to assemble cars at their new assembly plant in Port Melbourne. The subsidiary company responsible for vehicle assembly was the Standard Motor Company (Australia) Limited.
Import tariffs on vehicles encouraged the growth of the Australian vehicle body building industry from the early 1920s. The tax concessions varied with the degree of local content.
Changes within the industry saw the consolidation of the principal manufacturers and the demise of the smaller body builders. The Port Melbourne assembly plant was one of many new facilities which were set up to meet the post war demand for new vehicles. By 1955 the assembly complex had expanded to 33 acres (0.13 km2; 0.052 sq mi) of land and the new engine assembly plant had a capacity of 100 engines per eight-hour shift.
Standard Motor Products Ltd was unusual in the Australian motor industry because of the high Australian shareholding of the company; 88% in 1952 when the Australian company bought out its English partner. The remaining shares were held by the Standard Motor Company UK. As a sign of the close co-operation between the two companies, Sir John Black was made president of SMP and Arthur F. Crosby remained as chairman. His brother, Clive C. Crosby, became the managing director.
In 1958 the company negotiated an agreement with Daimler-Benz to assemble and distribute Mercedes Benz vehicles in Australia. In recognition of this new agreement the company was renamed Australian Motor Industries and a new subsidiary company was formed to handle the Mercedes Benz franchise.
Through its long association with the Standard Motor Company, AMI also held the franchise for Triumph cars and assembled Ferguson tractors through another subsidiary company of the group, British Farm Equipment. An extensive dealer network throughout NSW and Victoria saw Standard cars and Ferguson tractors sold side by side in country areas. The most popular car sold was the Vanguard model.
In October 1960, AMI signed an agreement with American Motors Corporation (AMC) to assemble the Rambler range of cars from complete knock down (CKD) kits. Another deal with Fiat was planned to replace the Ferguson tractors distributed by BFE. The Standard Motor Company had sold their tractor facility in Coventry to Massey Ferguson and focused on automobile production.
AMI ran into financial trouble during the Australian credit squeeze of 1961 and the company was forced to sell off many assets and vehicle stock to remain solvent. Part of the restructure resulted in the sale of their share in the Mercedes Benz franchise to the German parent company.
In 1963 the company secured the Australian franchise for Toyota cars and began assembly of the Tiara range. From this point the financial position of the company steadily improved and by 1967 AMI was assembling 32 different models for the Australian market, as well as importing fully assembled Toyota Corollas for their dealer network.
Other cars assembled by AMI included the Rambler range from American Motors and Triumph cars from Leyland Motors. Leyland had inherited shares in AMI when it had merged with Standard-Triumph International in 1961. During the early 1960s the foreign share of the automobile motor vehicle market was estimated to be 95%, and as the only sizeable producer with a local equity, AMI continued to manufacture overseas designs.
AMI assembled the Triumph Herald from 1959 to 1966 and produced some unique Australian models. The Triumph 2000/2500 range was assembled in Port Melbourne from 1964 to the mid-1970s.
Starting in 1960, AMI assembled a broad range of AMC cars, all with right-hand drive and carried the Rambler brand name. This meant that Australians could purchase a Rambler Javelin, AMX, Hornet, or Matador long after the Rambler marque was dropped from use on the equivalent U.S.-market models.
Complete knock down kits were shipped from AMC’s Kenosha, Wisconsin facility (all knock-down kits to all assembly operations were from Kenosha), but the Australian cars were assembled with a percentage of “local content” to gain tariff concessions. This was done using parts and components (such as seats, carpet, lights, and heaters) from local Australian suppliers. AMI specified what parts were not to be included in the unassembled kits sent by AMC. Other necessary parts specified by the assembler were boxed and shipped for assembly at the final destination in Australia. It is unknown exactly how many parts were included to be installed by the assembly operation, that varied with each operation. Outside colors were chosen by AMI and were the same as used on AMI assembled Triumph and Toyota cars of that period. The distinctive AMI exterior emblems were used on Ramblers, as well as Triumph and Toyota cars assembled by AMI from 1968 onward.
A total of 24 AMC AMXs, all 1969 models were made by AMI between August, 1969 and July, 1970. All featured the 343 cu in (5.6 L) V8s. Differences to the RHD two-seater AMXs compared to the U.S. models included swapping the power brake booster and heater motor on the firewall, the power steering pump remained in its usual left location, although the rest of the steering components had to be on the right side of the cars. All of the Australian AMX interiors were finished in black featuring a unique RHD dashboard with a wood-grained instrument cluster in front of the driver. While the AMX was marketed as a performance muscle car in the U.S. marketplace, the Australian AMXs came with a large high level of equipment that was optional in the U.S., and these AMXs were advertised as personal luxury cars.
One AMC Gremlin was also assembled AMI in Port Melbourne for evaluation purposes and branded as a “Rambler Gremlin”. The car features the standard 232 cu in (3.8 L) I6 engine with three-speed manual transmission, as well as right-hand drive and the mandated percentage of locally produced content.
From 1971, Australian assembled AMC Matadors were equipped with standard column shift automatic transmissions, power steering, power windows, air conditioning, and an AM radio. The engine in the later years was AMC’s 360 cu in (5.9 L) V8. Options included exterior sunvisor, vinyl roof cover, tow hitch, and mud flaps. Registrations for AMC vehicles dropped after 1974. A total of 118 Hornets and 145 Matadors (118 sedans, 27 wagons) were sold during 1974. Registrations for 1975 were 136 Hornets and 118 Matadors (85 sedans 33 wagons). In 1976 there were 88 Matadors (78 sedans, 10 wagons), while 1977 saw just 24 Matador sedans and 3 wagons. Additionally, Matador coupe CKD kits arrived in late-1974, and the assembly of 80 cars began in 1976. One fully assembled AMC Pacer was imported for evaluation purposes.
American Motors cars were assembled in Port Melbourne by AMI up to 1978. The company retained a niche market as the sole U.S. sourced cars available in the Australian marketplace. For example, the Government of New South Wales selected the Rambler Rebel and the Matador as official vehicles in the 1970s.
Toyota and buyout
The Toyota Tiara was the first Toyota model assembled by AMI
The first Toyota car ever built outside Japan was assembled by AMI in April 1963, the Toyota Tiara. The AMI production of Toyotas expanded in the 1960s to also include the Crown, Corona, and Corolla assembled at AMI’s Port Melbourne factory. Toyota Motor Corporation of Japan purchased 10% of outstanding AMI shares. As a fast-growing company, took a controlling interest in AMI in 1968 as a contract with the British Leyland ended.Toyota also purchased a 40% share in Thiess Holdings, an importer of light commercial vehicles, which it renamed Thiess Toyota.
Recognizing the majority owner of the company and the products that it manufactured and marketed, AMI renamed itself as AMI Toyota Ltd in 1985. The company continued to be listed on the Australian Stock Exchange with a minority Australian shareholding until 1987, when Toyota moved to acquire the shares held by the remaining shareholders.
The Japanese company then amalgamated the company with its other Australian operations in 1989 to form two arms. Toyota Motor Corporation Australia which was responsible for passenger vehicles and Toyota Motor Sales Australia which was responsible for both Toyota commercial vehicles and Hino trucks.
The automaker produced a variety of Kaiser Jeep vehicles and American Motors (AMC) models, including Argentina’s most iconic car, the Torino, before partnering with France’s Renault, which bought it out in 1970.
History
1950s
IKA Estanciera (Willys Jeep wagon)
The government of Argentina sent a delegation to the United States in 1951 to meet with auto manufacturers interested in building cars in Argentina. Unfortunately the market was seen as too small to justify the investment, and no one but Kaiser was interested. On 19 January 1955, the government signed an agreement to permit Kaiser to manufacture automobiles and trucks in Argentina. The U.S. automaker was facing problems in its domestic market. It took the Willys Aero out of production in 1955 leaving two redundant sets of vehicle production lines. The Kaiser auto manufacturing equipment was shipped to Argentina while the Willys equipment formed the automaker’s capital contribution to establish a new company in Brazil.
Kaiser created Kaiser Automotores, a wholly owned subsidiary as holding company that owned part of the newly created Industrias Kaiser Argentina, the manufacturing and marketing arm. Other partners in IKA included Industrias Aeronáuticas y Mecánicas del Estado (IAME), the government-owned airplane and vehicle manufacturer, as well as private investors. The public offering of shares of stock was oversubscribed.
The first imports from the U.S. consisted of 1,021 complete cars, manufacturing equipment, and spare parts. Groundbreaking for the new factory in the city of Santa Isabel in Córdoba Province was held in March 1955 with the first Jeep vehicle driven out on 27 April 1956.
IKA Carabela (Kaiser Manhattan)
The initial production was of various Jeeps. Models included the CJ versions, as well as the Willys Jeep Truck or IKA Baqueano Pick-up, and the Willys Jeep Wagon or IKA Estanciera as well as a panel delivery version known as the IKA Utilitario. These utility vehicles were shortly followed by a local version of the Kaiser Manhattan 4-door sedan, called the Carabela, using the U.S. production equipment which had been transferred to IKA. The combined Carabela-Jeep production of 22,612 units was 81% of all vehicles manufactured in Argentina in 1958 with the only competition being a state-run utility vehicle manufacturer.
To expand the marketing of its vehicles in 1958, IKA sponsored a musical variety show El Show de IKA that highlighted an American vocalist, Andy Russell. It was the most expensive TV program produced in Argentina, a Jeep was driven on the stage during every show, and the first to use cameras mounted high above the stage.
In 1959, the American-Argentine company become IKA Renault as a result of an agreement to produce the French firm’s Renault cars. The small Renault Dauphine was produced and badged IKA Dauphine.
1960s
1961 IKA Classic de Luxe (Rambler Classic)
IKA Torino (Rambler American)
The Carabela model was discontinued in 1962, and by that time IKA also assembled other automobiles. Alfa Romeo sold IKA the body molds for its discontinued Alfa Romeo 1900 sedan to become the IKA Bergantin.
Production started on 10 March 1960. The Bergantin was described as the first locally conceived, designed, and engineered car. Local content made in Córdoba included a Willys 2480 cc four-cylinder engine and the Jeep rear suspension and drum brakes that were also used in the Estanciera. The car rode on a 103.3 in (2,624 mm) wheelbase with an overall length of 173 in (4,394 mm). Starting on 31 May 1961, the IKA Bergantin received the 115 hp (86 kW) Continental six-cylinder that was already used for the Estanciera and Carabela models, but only 353 units were made with this engine. Production of the IKA Bergantin ended on 21 February 1962, with nearly 5,000 units sold in three versions: Standard, Deluxe, and Taxi cab. At the time, IKA’s Cordoba plant produced about 40,000 vehicles annually, including Renaults and Jeeps as well as Kaisers and Ramblers.
In 1962, another joint model venture agreement took place between IKA and American Motors Corporation (AMC). Various Rambler models licensed from American Motors Corporation (AMC) replaced all of the old Kaiser and Alfa Romeo based cars. In order to meet local content regulations, however, the Ramblers were adapted to use an Argentine-built Kaiser engine – which luckily was an easy fit, perhaps since the same engineer (Ralph H. Isebrandt) had designed both drivetrains. The final form of the AMC variants was the potent Rambler American/Classic-based Torino that saw a success on international racing circuits. Production peaked in 1965, with a total of 55,269 vehicles were assembled by IKA of which about one-third were Kaiser-Frazer based cars and Jeeps, while other two-thirds were Nash Ramblers and (from 1960) Renaults produced under license.Representing about 28% of Argentina’s total production, IKA was the nation’s largest independent automobile manufacturer with 8,500 employees.
By 1966 the Santa Isabel plant was producing a broad line of models that included the following:
Four Renaults: Dauphine, Gordini, R4L, and R4F
Six utility models: Jeep, Pick-up, Jeep Estanciera (also taxi version), Jeep truck, Jeep Gladiator (500, 1000 kilos) – in two and four wheel drive – and Charge
Four AMC Rambler models: Classic Custom, Classic de Luxe, Classic Cross-Country (station wagon), and Ambassador 990
The IKA Torino model (coupe and sedan)
In 1967, Régie Nationale des Usines Renault of France assumed control of the company by purchasing a large percentage of the shares of stock and changed its name to IKA Renault S.A.
1970s
In 1970 Kaiser Industries decided to exit the auto business and it sold the rest of its IKA holdings to its partner, Renault of France, thus ending the history of Argentina’s indigenous automaker. The new enterprise focused on mass consumption models such as the Renault 12.
In 1975, the original factory in Santa Isabel changed from IKA to Renault Argentina S.A.
Cars built in the Santa Isabel factory
Books by Franco Cipolla describing the tumultious history of IKA
Vehículos Automotores Mexicanos S.A. (VAM) was a Mexican automaker from 1946 to 1989.
The original organization, a distributor and license manufacturer for Willys-Overland and AMC vehicles, became government controlled in 1963 with American Motors Corporation (AMC) holding a minority interest. The company imported and produced automobiles and light trucks under license from Willys, AMC, Eagle, Jeep, Chrysler, Renault and designed their own vehicles based on AMC platforms. The early-1980s collapse of the Mexican economy forced a sale of the Mexican government’s interest in VAM to Renault, which shut down the firm in the late 1980s. The Mexican government maintains the rights to the VAM name and brand to this day.
History
The Willys Jeep CJ-2A, the first vehicle produced by the company in 1946, when it was known as Willys Mexicana.
Vehículos Automotores Mexicanos was established as its own company 1963 after the Mexican Government passed a law to control the privately owned Sociedad Mexicana de Credito Industrial (SOMEX), the parent company of Willys Mexicana S.A. (established since 1946 as a local manufacturer and distributor for Willys-Overland Jeeps and used both the names VAM and Willys Mexicana on its products) that held the license to produce and import AMC Ramblers. Willys Mexicana was transformed into VAM in 1963 after an agreement between American Motors Corporation (AMC) and the Mexican Government. After the restructuring of the original company, VAM proceeded to the construction of its own engine plant located in the municipality of Lerma, Estado de México. At the same time, AMC took a 40% equity interest in VAM, but did not actively participate in the company’s management. Government content regulations required VAM vehicles had to have at least 60% locally sourced parts.
AMC’s stake in VAM passed into the hands of Renault in late 1980 when Renault assumed the majority (controlling) ownership of AMC. The last AMC based cars were produced in 1983, the same year the last two wheel drive cars were produced by AMC in the US. Beginning in 1984 the company produced several Renault models as VAM vehicles.
Financial problems during a collapse of the Mexican economy (recession and devaluation of the Mexican peso, beginning in 1982) forced the eventual sale of the Mexican government’s interest in the company to Renault. The Mexican government actually paid Renault some US$ 200 million to take over VAM and assume its debts in 1987. Renault then closed VAM down.
Products
The VAM Classic, based on the AMC Rambler
1976 The AMC Matador Coupe was manufactured as a VAM vehicle.
The VAM Gremlin was based on the AMC Gremlin but featured more conservative styling.
A modified version of the Eagle Premier was the last vehicle produced by VAM for a few months in 1987.
From its initial inception as Willys Mexicana in the late 1940s the company manufactured Jeeps under license and AMC vehicles after 1954. Most VAM cars mimicked domestic (U.S.) models but had significant differences in aesthetic design. In the sixties, VAM produced the Rambler American (in 2- and 4-door and wagon versions plus a limited single-year hardtop imodel in two generations), a version of the AMC Rebel called the “Rambler Classic” (in 2-door hardtop and 4-door sedan versions) and the AMC Javelin. In the seventies VAM produced a full line of AMC Hornets, called first “Rambler American” and since 1975 just “American,” plus a sport version called “Rambler American Rally” (subsequently “American Rally”). The Concord hatchback was badged a “American Rally AMX.” Rambler Classics, AMC Gremlins, Javelins, and Pacers were sold under their original U.S. names. The AMC Matador sedan models were badged as the “Classic DPL” since 1972 and the Matador Coupe was produced in a sport version called “Classic AMX” and a luxury “Classic Brougham”.
In later years, VAM badged variants of the AMC Spirit as the sporty “Rally AMX”, luxury “Rally SST” and high performance “Rally GT”. The Mexican version of the AMC Concord kept the “American” name, in base and GFS, ECD and DL models. Some VAM models mixed and matched body components from U.S. cars. Examples of Mexican-only cars include a 1977 two-door “Hornet” with a 1977-1978 Gremlin front clip. Many of these carried slightly different engines, all-original interiors, and different model and designation names than their counterparts in the United States and Canada, but were all based on U.S. bodies and used the same parts. Most bodies used the same year parts as U.S. production cars, but sometimes years and models were mixed. VAM built 1974-1976 Gremlins, for example, used the AMC Hornet grille and front fenders, and the 1977 Hornet mentioned above.
VAM produced one original body not available in the U.S. or other markets, the VAM Lerma (named after the town the engine factory was in). The Lerma was a “cut and weld” built body. The rear hatchback portion of an AMC Spirit (or rather VAM Rally) was cut from the Spirit body grafted onto the longer wheelbase AMC Concord (VAM American) in two and four door versions. This idea was presented to AMC, but the labor cost to produce the car using the “cut and weld” method would have been cost prohibitive in the U.S., and sales of the aging Concord/Spirit (in production since 1970) were not up to adding a new body that would require unique panels to be pressed.
All VAM engines were of AMC design, but built in Mexico. Moreover, VAM added unique engineering features to deal with low octane fuel and high altitudes. This included a 282 cu in (4.6 L) I6 engine (essentially a 258 block cast with a 0.16″ larger bore) not available from AMC. The larger six helped counter high altitude/low octane fuel power loss and with the lack of a V8 engine option in VAM produced vehicles.
In 1982, VAM’s engineering department worked on a prototype Jeep Cherokee (XJ) and fitted VAM’s straight six into it (in place of AMC’s four-cylinder or optional V6 from General Motors). AMC was impressed by the project, which eventually developed into the 4.0-liter engine version introduced in the 1987 Jeep Cherokee (XJ).
In ’65, the car was marketed as “Rambler Marlin”. For ’66, the car featured “Marlin” identification only, named “AMC Marlin”, as was the ’67 model.
It’s fastback roof design was previewed on the 1964 Rambler Tarpon show car, based on the compact Rambler American. 1965 and 1966 model year production Marlins were fastback versions of the mid-sized two-door hardtop Rambler Classic, and 1967 brought a major redesign in which the car was given the new, longer AMC Ambassador full-size chassis. This version had a longer hood and numerous ‘improvements’ including more interior room and new V8 engines.
Origin
As consumer per capita income increased in the early 1960s, the U.S. automobile market expanded. Whereas American Motors’ profitable marketing strategy under George W. Romney had concentrated on compact, economical cars, Romney’s successor as CEO,Roy Abernethy, saw larger, more prestigious and luxurious models as a new profit opportunity. The objective was to compete with the “Big Three” automobile manufacturers (General Motors, Ford, and Chrysler) by expanding AMC’s model lines into additionalmarket segments; particularly by developing a sporty, roomy, 6-passenger sedan that would occupy a unique niche in the market. The idea was that the new car would be a distinctive, low-volume model symbolizing a new Rambler look and spearheading a full product line. To be a distinctive competitor in the big league with the Big Three, it was decided that it should be flashy and intermediate-sized, and in an era when other automakers were stressing the power of muscle cars for their intermediate-sized image vehicles, the new model – the Marlin – was to feature comfort and spaciousness.
Marlin nameplate
Initially, in response to a proposal for a sporty youth-oriented car, a four-seat fastback design study, the Rambler Tarpon, had been built on the compact-sized Rambler American platform. This was shown as a concept car at various auto shows but AMC’s current “GEN-1” V8 engine would not fit in the comparatively small Rambler chassis; also the new “GEN-II” V8 designs were still in development, and market research showed that a six-cylinder engine alone would not satisfy potential customers.
Ultimately, and in line with Roy Abernethy’s new marketing strategy, the decision was made to build the new fastback model on AMC’s intermediate-sized Rambler Classicplatform. The development team, under distinguished American designer Richard A. Teague, had to work with considerably smaller budgets than their counterparts at Detroit’s Big Three to create the new Marlin. They created a large, roomy and luxurious fastback which incorporated a number of design features from the Tarpon show car. (The roof was raised over the rear passenger area when Abernethy, who was six-foot-four (193 cm tall), insisted on being able to sit in the back seat of the design studies.) As the car was targeted at the evolving “personal luxury” segment, its long list of standard equipment was supplemented by numerous options that enabled buyers to personalize their Marlins.
232 cu in (3.8 L) 155 hp (116 kW; 157 PS) I6 2-bbl
287 cu in (4.7 L) 189 hp (141 kW; 192 PS) V8 2-bbl
327 cu in (5.4 L) 250 hp (186 kW; 253 PS) V8 2-bbl
327 cu in (5.4 L) 270 hp (201 kW; 274 PS) V8 4-bbl
Only the 1965 Marlins had the “Rambler” nameplate on the hood and rear panel
Launch
American Motors billed the Marlin as a new addition to the company’s self-styled “Sensible Spectaculars” model line. Backed by extensive advertising and merchandising, the car was officially announced on 10 February 1965, and unveiled in Rambler dealer showrooms on 19 March.
New car introductions, more significant in the 1960s than today, were often accompanied by special invitations and heavy publicity. The Marlin was advertised in 2,400 newspapers on its launch day, and American Motors’ news releases positioned it as aimed at buyers wanting a sporty fastback that was also roomy and comfortable. This contrasted it with the smaller Barracuda and Mustang fastbacks that had arrived a year earlier. AMC’s first model following the muscle car launches of the 1960s, the Marlin was intended to outflank competitors as a product they did not offer – a strategy now called “niche marketing“.
It followed signature design features of the Ford Galaxie “Sports Roof”, the Plymouth Barracuda, the Mustang 2+2, and the 1965 fastback models from General Motors, including the Chevrolet Impala “Sport Coupe” versions. A book on American muscle cars says V8-powered Marlins provided appropriate performance for the streamlined appearance.
Press reaction
The new model met with a mixed reception in the press. Popular Mechanics magazine recorded 0 to 60 mph in 10.8 seconds by manually shifting the automatic transmission, and fuel economy of 18.14 mpg-US(12.97 L/100 km; 21.79 mpg-imp) at a steady 60 mph (97 km/h). Tom McCahill‘s road test in Mechanics Illustrated recorded 0 to 60 mph in 9.7 seconds with the 327 engine.
Motor Trend magazine found the Marlin well balanced and said it added to the market’s various personal performance sports cars. The San Francisco Chronicle praised it and noted effortless cruising at 80 mph (129 km/h).” Hot Rod magazine, which described the car as “weirdly attractive”, ran the quarter-mile in 17.43 seconds at 79 mph (127 km/h) with the 327 cu in (5.4 L) and “Flash-O-Matic” transmission.
The Marlin emphasized the stretched-out hardtop (pillar-less) roofline that followed the contemporary styling vogue. Automobile Quarterly magazine thought the car very ugly and expressed dislike for the inadequacy of the rear-view window, the positions of the steering-wheel and stoplights, the softness of the front seats, and the design of the pedals.
Designer reaction
Vincent Geraci (who became chief of product design and product identity at Chrysler after AMC’s buyout), viewed the Marlin as “an exciting program … We took a 1965 body design and turned it into a sportier version. But enlarging the car from its original concept [the Tarpon] and raising the roof produced an adverse effect on overall appearance.”
Bob Nixon (who after AMC’s buyout in 1987 became Jeep‘s design chief at Chrysler) dismissed the project as an “ugly embarrassment” and said that the assignment to create a sporty fastback on the Classic platform was “like trying to build a Corvette on a Buick sedan body. It just doesn’t work.”
Carl Cameron, designer of the original Dodge Charger, named the Marlin as the only competition for his 1966 car even though, he said, the Marlin lacked some of the Charger’s features and it was “very different”. Contrary to the view that the Charger was a “clone” of the Marlin, Cameron said that the starting-point for his design was the fastback 1949 Cadillac, and that any similarity to the Marlin was coincidental. He added that as a result of the exceptionally tall Abernathy’s insistence on being able to sit in the Marlin’s back seat, “those cars had big squared-off roofs” whereas the Charger’s roof treatment was “rounded off, much more pleasing to the eye.”
Vehicle appointments and options
1965 Marlin interior
Standard features, which focused on comfort and luxurious appearance, included deluxe exterior trim, individual reclining front seats, front and rear center armrests when bucket seats were selected, and interiors from AMC’s two-door Ambassador model, including dashboard and instrument panel. On the Marlin, the dashboard was trimmed with engine-turned aluminum. Interior door panels were finished with carpeting and stainless steel trim, when many cars at the time had cheaper stamped vinyl glued to cardboard. Retractable front seatbelts where optional. The reclining bucket seats could be ordered with headrests. The Marlin was also one of the first American automobiles with front disc brakes (four-piston design, by Bendix) as standard. It had drum brakes without servo assistance on the rear.
A total of 2,005 Marlins were built with the smallest engine option, a 145 hp (108 kW; 147 PS) 232 I6. The AMC-designed 270 hp (201 kW; 274 PS) 327 cu in (5.4 L) 4-barrel V8, often paired with an automatic transmission that had the shifter in a floor console, accounted for 42% of total production, while less than 6%, regardless of engine option, had the innovative “Twin-Stick” manual transmission (with overdrive). The center console-mounted controls offered one longer stick for the regular gears, with a second shorter lever for overdrive selection. It can be shifted as a 5-speed: from 1st to 2nd, to 2nd+OD, to 3rd, to 3rd+OD. Other options included “Solex” tinted glass (70% of production), power steering, heavy-duty suspension, “Twin-Grip” limited slip differential, air conditioning, adjustable steering wheel, power windows, and a choice of AM radio or an AM/FMmonaural unit (50% of production) with “Duo Costic” rear speaker and “Vibra Tone” system to simulate stereophonic sound (stereo broadcasting was not yet widely available in the U.S.). Only 221 Marlins were built without a radio. Wide-ranging interior colors and upholstery choices were available, and options for the exterior, including accent colors for the roof and side window trim, enabled further customization.
Pricing and sales
The MSRP price was US$3,100 (US$23,199 in 2015 dollars), compared with $3,063 for a bench seat (six-passenger) version of the Rambler Classic 770 2-door hardtop, which did not have the extra features and luxurious interior of the Marlin. 10,327 Marlins were sold in the abbreviated first year of production.
1966
1966 AMC Marlin two-tone trim
1966 model with the optional 4-speed manual
The Rambler Marlin became known as the AMC Marlin starting with the 1966 model year. All references to the historic Rambler brand name were removed from the car and promotional materials. This was part of Roy Abernethy’s remake of AMC’s corporate identity, divorcing the larger car lines from the Rambler brand and the economy compact car image. The other changes were minor (e.g. a slight modification to the extruded aluminum grille, a front sway bar made standard on six-cylinder models, and an optional black vinyl roof cover that continued over the trunk opening). New was an electronic tach on the top of the dash.
The year also saw the introduction of the fastback Dodge Charger, a derivative of the intermediate-sized Dodge Coronet, and a sporty model in direct response to the Marlin.Together, the Charger and Marlin were “unusual, distinctive and in a class by themselves.” General Motors and Ford also positioned products similar to the Marlin as specialized “personal luxury” coupes and introduced 2-door fastback versions of their full- and intermediate-sized car lines.
AMC broadened the car’s market appeal by lowering the base price to US$2,601 (US$18,906 in 2015 dollars) and offering more options. For example: high-level trim packages that had previously been standard, as well as the availability of a floor or center console mounted 4-speed manual transmission and a dash-mounted tachometer, affected small changes in pricing and equipment that paralleled the competition. By comparison, Chrysler did a similar thing with the pricing and content of its Dodge Charger from the 1966 to the 1967 model years. Despite these changes, Marlin production fell to 4,547 in 1966.
Popular Science magazine road test comparison of three 1966 sporty fastbacks (Ford Mustang, Plymouth Valiant, and AMC Rambler) highlighted the Marlin’s quiet interior, high quality upholstery and positioned seats with adjustable backrests that “permit almost any driver to find an ideal seat-to-wheel-to-pedal relationship”, as well as the “best-balanced ride on good roads and bad”. The 287 cu in (4.7 L) two-barrel V8 engine with the three-speed automatic achieved 0 to 60 mph in 11.7 seconds, and was the quietest, but least responsive of the group. The test Marlin’s standard drum brakes were criticized as inadequate, with the authors recommending the optional disk brakes.
232 cu in (3.8 L) 155 hp (116 kW; 157 PS) I6 2-bbl
290 cu in (4.8 L) 200 hp (149 kW; 203 PS) V8 2-bbl
343 cu in (5.6 L) 235 hp (175 kW; 238 PS) V8 2-bbl
343 cu in (5.6 L) 280 hp (209 kW; 284 PS) V8 4-bbl
The Marlin was larger and more expensive for the 1967 model year. It was now built on AMC’s completely redesigned 118 in (2,997 mm) wheelbase “senior” platform, i.e. the AMC Ambassador chassis. The retooling for 1967 design changes that were mostly to the “senior” line of AMC cars (Ambassador, Marlin, Rebel) cost $35 million.(US$ 254,405,128 in 2015 dollars) The overall length of the new Marlin’s body increased by 6.5 inches (165 mm) with more rear seat legroom, as well as being wider resulting in 2.2 inches (56 mm) of additional interior room, but in the process the car gained 350 pounds (159 kg) compared to the previous models.
Making the Marlin larger was a design requirement in anticipation of the 1968 entry of the compact-platform based Javelin. Also the longer, wider car would improve product differentiation among AMC’s various model lines. Motor Trend magazine compared two “Sporty Specialties” – the 1967 AMC Marlin and Dodge Charger – concluded that both are “caught in the middle” because “neither has the compactness of the basic sports-personal archetypes such as the Mustang or Camaro, nor the posh elegance to social climb” to the models such as the Cadillac Eldorado or Buick Riviera. Rather, “both aim at the driver who wants a sporty-type car, but who doesn’t want to give up room and comfort and isn’t ready to move into more expensive category.” The 1967 Marlin was part of the “cool” car sales pie that featured sporty cars with “the popular fastback silhouette”.
The Ambassador chassis allowed for a longer hood that harmonized better with its fastback rear end, and the body was given a less angular appearance. A bright trim strip from the door opening to the rear bumper accentuates the slightly kicked-up “coke bottle” profile of the rear fenders. The front end shared the Ambassador’s protruding, vertically stacked headlights and an all-new recessed extruded aluminum grille with horizontal bars that bowed forward in the center. The grille was a black anodized version of the twin (parking and turn-signal) “rally light” grille on the Ambassador DPL models. The hood ornament was redesigned, with a small chrome marlin fish set in clear plastic inside a chrome ring.
The main feature was the Marlin’s fastback roof with “stylish elliptical C-pillars that ended “between two stubby, squared-off fins” in the rear. The decklid was the same as on the previous model, but now without the large round insignia. A bigger back window improved rear visibility. New taillights were similar to those on the first-generation car. The rear bumper was slightly different from the one used on the Ambassador and Rebel station wagons, the top edge being a continuous horizontal line that fits up against the body.
Teague said the 1967 car was ‘the best-looking Marlin we built.’ Motor Trend magazine described the all-new styling of AMC’s new full-size cars as “attractive” and “more graceful and easier on the eye in ’67.”
The second-generation Marlin did not have its own catalog, but was described within the large Ambassador sales brochure. The Ambassador’s standard features and options also came on the Marlin. The interiors continued to offer premium materials and fittings, including wood-grain trim, and were the same as on the Ambassador 990 and DPL two-door hardtop models (with the exception of the “Custom” package that had two matching pillows) that “rival more expensive cars for luxury and quality, yet are durable enough to take years of normal wear.” Many Marlins were ordered with the reclining buckets seats that not only featured a center armrest between them (with a center cushion for a third occupant or a floor console with gear selector), but also a foldaway center armrest for the rear seat. The interior design was new and featured a safety-oriented dashboard with the instruments and controls grouped in front of the driver, while the rest of the dash was pushed forward and away from the passengers. Protruding knobs and controls were eliminated from any area that the passenger or driver could strike them. The steering wheel was smaller than used before and the column was now designed to collapse under impact. A new lane change feature was made standard for the turn signal.
An entirely new family of V8 engines was offered. The six-cylinder was still available, but rarely ordered -only 355 were built. The base V8 was the 290 cu in (4.8 L) with a 2-barrel carburetor, while a pair of 343 cu in (5.6 L) V8s were optional: a 2-barrel that ran on regular-fuel, as well as a high-compression (10.2:1) premium-fuel version with a 4-barrel carburetor and dual exhaust that produced 280 hp (209 kW; 284 PS) at 4800 rpm and 365 pound-feet (495 N·m) of torque at 3000 rpm. An entirely new four-link, trailing-arm rear suspension system was introduced eliminating the previous torque tube design.
Motor Trend magazine’s road test of the Marlin with the 343 engine reported zero to 60 mph in 9.6 seconds, and ran a 17.6-second quarter mile at 82 mph (132 km/h) with two passengers aboard, which was comparable to the performance of a Dodge Charger with a 383 cu in (6.3 L). Fuel economy with the 280 hp V8 averaged 15.3 mpg-US (15.4 L/100 km; 18.4 mpg-imp) city and 17.6 mpg-US (13.4 L/100 km; 21.1 mpg-imp) highway, while with the 155 hp straight-six the big Marlin averaged 17.3 mpg-US (13.6 L/100 km; 20.8 mpg-imp) city and 20.4 mpg-US (11.5 L/100 km; 24.5 mpg-imp) highway. The Marlin “also handled well” and featured reclining seats that are “well worth the extra $44.65 to anyone who travels long distances.”
Sales of the redesigned Marlin fell to 2,545. This was partly a result of customers’ diminishing confidence in the financial health of the automaker under Abernethy’s leadership, and partly confusion caused by AMC’s move away from its loyal “economy” customer market segments into segments dominated by the domestic “Big Three” (GM, Ford, and Chrysler). Furthermore, buyers did not turn to the “family”-sized fastbacks. Therefore the Marlin ceased production at the end of the 1967 model year.
Racing
The Marlin “was an overlooked performer on the muscle car landscape”, yet it was campaigned without factory support in motorsport venues. Roy Abernethy had instituted a prohibition on automobile racing and he was opposed to corporate sponsorship of activities that glamorized speed and performance. While the Big Three automakers in the U.S. were focusing on high performance during the early 1960s, AMC ran advertising that said: “Why don’t we enter high-performance Rambler V-8s in racing? Because the only race Rambler cares about is the human race.” Nevertheless, the 1965 Marlin was an attempt to attract younger customers. The Marlin was promoted as an image-breaking model and AMC dealerships began sponsoring Ramblers in auto racing.
Dragstrip
Preston Honea achieved drag racing fame with the “Bill Kraft Rambler”. The effort began in 1964 when the Bill Kraft Rambler dealership had installed a highly modified AMC Ambassador V8 engine (the 327 V8 bored out to 418 cu in (6.8 L), four carburetors, special intake manifold) in a 1964 Rambler that ran 112 mph (180 km/h) at the Fontanadragstrip. For the 1965 season, Kraft built a new “Bill Kraft Rambler”, this time a fastback-bodied Marlin Funny Car on alcohol fuel and nitrous injection. The AMC engine was replaced by a Plymouth Hemi. On its first time out, the Hemi-powered car ran a 10.31-second quarter mile at 138 mph (222 km/h).
Oval
Roy Haslam, a 1999 inductee to Victoria Auto Racing Hall of Fame, raced his AMC Marlin Super Stock (image) in Canada and the U.S. He won the July Cup and was 3rd in the season point championships.
Endurance
Brothers Larry and Don Hess raced a Marlin in the 1966 24 Hours of Daytona.Sponsored by Queen City Rambler, a Charlotte, North Carolina AMC dealership, the car ran almost stock, even a with radio antenna. The passenger seats were removed, a roll bar installed, and the factory exhaust system replaced with open headers that exited below the doors. The Marlin retired after 80 laps with overheating and steering problems, and was reportedly sold as a used car after the race.
Special versions
American Motors designers and stylists made two operational show cars. Both used the platform of the first generation Marlin and promoted Rambler’s new emphasis on luxury and glamour.
The Black Marlin toured the 1965 auto shows along with attractive young women in sailors’ outfits. It was finished in black with “a sleek and stylish interior.”
The Tahiti luxury version toured the shows in 1966, starting with the North American International Auto Show in Detroit. It was finished in a brilliant fireflake blue with “bright South Seas floral upholstery”, and matching throw pillows.
A design experiment in 1966 was the manufacture of a first-generation Marlin with the front end of the Ambassador.
The Marlin II essentially foretold the switch to the longer wheelbase platform that occurred for the 1967 model year. The car was used by Richard Teague, and was sold in 1967.
George Barris customized a 1966 Rambler Marlin for Rader, a wheel manufacturer, to use for promotion. The car was repainted Candy Red with powdered gold leaf in the clear coat, and had Rader wheels with “thick wall” tires, a reworked mesh grille with four rectangular Cibié headlamps, and Black Pearl Naugahyde on the trunk. Later Barris worked with AMC to produce dealer-installed customizing kits for the AMX.
The roof was cut off a 1966 Marlin for the Florida Marlins, a professional baseball team based in Miami Gardens, Florida. With no seats except for the driver, the car was used in parades and on-field ceremonies at Pro Player Stadium and transported the team’s mascot “Billy the Marlin” for the fans to see during the ball club’s 1997 world championship season.
Legacy
New market segments
The intermediate-size fastback car was not a big hit in the marketplace. However, “there were many who welcomed the new breed of mid-size fastbacks as a breath of fresh air.” According to Consumer Reports, these cars defied “the usual guidelines to size and price class, and they cannot be measured against any standard”.
The Marlin had low sales overall but generated publicity and excitement, attracting potential customers to AMC dealers and creating sales opportunities for other models. American Motors’ claim to fame was as a maker of economical and undistinguished compact cars and the publicity and interest generated by the Marlin’s rather radical design facilitated a shift in public opinion about the automaker, as well as the contribution margin to the company’s sales. The Marlin’s first-year sales helped generate a profit of US$5.2 million (US$ 38,914,889 in 2015 dollars) for AMC in fiscal 1965, despite a three-week strike by the United Auto Workers.
The mid-sixties automobile market in the U.S. was marked an increasing influence of younger buyers who wanted a sporty image. Most of the “sportiness” of these was due to effective marketing. No longer satisfied with “standard” cars the market moved into new segments that included muscle models and personal-luxury cruisers. Many were heavily restyled derivatives of volume models and shared common parts. Moreover, they were image builders and big profit generators for their automakers. The objective of the Marlin was to move AMC in this direction. However, the AMC “had an established image as an expert in the small-car field”, and thus faced problems in marketing the Marlin as a sporty big car. Moreover, “the Marlin actually represented a double leap” for AMC: into performance, as well as personalization. The model had a good start, but sales quickly bottomed out in the 1967 model year. The automaker’s anti-racing philosophy turned around after $40 million (US$ 290,748,718 in 2015 dollars) was spent to develop a new V8 engine family and AMC turned to “competitive events as a means of knocking down its avidly gathered reputation for economy.”
Although the Marlin was discontinued in 1967, it paved the way for a successful replacement—the compact 1968 AMC Javelin. Therefore, the Marlin’s introduction in 1965 can be viewed as stopgap marketing move by AMC, influenced by the company’s lack of a V8 engine at that time to fit the compact Rambler chassis. As a mid-sized car, the Marlin was not a dashing, affordable pony car, and after three years of production, it would “step aside in favor of another two-door: the hip, new Javelin.”
In a television advertisement Romney and his wife Ann tenderly describe their first date and falling in love. Mrs. Romney recalls her husband pulling up in “some goofy-looking car” and running out of gas on the way home. Romney describes being embarrassed by the fact that in high school he drove a car that he says was “kinda awful.”
What Romney did not say in the ads was that the car was a brand new Marlin, from the company that was headed by his father, George W. Romney, from 1954 to 1962.
The rival Shannon O’Brien campaign responded that Romney “actually drove a cool car”—a “personal luxury car” according to AutoWeek magazine. The press release by the Democratic ticket chided: “…the fact that Mitt Romney was embarrassed by his brand new car shows just how out of touch with regular working people he is.”
Crossfire connection
Crossfire’s roof, rear fenders, and rear end design resembled the Marlin’s
Some of the main design components of the Marlin’s design returned in 2004 with the Chrysler Crossfire. The rear-wheel drive, two-seat sports car was developed when Chrysler was merged with German automaker Daimler-Benz (forming DaimlerChrysler) and shared most of its components with the Mercedes-Benz SLK320. The original concept car was styled by Eric Stoddard, the car was further refined by Andrew Dyson and built by the German coachbuilder Karmann. Both the Marlin and Crossfire became “known more for their rear view than their front styling.”
The new coupé displayed a fastback roof with broad rear fenders, a rear end treatment that prompted many automotive journalists to comment on the Crossfire’s resemblance to the AMC Marlin. Examples include automotive journalist Rob Rothwell, who wrote “…when I first espied the rear lines of the Chrysler Crossfire I was instantly transported back to 1965 and my favorite car of that year, the Rambler Marlin.” Automotive editor toThe Detroit News described the “distinctive boat-tail rear end that reminds more than one observer of the old Rambler Marlin.” Motor Trend also compared the “provocative boattail theme” of the 2004 Crossfire’s sheetmetal to that of the AMC Marlin. Even the handling characteristics of the Crossfire were compared by one British journalist to “a detuned 1967 AMC Marlin with locked-solid suspension.”
Collectibility
1965–1966 Marlins at a Marlin Auto Club meet in Kenosha, Wisconsin
A few of the 1967 Marlins attending a Marlin Auto Club show
The distinctive Marlin has found a niche among old car hobbyists and collectors of historic vehicles as evidenced by the backing of enthusiasts with a single marque antique auto club.It offers information to those interested in “these uncommon and fascinating cars.” Although a relatively low-production model, the Marlin is a derivative of AMC’s higher-volume models so it shares many common parts. Vehicles in various stages of appearance and mechanical condition can be found for sale. Plusses for collectors of the 1965 model include decent performance with optional drivetrains, historical oddity, plush, bucket-seat interior, and its still low prices; while the Marlin’s “distinctive” styling, rust issues, and slow appreciation in value are minuses. The Marlin’s low production numbers also means that there “will never have too many other Marlin owners to rub elbows with.”
There are also many active local and national (U.S. and other nations) Rambler and AMC car clubs that welcome Marlins.
Scale models
A highly detailed Marlin promotional 1/25-scale model was manufactured under license from AMC by Jo-Han for the 1965 and 1966 model years. The only differences are their grilles and removal of the Rambler name on the 1966s. A friction model was also available from Jo-Han in 1966. Although available in a variety of single and two-tone color combinations, many of these “dealer promos” were done in aqua/dark blue two-tone plastic. Unwanted by AMC dealers as the 1966 model year neared its end, thousands of the models were given away to institutions such as children’s hospitals and orphan’s homes. They are now highly desirable and they command premium prices. Their value can be upwards of $200 to 400 for mint, in-the-box specimens that still have the hood ornament.
Jo-Han also produced 1/25-scale plastic kits of the 1966 Marlin, (Jo-Han C1900) and reissued it in the mid-1970s in the “U.S.A. Oldies” series (Jo-Han C-3666). They are based on the promotional models, but are less valuable today. According to Steve Magnante of Hot Rod magazine, Jo-Han appears to be poised for a comeback with its most famous unassembled model kits favoring offbeat subjects, “but save up-this stuff is pricey.”
Two types of die-cast toy models were sold under the Corgi Toy brand and manufactured by Mettoy Playcraft in the UK during the late 1960s. Both were done in 1:48 scale. One was a two-tone red and black Marlin with opening doors and a tow hook. The “Rambler Marlin Sports Fastback” (Corgi 263) scale model was released in 1966 and withdrawn from the market in 1969. In addition to the two-tone paint with chrome bumpers and grille, the model features a detailed interior finished in white and the front seat backs can be tipped forward (as in the actual cars). The second was a gift boxed set (Corgi GS10) with the Marlin finished in blue with a white roof and featuring a roof rack for a kayak, as well as towing a matching utility trailer with opening hatches. Released in 1968, this set had a short run of just 11 months.
Interchange
Customized 1966 Marlin with 327 V8
The following is a digest of a section in “The Marlin Handbook – 2004” prepared by the Marlin Auto Club.
First generation
Front fenders, hood, as well as front and rear bumpers are interchangeable with the 1965 and 1966 Classic. The rear bumper from 1965 and 1966 Ambassadors will interchange, as well as the dashboard, seats, and other inside trim pieces. Windshields and the doors with their side glass are interchangeable with all two-door Classic and Ambassador models.
Drive train, front and rear suspension, brakes, radiators, master cylinders, trunnions, steering columns, power steering pumps, engines, transmissions, brake drums and rotors are interchangeable with 1965 and 1966 Ambassadors and Classics. Some parts are even interchangeable back to 1958 and earlier, while other components were used by AMC into the 1970s.
The 232 cu in (3.8 L) I6 was used through the late-1970s. This engine was stroked and became the 258 cu in (4.2 L) that was used into the 1990s in Jeeps. Many engine components are shared. This engine was also upgraded into Jeep’s 4-liter workhorse. It is possible to transplant this high-output fuel-injected engine into a Marlin. (See: AMC Straight-6 engine)
The 287 cu in (4.7 L) and 327 cu in (5.4 L) V8s started out in 1956 and 1957 and were used in large Ramblers, Classics, and Ambassadors through 1966. The AMC 327 engine continued to be used in Jeep and marine applications into the mid-1970s. (See: AMC V8 engine)
Second generation
Front fenders, hood, front bumper, are interchangeable with all 1967 Ambassadors. Windshields as well as doors and their glass from all two-door Ambassadors and Rebels are also interchangeable.
The 1967 Marlin similarly shares most major mechanical components with 1967 and up “senior” (Ambassador, Rebel, and Matador) models. The front suspension design was changed in 1970; however, brake components are interchangeable with later models. Mechanically, the track width for 1967, as well as 1968, was 58.5 in (1,486 mm). Starting in 1969 this was increased to an even 60 in (1,524 mm). In spite of the track width increase, the rear axle uses the same mounting points and spring locations. Therefore, complete rear-end assemblies from later models “bolt in” with some minor exceptions such as the different drive shaft rear universal joint sizes compared to those used in 1967.
Starting with the 1967 model year, completely new “GEN-II” V8 engines were used in all AMC vehicles. In 1968, the high-performance 390 cu in (6.4 L) V8 was added. Then in 1970 and 1971 the 290 became the 304 cu in (5.0 L), the 343 became the 360 cu in (5.9 L), while the 390 became a 401 cu in (6.6 L). Many of the V8 parts are interchangeable with the 290 and 343. All “GEN-II” engines fit into the second generation Marlin. American Motors’ V8 engines were used through 1991 in the full-size Jeep Wagoneer.
The Rambler Tarpon was a concept car, a sporty youth-oriented 2 plus 2 hardtop coupé developed in 1963 by American Motors Corporation (AMC). The bright red with black roof design study made its public debut 1964 Chicago Auto Show and served to foretell the fastback design elements of the larger Rambler Marlin that was introduced in 1965.
Design
The Tarpon was an “aquatically-named” design study for a small rear-wheel drive two-door monocoque pillarless hardtop. Characteristic was its sleek sloping fastback roof that narrowed as it met the rear bumper. The Tarpon featured two large and deep taillights that flowed down from the shoulders of the rear fender. The show car was finished in red with a black vinyl roof accenting its clean shape from the windshield back to almost the rear bumper. The smooth roofline was unbroken by the almost horizontal rear window. In a 1991 book about collectible cars, automotive historian Richard M. Langworth described the Tarpon’s sweeping roofline and “roughly elliptical side window openings suited the American’s handsome lines to a T, and the pretty well-peoportioned fastback looked a natural for showroom sale.” However, there was no trunk lid or outside hatch to access the cargo area.
The Tarpon concept “generated much excitement at the Society of Automotive Engineers (SAE International) convention in January 1964.” The concept was shown with the designers worked on a cutaway profile of the car on stage. The Tarpon then generated wide public interest as it toured the auto show circuit starting in January 1964. Its semi-boat tail roof design was accented with black vinyl first appeared at the Chicago Auto Show. It was well received at the automobile shows before the so-called “pony car” market segment was established. The Tarpon appeared together with the Mustang II (a concept design shown before the production version was unveiled) at the 1964 New York International Auto Show.
Development
The automobile marketplace was changing in the early 1960s “when many young, first-time drivers entered the market … and bought cars with flair.”[4] Early in 1963, American Motors’ management began development of “a new car with a sports flair” to modify its image. Richard A. Teague‘s styling team came up with an entirely new concept for AMC – a fastback design. He had a passion for pre-World War II automobiles and had a “passion for taking old styling and making it new again.” He observed the 1963 Chevrolet Corvette spit-window coupe design and the 1963 Ford Galaxie Sports Hardtop, which outsold the notchback models, followed the pattern set by Chevrolet’s distinctive 1942 Fleetline two-door fastback body style called the Aerosedan. Teague knew that his design team had to work with considerably smaller budgets than their counterparts at Detroit’s Big Three (General Motors, Ford, and Chrysler).The small automaker was not willing to undertake the large investment that would be required all-new tooling, so his design team made imaginative use of existing tooling and create spin-offs from existing products.
The Tarpon was made on the compact-sized Rambler American‘s new design and platform already set for the 1964 model year. A convertible chassis was used 106 in (2,692 mm) wheelbase), but the Tarpon was slightly longer, 180 in (4,572 mm) compared to 177.25 in (4,502 mm) for the production Rambler American. The Tarpon’s roof was lowered two inches making it only 52.5 in (1,334 mm) high for an even more dynamic look. The top section of the new Rambler Tarpon was made of reinforced plastic. The windshield was described as “bulbous” and the fastback roofline featuring a “skylight” rear window. The swept back, double-compound curved windshield further enhanced the Tarpon’s low appearance. The Tarpon also featured polished 13-inch aluminum wheels. Production Ramblers rode on ordinary steel 14-inch versions, so the smaller wheels made the car lower. The interior had a complete set of dial-type gauges under a padded dash, a deep-dish aluminum steering wheel rimmed in walnut, and custombucket seats.
The Tarpon seemed to take aim at Plymouth’s new Valiant-based Barracuda and the soon to be announced Ford Mustang. Shown before the introduction of Ford’s compact Falcon-based Mustang, AMC’s Tarpon was “an instant success” with 60 percent of surveyed potential buyers stating they would buy one.
The Tarpon did not go into production. At that time, AMC was still developing its “GEN-2” light-weight V8 engine that would fit the small Rambler American chassis. If produced, the Tarpon would have been a competitor to the Plymouth Barracuda, a fastback derivative of the second-generation compact Valiant. Utilizing an existing compact platform would have paralleled the Mustang’s design approach whose chassis, suspension, and drive train were derived from the Ford Falcon. However, AMC’s market research indicated that offering only a six-cylinder power plant would not satisfy the intended target market segment. The new V8 engine was introduced in 1966 in the sporty hardtop model of the Rambler American called Rogue. Moreover, AMC’s CEO, Roy Abernethy, wanted the company to move away from the marketing image of Ramblers as being only small, economical, and conservative automobiles and designs. According to Abernethy AMC’s “main problem was its image lag — the fact that too many people still thought of American Motors as the builder of plain jane compacts.”
Under Abernethy’s leadership, the company was introducing larger cars that had more options, prestige, and luxury. For example, the new convertibles and more upscale Ambassador potentially offered higher profits. Although the small four-passenger Tarpon anticipated a new market segment that later became known as the pony cars, the decision at AMC was to build its sporty fastback “image” model on the company’s mid-sized or intermediate Classic platform. Teague recalled that “Abernethy had decided that instead of a 2+2 we would build a 3+3 sports-type car.” The new production model, called Marlin, was introduced mid-year 1965 and it added more “sport” to AMC’s car line-up. However, the Marlin had six-passenger capacity and was equipped with features as apersonal luxury car like the Ford Thunderbird or Buick Riviera, rather than a competitor in the pony-car segment. Nevertheless, the production Marlin incorporated many of the design features that were the trademarks of the Tarpon show car. Because it was a much larger car, the Marlin had even more pronounced shoulders extending laterally behind the rear wheels than those on the Tarpon.
In 1965, three years before AMC’s production pony car was unveiled, press reports described the compact-sized design as “Tarpon-like fastback” built on the Rambler American’s platform. The Tarpon “was the car that AMC could have, should have, but didn’t make in response to the Mustang… Instead AMC built the Marlin, which, on the larger Classic chassis, was too big to be a pony car, too slow to be a muscle car, and cursed with ungainly proportions due to the Classic’s stubby hood.” The automaker was niche marketing, offering a larger-sized product that not offered by its much larger competitors. Although the Tarpon show car pointed the way, AMC waited until the 1968 model year to introduce a small fastback, the Javelin, that was aimed directly at the market segment created by Ford’s Mustang.
The automotive design team at AMC was headed by Richard A. Teague. Stuart Vance was Manager of Engineering and this included the body development, as well as the prototype shop. Others involved with the Tarpon were Teague’s right hand man Fred Hudson (who later contributed to the Javelin), Vince Geraci (who contributed to final look of the Marlin), Chuck Mashigan (Advanced Studio manager), Robert Nixon, Jack Kenitz, Donald Stumpf, Neil Brown Jr., Bill St. Clair, Jim Pappas, as well as Jim Alexander (who designed the interior). Teague selected the names for both the Tarpon show car and the production Marlin.
Teague worked at AMC for 26 years. He was responsible for some of AMC’s timelessly beautiful and advanced vehicles, as well as for some of the company’s disappointments. After his retirement as Vice President at AMC, Teague described the development of the fastback design:
“… We originally had a car called the Tarpon, which should have been produced … it was really a neat car, a tight little fastback. We showed it to the S.A.E. (Society of Automotive Engineers) convention (February, 1964 in Cobo Hall in Detroit, Michigan) and everybody was steamed up about it! But the thing that killed the Tarpon was the fact that we didn’t have a V-8 for it at that time…. [AMC president] Roy Abernethy didn’t like little cars. Never did. He liked big cars, because he was a big guy — hell of a nice guy. And he felt that this car was too small, so he said, “Well, heck, Teague, why don’t you just put it on the Rambler Classic wheel-base? That way you’ve got V-8 availability and you’ve got more room inside it.” And then on top of that he added an inch to the roof while I was in Europe. I still have never gotten over that…”
Teague was also responsible for the design of AMC’s compact Javelin, as well as the two-seat AMX. Both were ground breaking small fastback sport coupes with well proportioned and timeless lines.
Legacy
The Tarpon served as the direct fastback design influence for the 1965-1967 AMC Marlin. Moreover, components of the original Tarpon design returned to a production car in 2004 in a fastback coupe with a distinctive design “that reminds more than one observer of the old Rambler Marlin.” The principal appearance statements of the small two-seat Chrysler Crossfire include its “provocative boattail theme” in its fastback and rear end design. Automotive journalists noted the Crossfire’s resemblance to the AMC Marlin featuring the Tarpon’s rear-end. For example, Rob Rothwell wrote: “My first glimpse of the rear lines of the Chrysler Crossfire instantly brought back memories of one of my favorite cars, the 1965 Rambler Marlin”
290 cu in (4.8 L) 4-bbl V8 225 hp (168 kW; 228 PS) 1968-69
343 cu in (5.6 L) 4-bbl V8 280 hp (209 kW; 284 PS) 1968-69
360 cu in (5.9 L) 4-bbl V8 285 hp (213 kW; 289 PS) 1970
390 cu in (6.4 L) 4-bbl V8 315 hp (235 kW; 319 PS) 1968-69
390 cu in (6.4 L) twin 4-bbl V8 420 hp (313 kW; 426 PS) 1969 SS
390 cu in (6.4 L) 4-bbl V8 325 hp (242 kW; 330 PS) 1970
The AMC AMX is a two-seat GT-style 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“. The AMX was also the only American-built steel-bodied two-seater of its time, the first since the 1955-1957 Ford Thunderbird. To a degree, the AMX was a competitor with America’s only other two-seater of the era, the Chevrolet Corvette for substantially less money. With a one-inch (2.5 cm) shorter wheelbase than the Chevrolet’s 2-seater, “the AMX was often seen by the press as a Corvette competitor.”
Fitted with the optional high-compression medium block 390 cu in (6.4 L) AMC V8 engine, the AMX offered top-notch performance at an affordable price. In spite of this value and enthusiastic initial reception by automotive media and enthusiasts, sales never thrived. However, the automaker’s larger objectives to refocus AMC’s image on performance and to bring younger customers into its dealer showrooms was achieved. After three model years, the two-seat version was discontinued, and the AMX’s now signature badging was transferred to a high-performance version of its 4-seat sibling, the Javelin, from 1971-1974.
American Motors capitalized the respected reputation of the original AMXs by reviving the model designation for performance-equipped coupe versions of the compactHornet in 1977, Concord in 1978, and subcompact Spirit in 1979 and 1980.
The AMX name originates from the “American Motors eXperimental” code used on a concept vehicle and then on two prototypes shown on the company’s “Project IV” automobile show tour in 1966. One was a fiberglass two-seat “AMX”, and the other was a four-seat “AMX II”. Both of these radically styled offerings reflected the company’s strategy to shed its “economy car” image and appeal to a more youthful, performance-oriented market.
The original AMX full-scale models were developed in 1965 by AMC’s advanced styling studios under the direction of Charles Mashigan. The two-seat AMX was “big hit on the auto show circuit in 1966” and featured a rumble seat that opened out from the rear decklid for extra passengers called a “Ramble” seat. AMC executives saw the opportunity to change the consumers’ perception of the automaker from Romney’s economy car image, to the realities of the new marketplace interested in sporty, performance oriented vehicles. Robert B. Evans requested a car like the AMX to be put into production quickly.
Two simultaneous development programs emerged for a production car: (1) a modified Javelin and (2) a completely new car bodied in fiberglass. The first approach was selected allowing AMC to use its existing technology and unibody manufacturing expertise to make fairly inexpensive modifications to the Javelin approximating the prototype’s styling and proportions. The automaker could turn out steel bodies in large numbers, so it rejected developing plastic (or fiberglass) bodies because those are intended only for low-production models. The first fully operational unit debuted as part of AMC’s AMX project in 1966. The “once-frumpy” automaker jumped on the “pony car bandwagon” with its “attractive Javelin” and soon introduced the “unique” AMX featuring a design where “hoods didn’t come any longer, nor decks any shorter”.
Vic Raviolo, previously responsible for the Lincolns that raced in the Carrera Panamericana during the 1950s was involved with engineering AMC’s new sports-car-type coupe. The AMX was the first steel-bodied, two-seat American performance car since the 1957 Thunderbird, Ford’s original two-seater having long since evolved into a four-seat personal luxury car. The AMX was also the only mass-produced, domestic two-seater to share the market with Chevrolet’s Corvette since the 1957 Thunderbird. With a short 97 in (2,464 mm) wheelbase, the AMX’s direct competition was the one-inch longer (98 inches (2,489 mm) Chevrolet Corvette. The AMX’s manufacturer’s suggested retail price (MSRP) was US$ 3,245 (US$22,007 in 2015 dollars ), nearly 25% below and over $1,000 less than the Corvette’s price tag.
The AMX was introduced to the press at the Daytona International Speedway on 15 February 1968; just over four months after the Javelin went on sale. In the demonstrations on the race track, the new AMXs ran at speeds up to 130 mph (209 km/h). American Motors’ Group Vice President, Vic Raviolo, described the AMX as “the Walter Mitty Ferrari.” The AMX was designed to “appeal to both muscle car and sports car enthusiasts, two camps that rarely acknowledged each other’s existences.” The problem was the “tire-melting” acceleration of the 2-seater made it “a quick car that handled like a sports car, confusing the buying public.” Automotive journalist Tom McCahill summed up, “the AMX is the hottest thing to ever come out of Wisconsin and … you can whip through corners and real hard bends better than with many out-and-out sports cars.”
In January 1968, two specially-prepared AMXs set 106 world speed and endurance records at Goodyear‘s track in Texas driven by World Land Speed Record holder Craig Breedlove, his wife Lee, and Ron Dykes. As a way to promote the new car, AMC’s Performance activities manager, Carl Chakmakian, asked Breedlove to put the AMX through its paces before it was even available for sale. Breedlove’s “Spirit of America” crew and Traco Engineering had six weeks to prepare the cars before they were to be displayed at the Chicago Auto Show in February.
The AMC V8 engines, such as the 290 cu in (4.8 L) engine in one car was bored out to 304 cu in (5.0 L) and the 390 cu in (6.4 L) in the other to 397 cu in (6.5 L). The shop installed exhaust headers, eight-quart oil pans, oil coolers, hi-rise intake manifolds, racing camshafts with solid lifters and stronger springs, and larger carburetors. The cars had engine and rear-end oil coolers, and 37 US gal (140 L; 31 imp gal) cell-type safety fuel tanks. Engine components were X-rayed and Magnafluxed to check for cracks, as were chassis components.
Chassis preparation included heavy-duty front and rear springs (part of the factory’s optional handling package), rear spring traction control arms, heavy-duty shock absorbers and a “panhard” type track bar in the rear to eliminate side sway. Stock wheels and tires were replaced by wide magnesium racing wheels and Goodyear racing tires. The cars were aerodynamically modified: the front ends were lowered, the hoods were slanted down and spoilers were installed below the front bumpers. The car interiors had structure-stiffening roll cages for driver protection, a stock bucket seat modified for additional support, and supplementary engine-monitoring instruments.
Breedlove also took the AMX to Bonneville reaching 189 mph (304 km/h) in a United States Auto Club (USAC) sanctioned run, as well as an unofficial run of over 200 mph (322 km/h).
Industry firsts
The AMX was not only sporty and attractive, but it introduced many industry firsts.
For its first year recognition, the reasons cited included the car’s dashboard, which was injection-molded in one piece “for safety purposes, an industry first.” The AMX’s new 390 engine was developed to have a large displacement within its minimal external dimensions and moderate weight, while the use of common components and machining with AMC’s 290 and 343 engines assured manufacturing economy. The 1968 models also included an innovative fiberglass safety padding, a “plastic” on the inside of the windshield posts that was first used on the AMC Javelins.
For the following year’s award, the citation included the 1970 AMXs (and Javelins) being the first production cars to use windshields that were safer, thinner, and lighter than ordinary laminated glass. Developed by Corning, the glass featured a chemically hardened layer designed to give under impact and crumble into small granules to reduce injuries. The inner layer has “stress raisers that will cause it to break before excessively high concussion forces can be developed in the occupant’s skull.”
American Motors also incorporated new designs for windshield sealing for the 1970 models, and developed a systems solutions process that began in the styling studio to insure maximum efficiency.
1968
1968 AMC AMX with Go-Pac
1968 AMC AMX with chrome wheels and red stripe tires standard with Go-Package
The “AMX 390” engine
American Motors promoted the mid-model year launch of the AMX to automotive journalists at Daytona to emphasize its sports car performance, as well as with a marketing agreement with Playboy Enterprises. The AMX was introduced to the public on 24 February 1968, five months after the Javelin and other 1968 AMC cars. It was promoted as “the only American sports car that costs less than $3500”. American Motors advertisements also showed “a helmeted race driver revving up at the starting line in one of AMC’s sporty AMX models, which it describes as ready to do 125 miles an hour.”
The two-seat AMX was “meant for a small, well-defined market niche, and it pulled in young people into AMC dealer showrooms in never before seen numbers”. Numerous road tests described the new AMX as a “handsome two-seater with American-style acceleration and European-style handling”. Journalists gave it a real run workout on all kinds of terrain and wrote “that the AMX is one of the best-looking cars — if not the best-looking car — made in the U.S.A.”
All AMXs came with a 4-barrel carbureted small block AMC V8 engines in several versions: 290 cu in (4.8 L) (225 hp (168 kW), N-code), 343 cu in (5.6 L) (290 hp (220 kW), T-code), as well as the 390 cu in (6.4 L) “AMX” featuring 315 hp (235 kW) with 425 pound force-feet (576 N·m) of torque (X-code). All derived from the same external sized block. However, the three engines differed vastly internally, with the smallest engine having small intake and exhaust valves, thin block webbing, and a cast nodular iron crankshaft; the 343 used larger valves with a thicker block webbing; and the 390 moved up to a forged steel crankshaft and connecting rods, as well as larger rod bearings, 2.250 in (57.15 mm) compared to 2.090 in (53.09 mm) in the smaller two versions.
A BorgWarner T-10 four-speed manual transmission was standard, as were special traction bars, dual exhaust system, and fatter tires for better traction. A “Shift-Command” three-speed automatic transmission with the capability of manual shifting (BorgWarner model M-11B or M-12) was optional together with a floor console mounted shifter.
A popular “Go-Package” option came with either the four-barrel 343 or 390 engine, and included power assisted front disk brakes, “Twin-Grip” differential, E70x14 red-stripe performance tires on “Magnum 500” styled-steel wheels, heavy-duty suspension with thicker sway-bars, heavy-duty cooling, and other performance enhancements. A wide range of specialized performance parts were also available through AMC dealers for installation on customer’s cars. These were known as “Group 19” parts because of the way AMC organized its parts books.
Breedlove AMX
According to several sources, “Breedlove Replica” cars to commemorate the speed and endurance records were offered by AMC. The Standard Catalog of American Muscle Cars 1960-1972 describes an estimated 50 “Breedlove” AMXs were sold featuring the red, white, and blue paint scheme along with the standard 4-barrel 290 cu in (4.8 L) V8 with four-speed manual transmission.
However, AMC historian, Larry Mitchell, argues there was no “factory literature, order sheets, advertising, photographs, or anything else to properly document any factory 1968 or 1969 ‘Breedlove Replica’ AMXs.” According to Mitchell, a new car that was ordered by a dealer in Canada could not have been painted at the factory, but rather outsourced to local Kenosha body shops to perform the final painting.
1969 AMX interior with center panel “Gauge package”
The AMX’s full second model year saw only slight changes, except for a $52 increase in its base price. The five-spoke Magnum 500 steel road wheels were no longer chrome plated, but now came with a stainless steel trim ring. The racing stripes were now available in five colors. The interior featured a revised instrumentation with the 0–8000 rpm tachometer moved to match the speedometer that was now calibrated to 140 mph (230 km/h). Interior door panels were revised, carpeting was upgraded, new leather upholstery was optional, and the gas pedal became suspended. Later production cars received a hood over the instruments in front of the driver. Trunk capacity was 9.7 cubic feet (275 l).
Starting January 1969, all manual transmission AMXs came with a Hurst floor shifter. The center console-mounted three-speed “Shift-Command” automatic remained optional with “1”, “2”, and “D” forward settings. The “D” mode was fully automatic, but the driver could shift manually through all three gears by starting out in the “1” setting for first-gear with no upshift, and the “2” setting for second-gear with no upshift.
A “Big Bad” paint option for $34 became available starting in mid-1969. The neon brilliant blue (BBB), orange (BBO), and green (BBG) exteriors included color-matched front and rear bumpers, as well as a special slim bright lower grille moulding for the front bumper and two vertical rubber-faced painted bumper guards for the rear. The factory-painted 1969 AMXs were 195 in BBB, 285 in BBO, and 283 in BBG.
Popular Mechanics wrote that the 1969 “AMX preserves the status quo this year, being virtually unchanged, remains an absolute delight to drive.”
California 500
A specially equipped version was sold by West Coast AMC dealers in 1969. The cars came with several options that included “Trendsetter Sidewinder” sidepipes and brass plaques on the hood blisters.
Super Stock AMX
1969 Super Stock AMX
AMC also introduced the Super Stock AMX. To maximize quarter-mile performance, the 390 engine was equipped with twin Holley carburetors and 12.3:1 compression-ratio cylinder heads, plus aftermarketDoug’s headers and exhaust system, and the tires were drag-radial slicks. Hurst Performance carried out several additional modifications.
American Motors rated the car at 340 hp (250 kW), but the National Hot Rod Association ultimately rated it at 420 horsepower (310 kW) and shuffled it among various competition classes: SS/G, SS/D, and SS/C. Its best recorded quarter-mile was 10.73 seconds at 128 mph (206 km/h).
The Super Stock AMX was meant for the race track and lacked comfort equipment such as a heater. The car could be ordered all white, or in the vertical bands of red, white, and blue that distinguished numerous AMC competition cars of the day. Base price was $5,994, some $1,900 more than a fully loaded regular 1969 AMX. There was no factory warranty.
Playmate AMX
Playboy magazine’s 1968 Playmate of the Year, Angela Dorian, was awarded a specially painted “Playmate Pink” 1968 AMX. It was powered by the base 290 V8 with automatic transmission, air conditioning, tilt wheel, AM/8-track radio and optional rear bumper guards. Aside from the unique color, it differed from other AMXs with its dashboard number plate containing Dorian’s measurements, making her car AMX 36-24-35.
Some sources describe other AMXs to have been painted Playmate Pink at the factory. AMC’s marketing vice-president, Bill McNealy, who handed over the keys to Angela Dorian’s car mentioned that “a number of them” were finished in pink.
In late 1968, a Playmate Pink AMX was special-ordered by a dealership in rural Potosi, Missouri. This 1969 model year car’s door tag indicates a “00” paint code (meaning a special-order color) and it has a 390 V8 with automatic transmission, as well as the performance “GO” Package, air conditioning, and leather seats.
The AMX Pace and Courtesy cars were used by racers (including Bobby Unser) to practice the week prior to the race up the mountain. There were 12 (10 according to some sources) pace/courtesy AMXs, and all were equipped with the “390 Go-Pac” option and finished in “Frost White” with red stripes and red interiors.
A number of AMC and Jeep vehicles have participated in the annual race, winning class titles and setting records, but the only two-seat AMX that was officially raced in the hillclimb was a 1969 model piloted by Larry G. Mitchell in the 1987 “Vintage” class.
AMX-R
The original AMX’s “Ramble” seat idea was considered for possible production. A working prototype was built in 1968 from a regular AMX by James Jeffords, a designer-customizer, and was named the AMX-R. Jeffords was also head of the Javelin Trans Am Racing Team for AMC. Together with industrial designer Brooks Stevens, they decided to also “plush up” the interior, add custom paint treatment and hood with Jeffords’s name in badge form, as well as a modified suspension as part of their plan to offer an optional Ramble seat for 500 production cars. The first prototype was prepared by Dave Puhl’s House of Kustoms in Palatine, Illinois. However, numerous problems prevented serial production, including safety and product liability concerns, AMC’s refusal to sell him the cars to modify, as well as the negative reaction from Ralph Nader to the exposed exterior seating idea. The AMX-R’s special blacked-out hood treatment would later to be offered as “shadow mask” option on 1970 AMX models.
1970
1970 AMC AMX base model
1970 AMC AMX with “Ram Air” 390 V8
1970 AMC AMX with black shadow mask
1970 AMX interior
1970 AMC AMX
American Motors 1970 AMX advertising headlined, “We made the AMX look tougher this year because it’s tougher this year”. They were mildly facelifted resembling the first two model years, but the changes were different enough to be a separate design for 1970. Featured was a new front end design with a longer hood that had a “power blister” with two large openings. These were a functional cold ram-air induction system with the popular “Go Package” available with the 360 and 390 engines. The new grille was flush and full-width incorporating the headlamps. The revised rear end also featured full-width taillamps and a single center mounted backup light. Side marker lights were now shared with several other AMC models. Riding on the same wheelbase 97-inch (2,464 mm) as before, the changes increased the AMX’s overall body length by about two inches (51 millimeters) to 179 in (4,547 mm).
American Motors also changed the AMX’s engine lineup for 1970 with the introduction of a new 360 cu in (5.9 L) four-barrel (290 hp (220 kW), P-code) to replace the 343 V8. The smallest 290 was dropped and AMC could claim 65 more base horsepower than the AMXs had previously. The 390 V8 engine continued, but upgraded to new heads with 51 cc combustion chambers that increased power to 325 hp (242 kW). The code remained “X” for the engine on the vehicle identification number (VIN). The “Go package” was available with the 360 engine (including power front disc brakes, F70x14 raised white letter tires, handling package, and the ram-air induction system) for $298.85, or including the 390 engine for $383.90.
The interiors of the AMX were also redesigned. The broad wood-grained dashboard, center console, and two-spoke “Rim Blow” steering wheel were new. Tall bucket seats now featured a “clamshell” design integrating the headrests. Leather upholstery was $34 extra. The exterior rear view mirror featured a new design and in some cases matched the car’s body color. The three “Big Bad” exterior paints continued to be optional on the 1970 AMXs, but they now came with regular chrome bumpers. A new “shadow mask” exterior finish applied over any available AMX color was a $52 option, which included a satin black-painted hood, engine compartment, front fender tops, and side window surrounds offset by thin silver striping. The optional “C-stripe” was $32.
The manufacturer’s suggested retail price (MSRP) for the base model was US$ 3,395 (US$ 20,617 in 2015 dollars) as AMC promoted the 1970 AMX as, “A sports car for the price of a sporty car.”
Motor Trend summed up a road test of a 1970 AMX with the 390 engine as “one of better constructed cars around.” Described as “the best version yet of this blend of muscle car and sports car”, the 1970 model was also the last “true AMX”.
Performance figures
Original road test of a 390 AMX by Car and Driver (1968)
In 1969, the TV show Car and Track posted the following times with an AMX 390 cu in (6.4 L) running a standard 4-barrel carburetor and 10.2:1 compression ratio:
The AMC AMX, while not a Corvette, was a high-performance car with few equals. The cars were regular performers on dragstrips around the country. Drivers included Shirley Shahan, better known as the “Drag-On Lady”, and Lou Downy. National Hot Rod Association (NHRA) champion Wally Booth raced AMXs in the both the Super Stock and the Pro Stock classes. Herman Lewis, often described “as ‘the Godfather of AMC Racing’ … won 200 events in his hellacious red, white, and blue AMX.”
The 1968 and 1969 AMXs with AMC’s 390 cu in (6.4 L) engines compete in contemporary Nostalgia Super Stock drag racing. Owners have also modified AMXs to compete in modern Pro Touring car racing.
The AMX was campaigned in amateur Sports Car Club of America (SCCA) competition. An AMX was in second place in the 1969 SCCA national championship. Dwight Knupp drove his AMX just 1 minute and 14 seconds behind a Corvette’s winning average of 102.385 mph (165 km/h) on 30 November 1969, at the Daytona International Speedway with 16 cars in the B production class, and placed sixth overall out of the total of 28 A and B class cars competing in the race.
A 1969 AMX was entered in the 1971 and 1972 Cannonball Baker Sea-To-Shining-Sea Memorial Trophy Dash, an unofficial automobile race from New York City and Darien, CT, on the US Atlantic (east) coast, to Redondo Beach, a Los Angeles suburb on the Pacific (west) coast. This was during the time of the newly imposed 55 mph (89 km/h) speed limit set by the National Maximum Speed Law. A team of enthusiastic brothers, Tom and Ed Bruerton, finished the 1971 competition in fifth place. They drove 2,897 miles (4,662 km) in 37 hours and 48 minutes at an average of 77.3 mph (124 km/h), with no speeding tickets. Their AMX already had 90,000 miles (144,841 km) on the odometer and the brothers had previously taken it on numerous endurance rides, including “a rocky ride the entire length of the Baja California peninsula.” They again entered “their battlescarred AMX one more time” in the 1972 run. The brothers finished in eighth place, making the coast-to-coast outlaw race in 39 hours and 42 minutes at an average of 72.3 mph (116 km/h).
Production
1969 AMX in “Big Bad Orange” with 390 Go-Package at the AACA Museum
1969 AMC AMX after a drag strip run
The two-seat AMX was built for three model years following its debut as a mid-year model on February 15, 1968. The first 1968 model year cars were scheduled to appear in dealer showrooms on March 19, 1968.
AMC AMX model year production totals in the U.S., by engine and transmission:
1968
1969
1970
Total
290 manual
525
619
n.a.
1,144
290 automatic
484
299
n.a.
783
343 manual
415
843
n.a.
1,258
343 automatic
902
729
n.a.
1,631
360 manual
n.a.
n.a.
836
836
360 automatic
n.a.
n.a.
747
747
390 manual
2,112
3,690
1,632
7,364
390 automatic
2,287
2,183
901
5,371
Model year and grand totals
6,725
8,293
4,116
19,134
In 1969, American Motors showed the next generation AMX/2 concept car in the automobile show circuit. As the two-seater AMX production ceased in 1970, AMC was developing a sophisticated European-engineered alternative, the AMX/3 for 1971 introduction. However, overall economic conditions changed with spiraling inflation pushing sales of smaller cars along with the insurance companies’ decision to penalize high-powered automobiles resulting in decreasing the sports-type car market segment, and the AMX was made into a high-performance model of the 4-seat Javelin starting in 1971.
Differences to the RHD Australian AMXs (compared to the U.S. models) included different outside rear-view mirrors, and black vinyl trim inside the “AMX” circle logo on the C-pillars, As with Rambler sedans built in right hand drive, windscreen wipers were not reversed, remaining LHD pattern, but the power brake booster and heater on the firewall were swapped over. Although the power steering pump remained in its usual left location, the remainder of the steering components were on the right side of the car. The cars came with 343 cu in (5.6 L) and automatic transmission, power steering, power disk brakes, “twin-grip” rear axle, and other items that were optional on the U.S. models. All of the Australian AMX interiors were finished in black and featured unique seats, door panels, and a fiberglass RHD dashboard with a wood-grained instrument cluster in front of the driver. The Australian AMXs came with a large high level of equipment and were promoted as “super” personal luxury cars.
Concept and show cars
AMX/2
Vince Gardner, an outside consultant, designed the fiberglass-bodied AMX II concept car in 1966 as part of AMC’s “Project IV” exhibit. Corporation president Roy Abernethy sanctioned the Turincoachbuilder Vignale to construct an operational car in steel. Delivered in 78 days and known as the “AMX Vignale”, it was first displayed at the 1966 New York International Auto Show.
Developed for the 1968 auto show circuit, the AMX GT is a concept car based on a shortened and “chopped” Javelin with a Kammback rear end. The AMX GT show car provided several design clues to future production models and performance options.
AMX-400
In the late-1960s, George Barris made bolt-on customizing kits for the AMX that were marketed through AMC dealers. He also performed a radical custom treatment on a 1969 AMX. The car was built for the second Banacek TV season episode. The car was lowered and its body was heavily modified. Its roof was cut down almost 5 in (127 mm) and the car was lengthened by 18 in (457 mm). Featuring a sculpted body with louvered accents, it became known as the AMX-400. The car featured a taillight system that glowed green during acceleration, amber during deceleration, and red during braking.
AMX/3
AMC AMX/3 concept car
Mid-engined AMC AMX/3
Widely considered as the best AMC design of all time, a third-generation AMX concept car, the AMX/3, debuted at the 1970 Chicago Auto Show. Engine-less and fashioned in fiberglass, the original AMC/3 prototype was a show car only.
American Motors placed an order for 30 operational cars. The AMX/3 body mold was sent to Italian GT maker Giotto Bizzarrini, whose Turin facility hand made drivable mid-engined, steel bodied cars. Built on a 105.3-inch (2,675 mm) wheelbase, the Bizzarrini prototypes used the AMC 390 cu in (6.4 L) V8 and an Italian OTO Melara four-speed transaxle. Road testing was done by BMW, which declared the AMX/3’s chassis one of the stiffest and most neutral handling they had ever tested.
The steel Italian cars differed from the original AMC design in having fewer but functional rear decklid louvers, louvered hoods, and, in some cases, hood scoops to direct fresh air into the heating-A/C system.
Five completed cars were produced before the US$ 2,000,000 program was cancelled. Escalating costs and pending bumper regulations put a stop to the mid-engined AMX/3. The remaining extra parts were used by erstwhile Bizzarini collaborator Salvatore Diomante to assemble a sixth car.
1971 Teague AMX
1971 AMX concept car
Teague’s two-seat 1971 AMX
Sales of the two-seat AMX were not up to the numbers that American Motors management wanted, but AMC’s vice president for styling, Richard A. Teague, wanted to continue the sports model. American Motors’ Advanced Design Studio made design proposals for a 1971 AMX and Teague requested—and received permission—to produce a fully workingconcept car.
Starting with a Frost White 1968 AMX coupe as the development mule, Teague updated its front end to the grille and swooping front fenders of what was incorporated into the production 1971 Javelin. The concept car also featured the interior to what was to become AMC’s characteristic high-backed bucket seats and corduroy upholstery introduced in 1970. The concept car was repainted light metallic blue with red striping to match the interior. A short-wheelbase, two-seat 1971 AMX was not approved for production by the automaker, but Teague used this car as his daily driver.
Collectibility
Stock 1969 AMX at AACA car show
1969 SS Hurst (documented car #23) “Performance Automotive” at Daytona Florida show
Stock 1970 AMX with BBO and “shadow mask” finish at a car show
Stock 1970 AMX 390 engine at classic car show
Automotive historian and author, Richard M. Langworth noted that the AMX has “all the right sports-car stuff” and that the “little machine that can only go up in value over the long haul.”
Prior to 2004 the AMX had been under-appreciated from an investment standpoint, according to CNN.
In 2004, there was considerable variation between the values of two-seat AMXs and four-seat Javelin AMXs. Craig Fitzgerald mentioned “the satisfaction in owning a car that you don’t see every single day, or on the cover of every single magazine,” and favored the two-seater, on the grounds of its rarity; but he noted that parts for either car were extremely expensive.
In 2006, the editors of Hemmings Muscle Machines magazine said that AMCs had “experienced notable value increases over the last few years–especially AMXs…” The book Keith Martin’s Guide to Car Collecting, in collaboration with the editors of the monthly Sports Car Market, lists the 1970 AMX as one of the picks under $40,000 among “Nine Muscle Car Sleepers”.
Unique versions, such as the California 500 Specials and the 52 Hurst-modified SS/AMX drag race cars are perhaps the most highly sought after by collectors. In 2006, a California 500 AMX sold for $54,000 at the Barrett-Jackson auction in Scottsdale, Arizona, while a regular AMX went for over $55,000 at the Mecum collector auction in Belvidere, Illinois. In 2007, Hemmings wrote that only about 39 of the original SS/AMX turn-key race cars may have survived.
By 2007, the AMX was “among the most highly sought AMC cars” and “really taking off in the muscle-car market”. Also in 2007, Hemmings said that the two-seater AMX had “a strong following among old car hobbyists and collectors of historic vehicles and nearly every one of the 19,134 built…remains in circulation and in demand, ensuring a good future for the first-generation AMX as a collectible muscle car.” The 2007 book Classic Carsstates that AMC’s small and powerful AMX “had tire-burning speed” and “all have become collector’s items.”
Noting the increasing values of the 1968-1970 AMXs, Hemmings listed them among the “21 hottest cars” that enthusiasts wanted in 2007 “and will want tomorrow.”
In 2008, Hemmings said that buyers had “only recently ‘discovered’ the AMX; they’re now snapping them up left and right. Prices … are on the rise, though they still represent a relative bargain compared to many more common muscle machines.”
In 2010, Hemmings Classic Car included the two-seat AMXs in their list of 32 best cars to restore in terms of economic sense after factoring purchase price, parts availability, as well as restored value and desirability.
Although low in production, the AMX shared parts and components with other AMC models. There are many active AMC car clubs for these cars. Parts, including reproduction components, are available. However, “AMC did not build cars in the vast numbers the Big Three did back in the day; therefore, there are fewer to restore and not as many parts to go around.” As of 2010, Hemmings Classic Car wrote that the AMXs are “pretty basic” so they are not hard to restore, and that “reproduction parts are available” and continues to grow with many mechanical parts interchanging with other cars.
More valuable according to automotive historian and author, James C. Mays, is the “wow factor”. His book, The Savvy Guide to Buying Collector Cars at Auction, explains this important and measurable pleasure to an owner, whether their car is driven or sits in a climate-controlled garage, such as a red 1969 AMX that attracts more attention than the more prestigious Ferraris and Lamborghinis.
Number matching
American Motors did not provide identification on the engine block, known as VIN stamping, as some other car manufacturers had been doing at that time. Other than the actual displacement, there was no way to associate a vehicle with the original “born with” engine. Since this was common practice at the GM and Chrysler plants it is much easier to verify that the exact engine in the car is actually the factory original unit. Each AMC vehicle was inspected to confirm that the engine displacement (identified by numbers cast on the block under the engine mounts) corresponded to its corresponding engine code in the vehicle identification number (VIN). A tag screwed to the valve cover provides an engine’s build date, and that date code always preceded a specific car’s production sequence. However, there is no engine “numbers matching” test for AMXs or any other AMC automobiles.
As a marketing move for the AMX, AMC affixed a small plate with a number to the center of the dash (1968-1969) or to the glovebox door (1970). These are random numbers. They do not coincide with any other identifying number such as the car’s VIN code, dealer or zone order, production sequence, nor build date. For example, the numbers on the 1970 models ranged from 014469 to 18584.
Scale models
A variety of scale models of the AMX are available including promotional 1/25-scale model manufactured under license from AMC by Jo-Han in factory colors. Hot Wheels offered a 1969 AMX custom in 1:64 scale, and in 1971 issued the AMX/2 show car model. Newer models in 1:18 scale diecast were issued, including the Playboy Pink version in the “Best of the Best” series, as well as the modified “Drag-On Lady” race car. According to the editors of Die Cast X Magazine, “muscle cars are the largest, most popular category in die-cast” collectors, and they included the AMC AMX among the 34 models that represent “the best and most important from the genre … performance and style that are the hallmarks of the high point of American automotive history.”
The AMC Hornet is a compact automobile which was manufactured and marketed by the American Motors Corporation (AMC) in a single generation from model years 1970 through 1977. The Hornet replaced the compact Rambler American marking the end of the Rambler marque in the American and Canadian markets. Hornets were also marketed in foreign markets, as well as assembled under license agreements with AMC that included Vehículos Automotores Mexicanos (VAM), Australian Motor Industries (AMI), and by Toyota S.A. Ltd. in South Africa.
The new Hornet became an important vehicle and platform for AMC. It served the company in one form or another for eighteen years, until the 1988 model year. It would outlast all other compact platforms from the competition that included the Chevrolet Nova, Ford Maverick, and Plymouth Valiant. The Hornet was also the basis for AMC’s Gremlin, Concord, Spirit, and the innovative all-wheel driveAMC Eagle.
The AMC Hornet served as an experimental platform for alternative fuel and other automotive technologies. Hornets were campaigned in various motorsports events with some corporate support. A hatchback version was also was featured as part of a special aerial jump in The Man with the Golden Gun, a James Bond film released in 1974.
Origins of the “Hornet” name
The Hornet name plate goes back to the mid-1950s. The name originated from the merger of Hudson Motor Company and Nash-Kelvinator Corporation in 1954. Hudson introduced the first Hudson Hornet in 1951. The automaker formed a stock car racing team centered on the car, and the “Fabulous Hudson Hornet” soon became famous for its wins and stock-car title sweeps between 1951 and 1954. American Motors, the resulting corporation formed by the merger of Nash Motors and Hudson, continued to produce Nash-based Hornets, which were sold under the Hudson marque from 1955 to 1957. The automaker retained rights to the name while it was dormant from 1958 to 1969. The rights to the “Hornet” nameplate then passed to Chrysler with that company’s acquisition of AMC in 1987.
History
AMC Hornet badge
1971 2-door sedan and 1972 Hornet Sportabout
The Hornet’s styling was based on the AMC Cavalier and Vixen show cars. The Hornet, as well as the Ford Maverick, were considered a response by the domestic automakers to battle with the imports.
Development of the new model took AMC three years, a million man-hours, and US$40 million. The Hornet was an all-new design sharing no major body components, but utilizing some of the Rambler American’s chassis and drivetrain. An all-new front suspension with anti-brake dive was developed for AMC’s large-sized “senior” 1970 models, and instead of developing lighter components for the new compact-size platform, the same parts were incorporated into the Hornet.
Introduced in 1969 for the 1970 model year, the Hornet was the first car in a line of new models that AMC would introduce over the following three years, and it set the tone for what designer Richard A. Teague and chief executive officer Roy D. Chapin, Jr., had in mind for the company for the 1970s. The Hornet marked the return of AMC to its original role as a “niche” marketer specializing in small cars. It also became one of AMCs best sellers.
With its manufacturers suggested retail price (MSRP) of US$ 1,994 for the base model, the Hornet was an economical small family car. However, it took design cues from the popular Ford Mustang and Chevrolet Camaro, and the company’s own Javelin with a long hood, short rear deck and sporty looks. The Hornet’s 108-inch (2,743 mm) wheelbase platform (two inches or 5.08 centimeters longer than its predecessor, the Rambler American) evolved into a number of other models (including the four-wheel-drive Eagle) and was produced through 1988. The Hornet was initially available in a choice of two thrifty straight-six engines or a 304 cu in (5.0 L) V8.
The Hornet was offered as a two-door and four-door notchback sedan in its introductory year. The hardtop (no “B” pillar) coupe body style was not continued from the 1969 Rambler American. A four-door station wagonvariant named the “Sportabout” was added to the 1971 lineup. Also for 1971, the SC/360 was added. This was a 360 cu in (5.9 L) V8 powered compact muscle car that was available only as a two-door sedan. (The tire pressure sticker on the first 1970 models hinted at the SC/360). For 1973, a semi-fastback hatchback coupe with fold down rear seats was added to the lineup.
AMC used the Hornet as the basis for its AMC Gremlin, which consisted of the front half of the two-door Hornet’s body and a truncated rear section with a window hatchback.
In 1973 a Levi’s Jeans trim package – based on the world-famous jeans manufacturer – was added. The Levi’s trim package was popular and was available for several years. The Hornet station wagon version was offered for two model years with a luxury trim package designed by Italian fashion designerDr. Aldo Gucci. It is notable for being one of the first American cars to offer an upscale fashion “designer” trim level.
The AMC Hornet was also the first U.S. made automobile to feature guardrail beam doors to protect occupants in the event of a side impact. The 1973 Hornet hatchback was the first U.S.-made compact hatchback design, introduced one year ahead of the 1974 Ford Mustang and the Chevrolet Nova hatchback versions.
The Hornet was phased out after 1977 and transformed into a new “luxury compact” line of automobiles, the AMC Concord. It also served as the basis of an innovative “crossover” all-wheel drive vehicle, the AMC Eagle that was introduced in 1979.
Year-by-year changes
1970
1970 Hornet SST model
Introduced in September 1969, the first year Hornets came in “base” and higher trim SST models, and in 2 and 4-door sedans. The 199 cu in (3.3 L) straight-6 engine was standard on the base models with the 232 cu in (3.8 L) standard on the SST. The 304 cu in (5.0 L) V8 engine was optional.
The annual new car issue of Popular Science introduced the 1970 model by entitling its article: “Rambler is dead – long live the Hornet!” The authors not only compared the new Hornet with the outgoing Rambler American, but also with its primary competition, the Ford Maverick and finding the Hornet better to Ford’s new model in several factors that are significant to consumers, as well as “certainly superior among economy cars” in ride-and-handling and “way ahead” in performance.
Popular Mechanics road test of a SST model with V8 engine and automatic transmission summarized the findings in the article’s sub-title: “it has a lot of good things in a not-too-small package.”
Popular Science conducted a road test of four of lowest priced U.S. cars (AMC Hornet, Ford Maverick, Plymouth Duster, and Chevrolet Nova) describing the 1970 Hornet offering more interior and trunk room, excellent visibility in all directions, achieved the highest fuel economy, needed the optional disk brakes, and the authors concluded that it was the “practical family car … better value than any of the others”.
1970 production:
2-door base: 43,610
4-door base: 17,948
2-door SST: 19,748
4-door SST: 19,786
1971
1971 Hornet “base” model
The 1971 model year was the introduction of the Sportabout, a 4-door wagon using a single hatch design in place of the traditional tailgate. The 2- and 4-door sedans were carryovers. The 232 I6 engine was now standard across the range.
A marketing promotion in the Spring made available a new fabric folding sunroof on specially equipped Hornets, as well as on the Gremlin. The opening roof feature was included with the purchase of whitewall tires, custom wheel covers, pinstripes or rally stripes, a light group, and a special visibility group.
SC360
1971 AMC Hornet SC 360
A notable addition was the SC360 version, a compact 2-door muscle car that was intended as a follow-up to the 1969 SC Rambler. Powered by the AMC’s 360 cu in (5.9 L) V8, the SC was distinguished by styled wheels, hood scoop, body striping, and other performance and appearance upgrades. In standard form, with two-barrel carburetor, the 360 produced 245 hp (183 kW; 248 PS) (gross) and was priced at just US$ 2,663 (about $40 below the 1971 Plymouth Duster 340). With the addition of the $199 “Go” package’s four-barrel carburetor and ram-air induction, the SC’s power increased to 285 hp (213 kW; 289 PS). Optional in place of the standard three-speed was a Hurst-shifted four-speed or an automatic transmission. Goodyear Polyglas D70x14 tires were standard, with upgrades running to the handling package and the “Twin-Grip” limited slip differential with 3.54:1 or 3.90:1 gears.
Although the SC/360 could not compete with the holdover big-engined muscle cars, the SC combined respectable quickness (0 to 60 mph in 6.7 seconds and the 1/4 mile dragstrip in 14.9 at 95 mph (153 km/h) with a taut suspension, big tires, and modest size; thus Motor Trend magazine described it as “just a plain gas to drive … it handles like a dream.”
American Motors originally planned to build as many as 10,000 of the cars, but high insurance premiums killed the SC/360 after a single year’s production of just 784 examples.
The Sportabout on the other hand was the most popular model by far, outselling all other Hornet models combined in its debut year. For most of its life it was the only American-made station wagon in its size class.
1971 production:
2-door base: 19,395
4-door base: 10,403
2-door SST: 8,600
4-door SST: 10,651
Wagon SST: 73,471
SC360: 784
1972
1972 Hornet Sportabout
American Motors established a new focus on quality with the 1972 model year. The “Buyer Protection Plan”, was the industry’s first 12 month or 12,000 miles (19,000 km) comprehensive, bumper-to-bumper warranty. This innovative AMC Buyer Protection Plan included numerous mechanical upgrades to increase durability, as well as a focus on quality in sourcing and production.
The 1972 Hornet was promoted by AMC as “a Tough Little Car”. American Motors promised to repair anything wrong with the car (except for the tires), owners were provided with a toll-free telephone number to the company and a free loaner car if a warranty repair took overnight.
To consolidate AMC’s product offering, reduce production costs, and offer more value to consumers, the base models were dropped in 1972 and all models were designated as “SST”. The SST offered more items standard than the previous year’s base model at about the same price. Hornets now came with comfort and convenience items that most consumers expected, and these items were typically standard on imported cars.
Other changes included dropping the SC/360 compact muscle car, but the two-barrel version of the 360 cu in (5.9 L) remained optional in addition to the 304 cu in (5.0 L) V8 engine. For those desiring more performance, a four-barrel carburetor was a dealer-installed option on the 360 V8. Automatic transmissions were now the Torque Flites sourced from Chrysler, and AMC called it the “Torque-Command”.
New for 1972 were the “X” package that tried to repeat the success AMC had with this trim option on the 1971 Gremlin. The Hornet X trim was optional on the two-door and the Sportabout, adding among others slot-styled steel wheels, rally stripes, and sports steering wheel. A performance oriented “Rallye” package was also introduced. It included among other items: special lower body stripes, bucket seats, handling package, front disc brakes, quick-ratio manual steering, and a sports steering wheel.
1972 production:
2-door SST: 27,122
4-door SST: 24,254
Wagon SST: 34,065 (Gucci version: 2,583)
Gucci Sportabout
The 1972 Hornet was notable for being one of the first American cars to offer a special luxury trim package created by a fashion designer. Named for Italian fashion designer Dr. Aldo Gucci, the Gucci package was offered only on the Sportabout, the four-door wagon with a single sloping hatch replacing the then traditional window/tailgate door. The option included special beige-colored upholstery fabrics on thickly padded seats and inside door panels (with red and green striping) along with Gucci logo emblems and a choice of four exterior colors: Snow White; Hunter Green; Grasshopper Green, and Yuca Tan. The Gucci model proved to be a success, with 2,583 produced in 1972 (and 2,252 more for 1973) Sportabouts so equipped.
AMC also produced a one-off Sportabout for Gucci’s personal use. The car was powered by a 5-litre V8 engine and had a three-speed automatic transmission. The interior featured leather was door panels, cargo area as well as the front and rear centre arm rests. The doors and custom-designed bucket seats received red and green striped inserts. The instrument panel was given a centrally located, pull-out writing desk, graced with a scribbler and a sterling silver bamboo pen. A map light at the end of a flexible arm extended from the right side of the desk, the left carried a vanity mirror, also on a flex stem.[26] The back of the front seats popped open. The one on the passenger’s side served as a snack table or provided a flat surface for playing games. The compartment behind the driver concealed a miniature liquor cabinet, complete with four sterling silver tumbles and two decanters—all decorated with red and green enamel stripes.
American Motors followed this designer influence in successive years with the Cardin Javelin in 1973 and the Cassini Matador in 1974, but there were no new signature designer versions after those. This trim package concept inspired other automakers – including Ford‘s luxury marque, Lincoln in 1976 – to offer packages styled by other famous fashion designers.
1973
1973 AMC Hornet hatchback with 5.0 L engine
The biggest visible changes among all AMC automobiles for the 1973 model year were to the Hornet line and its new model, a two-door hatchback. Car and Driver magazine called it “the styling coup of 1973”. Other changes included a new front-end design and bodywork with a V-shaped grille, a slightly recessed and longer hood, and longer peaked front fenders. The facelift incorporated a new stronger and larger energy-absorbing recoverable front bumper system with a horizontal rubber strip that met the new no-damage at 5 miles per hour (8.0 km/h) NHTSA safety legislation. The rear also received a new 2.5 miles per hour (4.0 km/h) bumper with twin vertical rubber guards, but the 5 mph unit (matching the front) was optional. The overall length of the Hornet increased 6 inches (152 mm).
For the 1973 model year, the SST designation was dropped from the Hornet line, and all were simply called Hornet. The newly introduced two-door hatchback incorporated a fold-down rear seat for increased cargo volume from 9.5 to 30.5 cubic feet (269 to 864 l). An optional hinged floor made a hidden storage space that housed a temporary use “space-saver” spare tire, and created a flat load area totaling 23 cu ft (650 l). An optional dealer accessory was available to convert the open hatchback area into a tent camper with mosquito net windows. The new hatchback was available with a Levis bucket seat interior trim option that was actually made of spunnylon fabric, rather than real cotton denim, to comply with flammability standards as well as offer greater wear and stain resistance.
The two- and four-door sedan models were carried over while the Sportabout wagon received a new optional upscale “D/L” package. This trim package included exterior woodgrain body side decal panels, a roof rack with rear air deflector, and individual reclining seats upholstered in plush cloth. The Gucci edition wagon was continued for one more year with five exterior color choices. The “X” package was now available only for the Sportabout and hatchback.
Spurred by AMC’s success in its strategy of improving product quality, and an advertising campaign focusing on “we back them better because we build them better”, the automaker achieved record profits. American Motors’ comprehensive “Buyer Protection Plan” warranty was expanded for the 1973 models to cover lodging expenses should a car require overnight repairs when the owner is away from home.
Engines incorporated new emissions controls and the choices on all Hornet models included two I6s, the standard 232 cu in (3.8 L) or a 258 cu in (4.2 L) version, as well as two V8s, the base 304 cu in (5.0 L) or the 175 hp (130 kW; 177 PS) 360 cu in (5.9 L).
Research sponsored by the U.S. National Highway Traffic Safety Administration (NHTSA) to improve front and side crashworthiness was first applied into production compact vehicles starting with the 1973 Hornet, which included stronger doors designed to withstand 2,500 pounds (1,134 kg) penetration in the first 6 inches (152 mm) of crush.
Suggested prices began at $2,298 for the base model two-door sedan with the more popular new hatchback going for $2,449.
1973 production:
2-door: 23,187
4-door: 25,452
Wagon: 44,719 (Gucci version: 2,251)
Hatchback: 40,110
1974
1974 AMC Hornet base model
AMC Hornet station wagon
All four versions of the Hornet were mostly carryovers in 1974, with minimal trim changes. The car’s front bumper lost its full-width vinyl rub strip, but gained two rubber-faced bumper guards. A larger rear bumper was added to meet new 5 mph legislation, and the license plate was moved up to a position between the taillights.
New inertial-reel seat/shoulder belts were standard, along with a new electronic system requiring front seat passengers to buckle up before the engine would start.
1974 production:
2-door: 29,950
4-door: 29,754
Wagon: 71,413
Hatchback: 55,158
1975
1975 Hornet
Focusing on the new Pacer, AMC kept the Hornet mostly the same. A new grille with vertical grating was the primary change. A new “Touring Package” included special upholstery and luxury features. In a return to its philosophy of economical compact cars, AMC emphasized its comprehensive “Buyer Protection Plan” warranty in marketing the Hornets.
Six-cylinder Hornets could be ordered with a new British supplied Laycock de Normanville “J-type” overdrive. Optional on cars with a manual three-speed transmission, the unit was controlled by a pushbutton at the end of the turn signal stalk. The overdrive unit engages automatically at speeds above 35 miles per hour (56 km/h) and drops out at 32 mph (51 km/h). It also included an accelerator pedal kickdown switch for faster passing.
All U.S. market Hornets featured catalytic converters and now required gasoline without tetraethyl lead. “Unleaded Fuel Only” warnings were displayed on both the fuel gauge and on a decal by the fuel filler. Consumers complained loudly about the 1974 “mandatory seat belt” system, and it was replaced in 1975 with a simple reminder buzzer and light.
The U.S. economy was experiencing inflation, and new car sales fell for all the automakers. The industry sold 8.2 million units, a drop of more than 2.5 million from the record pace in 1973. Sales of the Hornet also suffered.
1975 production:
2-door: 12,392
4-door: 20,565
Wagon: 39,593
Hatchback: 13,441
1976
In its sixth year as a carryover, AMC priced the sedan and hatchback at the same identically, with the Sportabout slightly higher. That year, the Dodge Aspen and Plymouth Volare were introduced; the line included a station wagon, ending AMC’s monopoly on 6-cylinder domestic compact wagons.
1976 production:
Total: 71,577
1977
The Hornet line was mostly unchanged for 1977 with improvements made to engines and transmissions for increased fuel efficiency and the effects of new nitrogen oxides (NOx)emission standards. All 3-speed manual transmissions were now on the floor. A new “AMX” model also appeared.
1977 production:
2-door: 6,076
4-door: 31,331
Wagon: 28,891
Hatchback: 11,545
In fall 1977, the Hornet was reengineered and restyled to become the 1978 Concord and helped establish the “luxury compact” market segment. With its upgraded design, components, and more standard features, the new Concord was moved upscale from the economy-focused Hornet. Changes to the AMC’s “junior” platform made the new Concord more comfortable and desirable to buyers seeking an image of luxury, as well as greater value.
AMX
A new sports oriented model, the AMX, was introduced to appeal to young, performance-oriented car buyers. The AMX was available only as a hatchback with the six or the V8 engine featuring a floor shifted four-speed manual or automatic transmission. Standard was an upgraded black or tan interior with a floor console, “rally” instrumentation with tachometer, and “soft-feel” sports steering wheel. The special “Hornet AMX” was only available in four exterior colors that included matching painted bumpers with a wraparound rubber guard strip, body side rubber guard strip and contrasting AMX model identification bodyside decals ahead of the rear wheels. The exterior included a front spoiler integrated into the front lower fender extensions, rear lower fender flares, sport-styled road wheels, brushed aluminum “Targa top” band over the B-pillars and roof, black left and right outside mirrors, and louvers for the rear hatch window. Options included bright aluminum road wheels and large Hornet-graphic decals on the hood and on the decklid. This model marked the return of a famous name that evoked AMC’s original AMX two-seat sports car.
International markets
The AMC Hornet was exported to international markets, as well as assembled under license from Complete knock down (CKD) kits that were shipped from AMC’s factories the U.S. or Canada. The foreign built cars incorporated numerous components and parts that were produced by local manufacturers to gain tax or tariff preferences.
Australia
Rambler Hornet built by Australian Motor Industries
A total of 1,825 Hornets were built at the Australian Motor Industries (AMI) factory at Port Melbourne in Victoria, Australia between 1970 and 1975. The Hornet was sold in Australia as the Rambler Hornet, only in four-door sedan body style. It was fitted with either a 232 cu in (3.8 L) or 258 cu in (4.2 L) six-cylinder engine and with an automatic transmission.
While the Hornet was the least expensive compact model in the United States, the Hornet in Australia was a luxury model, with high levels of trim, carpet, tires, and accessories. These included high-back seats, fully lined boot and covered spare wheel. The Hornet used a PBR fully assisted dual braking system, and front disc brakes from the Javelin Trans Am. The Hornet sold for $3,999 in 1970, with 407 cars being sold in Australia in that year.
Mexico
1977 four-door sedan, regular use in Chile (2011)
American Motors has partial ownership of Vehículos Automotores Mexicanos (VAM) and produced Hornets in Mexico from 1970 through 1977. The VAM built cars continued to be called VAM Rambler following the tradition of the VAM-built Rambler American models up to 1974. The Mexican models included:
VAM Rambler American (up to 1974) U.S. equivalent: AMC Hornet
VAM Rambler American Rally – U.S. equivalent: AMC Hornet X sedan instead of hatchback
VAM American (after 1975) U.S. equivalent: AMC Hornet base model
VAM American Rally – U.S. equivalent: AMC Hornet X sedan instead of hatchback
VAM American ECD (1975–1977) U.S. equivalent – AMC Hornet DL two- and four-door sedans
VAM American GFS (1977) U.S. equivalent: AMC Hornet DL two-door sedan, replaces two-door ECD
VAM Camioneta American automática (1977) U.S. equivalent: AMC Hornet DL wagon with automatic transmission
The VAM cars came with different trims and interiors than the equivalent AMC-made models. The models also combined different front clips, such as the 1977 VAM American came with the shorter U.S. and Canadian market 1977 Gremlin front end, while its interior trim featured premium seats and upholstery.
VAM Rambler American
The initial VAM Rambler Americans were available in a single nameless trim level (equivalent to the U.S. SST models), with only an optional performance-minded “Rally” package for the two-door sedans that was carried over from 1969.
1970
The Hornet-based 1970 VAM Rambler American featured a standard a 232 cu in (3.8 L) I6 producing 145 hp (108 kW; 147 PS) with a 244 degree camshaft, 8.5:1 compression ratio, and a single-barrel Carter RBS or YF carburetor. A fully synchronized three-speed manual transmission with column-mounted shifter, heavy duty clutch, and a 3.54:1 rear differential gear ratio were standard. The cars came with four-wheel drum brakes, manual steering, four-rigid-bladed engine fan, and regular-duty cooling system. Convenience equipment included a two-tone padded dashboard with a three-pod instrument cluster, “RAMBLER” emblem on the glove box door, electric windshield wipers and washers, a 200 km/h speedometer, side marker lights, four-way hazard lights, antitheft steering column locking mechanism, base steering wheel, brake system warning light, AM radio, front ashtray, cigarette lighter, locking glove box, padded sunvisors, day/night rearview mirror, cardboard-type sound-absorbing headliner, round dome light, dual coat hooks, flip-open rear side vents, full carpeting, driver’s side rubber floor mat sewed to the carpet, front bench seat with split folding backs on two door sedan or with a fixed back on the four door, bench rear seat, two-point front seatbelts, dual rear ashtrays, front and rear side armrests, vinyl-cloth upholstery on seats and side door panels, aluminum grille, backup lights, steel wheels with center hubcaps, dual “232 SIX” rear quarter panel emblems, dual “bulleye” emblems on the lower corner of the rear side vents, script “American” emblems on both front fenders, capital lettered “RAMBLER” rectangular emblem between the right taillight and the gas filler, non-locking gas cap, manual driver’s side remote mirror, and radio antenna. Factory options consisted of a heating system with windshield defroster, power drum brakes, power steering, bright molding package, protective side moldings, parcel shelf, courtesy lights (separate or in-shelf), 6000 RPM VDO tachometer with dual hands, luxury wheel covers, sports steering wheel, custom steering wheel, passenger’s side remote mirror, remote-controlled driver’s side remote mirror, bright panel between taillights, metal bumper guards with rubber edges, full vinyl roof with additional bright moldings, and a heavy-duty suspension (front sway bar and stiffer adjustable shock absorbers).
1971
The VAM Rambler American sedans for 1971 were carried over from 1970. Among the changes was the incorporation of VAM’s 266 degree camshaft to the 232 engine replacing AMC’s 244 degree unit. Despite power increase, the official announced output of the engine was still 145 hp (108 kW; 147 PS) at 4,400 rpm. New interior colors, side armrest and side panel designs were available. The AM radio was updated to a newer model. The new year introduced the Hornet Sportabout-based Camioneta Rambler American. The station wagon version included the same equipment as the two sedan models with a several additional features. The Camioneta Rambler American included the parcel shelf with courtesy lights as standard equipment and was the only Mexican Hornet version to be available with a three-speed automatic transmission as optional equipment. Cars with the automatic transmission included the one-barrel 145 hp 232 six, while those with manual transmission had the 155 hp (116 kW; 157 PS) 232 six with Carter WCD carburetor.
1972
The 1972 model year VAM models incorporated the same engineering revisions and upgrades of the U.S. market AMC-built counterparts. All VAM Rambler Americans were limited to the 145 hp 232 engine and featured a front sway bar as standard equipment. The 1972 models also included a new plastic grille with a revised hood latch, along with a new tail light design with larger backup lights, a new optional wheel cover design, a third AM radio model (shared with the VAM Javelin), and new interior door panels. This was also the first year of the seatbelt warning buzzer located above the light and wiper knobs. The Camioneta Rambler American featured the Chrysler-built TorqueFlite A904 automatic transmission, replacing the previous Borg-Warner “Shift-Command” units.
1973
The 1973 model year VAM Hornets were redesigned and incorporated a new front end design with larger horizontal rectangular side marker lights, semi-square headlight bezels, and a “V”-shaped grille and hood edge. The front bumper included AMC’s five-mile-per-hour design, but without the recovering shocks; in their place were regular rigid bumper mounts as in previous years. The automobile product standards in Mexico were less restrictive than in the U.S.; thus, VAM’s mounted the bumpers placed closer to the body than their AMC counterparts. The 232 engine was replaced by the AMC 258 cu in (4.2 L) I6 rated at 170 hp (127 kW; 172 PS) gross with Carter RBS/YF one-barrel carburetor, 266 degree camshaft, and a 8.5:1 compression ratio. The three-speed automatic transmission for the first time became available in the sedan models as an option and the rear differential gear ratio changed to 3.31:1 in all units. Other features included new door panels, longer narrower inside door latches, controls for the cigarette lighter, wiper/washer, and lights knobs had rubber knobs, modified tail light lenses, the deletion of the rectangular “RAMBLER” emblem in favor of “American” script on the rear panel, “258” emblems replacing the “232 SIX” rectangular ones, and the removal of the bullseye emblems on the C-pillar base.
1974
The 1974 Rambler American was a carryover. The only difference was the presence of the rear five-mile-per-hour bumper and the rear license plate was relocated to the center of the rear panel over the gas filler. The standard wheels for the year were VAM’s new 14×6-inch five-spoke design with volcano hubcaps. The 258 six included an evaporative canister to reduce emissions, and a slightly lower 8.3:1 compression ratio. However, during the mid-year, the compression ratio was lowered even more to 7.6:1. In both cases, the engines were still advertised as having an output of 170 hp. The Seat and door panel designs were revised.
VAM American
The introduction of the Gremlin line by VAM in 1974, which became the company’s most affordable model, created a gap between the lower end Rambler American line and the larger, top Classic line (the situation was also applicable to the Javelin line despite being discontinued in 1973). The VAM Rambler American was restricted to the economy segment since its introduction to the Mexican market, the only exceptions to this being the luxury limited edition Rambler American Hartop (Rambler American 440H in US) for 1963 and 1965, as well as the sporty Rambler American Rally (Rambler American Rogue and Hornet Rallye X/Hornet X in US) from 1969 through 1974. By this time, the Hornet-based Rambler American had been on the market for five years and saw continued sales and positive image. The model was shifted from the economy to the mid-segment, as an all new generation was introduced for 1975. The name was simplified from Rambler American to just American, marking the discontinuation of the Rambler brand in Mexico. The greatest change was the creation of the new luxury American ECD trim level followed by revised and improved American Rally and American base models, which helped to distance the line further from the Gremlin. The cars in all versions obtained substantial updates and upgrades.
The American base model in its first year was characterized by incorporating all-new designs for the parking lights, grille and headlight bezels. Manual front disk brakes were standard and the 258 six cylinder engine featured electronic ignition. This engine was carried over with a 7.6:1 compression ratio, 266 degree camshaft, 170 hp (127 kW; 172 PS), and a single-barrel Carter carburetor. Interiors included new door panels, seats, and upholstery patterns. The two-tone dashboard was replaced by a color-keyed unit with a new “American” emblem on the glove box door and a standard fuel economy gauge. Cars equipped with automatic transmission included a heater and power steering. The 1976 models were almost the same; their differences were limited to a compression ratio increase for the 258 six from 7.6:1 to 8.0:1. New gauges appeared in the form of a 160 km/h speedometer and revised warning lights, sunvisors were redesigned to larger units with bending portions, a new dome light lens, new seat and side panel designs, while a rear defroster was added to the options. The 1977 models had numerous changes. Most noticeable was a new front end that AMC intended to make exclusive for the Gremlin line. The two-point seatbelts were replaced by fixed three-point units. The Carter RBS carburetor was discontinued leaving only the YF model on the 258 six. Two-door sedans with the manual transmissions now featured a floor-mounted gearshift with low-back fold-down individual seats, while models with automatic transmissions retained the bench seat with split folding backs and a column-mounted shifter. The seats and door panels were modified. A new “American” emblem with new typograhpy was applied to glove box door.
Rambler American Rally and VAM American Rally
The sporty Rally package in 1970 consisted of a sports steering wheel, wide reclining individual front seats, floor-mounted Hurst Performance shifter three-speed manual transmission with locking mechanism connected to the steering wheel ignition switch, full bright molding package including rear panel overlay between the tail lights, two courtesy lights, and a 160 hp (119 kW; 162 PS), 9.8:1 compression ratio 232 six cylinder with Carter WCD carburetor designed by VAM. It was a continuation of the 1969 version with a longer list of equipment and several engineering improvements. The “Rally” model as a sporty Hornet was available a full year ahead of AMC’s Hornet SC/360 and two years ahead of the Hornet X and Hornet Rallye-X models. The Rambler American Rally for 1971 saw only minor changes; the script “American” fender emblems were replaced by script “Rally” units, seat controls were revised and new side panels and steering wheel designs became present along a with a different AM radio. The Rally package became a trim level for 1972, losing the shifter locking mechanism and having front sway bar, while the previously optional 8000 RPM tachometer became standard equipment along with AMC’s new three-spoke sports steering wheel. Smaller more bucket-like front seats were new, and the floor shift base was changed from round to a squared design. The bright rear panel and taillight lenses featured new designs and the grille was changed from aluminum to plastic. The 1972 Rally engine was the VAM 252 six producing 170 hp (127 kW; 172 PS) at 4,600 rpm, 9.5:1 compression ratio, with a high-flow Carter RBS-PV1 single-barrel carburetor and the 266 degree camshaft. A 170 gross HP, 8.5:1 compression ratio AMC 258 with 266 degree camshaft and single-barrel Carter RBS or YF carburetor was used for 1973. This year also saw, aside from the new front end design, the first set of high-back bucket seats and standard parcel shelf, even though the reclining mechanism of the seats was removed. The front end was completely updated as in the standard Rambler American models except for the unique characteristic of the blackout grille. The 1974 Rallys incorporated the first set of VAM side decals and five-spoke wheels plus a T-shaped Hurst shifter, aside from new five-mile-per-hour rear bumper and relocated rear license plate.
The marketing concept for VAM’s compact model was also included for its sporty version. The 1975 American Rally gained electronic ignition, manual front disk brakes, and a TREMEC 170-F four-speed manual transmission with Hurst linkage (on most units) and a lower 7.6:1 compression ratio on the 258 six. The interiors were revised to a higher level of luxury and sportiness, plus the presence of the heater as standard equipment (most units). All previously exposed metal parts like the inner faceof the B pillars, top edge of the doors and sides were covered; the dashboard changed from being two-tone to color-keyed, and the door panels obtained an etched “Rally” emblem on their top front corners. The 1976 Rally models switched to the 200 hp (149 kW; 203 PS) 7.7:1 compression ratio VAM 282 with Holley 2300 two-barrel carburetor and 266 degree camshaft, power front disk brakes, power steering and tinted windshield were now standard equipment. The four-speed transmission and heater were fully standardized this year. New seat patterns and side panel designs (without the etched Rally emblem) were used, while gauges were changed to a 160 km/h speedometer and 6,000 RPM tachometer. The 1977 American Rallys obtained a more powerful 8.0:1 compression ratio 282 with an upgraded head design, a new aluminum intake manifold, high-back bucket seats with new patterns and reclining mechanism (for the first time since 1972), three-point retractable front seatbelts, a VAM-designed digital tachometer, as well as AMC’s Gremlin front clip for the year. Like the three luxury versions of the year, the 1977 American Rally was the first sports model to offer the air conditioning system as a factory option. At the mid-1976 discontinuation of the Classic AMX (Matador X) model, the American Rally became VAM’s top-of-the-line performance model.
The Rally included D70x14 radial tires in all years and rear gear ratios of 3.54:1 (1970–1972), 3.31:1 (1973–1976) and 3.07:1 (1977). The American Rally was discontinued in 1977 along with all other Hornet-based VAM Americans. It would find a successor in the 1978 American Rally AMX model (VAM’s version of the 1978 AMC Concord AMX) meaning a change from being a sedan into a hacthback coupe.
American ECD and American GFS
In 1975, the VAM American obtained its third trim level to accompany the nameless base and Rally. This was the American ECD or Edición Cantos Dorados (Golden Touches Edition), the first regular-production luxury compact made by VAM. They were the equivalent of the U.S. Hornet DL models. The American ECD was available on both sedan models, while the wagon remained without a model designation. The ECD included a 258 cu in (4.2 L) I6, automatic transmission, power steering, power brakes (since 1977), heater, luxury steering wheel, vacuum gauge (1975 only), electric clock (since 1976), high-trim upholstery, parcel shelf, courtesy lights, tinted windshield (since 1976), full bright molding package, wheel covers, vinil roof, and golden “ECD” emblems on the base of each C-pillar. The two-door American ECD featured individual high back seats with floor-mounted transmission, while the four-door versions had a bench seat with column-mounted shifter. For 1977 the two-door model gained an exclusive designation: the American GFS (Grand Formula Sport), thus reserving the ECD nameplate to the four-door sedan. The 1977 American GFS incorporated a half Landau-type vinyl top carrying the roof Targa band AMC used for the 1977 Hornet AMX models and shortened rear side windows. AMC liked this styling touch and used it for its 1978–1979 Concord DL/Limited two-door models (except for the Targa band). Unlike the 1977 American ECD, the 1977 American GFS featured the 282 cu in (4.6 L) engine with a 3.07:1 rear differential gear ratio, instead of the 258 I6 with a 3.31:1 rear ratio. The station wagon (Camioneta American) offered an optional package for 1977. If the automatic transmission was ordered, it included all the accessories and features of the GFS/ECD models, as well as the 282. These station wagons the “Camioneta Automática” (automatic wagon) model name.
The engines in VAM models were based on AMC designs, but modified and built by VAM. Unique to Mexico included the 252 cu in (4.1 L) and 282 cu in (4.6 L) I6 engines. These were designed to cope with low octane fuel and the high altitudes encountered in Mexico.
South Africa
Both Nash and Hudson models were assembled under license in South Africa for many years. In the 1960s, AMC’s compact Rambler model had entered the market and was assembled at the Jacobs plant in Durban by Motor Assemblies Limited. In South Africa, the Hornet’s predecessor (the Rambler American) was marketed through the 1970 model year. The Ramblers were assembled by Toyota South Africa Ltd, a company that was wholly owned by South Africans, and the cars were marketed and serviced by 220 Toyota dealers.
Starting in 1971, the new Hornet was built and continued to be marketed under the Rambler brand. American Motors South America (Proprietary) Limited was the official license holder for production of the Rambler Hornet at the Motor Assemblies Ltd plant.However, sales after 1971 were hampered by problems arising from regulations. The nation’s tariff structure considered only the weight of parts or materials made in South Africa would be calculated toward local content requirements. The objective was to increase indigenous production. As a result, the last of the South African-built Rambler Hornets had 4.1 L (250 cu in) Chevrolet straight-6 engines. The objective was to standardize the manufacture of vehicle components within South Africa. In this case, a large component, the Hornet’s original AMC engine was eliminated from the marketplace, while the switch also provided greater local production volume to the General Motors engine.
Motorsports
AMC Hornets were campaigned in various motorsports events. Some technical and financial support was provided by the automaker in the early years.
Stock Car Racing
Bobby Allison was AMC’s factory-backed NASCAR driver, racing #12 Matadors fielded by Roger Penske. Bobby also did a lot of short-track racing, often using a modified stock car he rebodied using Hornet sheet metal, painted red/white/blue in the AMC scheme and numbered 12.
Drag racing[
Hornets were campaigned on dragstrips from 1972 and became well known by their bold red, white, and blue graphics. Dave Street was an early Hornet racer in Northeast Pro Stock events. Drivers on the Pro Stock circuit included Wally Booth (backed by AMC until 1974), as well as Rich Maskin and Dave Kanners captured top awards. Booth drove a Hornet to the top qualifying spot at the 1975 NHRA U.S. Nationals.
Some drivers converted from AMC Gremlins when tests with identical engines in 1973 showed that the hatchback Hornet had an advantage with higher speeds and lower times. The 1974 Gatornationals, as well as the 1976 NHRA U.S. Nationals and the World Finals were won by Wally Booth driving an AMC Hornet. The Hornets would do the quarter-mile in 8 seconds reaching 150 mph (240 km/h).
The last AMC Pro Stocker was campaigned through the 1982 season in American Hot Rod Association events. It was a Hornet AMX with nitrous injection.
Endurance
Champion spark plug ad with endurance record AMC Hornet
In 1970, Lou Haratz drove an AMC Hornet over 14,000 miles (22,531 km) to set a new Trans-Americas record by going from Ushuaia, Argentina to Fairbanks, Alaska in 30 days and 45 minutes. He also went on to be the first to drive completely around the widest practical perimeter of the North, Central, and South American continents for a distance of 38,472 miles (61,915 km) in 143 days. The Hornet received a tune-up service in Caracas as well as in Lima, and the endurance record was promoted in various popular magazine advertisements for Champion spark plugs that were standard equipment in AMC engines.
IMSA racing
From 1971 the AMC Hornet was campaigned in the International Motor Sports Association (IMSA) races. Hornets ran in GTO class (Grand Touring type with engines of 2.5 L or more) and American Challenge (AC) class. American Motors provided only limited support in the form of technical help. The cars were gutted and powered by highly modified AMC 232 straight-six engines.
In 1973, AMC cars very nearly placed 1-2-3, in a BF Goodrich Radial Challenge Series race, but Bob Hennig driving an AMC Hornet went out while in third place with only six laps to go. BMW driver Nick Craw and AMC Hornet driver Amos Johnson ended the IMSA series as co-champions in Class B.
On 6 February 1977, out of 57 cars that started the 24 Hours of Daytona, Championship of Makes, at Daytona International Speedway, an AMC Hornet driven by Tom Waugh, John Rulon-Miller, and Bob Punch drove car #15 to 22nd place overall and 12th in the GTO class by completing 394 laps in 1,582 miles (2,546 km).
Amos Johnson drove car #7, an AC Class Hornet, in the 100 mile Road Atlanta race on 17 April 1977, as well as with co-driver Dennis Shaw to finish 11th in the Hallett Motor Racing Circuit on 24 July 1977.
A 1977 Hornet AMX was prepared by “Team Highball” from North Carolina and driven by Amos Johnson and Dennis Shaw. Car #77 finished in 34th place in the GTO class out of the 68 that started the race by completing 475 laps, 1,824 miles (2,935 km) in the 17th Annual 24 Hours of Daytona Camel GT Challenge.
The AMC cars “were killers at places like Daytona. Despite being about as aerodynamic as a brick they had those nice, big, reliable straight sixes …”
SCCA Trans Am
Buzz Dyer drove a 1977 AMC Hornet AMX (car #77) with a V8 engine in the Sports Car Club of America (SCCA) Trans Am events at the Laguna Seca Raceway on 8 October 1978 and finished 46 laps.
Coast-to-coast run
Two Hot Rod staffers, John Fuchs and Clyde Baker, entered a 1972 AMC Hornet in the Cannonball Baker Sea-To-Shining-Sea Memorial Trophy Dash. This was an unofficial automobile race from New York City and Darien, CT, on the U.S. Atlantic coast, to Redondo Beach, a Los Angeles suburb on the Pacific coast during the time of the newly imposed 55 mph (89 km/h) speed limit set by the National Maximum Speed Law. The Hornet X hatchback was modified with a 401 cu in (6.6 L) AMC V8 and auxiliary racing fuel cells to increase gasoline capacity. They finished in 13th place after driving for 41 hours and 15 minutes at an average speed of 70.4 mph (113 km/h).
The film’s “most outrageous sequence” begins with Sheriff J.W. Pepper, who on holiday in Thailand with his wife, admiring a new red AMC Hornet in a Bangkok showroom. He is about to test drive the car. The action begins as secret agent 007 commandeers the Hornet from the dealership with Pepper in it for a car chase. The Hornet performs an “airborne pirouette as it makes a hold-your-breath jump across a broken bridge”.
The stunt car is significantly modified with a redesigned chassis to place the steering wheel in the center and a lower stance, as well as larger wheel wells compared to the stock Hornet used in all the other movie shots. The 360-degree mid-air twisting corkscrew was captured in just one filming sequence. Seven tests were performed in advance before the one jump performed by an uncredited British stuntman “Bumps” Williard for the film with six (or 8, depending on the source) cameras simultaneously rolling. Two frogmen were positioned in the water, as well as an emergency vehicle and a crane were ready, but not needed. The Cornell Aeronautical Laboratory(CAL) was used for computer modeling to calculate the stunt. The modeling called for a 1,460.06 kg (3,219 lb) weight of car and driver, the exact angles and the 15.86-metre (52 ft) distance between the ramps, as well as the 64.36-kilometre-per-hour (40 mph) launch speed.
This stunt was adapted from Jay Milligan’s Astro Spiral Javelin show cars. These were jumps performed in AMC sponsored thrill shows at fairs around the US, including the Houston Astrodome, where Gremlins and Hornets were also used to drive around in circles on their side two wheels in the arena. Using exactly the same ramp design, movie artists made the ramps convincingly look like a rickety old bridge that was falling apart. The movie’s director ruined the continuous spiral effect of the stunt. By cutting camera shots as the car was in mid-air, it looks like trick photography to get the car upside-down instead of one continuous actual jump.
Months of difficult work went into the scene that lasts only fifteen seconds in the movie. The Guinness World Records 2010 book describes this “revolutionary jump” as the “first astro spiral used in a movie” and lists it as third among the top ten James Bond film stunts.
The actual Bond Hornet is preserved in the National Motor Museum in Beaulieu, UK together with other famous items owned by the Ian Fleming Foundation and used in the 007 films.
The AMC Hornet is one of Hagerty’s favorites Bond cars for vintage automobile collectors on a budget. Several scale models of the AMC Hornet are available that include the James Bond hatchback versions made by Corgi Toys and Johnny Lightning.
Experimental Hornets
The AMC Hornet served as a vehicle for several experimental alternative power sources.
Gas turbine
In the aftermath of the Clean Air Act Amendments of 1970, research grants were funded by the government in further developing automotive gas turbine technology. This included conceptual design studies and vehicles for improved passenger-car gas-turbine systems that were conducted by Chrysler, General Motors (through its Detroit Diesel Allison Division), Ford in collaboration with AiResearch, and Williams Research teamed with American Motors. In 1971, a long-term test was conducted to evaluate actual road experience with a turbine powered passenger car. An AMC Hornet was converted to a WR-26 regenerative gas turbine power made by Williams International.
A Williams gas turbine powered 1973 Hornet was used by New York City to evaluate comparable cost efficiency with piston engines and funded by a grant from the National Air Pollution Control Administration, a predecessor of the United States Environmental Protection Agency (EPA).The Hornet’s experimental power source was developed by inventor Sam B. Williams. Weighing in at 250 lb (113 kg) and measuring 26 in (660 mm) by 24 in (610 mm) by 16 in (406 mm), it produced 80 hp (60 kW; 81 PS) at 4450 rpm with a clean exhaust.
Gasoline direct injection
Research to develop a Straticharge Continuous Fuel-Injection (SCFI) system (an early gasoline direct injection (GDI) design) was conducted with the backing of AMC. The Hornet’s conventional spark ignited internal combustion straight-6-cylinder engine was a modified with a redesigned cylinder head, and road testing performed using a 1973 AMC Hornet. This SCFI system was a mechanical device that automatically responded to the engine’s airflow and loading conditions with two separate fuel-control pressures supplied to two sets of continuous-flow injectors. It was “a dual-chamber, three-valve, fuel-injected, stratified-charge” engine. Flexibility was designed into the SCFI system for trimming it to a particular engine.
The Consumers Gas Company (now Consumers Energy) operated a fleet of 1970 AMC Hornets converted dual-fuel system with compressed natural gas (CNG). This was an early demonstration project for clean and efficient vehicles.
Plug-in electric
In 1971, the Electric Fuel Propulsion Company began marketing the Electrosport, a plug-in electric vehicle (PEV) based on the Hornet Sportabout wagon. It was designed to be a supplementary battery electric vehicle for commuting or daily chores, and to be recharged at home using household current or at “Charge Stations away from home to replenish power in 45 minutes, while you shop or have lunch.”
LaForce Vertur-E
The United States Environmental Protection Agency (EPA) conducted extensive tests of 1974 and 1975 AMC Hornets to evaluate the fuel economy claims made for the LaForce Ventue-E modifications. The LaForce prepared Hornet included a special carburetor that was designed to vary the fuel to air mixture under all operating conditions. Other modifications were made to the camshaft, a smaller combustion area, special “dual” exhaust manifolds, and the installation of solid valve lifters (in place of the standard hydraulic tappets. The manifold was designed to intercept gasoline between the carburetor and engine and “to use even the harder to burn heavy gasoline molecules” – thus, claiming mileage increases of 40 to 57%. However, the EPA tests did not fully support the performance and economy claims that were to be achieved by these modifications in comparison to standard factory tuned vehicles.
Concept cars
The AMC Hornet platform served as the basis for evaluating design and styling ideas by AMC. In the late-2000s, the Hornet name was revived for a Dodge concept car.
Cowboy
AMC Cowboy concept pickup truck
In the early 1970s, AMC was planning a compact coupé utility (pickup) based on the Hornet to compete with the increasing sales of Japanese compact pickup models. A prototype called the Cowboy was developed under the leadership of Jim Alexander. The prototype vehicle featured a modified AMC Gremlin front design and a cargo box with a Jeep logo on the tailgate. The standard I6 engine would be more powerful than the 4-cylinders found in the imported pickups. The only surviving prototype was built using a 1971 Hornet SC360 with the 360 V8 and 4-speed manual transmission. It was used by AMC on their proving grounds for several years before being sold to an employee, who later installed a 1973 Hornet updated front end. However, with the increasing sales of the Hornet models, and the 1970 acquisition of Jeep and no 4WD option ready for the Cowboy (at the time ALL Jeeps were 4WD), AMC’s product planners shelved the Cowboy truck program. A 4WD system was developed and later used on the 1980 AMC Eagle, and the “uniframe” construction (“frame” rails under the truck bed made of folded sheet metal and incorporated into the cab structure as one piece) resurfaced for the 1985 Jeep Comanche pickup, based on the unit body XJ Cherokee.
Hornet GT
In 1973, the Hornet GT toured auto shows as an asymmetrical styling exercise. The left (or driver’s) side featured more glass area and a narrower “C” pillar for better visibility in comparison to the concept car‘s different design on its right side. Using different designs on each side is common practice within automobile styling studios, especially when money was tight; however, showing such an example to the public was unusual and AMC was not afraid to measure consumer reaction to new ideas. Other design elements and ideas presented on the Hornet GT show car included sealed glass to allowing hollow doors that could house easily accessible components while freeing up space in the dashboard area, as well as a stronger roof and support pillars for additional crash and rollover protection.
A mini-sized front-wheel-drive, concept car called Hornet was designed and developed by Dodge in 2006 for possible production in 2008 as the brand was entering European markets and attract younger customers. As the price of fuel increased, Chrysler continued work to launch the Hornet in 2010 in Europe, the United States and other markets. This Hornet project may have been cancelled as part of Fiat‘s partnership with Chrysler; but it was also rumored that the Hornet nameplate would instead be applied to a small Dodge sedan slated for introduction in 2012 based on the same “C-Evo” platform as the Alfa Romeo Giulietta.
In October 2011, Chrysler trademarked four names: Hornet, Dart, Duster, and Camber. One month later, the head of the Dodge brand, Reid Biglund, stated that Hornet will not be used for the new car. The automaker “surprised industry pundits and insiders” with an announcement that the small sedan for 2013 will be called the Dodge Dart (PF).For a long time, both company insiders and industry experts “had insisted that the compact Dodge would be called the Dodge Hornet, in homage not only to the well-received 2006 concept car that carried the name but also to an ancestry of vehicles stretching back 60 years to the original Hudson Hornet.”
Introduced as a stand-alone model in one body style, the 1957 Rambler Rebel is credited for being the first factory-produced intermediate-sized high-performance car. This later became known as the muscle car market segment. It was also to be among the earliest production cars equipped with electronic fuel injection.
The second and third generations essentially became the equivalent Rambler Six models, but equipped with a V8 engine. The Rebel nameplate was reintroduced in 1966 as the top-line intermediate-sized two-door hardtop. For the 1967 model year, AMC’s all-new intermediate line took the Rebel name. American Motors dropped the historic “Rambler” marque from these intermediate sized models to become the AMC Rebel starting with the 1968 model year.
The strategy of American Motors President, George W. Romney, was to avoid a head-to-head battle with the domestic Big Three automakers (General Motors, Ford, and Chrysler) by focusing AMC on cars that were smaller than the “standard” models in the marketplace. The “legacy” large-sized Nash and Hudson models were suffering from dwindling sales in a marketplace where consumers were only offered large-sized sedans and small economy cars. The new Rambler was designed “to split the market wide open with a mid-size model that featured aggressive styling and plenty of power.”
Development of AMC’s new overhead-valve V8 engine began in 1955, under the automaker’s chief engineer, Meade Moore, as well as David Potter who was hired from Kaiser-Frazer. The new engine evolved because component sharing relationships with Packard were terminated and AMC managers decided to manufacture a V8 engine in-house. The new engine debuted in mid-1956 in the Nash Ambassador Special and the Hudson Hornet Special. At that time, the 250 cu in (4.1 L) engine was the smallest American V8, butits 190 hp (142 kW; 193 PS) was more than either of Chevrolet’s contemporary two-barrel V8s.
The 1956 model year four-door Rambler models were completely redesigned. Edmund E. Anderson and Bill Reddig styled the new model with a “dramatic reverse-sloped C-pillar” as well as borrowing the Nash-Healey‘s Pinin Farina-designed inboard, grille-mounted headlamps.
For the 1957 model year the Rambler was established as a separate marque. The 1957 Rambler Rebel debuted as a special model in the Rambler line showcasing AMC’s big new V8 engine. The Rebel became the first factory-produced lightweight muscle car.
American Motors surprised most observers with the December 1956 introduction of the Rambler Rebel – “a veritable supercar”. The new 1957 model debuted as a high-performance vehicle that combined AMC’s lightweight 108-inch (2,743 mm) wheelbase Rambler four-door hardtop body with AMC’s newly introduced 327 cu in (5.4 L) V8 engine. This made it the first-time that a large block V8 was installed in a mid-size carin the post-World War II marketplace. General Motors, Ford, and Chrysler offered no intermediate-sized cars whatsoever.
Although AMC was best known for their reliable economy cars, this special model came with a bigger engine than anything found at Chevrolet, Ford, or Plymouth—the Rambler’s most popular competitors at that time. The Rebel’s US$ 2,786 MSRP base price was economical for the amount of power provided. It was the fastest stock American sedan, according to Motor Trend.
All Rebels came with a manual (with overdrive unit) or GM’s four-speed Hydra-Matic automatic transmission, as well as other performance enhancements such as a dual exhaust system, heavy-duty suspension with Gabriel (brand) shock absorbers, and front sway bar. The Rebel was capable of 0 to 60 mph (0-97 km/h) acceleration in just 7.5 seconds with its standard 255 hp (190 kW; 259 PS) carbureted engine. The car’s light monocoque (unibody) construction afforded a power-to-weight ratio of about 13 pounds per horsepower, a better ratio than other 1957 model year automobiles and a contrast to Volkswagen’s 45.
The Rebel’s engine also differed from the 327s installed in the 1957 Ambassador and Hudson Hornet models because it used mechanical valve lifters and a higher compression ratio. Since both engines were rated at 255 hp, it is probable that the Rebel’s was underrated.
Power steering and power drumbrakes were also standard, as on all Rambler Custom models. The car was available only in silver metallic paint accented with gold anodized aluminum inserts along the sides. Padded dashboards and visors, rear child proof door locks, and seat belts were all optional. A total of 1,500 Rebels were produced in 1957. Integrated air conditioning system, the All Weather Eye was a $345 option.
The Rebel is considered to be a precursor of the muscle cars (rear-wheel drive mid-size cars with a powerful V8 engines and special trims) that became so popular in the 1960s. It also foretold that muscle-type performance would be included among AMC’s models.
Fuel injection option
The Bendix “Electrojector” electronic fuel injection (EFI) was to be optional on the 1957 Rambler Rebel with a flashy introduction at the Daytona Beach Road Course trials. The Rebel’s Electrojector equipped engine was rated at 288 bhp (214.8 kW). This was to have been the first mass-produced engine with a transistorized “brain box” fuel injection system. A Rambler Rebel with the optional EFI was tested by Motor Trend, and they recorded this sedan going faster from a standing start than the 1957 Chevrolet Corvette with mechanical fuel injection.
The Bendix system’s public debut in December 1956 was followed by a March 1957 price bulletin listing it as a US$ 395 option, but because supplier difficulties, EFI Rebels would only be available after June 15.This was to have been the first production EFI engine, but Electrojector’s teething problems meant only pre-production cars were so equipped: thus, very few cars so equipped were ever sold, and none were made available to the public. The Rambler’s EFI was more advanced than the mechanical types then appearing on the market and the engines ran fine in warm weather, but suffered hard starting in cooler temperatures. As a result, all of the production Rebels used a four-barrel carburetor. Nevertheless, the EFI option remained in the published owner’s manual.
For the 1958 model year, the Rebel name returned, but no longer with the 327 engine. Rather than identifying a specialty model, the name was applied to all Ramblers powered by AMC’s 250 cu in (4.1 L) V8 engine. Rebel came with a 4-barrel carburetor and dual exhausts rated at 215 hp (160 kW; 218 PS) with 260 lb·ft (353 N·m) of torque. The 327 engine was made standard in the more luxurious Rambler Ambassador models. The 1958 Rebel lineup encompassed six models: Super or Custom trimmed four-door sedans and Cross Country station wagons, plus a base Deluxe four-door sedan that was reserved for fleet sales. A four-door hardtop in the top-line Custom trim was now Rebel’s sole pillarless model.
These Rebels were no longer the muscle car of 1957, but did offer more power than regular Rambler models. A test by Motor Trend concluded “the V8 powered Rebel is now able to reach a true 60-mph from a standstill in an estimated 12.0 seconds”—significantly slower than the limited-production ’57 Rebel, and this was pretty good for that era.
The 1958 Rambler Rebel and Rambler Six shared revised styling with new grille, front fenders containing quad headlamps, as well as a new hood design while the rear received new fenders with impressive tailfins.
1959
The 1959 model year Rambler Rebels featured hoods without ornaments, a new full-width grille with large inset turn signal lamps, bumpers and bumper guards that reduced overall length by 1.6 inches (41 mm), a thinner roof panel look with narrower C-pillars, windshield and rear window slanted at a greater angle reducing wind resistance, simpler bodyside trim, and restyled rear doors and fenders with a smooth line to the smaller tailfins. Car Life magazine called the 1959 Rambler “one of the most attractive cars on the road”.
All Rambler Rebels benefitted from bigger brakes, improved automatic transmission controls, and numerically lower axle ratios for improved fuel economy. A new option was adjustable headrests. The 1959 Rebel came with a 4-barrel carburetor and dual exhausts rated at 215 hp (160 kW) with 260 lb·ft (353 N·m) of torque.
American Motors downplayed the Rambler Rebel name in 1960. Rather than focus on the separate Six and Rebel models, as in previous years, emphasis was placed on the Rambler name and the trim levels, with the notation that each series was offered with “Economy 6” or “Rebel V8” engines. The 1960 model year saw the Rebel available with a lower compression 2-barrel version rated at 200 hp (149 kW).
The Rambler Rebel was all new, but retained the same styling concept. The front end featured a full-width die-cast grille, while the two-piece front and rear bumpers were promoted to cut repair costs. The C-pillars were made narrower and the tail fins were now smaller.
Station wagons with two rows of seats came with a conventional tailgate (roll down rear window and drop down gate) while three-row models received a new side-hinged door. All station wagons included a standard roof rack. A big feature was the 80 cubic feet (2.27 m3) of space, compared for example to the much larger-sized Oldsmobile station wagons that offered only 80 cubic feet (2.3 m3) of cargo room. Among the 17 different station wagons that were marketed by AMC for 1960, the Rambler Six Cross Country Super was the most popular.
After the 1960 model year all of the 108-inch (2,743 mm) wheelbase models took the Rambler Classic name.
The Rebel name reappeared for the 1966 model year on a version of the Rambler Classic two-door hardtop.
This model featured bucket seats, special interior and exterior trim, as well as a revised roofline. The base price of this top-of-the-line model was US$2,523 with the standard 232 cu in (3.8 L) I6; however, more sports oriented options were available that included a new-for-1966 Borg-Warner T-10 four-speed manual floor-mounted transmission, dash mounted tachometer, as well as the 327 cu in (5.4 L) V8 producing 270 bhp (200 kW), which was only an extra $65.
This effort moved AMC once again toward the muscle car market segment; however the Rebel was criticized for its antiquated torque tube suspension system. The Rebel also suffered from Rambler’s “economy” reputation, but the Rebel model offered the recipe common to most of early muscle cars including the biggest-available engine, bucket seats, and special trim, but the Rebel did not have a non-functional hood scoop.
Total production of the Rebel model was 7,512. The 1966 Rambler Rebel “poses a great bargain for the muscle-car enthusiast [today] … rarity and performance wrapped up into a single cost-efficient package.
For the 1967 model year, all of AMC’s intermediates took the Rambler Rebel name. They were of a completely new design from the predecessor models. The new Rebels were bigger and rode on a longer 114-inch (2,896 mm) wheelbase allowing for more passenger space and cargo capacity. The new styling featured sweeping rooflines with more glass area, as well as a smooth, rounded “coke-bottle” body design. The Rebel was now available not only in 4-door sedan, 4-door station wagon, and 2-door hardtop versions, but also for 1967 as 2-door sedan (coupé) with a thin B-pillar and flip out rear side windows, as well as a convertible.
Traditional Rambler economy came standard with the redesigned Rebels featuring six-cylinder engines and overdrive transmissions. However, the Rebels were upgraded in numerous areas including a new four-link, trailing-arm rear suspension system. American Motors also introduced advanced V8 engines, and Rebels could now be turned “into a decent budget-priced muscle car” with the new 343 cu in (5.6 L).
Moreover, American Motors expanded its racing activities in 1967 by partnering with automotive performance parts company, Grant Industries, to build the Grant Rambler Rebel, a “Funny Car” racer to compete in the National Hot Rod Association (NHRA) X/S (Experimental Stock) and Super Experimental Stock classes. The relationship provided both companies with national exposure and publicity. The racing Rebel had an altered wheelbase 122-inch (3,099 mm) with chrome moly steel tube chassis and powered by the 343 cu in (5.6 L) AMC V8 engine that was bored and stroked to 438 cu in (7.2 L). The engine featured a GMC 6-71 blower and Enderle fuel injection, producing 1,200 hp (895 kW; 1,217 PS) at up to 9000 rpm on a mixture of alcohol and nitromethane. In 1967, Hayden Proffitt drove the Rebel on the quarter-mile (402 m) from a standing start in 8.11 seconds at 180.85 mph (291.0 km/h).
1968
1968 AMC Rebel SST convertible
For the 1968 model year, the historic “Rambler” marque was dropped and the line was named AMC Rebel. The cars received only a modest restyle, but incorporated new safety features mandated by the U.S.National Highway Traffic Safety Administration (NHTSA), engine control systems to reduce unburned hydrocarbon and carbon monoxide emissions, and the availability of the “AMX” 315 hp (235 kW; 319 PS) 390 cu in (6.4 L) V8 engine.
Declining sales of convertibles in general during the late 1960s saw discontinuance of this body style by AMC after only 823 were built in 1968.
Production of Rebels continued through the 1970 model year until replaced by the similar AMC Matador for the 1971 model year.
Ambassador emblem (1958–1961) and name badge (1967–1973)
The Ambassador was the top-of-the-line automobile produced by the American Motors Corporation (AMC) from 1958 until 1974. The vehicle was known as the AMC Ambassador, Ambassador V-8 by Rambler, and Rambler Ambassador at various times during its tenure in production. Previously, the name Ambassador had applied to Nash’s “senior” full-size cars.
The Ambassador nameplate was used continuously from 1927 until 1974 (the name being a top-level trim line between 1927 and 1931); at the time it was discontinued, Ambassador was the longest continuously used nameplate in automotive history.
Following George W. Mason‘s unexpected death in the fall of 1954, George Romney (whom Mason had been grooming as his eventual successor), succeeded him as president and CEO of the newly formed American Motors. Romney recognized that to be successful in the postwar marketplace, an automobile manufacturer would have to be able to produce and sell cars in sufficient volume to amortize the high cost of tooling. Toward that end, he set out to increase AMC’s market share with its Rambler models that were selling in market segment in which the domestic Big Three (General Motors, Ford Motor Company, and Chrysler) automakers did not yet compete. While development of a redesigned 1958 Nash Ambassador, based on a stretched and reskinned 1956 Rambler body, was almost complete, AMC’s designers were also working on a retrimmed Hudson equivalent, called Rebel, to offer Hudson dealers.
However, as sales of the large-sized Nash Ambassador and Hudson Hornet models slowed, it became clear to Romney that consumer confidence in the historic Nash and Hudson nameplates had collapsed. Reluctantly, he decided that 1957 would be the end of both nameplates, and the company would concentrate on the new Rambler line, which was registered as a separate marque for 1957.
Ambassador hardtop (pillarless) Cross Country station wagon
American Motors planned to produce a stretched a 117-inch (2,972 mm) wheelbase 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-inch (2,972 mm) wheelbase. Its features included a 327 cu in (5.4 L) V8 (equipped with a 4-barrel carburetor and dual exhausts and rated at 270 hp (201 kW; 274 PS) and 360 pound force-feet (490 N·m) of torque) mated to a BorgWarner supplied 3-speed automatic transmission with push button gear selection.
In 1956, AMC first produced its own V8, a modern overhead valve V8 displacing 250 cu in (4.1 L), with a forged steel crank shaft, which when equipped with a 4-barrel carburetor was rated at 215 hp (160 kW; 218 PS). In 1957, AMC bored and stroked the 250 CID V8 to 327 cu in (5.4 L) displacement which when offered in the Rambler Rebel used solid lifters and Bendix electronic fuel injection was rated at 288 hp (215 kW; 292 PS).
In 1958, the Ambassador was equipped with a hydraulic lifter version of AMC’s 327 CID V8 rated at 270 hp (201 kW; 274 PS). Although AMC’s 327 CID V8 shares its displacement with the Chevrolet small-block, AMC’s 327 came out six years before Chevrolet first offered its 327 in 1962.
The Ambassador was available in a body style exclusive to its line, a pillarless hardtopCross Countrystation wagon. 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-inch (2,743 mm) wheelbase Rambler Six and Rebel V8, although both lines shared the same basic body, styling, and visual cues. However, all of the Ambassador’s extra nine inches (230 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 segmentation, the Ambassador was positioned 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 hardtop 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 Rambler 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 mph (0 to 97 km/h) times of less than 10-seconds, and low 17-second times through a quarter-mile (402 m)dragstrip. It could be equipped with a limited slip differential, as well as power brakes, power steering, power windows, and air conditioning. Numerous safety features came standard, while lap seat belts were optional.
1959
For 1959, the Ambassador received a revised grille, side trim, and redesigned rear door skins that swept into the tailfins instead of terminating at the C-pillar. Scotchlite 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 whiplash 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.
The 1959 model year also saw the addition of an optional “Air-Coil Ride” air suspension system, utilizing air bags installed within the rear coil springs. An engine-driven compressor, 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 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 cu in (5.4 L) V8, but for the first time it was available in two versions. First was the original 270 hp (201 kW; 274 PS), 360 lb·ft (490 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 (186 kW), 340 lb·ft (460 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” reclining front seats that now had even more luxurious fabrics than in previous years.
The Ambassador was the only American midsize, luxury high-performance car offered in 1960. The 1960 Ambassador came in 4-door sedan, 4-door pillarless hardtop, 4-door station wagon, and a 4-door pillarless (hardtop) station wagon. Equipped with the 270 horsepower 327 cu in V8, and the Borg Warner pushbutton-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
1961 Rambler Ambassador Custom
1961 Rambler Ambassador sedan
The 1961 Ambassador continued the previous year’s 117-inch (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 Anderson. 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 recession. The hardtop sedan and wagon models did not return for 1961.
Standard was the 250 hp (186 kW; 253 PS) 327 cu in (5.4 L) V8 with a synchromesh manual transmission. Optional was the 270 hp (201 kW; 274 PS) “power pack” version with dual exhaust system featuring new ceramic-coated mufflers guaranteed for the life of the car.
By the 1962 model year, the Ambassador’s chassis was in its fifth season on the market. And while Rambler sales had been good enough for third place in industry sales (behind Chevrolet 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-inch (2,743 mm) wheelbase with its Classic line mate. Accordingly, the car was marketed as a Rambler Ambassador.
The 1962 Ambassador received a new front end that was very similar to the 1961–62 Classic’s, but with a crosshatch design, 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 seats, headrests, and color coordinated shag carpets.
The only available engine was AMC’s 327 cu in (5.4 L) OHV V8, in either the regular fuel, 2-barrel carburetor and 8.7:1 compression ratio, 250 hp (186 kW; 253 PS) version or the premium gasoline, 4-barrel version with 9.7:1 compression ratio, 270 hp (201 kW; 274 PS) 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. This design was offered by only a few cars at that time. The 1962 models were equipped with “Walker” (brand) flow-through mufflers. The 108-inch (2,743 mm) wheelbase 1962 Ambassador was lighter than its 117-inch (2,972 mm) wheelbase predecessors and when equipped with the 270 hp (201 kW; 274 PS) 327 cu in (5.4 L) V8, it was a spirited performer.
The 1962, 327 cu in (5.4 L) V8 Ambassador for the first time used the same 108-inch (2,743 mm) 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 United States, achieving 0 to 60 mph (0 to 97 km/h) acceleration in just over 7 seconds, making it faster than the Hemi Chrysler 300C, the DeSoto Adventurer, the Dodge D500, the Plymouth Fury, and the Chevrolet fuel-injected 283. The 1962 Ambassador was available with a 3-speed manual transmission and being basically the same vehicle, should also reach 60 mph about as quickly as did the 1957 Rambler Rebel.
In 1962 Romney left AMC to run for Governor of Michigan, a position that he won. The automaker’s new president, Roy Abernethy, who was responsible for the increasing sales under Romney, reacted to the mounting competition (in 1963 AMC built as many cars as they had in 1960, but overall total car sales had increased so much that it gave AMC only sixth place in production; the same output in 1960 had put them third) in a logical way: “Let’s get rid of this Romney image.”
A completely redesigned larger Rambler lineup appeared. The new cars continued the philosophy in building smaller cars than its larger “Big Three” competitors that also had a high degree of interchangeability in parts to keep tooling costs and production complexity to a minimum. The company, which pioneered “styling continuity”, introduced all-new styling for the 1963 model year Ambassadors and claimed that these were “functional changes …. not change just for the sake of change.” The Ambassadors featured a 4-inch (102 mm) longer wheelbase, but were 1.2-inch (30 mm) shorter due to reduced front and rear body overhangs, as well as a 3-inch (76 mm) drop in over-all height.
Designed by Richard A. 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. All Ambassadors used unitized structure instead of the more rattl-prone, traditional body-on-frame construction which was still the industry standard. In 1963, AMC’s new 112 in (2,845 mm) 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. There were 30% fewer parts and the result was greater structural rigidity, quieter car operation, and an over-all weight reduction of about 150 pounds (68 kilograms).
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 bodyside styling, by adding greater elegance in detail. At the time, curved side glass was used only in much more expensive luxury cars, but increased interior room and visibility, as well as reducing wind noise and improved proportions and styling of the cars.The Ambassador also featured a squared-off Thunderbird-type roofline. The front end featured a forward-thrusting upper and lower ends with a 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 horizontal bar 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. Overall, the new Ambassadors were described by the staff of Automotive Fleet magazine as “probably the finest looking cars ever produced by American Motors.”
Ambassadors once again came in 2-door coupe, 4-door sedan, and 4-door wagon body styles, but new trim lines debuted. A “Mercedes-like three-number model designation was developed” with the 800 as the Ambassador’s base line (replacing the previous year’s Super model) for the police, taxi, and fleet market, a 880 model (in place of the Custom), and the up level 990 trim (replacing the previous 400 models).
The 1963 Ambassadors were offered only with the 327 cu in (5.4 L) V8, in either 250 hp (186 kW; 253 PS) 2-barrel or 270 hp (201 kW; 274 PS) 4-barrel versions. AMC’s smaller 287 cu in (4.7 L) V8 engine was only offered in the Classic line. The automatic transmission was controlled by a steering column mounted lever, replacing the previous pushbutton system. Maintenance was reduced with service intervals of the front wheel bearings increased from 12,000–25,000 miles (19,312–40,234 kilometres), the recommended engine oil change was at 4,000 miles (6,437 kilometres), and all Ambassador models included an alternator and a electronic voltage regulator as standard equipment.
Sales were brisk, and the redesign was billed a success, with Motor Trend Magazine bestowing Car of the Year status on the entire 1963 Rambler line, including the Ambassador. The marketing formula for the Ambassador generated record sales for the model with buyers favoring more luxury and features as evidenced by the Ambassador 990 models outselling the 880 versions by nearly 2-to-1, while the base 800 model had a total of only 43 two-door sedans built. The automaker did not have the resources of GM, Ford, and Chrysler, nor the sales volume to spread out its new model tooling and advertising costs over large production volumes; however, Richard Teague “turned these economical cars into smooth, streamlined beauties with tons of options and V-8 pep.”
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 hardtop body style called 990-H was added for the first time since 1957. Base 880 and the 880 models were dropped from the line.
The 1964 Ambassadors featured the 250 hp (186 kW; 253 PS) 2-barrel 327 cu in (5.4 L) V8 as standard, with the 4-barrel 270 hp (201 kW; 274 PS) version as optional. The automaker did not offer a 4-speed manual transmission 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” option consisted a three-speed manual transmission, operated by one of the two console mounted “sticks” in conjunction with an overdrive unit that was controlled by the second “stick” in both 2nd and 3rd gears. This give the driver the option of using five forward gears. One magazine noted the Twin-Stick, 270 hp (201 kW; 274 PS) Ambassador was heading for a sub 16-second quarter-mile when they blew up the clutch.
1964 Rambler Ambassador
1964 Rambler Ambassador
1964 Rambler Ambassador interior with “Twin-Stick” transmission
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 segments, 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 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. Teague styled the 1965 Ambassador with panache and gave the car an overall integrated look. Motor Trend magazine agreed, calling it a “strikingly handsome automobile.” Built on a 116-inch (2,946 mm) wheelbase four inches (100 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. New disc brakes with a power brakes were optional.
The Ambassador received longer, squared-off rear fenders with vertical wrap-around taillights, taller decklid, 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 convertible 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 cu in (3.8 L)Inline-6 engine, 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 and 327 cu in (4.7 and 5.4 L)AMC V8 engines.
American Motors’ management decided that the Ambassador could once again accept a standard six-cylinder engine, since its full-size competitors (e. g. Bel Air and Impala, Ford Custom 500 and Galaxie, as well as Plymouth Fury) 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-cylinder 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 mpg-US (14.3 L/100 km; 19.7 mpg-imp) over 1,000 miles (1,600 km) run, and noting that … “Traveling comfort was the Ambassador’s biggest selling point, along with its exceptionally powerful Bendix 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
1966 hardtops featured a formal roof design – DPL model
1966 AMC Ambassador 990 convertible
1966 Ambassador 990 Cross Country wagon
For 1966, minor changes greeted the Ambassador range. 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” notchback 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. Options included a vinyl roof, wire wheel covers, AM/FM radio, adjustable steering wheel, and cruise control. A new luxury DPL (short for “Diplomat”) two-door hardtop debuted at the top of the range.
The DPL included special lower body side trim, numerous standard convenience items such as reclining bucket seats upholstered in brocade fabrics or optional vinyl. An optional interior trim featured houndstooth fabric and included two throw pillows. The DPL model was aimed to compete with the new, more upscale trimmed Plymouth VIP, Ford LTD, Chevrolet Caprice and Oldsmobile Cutlass Supreme.
The 232 cu in (3.8 L) I6, as well as the 287 and 327 cu in (4.7 and 5.4 L) V8s remained in the line, but transmission selections now included a new console mounted four-speed manual. Most Ambassadors continued to be ordered with automatic transmissions.
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 accounted for a mere fraction of total passenger car sales in the U.S., it was an important step in bringing the AMC’s products in line with what the consumer of the day wanted.
American Motors introduced a completely restyled longer, lower, and wider Ambassador for the 1967 model year, now riding on a 118-inch (2,997 mm) wheelbase, or two inches (51 mm) longer than before. The Ambassador’s platform was four inches (100 mm) longer than the new Rambler Rebel’s 114-inch (2,896 mm) wheelbase. The Ambassador was positioned in the standard-size category, against traditional big cars such as Ford Galaxie, Chevrolet Impala, and Plymouth Fury. 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 featured an all new “split stack” folding mechanism with concealed side rails that did not intrude into the backseat area, thus offering room for three adult passengers in the rear.
The car once again looked completely new, with a more rounded appearance that sported sweeping rooflines, “coke-bottle” 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.”
1967 Ambassador 990 standard interior
1967 Ambassador DPL hardtop with satin chrome trim
The 880 two-door sedans sported the identical roofline as the hardtops, but had slim B-pillars 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 3M‘s “dinoc” simulated wood-grain body side panels trimmed in a slim stainless steel frame.
The fastback Marlin two-door hardtop that was previously built on the Rambler Classic platform in 1965 and 1966, was continued for 1967, but was now based on the larger Ambassador platform. It featured the Ambassador’s front end, longer hood, and luxury appointments with an even longer fastback roofline than the previous version.
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 special upholstery and two matching pillows. Ambassador DPL hardtops included reclining bucket seats 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 dashboard 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 V8 engines was finally replaced by an all-new line of 290 and 343 cu in (4.8 and 5.6 L) engines debuted for 1966 in the Rambler American. With a 4-barrel carburetor and dual exhaust, the 343 V8 produced 280 bhp (210 kW) at 4800 rpm and 365 pound force-feet (495 N·m) of torque at 3000 rpm. The old torque tube design was eliminated by a new four-link, trailing-arm rear suspension system providing a more comfortable coil spring ride.
American Motors promoted the new 1967 Ambassador as an “uncompromising automobile with the red carpet 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
1968 AMC Ambassador SST sedan
1968 AMC Ambassador base model
1968 AMC Ambassador DPL wagon
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 AMC’s marketing chief Bill McNealy wanted to make the Ambassador stand out in a crowded market segment and decided to add greater distinction to the Ambassador line by making the All WeatherA/C system as standard equipment. This was the first time any volume car manufacturer had done so, something that even Cadillac and Lincoln had not offered on their luxury cars – although some of them were priced at 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 decrease the price by $ 218. As AMC pointed out in their advertising campaign for the Ambassador, the only other major automaker that offered air conditioning as standard equipment in 1968 was Rolls-Royce.
Due to slow sales, both the convertible and the 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 Ambassador line. The personal luxury fastback Marlin was also discontinued to make way for the smaller new AMC Javelin in the pony car segment. The top-of-the line 1968 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 now made of nylon and similarly body colored. A new injection molded ABS plastic 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 U.S. National Highway Traffic Safety Administration (NHTSA) regulations mandated their application (along with seat belts beginning January 1, 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 American. The practical and “disarmingly simple design” predated safety-related mandates and industry norms. The interior locking was no longer by the traditional windowsill pushbutton, but a lever set into the armrest.
Front-wheel alignment was made easier with and with greater accuracy by moving the camber adjustment from the upper to the lower control arm on the double wishbone suspension, and the caster angle adjustments also moved from the upper control arm to the drag strut. At midyear, AMC’s new top engine, the AMX 390 cu in (6.4 L) 315 hp (235 kW; 319 PS) V8 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 marketing agency. 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.
In 1969, the Ambassador received a major restyling, with a 4-inch (102 mm) gain in overall length and wheelbase. The 122-inch (3,099 mm) wheelbase was accompanied by an increase in front and rear track from 58.5 to 60 inches (1,486 to 1,524 mm). The front end appearance was revised with new quad headlight clusters mounted horizontally in a new molded plastic grille. The grille itself was blackout 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’s classic grille/hood combination. Richard A. Teague, 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.
1969 Ambassador hardtop in the Netherlands
1969 Ambassador sedan standard interior
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 did not 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 developed by Mary Wells Lawrence at the Wells Rich Greene agency, tying the car’s value, “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”limousine” 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.
1969 Ambassador Royale Stretch Limo by Armbruster/Stageway
Not only did AMC promote the 1969 Ambassador as having a “limousine” ride and deluxe appointments, but Chicago auto leasing executive, Robert Estes, had the Armbruster/Stageway Company convert Ambassadors into real 24-foot (7.3 m) limousines riding on a 158-inch (4,013 mm) wheelbase. Known as the Royale Stretch Limo, one was owned by the State of Wisconsin 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-pillar that had an entirely new central door in this center making a large opening for entry and egress. Four-inch (100 mm) steel “I-beams” bridge the expanse created by stretch. Power comes from the “AMX” 315 hp (235 kW; 319 PS) 390 cu in (6.4 L) 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
1970 Ambassador SST 2-door hardtop
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 Rebel. 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 cu in (4.8 L) V8 was replaced for 1970 by a new 304 cu in (5.0 L) V8 engine. This 210 hp (157 kW; 213 PS) at 4400 rpm and 305 pound force-feet (414 N·m) of torque at 2800 rpm was the standard engine on all DPL and SST models. The 343 cu in (5.6 L) V8 was also supplanted by a 360 cu in (5.9 L) engine available in either 2-barrel, regular gasoline, or high-output, 4-barrel, premium fuel versions. The 4-barrel “AMX” 390 cu in (6.4 L) V8 engine was optional, producing 325 hp (242 kW; 330 PS) at 3200 rpm and 420 pound force-feet (569 N·m) of torque at 3200 rpm.
1971
1971 Ambassador hardtop with TurboCast II wheels from 1979–83
1971 Ambassador station wagon
Following the previous year’s redesign, the 1971 Ambassadors received only minor changes and improvements. The marketing tag line for the year was the underdog 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 cu in (4.2 L) 150 hp (112 kW; 152 PS) Inline-6 with seven main bearings. All the SSTs and Broughams featured the 304 cu in (5.0 L) V8 engine with 210 hp (157 kW) as standard. BorgWarner’s “Shift-Command” automatic transmissions were standard equipment across the line. Two of AMC’s 360 cu in (5.9 L) were optional; an 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 cu in (6.6 L) 335 hp (250 kW) 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 metal 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 Skylark‘s side “sweepspear” styling cue.
Ambassador base models were offered to fleet buyers with various police, taxicab, 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 12,000-mile (19,000 km) bumper-to-bumper warranty. This was the first time an automaker promised to repair anything wrong with the car (except for tires) and owners were provided with a toll-free telephone number 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” (TorqueFlite) three-speed automatic sourced from Chrysler.
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 Mechanics magazine survey after driving a total of 1,000,000 miles (1,609,344 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
1973 Ambassador Brougham sedan with 401 cu in (6.6 L) V8
The SST models were dropped from the line, as all Ambassadors now came in one high-level Brougham trim. An AM 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 Administration (NHTSA) regulations that required all passenger cars to withstand a 5-mile-per-hour (8 km/h) front and a 2.5-mile-per-hour (4 km/h) 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. Designed to “give” as much as 3.5 in (89 mm), 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.
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 Embargo sparked gasoline rationing across the nation. The Ambassador sedan was stretched seven inches (180 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 (pillar-less) hardtop, leaving the 4-door sedan and station wagon body styles in the line. The hardtop’s cancellation was due in part to low sales volume of the Ambassador 2-door versions, as well as the introduction of an all-new 1974 Matador coupe that featured a very long hood and a short rear deck. The new coupe was selected as the “Best Styled Car of 1974” by the editors of Car and Driver magazine and did not have the requisite share the typical mid- to late-1970s styling hallmarks that included an upright grille, a notchback roof, and imitation “landau bars” or opera lights. It was probably viable for AMC to build a “formal”-styled, personal luxury Ambassador version from the same platform.
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 Matador 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 Administration regulations for standardized front and rear bumpers on passenger cars that could sustain a 5-mile-per-hour (8 km/h) 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 decklid. 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 rack; 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 engines 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 5,000-pound (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 amperes. 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, an AM radio and vanity mirror to appearance enhancements such as pin striping and whitewall tires.
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, Wisconsin assembly line, ending a nameplate that had been in continuous production in some form for 48 years.
Overseas production
Argentina
Industrias Kaiser Argentina (IKA) produced the U.S. fifth generation Ambassadors in Córdoba, Argentina from 1965 to 1972. The vehicles were powered by the 3.77 L (230 cu in) overhead camshaft (OHC) straight-six“Tornado Interpector” engines that were originally developed by Kaiser Motors in the U.S. in 1963 for the new Jeep Gladiator pickups and Wagoneer vehicles. This engine was later produced in Argentina and it increased the domestic (local sourced) content of the automobiles. Stretch versions of the IKA Ambassador were used as official government limousines.
Australia
1969 Ambassador hardtop, a New Zealand model with RHD
Australian Motor Industries (AMI) obtained the rights to assemble and distribute Ramblers, and the 1961, 1962, and 1963 model year Ambassadors were built in Australia. The 1961 sedan, which was powered by a 327 cu in (5.4 L) V8, was the most powerful car being assembled in Australia at that time. Knock-down kits featuring right-hand drive were shipped from Kenosha to AMI’s facilities in Port Melbourne, Victoria. The Australian-built Ambassadors included a significant a percentage of “local content” to gain import tariff (tax) concessions by using parts and components (such as interiors and upholstery) that were sourced from Australian manufacturers.
Costa Rica
Rambler vehicles were marketed in Costa Rica since 1959. New local content regulations enacted during the 1960s effectively required vehicles sold in those markets to be assembled from knock-down kits. An assembly plant for Rambler and Toyota vehicles was established, ECASA, and the first Ramblers were produced in Costa Rica by the end of 1965. The company built Ambassadors and other AMC models through 1970, with Toyota increasing ownership of ECASA.
Epilogue
Because AMC was focusing its attentions on their newly acquired Jeep line, the redesigned 1974 Matador coupe, and the AMC Pacer, which would debut in 1975, the company would not put forth the investment to continue the full-size Ambassador line after its 1974 redesign. Instead, the automaker upgraded the Matador sedan and wagon counterparts starting with the 1975 model year. The basic automobile platform was used by AMC since the 1967 model year, and the full-size automobile market segment was declining. American Motors strategy now aimed at smaller cars and sport-utility vehicles. However, the Ambassador basically continued as the similarly sized and styled Matador sedans and wagons became available in uplevel “Brougham” trim from 1975, as well as in a unique top-of-the-line Barcelona trim in its final year of production, 1978.
The Rambler Classic is an intermediate sized automobile that was built and sold by American Motors Corporation (AMC) from the 1961 to 1966 model years. The Classic took the place of the Rambler Six and Rambler Rebel V-8 names, which were retired at the end of the 1960 model year.
Introduced at first only as six-passenger four-door sedan and station wagon versions, additional body styles were added with two-door models available as a “post” sedan and in 1964 as a sporty pillar-less hardtop, as well as a convertible for 1965 and 1966.
The Rambler Rebel name replaced Classic on AMC’s completely redesigned large-line of cars in 1967, and for 1968 the Rebel was renamed the AMC Rebel as AMC began the process of phasing out the Rambler marque.
Throughout its life in the AMC model line-up, the Classic was the high-volume seller for the independent automaker.
The Rambler was the focus of AMC’s management strategy under the leadership of George W. Romney. American Motors designed and built some of the most fuel-efficient, best-styled and well-made cars of the 1950s and 1960s. Their compact cars (for the era) helped AMC to achieve sales and corporate profit successes. In 1961, the Rambler marque ranked in third place among domestic automobile sales.
Ramblers were available in two sizes and built on different automobile platforms. The larger-sized Rambler series was based on a 1956 design and was renamed as the Classic for the 1961 model year to help create a stronger individual identity and contrast from the smaller Rambler American line. American Motor’s Edmund E. Anderson designed the new 108-inch (2,743 mm) wheelbase Ramblers “that looked new and fresh, but were in fact inexpensive reskinned models.”
1961
1961 Rambler Classic sedan
The 1961 Classic featured a new front end with a one-piece, rectangular extruded-aluminum grille, new fenders, hood, sculptured door panels, and side trim, as well as one-piece bumpers. Models included the Deluxe, the Super, and the Custom (featuring bucket seats in a four-door sedan). The suggested retail price for the basic Deluxe four-door sedan was US$ 2,098 and was only $339 more for a station wagon.
In 1961, the Classic was available in either an I6 – 195.5 cu in (3.2 L) – or with a V8 – 250 cu in (4.1 L) – engine. A lighter by 80 pounds (36 kg) aluminum block version of the OHV I6 engine, sometimes referred to as the 196, was offered as an option on Deluxe and Super models. The die cast block features iron “sleeves” or cylinder liners with a cast iron alloy cylinder head and produces the same 127.5 horsepower (95 kW) as the cast iron version.
American Motors “defied the detractors” with its emphasis on economical and compact-sized cars achieving a sales total of 370,600 vehicles in 1961, “lifting the Rambler to an unprecedented third place in the charts behind Chevrolet and Ford”.
1962
1962 Rambler Classic 4-door sedan
For the 1962 model year, the Super models were dropped and replaced by a 400 model. Also for 1962, AMC’s flagship Ambassador models were shortened to the same 108-inch (2,700 mm) wheelbase as the Classic’s at the same time as the V8 engine was no longer available in the Classic models. This meant the Ambassador models were the only models with V8s in the AMC lineup. The two-door sedan bodystyle Rambler Classic was a unique one year offering for 1962.
The front grille was modified for 1962, but the free-standing Rambler lettering in the lower center remained. The revised rear end received new round tail lamps, while the previous tailfins were “shaved off”. Rambler was one of the last cars to incorporate the tail fin design and became one of the first to “do away with them, and to build clean, simple, uncluttered cars.” The back door upper window points were also rounded off for 1962.
Starting in 1962, AMC took a leadership role with safer brake systems in all Ramblers featuring twin-circuit brakes, a design offered by only a few cars at that time. Classics with an automatic transmission continued to use push-buttons mounted on the left side of the dashboard with a separate sliding pull tab for the “park” position. The cast-iron block six-cylinder engine was standard on Deluxe and Custom models with the aluminum version optional. The 400 received the aluminum block, but the cast-iron was a no cost option. Other improvements for 1962 included a price cut of $176 on the popular Custom Classic sedan.
The popularity of the compact-sized Classic continued in the face of a dozen new competitors. Sales of the 1962 model year Classics increased by over 56,000 in the first six months compared to the same period in 1961. A Popular Mechanics nationwide survey of owners that had driven a total of 1,227,553 miles (1,975,555 km) revealed that the Rambler is likeable, easy handling, providing stability and comfortable, roomy ride with low-cost operation. Flaws included inadequate power and poor workmanship.
Centaur
American Motors highlighted the Rambler Centaur at the 1962 Chicago Auto Show on a raised platform in the center of automaker’s exhibit area. The car was based on a two-door sedan that did “not look remarkably different from regular production models.”
For the 1963 model year, the Rambler Classic line was completely redesigned with subtle body sculpturing. Outgoing design director, Edmund E. Anderson, shaped the Classic that was named Motor Trendmagazine’s 1963 “Car of the Year.” These were also the first AMC models that were influenced by Richard A. Teague, the company’s new principal designer. He “turned these economical cars into smooth, streamlined beauties with tons of options and V-8 pep.”
Being of a suitable size for international markets, this Rambler was assembled in a number of countries. In Europe, Renault built this car in their Haren, Belgium plant and marketed it as a luxury car, filling the gap above the tiny Renault Dauphine.
The 1963 Classics were also the first all-new cars developed by AMC since 1956. Keeping the philosophy of the company, they were more compact – shorter and narrower by one inch (25 mm), as well as over two inches (56 mm) lower – than the preceding models; but lost none of their “family-sized” passenger room or luggage capacity featuring a longer 112-inch (2,845 mm) wheelbase.
1963
1963 Rambler Classic 770 sedan
American Motors’ “senior” cars (Classic and Ambassador) shared the same wheelbase and body parts, with only trim differences and standard equipment levels to distinguish the models. Classics came in pillared two- and four-door sedans, as well as four-door wagons. The model designations now became “a Mercedes-like three-number model designation” going from the lowest 550 (essentially fleet cars), 660, to highest 770 trims (replacing the Deluxe, Custom, and 400 versions).
As in 1962, the 1963 Classics were initially available only as 6-cylinder 195.5 cu in (3.2 L) models. The Ambassador’s standard V8 power, featuring AMC’s 327 cu in (5.4 L) engine, was the chief distinguishing feature from the Classic model line.
In mid-1963, a new 287 cu in (4.7 L) V8 option was announced for the Classic models. The 198 hp (148 kW; 201 PS) V8 equipped Rambler Classics combined good performance with good mileage; even with the optional “Flash-O-Matic” automatic transmission, they reached 0 to 60 mph (0 to 97 km/h) in about 10 seconds and returned fuel economy from 16 miles per US gallon (15 L/100 km; 19 mpg-imp) to 20 miles per US gallon (12 L/100 km; 24 mpg-imp).
The new AMC cars incorporated numerous engineering solutions. Among these was curved side glass, one of the earliest popular-priced cars with this feature. Another engineering breakthrough was combining separate parts in the monocoque (unit construction) body into single stampings. One example was the “uniside” door surround that was made from a single stamping of steel. Not only did it replace 52 parts and reduce weight and assembly costs, it also increased structural rigidity and provided for better fitting of the doors.
American Motors’ imaginative engineering prompted Motor Trend magazine to give the Classic – and the similar Ambassador models – their Car of the Year award for 1963.[20] Motor Trend’s “award is based on pure progress in design, we like to make sure the car is also worthy of the title in the critical areas of performance, dependability, value, and potential buyer satisfaction.”
1964
1964 Rambler Classic 770 wagon
The 1964 model year Classics, were refined with stainless steel rocker moldings, a flush single-plane aluminum grille replacing the previous year’s deep concave design, and oval tail-lamps replacing the flush mounted lenses of the 1963’s. Classics with bucket seats and V8 engine could be ordered with a new “Shift-Command” three-speed automatic transmission mounted on the center console that could be shifted manually.
A new two-door model joined the line only available in the top 770 trim. The pillar-less hardtop offered a large glass area, and “its sales were brisk.” A sporty 770-H version featured individually adjustable reclining bucket seats, as well as center a console. Consumers continued to perceive Ramblers as economy cars and the six-cylinder models outsold V8-powered versions.
Typhoon
1964 Rambler Typhoon two-door hardtop
American Motors unveiled the Typhoon in April 1964. This mid-1964 model year introduction was a sporty variant of the Classic 770 2-door hardtop. This special model was introduced to highlight AMC’s completely new short-stroke, seven main bearing, 145 hp (108 kW; 147 PS) 8.5:1 compression ratio 232 cu in (3.8 L) “Typhoon” modern era inline-6.
Production of this commemorative model was limited to 2,520 units and it was only available in a two-tone Solar Yellow body with a Classic Black roof, and a sporty all-vinyl interior for US$2,509. The car also featured a distinctive “Typhoon” script in place of the usual “Classic” name insignia, as well as a unique grille with black out accents. All other AMC options (except engine choices and colors) were available on the Typhoon.
The engine became the mainstay six-cylinder engine for AMC and Jeep vehicles. It was produced, albeit in a modified form, up until 2006. The 232 I6 engine’s name was soon changed to “Torque Command”, with Typhoon to describe AMC’s new line of V8s introduced in 1966.
Cheyenne
The 1964 Chicago Auto Show was used by AMC to exhibit the Rambler Cheyenne in a viewing area made from knotty pine planks. The show car was based on the top-of-the-line Classic Cross Country station wagon finished in white highlighting its full-length gold-tone anodized aluminum trim along the upper part of the bodysides (replacing the side spear that was standard on 770 models) as well as matching gold trim on the lower part of the tailgate between the tail-lights.
The 1965 model year Classics underwent a major redesign of the new platform that was introduced in 1963; essentially the 1963–1964 design with a rectilinear reskin similar to that of concurrent Ambassadors.Fresh sheet metal design was applied to the original 112 in (2,800 mm) wheelbase and 195 in (5,000 mm) long integral body-frame with only the roof, doors, and windshield as carryovers. Unchanged was the suspension system including a torque tube with coil springs with a Panhard rod.
The Rambler Classic was now shorter than – as well as visually distinctive from – the Ambassador line, while still sharing the basic body structure from the windshield back. For the first time a convertible model was available in the 770 trim version. The two-door sedan was dropped from the 770 model lineup.
1965
1965 Rambler Classic 770 sedan
The 1965 Classic models were billed as the “Sensible Spectaculars,” with emphasis on their new styling, powerful engines, and their expanded comfort and sports-type options, in contrast to the previous “economy car” image.
American Motors now only offered its modern straight-six engine design, retiring the aging 195.6 cu in (3.2 L) versions. The 1965 Classic base 550 models featured the modern and economical 128 hp (95 kW; 130 PS) 199 cu in (3.3 L) six-cylinder, which was basically a destroked 232 engine. The 660 and 770 series received the 145 hp (108 kW; 147 PS) 232 cu in (3.8 L) six, while a 155 hp (116 kW; 157 PS) version was optional. Additionally, the 198 hp (148 kW; 201 PS) 287 cu in (4.7 L) or 270 hp (201 kW; 274 PS) 327 cu in (5.4 L) V8 engines were optional.
Popular Science magazine reported, “you can have a 1965 Classic as a penny-pinching economy car or a storming performance job.” Additional performance options for 1965 included power front disk brakes with four-piston calipers that were supplied by Bendix. The standard 4-wheel drum brakes also continued to feature AMC’s “Double-Safety” master cylinder system. The dual master cylinder was available in only one “Big Three” car: Cadillac.
At mid-model year, AMC introduced the 1965 Marlin, a halo car for the company. It was a mid-sized fastback design using the Rambler Classic platform. Marketed as a personal luxury car, the Marlin had unique styling and featured an exceptional array of standard equipment.
1966
1966 Rambler Classic 770 sedan
The 1966 model year Rambler Classics received minor trim changes and additional standard safety features, including padded dash and visors, left outside mirror, as well as seat belts for the front and rear passengers. The 660 mid-trim level was dropped leaving the 550 and 770 models for 1966. Available for the first time was a floor mounted four-speed manual transmission and a dash-mounted tachometer.
Classics received particular attention to the styling of the roofs for 1966. The two-door hardtop models received a rectangular rear window and more formal and angular “crisp-line” roofline that could be covered with vinyl trim. Sedans had an optional trim-outlined “halo” roof accent color. The station wagon’s roof area over the cargo compartment was at the same level with the rest of the roof, no longer dipped down as in prior years. The wagons carried Cross Country insignia and featured 83 cubic feet (2.35 m3) of cargo space, as well as a standard roof rack. Two wagon seating capacities were available: a standard six-passenger version with two-rows of seats with a drop-down bottom-hinged tailgate incorporating a fully retracting rear window for accessing cargo, or in an optional eight-passenger version with three-rows of seats (the third rear-facing) and a left-side hinged rear fifth door.
The name Classic was no longer considered a positive factor in the marketplace and AMC began reshuffling model names in 1966.
Rambler Rebel
1966 Rambler Rebel 2-door hardtop
A top-of-the-line version of the two-door hardtop Classic was offered under the historic Rambler Rebel name. It replaced the 770-H and featured special badges and standard slim-type bucket seats with optional checked upholstery with two matching pillows. Public reaction to the tartan touch appearing in some of AMC’s “Project IV” automobile show tour cars, was judged favorable enough to make the unique trim available on the Rebel hardtop.
Serving as one example to verify how AMC products were routinely derided by various automotive press, Popular Science magazine wrote that the new “Rambler Rebel reveals a sudden interest in performance,” but its handling package cannot overcome the car’s obsolete suspension design. However, AMC was reluctant to forfeit their Nash engineered suspension design which employed a strut type front and panhard rod controlled torque tube rear drive system, both having long coil springs to place the upper spring seats higher into the body of the car. This feature was to afford a softer ride quality and better handling by reducing the geometrical leverage of the car’s center of gravity for less body roll “sway” in cornering. What was labeled as “obsolete” is juxtaposed by noting how General Motors employed a similar suspension system on their third generation Camaro and Firebird nearly twenty years later which had McPherson strut front and a torque arm mounted rear drive axle.
Rambler St. Moritz
A customized show car was displayed along production models during the 1966 automobile show circuit, the snow- and ski-themed Rambler St. Moritz station wagon. The wagon with three rows of seats featured tinted rear side “observation” windows that curved up and over the roof. The less than half of the original metal roof remaining over the cargo area was finished by a polished metal band and equipped with special ski rack. The exterior was a light ice-blue pearlescent paint, while the car’s dark blue interior featured Corfam upholstery with a metallic embroidered snowflake in each seat back.
International markets
IKA Rambler Classic in Argentina
1963 Right-hand-drive Rambler in Australia
1963 Rambler in Germany
1965 Renault Rambler sales brochure
Noteworthy were AMC’s overseas business ventures involving the production of Rambler Classics that were marketed in various international markets.
Argentina
Industrias Kaiser Argentina (IKA) produced Rambler Classics in Córdoba, Argentina from 1962 to 1971. All were powered by the 3.77 L (230 cu in) overhead camshaft (OHC) straight-six“Tornado Interpector” engines that were originally developed by Kaiser Motors in the U.S. for the 1963 Jeep Gladiator pickups and Wagoneer vehicles. This engine was later produced in Argentina and increased the domestic (local sourced) content of the automobiles to gain tariff concessions for the imported components from AMC. In 1963, the best-selling model in Argentina was the IKA Rambler. A road test of an IKA Rambler Classic 660 by Revista Parabrisas noted the significant differences to the previous version, noting the stylized simple lines and more fluid design, as well as concluding that it is a large and comfortable ride for both the city and touring, as well as – depending on the driver – can be sporty.
Australia and New Zealand
Rambler Classics were assembled in Australia and New Zealand by Australian Motor Industries (AMI), Campbell Motor Industries (CMI) in Thames, New Zealand. They were made from Partial Knock Down (PKD) kits. The vehicles were partially assembled and painted at AMC’s Kenosha, Wisconsin, factory. Thy were built with right-hand drive and the body had the engine, transmission, front suspension, rear axle, and doors installed.Some of the other components were boxed and shipped inside the car for final assembly by AMI or CMI. Interior components such as upholstery and various other parts were locally sourced to get import tariff concessions. The cars were also fitted with amber rear turn signal lights to comply with safety standards in Australia and New Zealand.
The Australian-assembled versions were identical in appearance to the U.S. models through the three generations. The base prices of Rambler Classics dropped with the introduction of the redesigned 1963 models due to the elimination of some standard equipment such as the recking seats and heater. Two four-door body styles were available: sedan and station wagon. A Classic sedan was offered in Australia for the first time with a manual transmission. However, the biggest selling model was the automatic six-cylinder Classic sedan with an automatic transmission. The AMI Rambler Classics exhibited high standards of assembly and finish.
Costa Rica
Starting in 1959, Purdy Motor, owned by Xavier Quirós Oreamuno, distributed Rambler vehicles in Costa Rica. Many Central and South American nations established local content regulations during the 1960s. These laws effectively required automobiles sold in those markets to be assembled locally from knock-down kits. A new company, ECASA was established in 1964 by Oreamuno, and by September 1965, the first vehicle to be built in Costa Rica was a 1964 Rambler Classic 660 that still exists. The company assembled Rambler Classics and other AMC models through 1970, as well as Toyota’s Corona and Land Cruiser. By 1973, Toyota acquired 20% of ECASA.
Europe
All three generations of the Rambler Classics were assembled from CKD (Completely Knocked Down) kits in Renault’s factory in Haren, Belgium and sold through Renault dealers in Algeria, Austria, Belgium, France, the Netherlands, and Luxembourg, The French automaker no longer had a large car in its own model range and the Rambler Classic was sold as an “executive car” in Renault’s markets, and badged as the “Rambler Renault”, under the terms of a cooperation agreement concluded between the two automakers on 21 November 1961.
Mexico
Willys Mexicana S.A. had agreements with AMC to assemble the compact Rambler American models and began preparing for the introduction of the larger Rambler Classic to the Mexican market in 1963. During this time the automaker became Vehiculos Automotores Mexicanos (VAM). This coincided with the launch of the second generation of the U.S. Classic, and the VAM Classic became the second AMC product made by VAM in Mexico. The new model was focused as the luxury companion to the Rambler American compact line and as VAM’s flagship automobile at the absence the Ambassador line that was never produced by the company. A major marketing campaign by VAM promoted the model using Motor Trend’s Car of the Year award as an asset. The VAM Rambler Classic was a success among consumers and the automotive press; obtaining praise for the car’s roominess, comfort, beauty of styling, advanced engineering, as well as its economy and value.
The 1963 Rambler Classics were available only in two- and four-door sedan body designs, both called Rambler Classic 660. No other trim levels or versions were available. The standard engine and transmission combination was the OHV 195.6 cu in (3.2 L) I6 engine with single barrel carburetor producing 127 hp (95 kW; 129 PS) at 4200 rpm and 8.7:1 compression ratio coupled to a three-speed manual transmission with column-mounted shifter. The 138 hp (103 kW; 140 PS) two-barrel version of the 195.6 six was also available at extra cost. Standard equipment for all included built-in flow-through ventilation, four wheel drum brakes with double safety system, manual steering, electric wipers and washers, coil-spring-based suspension, carpeting, front and rear bench seats consisting of foam rubber and coil springs, side marker lights, hazard lights, backup lights, luxury steering wheel with horn ring and “R” emblem, 200 km/h speedometer, fuel and water temperature gauges, dual front ashtrays, cigarette lighter, electric clock, AM radio, rearview mirror, front and rear side armrests, dual rear ashtrays, dual coat hooks, round dome light, padded sunvisors, driver’s side remote mirror, and bright molding package. Optional equipment included power brakes, power steering, front seatbelts, heater, passenger’s side remote mirror, bumper guards, bumper tubes, and luxury wheel covers.
For 1964, the VAM Rambler Classic incorporating the new styling touches from its American Motors counterpart. The two-barrel 138 hp version of the 195.6 six became standard.
The 1965 model year underwent the styling changes of the U.S. cars. The biggest change was AMC’s new seven-main-bearing 232 cu in (3.8 L) I6 engine in 145 hp (108 kW; 147 PS) version as standard equipment and 155 hp (116 kW; 157 PS) as optional. The new engines were now manufactured in VAM’s own factory that was built in 1964 at Lerma, State of Mexico. The new engines replaced the imported L-head and OHV 195.6 engines in VAM’s vehicles.
The cars saw a name change for 1966, from Rambler Classic 660 to Rambler Classic 770. Despite the “trim level” upgrade, the car was mostly the same, despite that it did get slightly more luxurious over the years. The two-door Rambler Classic 770 featured individual reclining front seats and its marketing focused towards sportiness.
The VAM Rambler Classic was not available in Mexico as a two-door hardtop, two-door convertible, or four-door station wagon. The Rambler Classic-based Marlin models were also never produced under VAM. The Rambler Classic model enjoyed popularity and positive image among the Mexican public. For this reason in 1967, with arrival of AMC’s completely new Rebel line in the mid-size market segment, VAM continued the Rambler Classic name for its new cars.
Owners
Former U.S. presidential candidate, Mitt Romney, received his first car in 1965 while he was as a student at Brigham Young University, a used 1963 Rambler Classic from his father, AMC President George W. Romney.
Collectibility
Rambler Classics share numerous parts and components with other AMC models. New parts are somewhat plentiful and several vendors specialize in AMCs. There are also active AMC car clubs to assist owners. “Long admired for their simplicity, utilitarian design approach and servicing ease, Ramblers of the early-1960s are an inexpensive way to get into the collector-car hobby.”
Among the most collectible models are the 1964 Typhoon hardtop and the 1965–1966 Rambler Classic hardtops and convertibles. At collector auctions, Rambler Classics that are in original condition, such as a low-mileage 1965 convertible, will see bidding soaring “above condition #1 values” with “their continued popularity”.
The AMC Rebel (known as the Rambler Rebel in 1967) is a mid-size car produced by American Motors Corporation (AMC) from 1967 to 1970. It replaced the Rambler Classic. The Rebel was replaced by the similar AMC Matador for the 1971 model year. The Rebel was positioned as the high-volume seller in the independent automaker’s line of models.
The Rebel was available in several specialty models that included a limited number of station wagons with special themed trim and luxury equipment that were offered only in certain geographical areas. A high-performance, low-priced muscle car version was produced in 1970, the Machine, that is most recognized in its flamboyant white, red, and blue trim.
The Rebel is the shorter wheelbase ‘intermediate-size’ version of the longer wheelbase ‘full-size’ Ambassador line.
The Rebel was also assembled from complete knock down (CKD) kits under license in Europe (by Renault), in Mexico (by Vehiculos Automotores Mexicanos), in Australia (by Australian Motor Industries), and in New Zealand (Campbell Motor Industries in Thames). Despite the Rambler name being dropped from the North American market by AMC in 1967, Rebels continued to be sold in these and other international markets under the “Rambler” brand name.
Background
Rebel 770 emblem
The “Rebel” name was introduced by AMC in 1957 as a special model with a big V8 engine: the Rambler Rebel, the first factory-produced lightweight muscle car, and the first hint that muscle cars would be part of the company’s future.
The Rebel name reappeared in 1966 on the top-of-the-line version of the Rambler Classic two-door hardtop. It featured bucket seats, special trim, and a revised roofline. For 1967, AMC’s entire intermediate line took the Rebel name.
The new Rebel models were designed under the leadership of Roy Abernethy, but the automaker changed management with Roy D. Chapin, Jr. as chairman and CEO was trying hard to change AMC’s frumpy image. The redesigned intermediate line began to be promoted with a focus on performance and print advertising as one of the “now” cars, as well as having numerous factory and dealer installed high-output options.
During its production from 1967 to 1970, the Rebel was available as a six-passenger four-door sedan, and two-door hardtop, and a four-door station wagon with an optional third row seat for two more passengers. In addition, a two-door sedan (coupé) with a thin B-pillar and flip out rear side windows was available in 1967 only, and a convertible was offered in 1967 and 1968.
The six-cylinder engines that were introduced by AMC in 1964 were continued. However, the 1967 Rebel models introduced the first of a family of all-new V8s that replaced AMC’s long-lived “Gen-1” designs in the mid-sized automobile market segment. These included the 290 cu in (4.8 L) and 343 cu in (5.6 L) engines that debuted in the 1966 Rambler American. With a four-barrel carburetor and dual exhaust, the 343 V8 produced 280 hp (209 kW; 284 PS) at 4800 rpm and 365 pound force-feet (495 N·m) of torque at 3000 rpm. The new Rebels also eliminated the torque tube design used in the Rambler Classic in favor of an open drive shaft with a four-link, trailing-arm rear live axle rear suspension system to provide a more comfortable coil spring ride. The independent front suspension continued to use AMC’s unequal-length control armsand high-mount coil springs.
The 1967 Rambler Rebel by American Motors was completely new design from its predecessor, the Rambler Classic. Now a larger car riding on a two-inch (50 millimeter) longer 114-inch (2,896 mm) wheelbase, the width was also increased by nearly four inches (100 millimeters) to enlarge interior passenger space and cargo capacity. The Rebel had as much interior space as full-size cars from Ford and GM. The new body design was in sharp contrast to its predecessor’s “straight-edge” design. The Rebel featured a smooth rounded appearance with sweeping rooflines, a “Coke-bottle” body with a shorter rear deck, as well as greater glass area for increased visibility. However, the design “themes” such the “hop up” fenders became so pervasive across the industry that the all-new 1967 Rebel was criticized because “viewed from any angle, anyone other than an out-and-out car buff would have trouble distinguishing the Rebel from its GM, Ford, and Chrysler Corp. competition.” American Motors was staying abreast of the fashion and the Rebel was the first “family car with style that rivaled function.”
A new safety-oriented instrument panel featured a steering column designed to collapse under impact, and the gauges and controls were grouped in a hooded binnacle front of the driver with the dashboard pushed forward and away from the passengers.
The Rebel models were similar to the senior Ambassador in that they shared the same basic unit body (platform) aft of the cowl. However, the Rebel’s front end saw an entirely new concept with a “venturi” grille motif in die cast metal while its rear end featured a simple design with inward-curved taillights. Rebels came in the base 550 and deluxe 770 models, with a high-line SST available only as a two-door hardtop.
The base 550 two-door sedan featured the identical “semi-fastback” roofline as the more expensive pillar-less hardtops, but had slim B-pillars that gave them a more “sporty”coupe appearance. The convertible featured a new “split stack” folding mechanism design that allowed a full-width backseat with room for three passengers. The four-door sedans continued a traditional notchback form, albeit smoothed from the previously sharp angled roofline. The Cross Country station wagons featured a standard roof rack, all vinyl upholstery, and a drop down tailgate for carrying long loads. A third, rear-facing seat was optional with a side hinged tailgate for easier access. The Rebel 770 wagon was available after mid-year production with 3M‘s “Di-Noc” simulated wood-grain body side panels trimmed in a slim stainless steel frame.
Starting with the 1967 models, American Motors offered the industry’s most comprehensive warranty up to that time: two-years or 25,000 miles (40,000 km) on the entire automobile, as well as five-years or 50,000 miles (80,000 km) on the engine and power train. American Motors continued its industry exclusive ceramic-coated exhaust system as standard.
To further emphasize the durability and prove the reliability of the new Rebels, an absolute record of 30 hours flat was set in the long-distance Baja run down Mexico’s Baja California Peninsula in 1967. A hole in the transmission pan slowed them down, but the endurance racers were able to get the car to a town to get a new one.
Offering traditional Rambler economy with six-cylinder engines and overdrive transmissions, the Rebel could also be turned “into a decent budget-priced muscle car” with the 343 cu in (5.6 L), the largest available engine in 1967. A road test by Car Life magazine of a Rebel SST hardtop equipped with the 343 V8 and automatic transmission turned in a 0-60 mph (0 to 97 km/h) time of nine seconds, and reached a top speed of 110 miles per hour (177 km/h). A road test by Popular Science found similar performance times and noted that their Rebel SST was the quietest-riding of the tested cars, but with the drawback of wind noise. The magazine also praised Rebel’s reclining backrests for both front seats that reduce fatigue on long trips while a co-driver can stretch out and relax, as well as AMC’s self-tightening seat belts that aid in buckling and in comfort. A survey conducted by Popular Mechanics after owners had driven their cars 678,996 miles (1,092,738 km) concluded: “in all, the report indicates that most Rebel owners are delighted with their purchases.” Journalist and automobile critic, Tom McCahill, summarized his Mechanix Illustrated road test, “there isn’t a better intermediate size car sold in the United States than the 1967 Rebel”.
1968
1968 Rebel SST 2-door hardtop with aftermarket wheels
1968 Rebel SST convertible
1968 Rebel 770 Cross Country wagon
The 1968 model year Rebels were introduced on 26 September 1967, and were no longer a Rambler in name. The mid-sized models were now the AMC Rebel, but little was changed except for the safety features and the availability of the 315 hp (235 kW; 319 PS) 390 cu in (6.4 L) V8 option. For ten years AMC “strictly observed the auto industry’s anti-racing resolution” but management changed and the AMC Rebel began to be campaigned on the dragstrips. The top-of-the-line model SST came standard with the 290 cu in (4.8 L) “Typhoon” V8, while all the other models were available with the 232 cu in (3.8 L) I6 engine.
The 1968 models were treated to a modest restyle of the trim, grille, and taillamps. New mandates by the U.S. National Highway Traffic Safety Administration (NHTSA) standards for all passenger cars sold in America for 1968 were incorporated. Among the new safety equipment were a separate shoulder harness for the front seat belts, lighted side marker lights on the front quarter panels just above the wrap around bumper, along with new three-piece tail lights, front seat headrests, more interior padding, and elimination of bright interior trim. American Motors did not wait for the requirements to cars delivered to dealers after 31 December 1967, but incorporated the safety features starting with the early 1968 model year cars produced in late 1967. Other requirements caused increases to the price of all cars manufactured after 1 January 1968, including exhaust control systems to help reduce unburned hydrocarbon and carbon monoxideemissions.
A new AMC safety and styling feature was also introduced on the 1968 Rebels; the flush-mounted paddle-style door handles. These replaced the former push-button design and become an enduring AMC signature on its passenger vehicles through 1988.
Also new for 1968 was the Rebel 550 Convertible, the last AMC convertible, which replaced the American. The 550 was the base level convertible as the top trim version moved from 770 to the SST model joining the two-door hardtop. The two SST body styles featured more trim and features that included individually adjustable and reclining front seats, as well as simulated air-intakes ahead of the rear wheels. The interiors of AMC’s Rebel made extensive use of a new olefin fiber carpeting.
American Motors changed its advertising agency to Wells, Rich, and Greene, which was headed by Mary Wells Lawrence. The automaker wanted to attract the highly individualistic, “non-average buyer”. The new agency established innovative campaigns and promotions for AMC that emphasized value for the money in direct comparisons to the competition showing “elegantly coifed beauties swooping from swank settings into modest AMC Rebels just as contentedly as if the cars were Continentals. Meanwhile, an off-camera voice proclaims: ‘Either we’re charging too little for our cars or everyone else is charging too much.'” The advertising was highly controversial because it violated the accepted rule of not attacking the competition.This marketing was successful in bringing AMC back to the firm’s economy and practical-car roots in customers’ minds, which resulted in higher sales.
1969
1969 AMC Rebel 2-door hardtop, with aftermarket wheels
1969 AMC Rebel station wagon
The 1969 model year saw elimination of the 550 and 770 models, as well as the convertible body style. The four-door sedan, station wagon, and two-door hardtop were now available in base and SST trim. The automaker was moving the Rebel line to a more “family-oriented” direction and only the two-door SST model received new simulated “louver” trim ahead of the rear wheel openings.
Exterior changes included a new grille, wrap-around taillights, decklid, as well as trim and ornamentation. The front and rear track was increased from 59 in (1,499 mm) to 60 in (1,524 mm), but all other dimensions remained the same.
The interior received a new deeply hooded instrument panel with clustered instruments and controls in front of the driver. The 390 cu in (6.4 L) 315 hp (235 kW) V8 engine was optional on SST models. A comparison of all domestic station wagons by Popular Mechanics noted that the intermediate-size models will not carry 4×8 foot plywood panels flat on the load floor, but described the “cargo space in the Rebel wagons is impressive” featuring 91.12 cu ft (2,580 L) of space.
American Motors produced an innovative advertising campaign for the 1969 AMC Rebel that became one of the best TV commercials in one of 15 categories as selected by a team of experts. Known as a builder of “Aunt Martha fuddy-duddy-type cars, but in the late 1960s, at the peak of America’s love affair with the auto, AMC wanted to be jazzy.” It had previously taken a “totally rational approach” – such as describing the benefits of factory rust-proofing and long warranty coverage. The goal of the new advertising was to highlight AMC’s differences and “make an impact” with the car line. Considered as “one of the funniest TV commercials of all time — not just for cars” is the 1969 AMC Rebel that is torture-tested by student drivers.
1970
1970 AMC Rebel station wagon
1970 AMC “The Machine”
In 1970, the sedan and coupe received a restyled rear-end, along with a new C-pillar shape and rear quarters, as well as a more massive rear end and bumper. The hardtop was changed to a more sloping roofline with upswept reverse-angle quarter windows, giving them “a somewhat huskier look for 1970”. The taillights were integrated into a new loop rear bumper with Rebel spelled out between them. The four-door sedans also had an altered roofline with a slimmer C-pillar and larger, squared-off rear door windows. Similarly as on the coupe, the belt line kicked up beneath the trailing edge of the rear door windows, and then tapered back to the same rear fascia as on the hardtop. The Rebel sedans and hardtop models two inches (51 mm) longer than previously. The Rebel station wagons saw no change to their rooflines, doors, and rear fascias.
The grille was again revised with a horizontal spit in the middle and the name, Rebel, was spelled out on the left lip of the hood. The exterior trim, colors, and model identification locations were also modified for 1970. Rebels were available in base or SST trim. The effect of the changes was summarized by the Auto Editor of Popular Mechanics, “the Rebel has a ‘no nonsense’ air about it I find appealing.
Safety changes included “clam shell” bucket seats with high backed integrated head restraints. The side structure of the 4-door sedans and 2-door hardtops was made stronger.[31] While the competition from the domestic “Big Three” automakers were increasing in size, the Rebel was smaller and lighter, with a six-cylinder manual 2-door hardtop weighing in at 3,110 lb (1,411 kg) and a V8 automatic station wagon at 3,310 lb (1,501 kg)
A major change was to the available V8 engines. The standard 290 cu in (4.8 L) V8 was replaced for 1970 by a new 304 cu in (5.0 L) 210 hp (157 kW; 213 PS) while the 343 cu in (5.6 L) was also supplanted by a 360 cu in (5.9 L). The 360 V8 was available with a 2-barrel carburetor producing 245 hp (183 kW; 248 PS) or in a 4-barrel version producing 290 hp (216 kW; 294 PS). The “AMX” 390 cu in (6.4 L) engine now produced 325 hp (242 kW; 330 PS) and was optional on SST models, while a special high-performance 340 hp (254 kW; 345 PS) version was standard on The Machine. This was the most powerful engine AMC would ever offer in a regular production vehicle. The center console mounted floor-shift automatic transmission cars received a “pistol-handle” shaped grip.
A Popular Science road test comparing six-cylinder intermediate-sized 4-door sedans (Chevrolet Malibu, Ford Torino, and Plymouth Satellite) reported that the Rebel 770 was the quietest, offered the most interior space and trunk room, “yet burns less gas than the others.” A Popular Mechanics nation-wide survey based on 316,000 of owner-driven miles (508,553 km) found that style, handling, and comfort abound, but so do minor rattles.The 304 cu in (5.0 L) V8 engine was selected by almost 87% of owners for its combination of performance and durability. The AMC Rebels also excelled “in freedom from mechanical troubles and workmanship complaints” with the magazine noting that owners took “delivery of perfectly-put-together cars – quire a remarkable feat.”
The 1970 restyle lasted only one year before a further restyle and renaming the models as the AMC Matador. The four-door and wagon platform would remain unchanged until the retirement of the Matador line after the 1978 model year.
Regional models
Station wagons
Cross Country station wagon
Rambler Rebel “Mariner” wagon
All regular Rebel station wagons were called Cross Country by AMC. During the 1967 model year, AMC issued a series of specialty Rebel station wagons with luxury equipment. Designed to spur interest in all of AMC’s products and to generate increased sales for the company, the special wagons were limited for sale to geographical areas. According to automotive historian James C. Mays, the regional wagon marketing program was a success and it contributed to increasing confidence among the public in the “feisty” automaker.
Standard equipment on all regional wagons included 290 cu in (4.8 L) V8 engine (the 343 cu in (5.6 L) was optional), automatic transmission, power steering, power drum brakes, as well as special duty springs and shock absorbers. Each featured a distinctive interior and exterior trim:
The Mariner (600 units) in Barbados Blue paint with body side panels and rear tailgate trimmed in simulated bleached teak wood planking accented by narrow black horizontal stripes and a “nautical anchor” medallion. The interior featured anchors and stars decorating dark blue suede bolster panels of the seats, which also had white piping and broad horizontal pleated inserts of medium blue antelope grain vinyl. The Mariner was sold along the coastal regions of the United States.
The Briarcliff (400 units) in Matador Red paint with simulated black camera grain body side panels and “regal” medallions, as well as its own black “antelope grain” vinyl interior. The Briarwood was marketed in major markets in the east and south.
The Westerner (500 units) in Frost White paint with wood plank trim side inserts for the body side and tailgate, as well as a “Pony Express” medallion. The interior featured stallion brown vinyl that simulated “richly tooled” leather on the seats and door panels in combination with white antelope grained vinyl. The Westerner was available west of the Mississippi River.
Each version included the color-coordinated upholstery and door panels, individually adjustable reclining seats, sports steering wheel, as well as the 91 cubic feet (2.6 m3) of carpeted cargo room, a locking hidden compartment, and a roof rack. Special regional nameplates were on the rear fender in addition to the unique medallions on the C-pillar.
Raider
In 1969, a Rebel Raider two-door hardtop was sold only in New York and New Jersey. The marketing of these cars was timed to coincide with the New York City Auto Show. Three hundred Raiders were built and many were part of a “driveaway” by area dealers on the eve of the Auto Show. All Raiders came with a V8 engine with automatic transmission, as well as “blow-your mind colors to choose from: electric green, tangerine, and blue-you’ve never seen.” This was a test market of the “Big Bad” colors by AMC through a regional dealer-lead promotional campaign. The bright hues were later introduced at mid-year on the Javelin and AMX models. Other standard features on the Raider included black upholstery and carpeting, black front grille, black vinyl roof, a sports-type steering wheel, AM radio, power steering, and power brakes. The total price of the special Raider models was advertised at US$ 2,699.
Rebel funny cars
1967 AMC ad for the Rebel shows how AMC marketing attempted to produce ads designed to change the perception that AMC only made economy cars
Under the leadership of Roy Abernethy, AMC observed both the letter and spirit of the resolution prohibiting automakers from sponsorship in automobile racing. It was instituted by the Automobile Manufacturers Association(AMA) in 1957. As Rambler’s sales reached third place in the domestic marketplace, AMC continued to advertise the only race the company was interested in was the human race. However, with AMC’s precarious financial condition in 1966 following the race to match its “Big Three” domestic competitors under Roy Abernethy, the new management reversed AMC’s anti-racing strategy and decided to enter motorsports as a method to gain exposure, publicity, and a performance image.
American Motors’ Performance Activities Director Carl Chamakian was charged to get AMC automobiles in racing, which would help to attract a younger customer base. In a “quest for quarter-mile glory,” AMC reached a $1 million (US$ 7,072,854 in 2015 dollars) agreement in 1967 with Grant Industries in Los Angeles, California (a manufacturer of piston rings, ignition systems, and steering wheels), to build the Grant Rambler Rebel, a “Funny Car” racer to compete in the National Hot Rod Association (NHRA) X/S (Experimental Stock) and Super Experimental Stock classes.
When asked why the company decided to work with AMC, Grant’s President, Grant McCoon responded, “Rambler is a good automobile, and it’s time somebody proved what it can do.” The relationship provided both companies with national exposure and publicity. The car had an altered wheelbase 122-inch (3,099 mm) RCS (chrome moly steel) tube chassis with a 343 cu in (5.6 L) AMC V8 engine that was bored and stroked to 438 cu in (7.2 L) tuned by Amos Saterlee. With its GMC 6-71 blower and Enderle fuel injection, the motor produced 1,200 hp (895 kW; 1,217 PS) winding up to 9000 rpm on a mixture of alcohol and nitromethane. Starting in June 1967, the car was driven by “Banzai” Bill Hayes and painted red featuring a blue racing stripe with white stars. Soon, Hayden Proffitt took over the Grant funny car program and ran the Rebel on the quarter-mile (402 m) from a standing start in 8.11 seconds at 180.85 mph (291.0 km/h).
For the 1968 season, a new car was built and renamed the Grant Rebel SST and painted in the new hash red, white, and blue AMC corporate racing colors. With Hayden piloting, the car consistently ran the dragstrip in the mid-eight second range at speeds around 180 miles per hour (290 km/h). By the end of 1968, AMC dropped out of funny car racing to concentrate on its new Javelin pony car in SCCA Trans Am road racing, while Proffitt retired from racing for a few years.
In 1968, Ron Rosenberry drove the King Rebel of Ted McOsker using a blown fuel Chrysler Hemi engine and had a known best of 9.58 seconds at 148.02 mph (238.2 km/h) in the quarter mile dragstrip.
The Machine
The Machine front fender emblem
In white with red, white, and blue stripes
The Machine with standard paint scheme
The Machine standard interior
The most recognizable muscle car version of the AMC Rebel was named The Machine and available for the 1970 model year, following the success of the 1969 SC/Rambler. In its most patriotic or flamboyant factory trim The Machine was painted white featured bold red, white, and blue reflective stripes (made by 3M) on the bodysides that wrapped over the trunk lid.
Concept muscle models
First proposed in June 1968, the car was to have been a 1969 Rebel coupe finished in black with authoritative black wheels and fat tires, without any stripes, scoops, or spoilers, but with an aggressive, street-fighting stance.The proposed model included “The Machine” decal on the rear (that made it into production), as well as a “fab gear” logo on the front fender.
However, an even earlier attempt at a Rebel-based muscle car was produced by the AMC’s engineering team: a 1967 two-door built as a development “project” car for carburetion-testing purposes, as well as with “Group 19” high-performance options and the car was re-equipped with a modified 390 cu in (6.4 L) engine with an estimated 500 hp (373 kW; 507 PS) “capable of running in the 11-second bracket.” The car was considered a legal drag racing car, according to National Hot Rod Association (NHRA) and American Hot Rod Association (AHRA) rules and regulations in effect during those years. The Machine was finished in AMC’s trademark red, white and blue color scheme, although the color breaks were not the same as on other AMC-backed or -developed race cars.
Performance features
American Motors’ high performance “halo” vehicle made its official debut 25 October 1969, in Dallas, Texas; the site of the National Hot Rod Association‘s World Championship Drag Race Finals. The Rebel Machine was factory rated at 10.7 pounds per horsepower, positioning the car for the NHRA F-stock class. The introductory marketing campaign consisted of ten vehicles (five with automatics and five with four-speed manuals) that were driven from the factory in Kenosha, Wisconsin to Dallas, Texas and raced in the condition they arrived in. There were four cars on the track “in bone-stock trim” that ran solid mid-14s during the press day at the now-defunct Dallas International Motor Speedway. All these cars were subsequently campaigned at numerous other drag strips, and subsequently sold as used vehicles according to AMC corporate policy. The automaker’s marketing objective was for each AMC dealer to have one colorful Rebel Machine on display in their showrooms to lure non-AMC potential customers so they could be introduced to the other models. The most successful dealers actually raced the cars at local drag strips.
The Machine was developed from a collaboration between Hurst Performance and AMC, but unlike the compact SC/Rambler, there was no official connection between the two parties once production commenced. The standard engine in The Machine was AMC’s 390 cu in (6.4 L) V8 engine with 340 hp (254 kW; 345 PS) and 430 lb·ft (583 N·m) of torque @ 3600 rpm. It came with special heads, valve train, cam, as well as a redesigned intake and exhaust. This was the most powerful in any AMC vehicle while retaining features required for normal street operations, as well as components to assure outstanding performance characteristics without incurring high-unit cost penalties. The engine is fed by a 690-cfm Motorcraft 4-barrel carburetor, and pumped up a 10.0:1 compression requiring high-octanegasoline.
The Machine features a large ram-air intake hood scoop that was painted Electric Blue (code B6) with a large tachometer visible to the driver integrated into a raised fairing at the rear of the scoop. This hood-mounted tach came from the same vendor as used on competing makes with only different dial faces. Early production hood scoops were fiberglass layups, while those installed on Machines after 1 January 1970 were injection molded and of higher quality. The heavy-duty suspension was augmented by station wagon springs in the rear (with higher load rating) giving the car a raked look. Standard were a Borg-Warner T-10 four-speed manual transmission with a Hurst floor shifter backed by either 3.54:1 or 3.91:1 rear axle gear ratios in the “Twin-Grip” differential, as well as power disc brakes, wide E60x15 Goodyear Polyglas white letter tires mounted on “Machine” mag-styled steel 15-inch (381 mm) x 7-inch (178 mm) wheels, and a black interior with bucket seats and a center armrest upholstered in red, white, and blue vinyl.
Machine wheels
The Machine wheel, optional on 1970 AMX
Among its standard performance features, all The Machine models included a special set of wheels with the appearance of a cast alloy wheel. Painted silver metal-flake with a rough texture, they have a mag-style appearance. AMC described them as “15-inch styled road wheels” in brochures and catalogs. Enthusiasts call them “Machine wheels” and the wheel’s came with a chrome center cap adorned with a blue trim disc featuring a gear icon in the center and the words American Motors around it. The 15-inch (381 mm) x 7-inch (178 mm) wheels made by Kelsey-Hayes. They have five narrow cooling slots positioned atop risers stamped around the center of the wheel. The trim ring is unusual because it does not overlap the rim (to allow for attaching wheel balancing weights) and it is permanently press-fit.
The “Machine” wheels were also optional on the 1970 AMX and Javelin models through the 1972 model year, as well as part of the “Go-Package” on 1971 and 1972 Javelin AMXs, after which a more conventional 15×7-inch slotted steel rally wheel replaced it.
Marketing
Advertisements in magazines such as Hot Rod teased that The Machine is not as fast as a 427 cu in (7.0 L) Chevrolet Corvette or a Chrysler Hemi engine, but it will beat a “Volkswagen, a slow freight train, or your old man’s Cadillac. Numerous upgrades were standard to make each Machine a potent turnkey drag racer. In contrast to the lack of options on the SC/Rambler, Machine buyers could order numerous extras from the factory.These included substituting the manual for a center console mounted “pistol grip” automatic transmission for $188, adding cruise control cost $60, a adjustable tilting steering wheel cost $45, and even air conditioning was available for an additional $380. Furthermore, American Motors dealers sold numerous performance parts over the counter, such as an incredibly steep 5.00:1 gearing “for hardcore drag-racer types.” An optional “service kit” for $ 500.00 increased horsepower to well over 400 hp (298 kW; 406 PS) and lowered its quarter mile drag strip times from 14.4 with the factory Autolite carburetor (and standard rear wheel hop behavior at maximum acceleration from standing) to 12.72 seconds.
American Motors Vice-President for Sales, Bill Pickett described that the Rebel Machine was “another youth-oriented car.” The company described, “the supercar buyer is usually young, relatively affluent and has a “critical awareness” of exterior styling. At the same time he wants to be treated as an individual and stand out from the crowd. The Rebel Machine’s distinctive paint job, rakish nose-down attitude and obvious performance characteristics lets the supercar buyer express his identity, or, in the words of today, ‘Do your own thing’. Being different from the crowd today does not necessarily mean being against something, but rather in reinforcing certain specific ideas. We anticipate that the Machine will identify with this new brand of rebel, who demonstrates for something.” The automaker claimed in its marketing promotion that “The Machine is not that fast,” but that the car was capable to “give many muscle cars from the big three (General Motors, Ford, and Chrysler) a run for their money”. According to a retrospective Motor Trend article, The Machine is the most strip-ready car of the group they tested. The Machine could spring from zero to 60 miles per hour in just 6.4 seconds, a creditable showing even today. The Machine’s top speed was 127 mph (204 km/h).
The manufacturer’s suggested retail price (MSRP) price was $3,475 (US$ 21,103 in 2015 dollars). After the initial run of 1,000 units with its distinctive and easily recognizable identity, The Machine was available without the stripes in other colors with a blacked out hood. A unique paint schemes for the Machine is Frost White with a flat-black hood (paint codes: 72A-8A), with only three made. Another exclusive version came in “Big Bad Green” with only one known factory documented original car remaining. The original trim scheme became a $75 option. There were a total of 2,326 Rebel Machines built in 1970. With the Machine “AMC had acquired a reputation for the ability to create eye-catching, high performance machines at a knock-down price.”
According to the former editor of Motor Trend magazine, before BMW took “The Ultimate Driving Machine” moniker for itself, American Motors dubbed its high-performance model that could hold its head high in fast company simply “The Machine” and it deserves to be considered among the Greatest Cars of All Time.
The ‘Machine’ option was offered again as a package for the 1971 re-styled Rebel named Matador, as noted in 1971 AMC Technical Service Manual.
Convertibles
1968 Rebel SST convertible
During the 1967 model year, American Motors produced a total of 1,686 Rambler Rebel convertibles; all in the top-trim SST model. Automatic power operation of top was standard. The new convertible top design featured a “streamlined” look blending smoothly with the lower body with the top up. Its new “split stack” folding mechanism also allowed a lower stack height with the top folded down, as well as for a full-width backseat with room for three passengers.
For 1968, the Rambler name was dropped and two convertible versions were offered in the Rebel line. A total of 1,200 were produced (823 in the SST version and 377 units in the base 550 model). Since convertibles in the Rambler American and Ambassador series were dropped after 1967, the 1968 Rebels were the only open models built by AMC. This was also the last year for AMC convertibles until this body style was added to the compact Renault Alliance in 1985.
Other markets
The AMC Rebel was produced under a number of business ventures in foreign markets. In these markets, “the Rebel was still the epitome of the modern mass-produced US sedan.”
Australia and New Zealand
1968 Rambler Rebel assembled in Australia with right-hand drive.
4-door sedan and station wagon Rebels from CKD (Completely Knocked Down) kits were assembled by Australian Motor Industries (AMI) in Port Melbourne, Victoria, as well as by Campbell Industries in Thames, New Zealand. Australian and NZ models were made with the two-dial (Ambassador) instrument pack rather than the North American rectangular speedo. The cars were built with right-hand drive and the body had the engine, transmission, front suspension, rear axle, and doors installed in Kenosha, Wisconsin. Other parts were boxed and shipped inside the car for final assembly in Australia or New Zealand. Australian models had to have aftermarket amber rear indicator lights fitted in the boot (trunk) lid to 1969 and amber lenses fitted behind the clear reverse lenses on 1970 models, as flashing red indicators (allowed in New Zealand) were barred in Australia. Also in Australia, numerous other parts and components such as brakes, seats, carpet, lights, heaters, etc. were sourced locally to gain tariff concessions. After the Rebel was discontinued by AMC after 1970 Australia and New Zealand continued to assemble the replacement AMC Matador sedan, still sold as a Rambler, until production end in 1978. No 2-door Rebel coupes were ever exported to Australia or New Zealand.
Europe
Under a partnership agreement that was developed in 1961 with the French automaker Renault, the Rebel’s two-door hardtop was added for the first time to the traditional 4-door sedan body style of the Renault Rambler. The new for 1967 designs were assembled in Haren, Belgium and sold by Renault dealers in Algeria, Austria, Belgium, France, the Netherlands, and Luxembourg. The Rambler served as the executive car in Renault’s model line, but the entirely new design was larger car with more power than the previous Rambler Classic and no longer suitable for European automobile tax regimes or road conditions. The 1967 models were priced 20 to 25% more than the previous year’s, so production ended in the summer of 1967.
Mexico
American Motors had partial ownership of Vehiculos Automotores Mexicanos (VAM) and the Mexican operation produced equivalent AMC Rebel models. Mexican regulations required VAM vehicles had to have at least 60% locally sourced parts. The large-sized VAM cars in only two body styles, a two-door hardtop called the Rambler Classic SST, and a four-door sedan called the Rambler Classic 770 under license from 1967 through 1970, no other trim levels or designations were available. The car was VAM’s entry in the luxury segment of the Mexican auto market in contrast with its other lines that focused on economy. The VAM Classic represented the company’s flagship model, a treatment that in the United States was given to the AMC Ambassador models.
In addition to different model names and marketing concept, the Mexican versions also adapted AMC I6 engines to local conditions. They also came with more upscale interiors compared their counterpart models sold in the United States and Canada. The standard engine was the 155 hp (116 kW; 157 PS) 232 cu in (3.8 L) I6 with two-barrel carburetor from 1967 through 1969, even though the Rambler Classic SST had the option of VAM’s own 252 cu in (4.1 L) I6 early in 1969, which became standard equipment several months late in the year. Since 1970, both versions were equipped with VAM’s 170 hp (127 kW; 172 PS) 252 cu in (4.1 L) I6 with two-barrel Carter carburetor and 266 camshaft from the factory. The cars were restricted to a three-speed manual transmission in 1967 and 1968, but were available with an optional column mounted three-speed automatic starting in 1969. Rear gear ratios included a 3.73:1 for 1967 and a 3.54:1 for the remainder of the run. External cosmetic changes over the years in VAM Rambler Classics were mostly the same as in the U.S. and Canadian market Rebels.
Both VAM Rebel-based Rambler Classics included almost the same equipment between the two body styles with only a few exceptions. The largest difference was in the front seats. The Classic 770 came with full-width bench seat while the Classic SST had individually adjustable units, even though some of the hardtops came with a front bench. The standard features included flow-through ventilation, front door flip-open air vents, four-wheel drum brakes, rigid four-bladed cooling fan, day-night rearview mirror, two-speed electric wipers, electric washers, luxury steering wheel, electric clock, 200 km/h speedometer, cigarette lighter, front ashtray, AM Motorola radio with antenna, locking glove box, courtesy lights, dual rear ashtrays, four side armrests, front two-point seatbelts, dual coat hooks, dual dome lights on C-pillars (except 1969-1970 sedan), single dome light on headliner (1969-1970 sedan only), fold-down armrest integrated to the rear seat back, bright molding package, luxury wheel covers, back-up lights, turn lights, and driver’s side remote mirror. Optional equipment for both models included power drum brakes (standard with automatic transmission), power steering, automatic transmission (not available in 1967 and 1968), remote controlled driver and passenger outside mirrors, rubber-faced bumper guards, and a locking gas cap, among others. Sales the two-door hardtop body style declined in 1970.
Name change
After evaluating the situation of social unrest within the U.S. and the model name’s associated connotations of rebellion, “American Motors officials decided that it was no time to be selling a car called Rebel.” The automaker’s marketing department conducted consumer research and determined a name change for the 1971 model year to Matador as marketing studies found it “meant virility and excitement to consumers.”
Collectibility
The Machine at a car show
According to automotive historian James C. Mays, the 1967 limited edition regional Rambler Rebel station wagons became a collectible before their time.
Among the 1968 to 1970 models, the 1968 Rebel convertible should gain in importance as the last of AMC’s ragtops, and although station wagons and sedans later joined the SST hardtop, only the two-door models have collector appeal. The Rebel’s “clean but mundane styling” is a minus for collector appeal, but Carl Cameron, an automobile designer at Chrysler and developer of the original Dodge Charger fastback, mentioned that the best competitors during the late 1960s were the AMCs with new engines and the Rambler Rebels were “really nice, very hot cars”, but the company just did not have much of a presence in the marketplace.
Today, surviving models of the Rebel Machine are bold reminders that tiny AMC once took on the big boys on the streets and strips of America – and won. According to Motor Trend magazine, “The Machine is the collectible muscle car for people who laugh at collectible muscle cars.” The radical Rebel Machine with its hood scoop “larger than the corner mailbox” places it among the most controversially styled cars of that era, and the cars have a strong following today with their owners being rewarded with climbing prices.
That was part II There is much more info than I first thougt.
The Thomas B. Jeffery Company was an American automobile manufacturer in Kenosha, Wisconsin from 1902 until 1916. The company manufactured the Rambler and Jeffery brand motorcars. It was preceded by the Gormully & Jeffery Manufacturing Company, a bicycle manufacturer. It was the parent company to Nash Motors, thus one of the parent companies of American Motors and Chrysler.
Thomas B. Jeffery
Thomas B. Jeffery
Thomas B. Jeffery and his 1897 Rambler prototype
Thomas B. Jeffery was an inventor and an industrialist. He was one of America’s first entrepreneurs interested in automobiles in the late 19th century. In 1897, he built his first prototype motorcar. Thomas B. Jeffery was serious enough about automobiles to sell his stake in Gormully & Jeffery to the American Bicycle Company to finance the new car company.
Business
Charles T. Jeffery driving a 1901 Rambler model A
Charles T. Jeffery (left) Charles W. Nash (right)
Charles T. Jeffery‘s (Thomas’ son) experimental prototypes of 1901 (Models A & B) used at least two radical innovations – steering wheels and front-mounted engines. By the time Charles was ready for production in 1902, his father had talked him out of these wild dreams and convinced him to stick with tillers and engines under the seat.
From 1902 until 1908, Jeffery moved steadily to bigger, more reliable models. Jeffery cars were built on assembly lines (the second manufacturer to adopt them — Ransom E. Olds was first), and in 1903 Jeffery sold 1,350 Ramblers. By 1905, Jeffery more than doubled this number. One reason may have been because Charles went back to the steering wheel before 1904. In 1907, Jeffery was building a large variety of different body styles and sizes. Among them was a five-passenger, US$ 2,500 Rambler weighing 2,600 pounds (1179 kg) and powered by a 40-horsepower (30 kW) engine.
In April, 1910, Thomas B. Jeffery, died in Pompeii, Italy and in June of that year the business was incorporated under the name of the Thomas B. Jeffery Company, with Charles T. Jeffery as the president and general manager, H. W. Jeffery, vice president and treasurer.
In 1915, Charles T. Jeffery, changed the automotive branding from Rambler to Jeffery to honor the founder, his father, Thomas B. Jeffery.
As of 1916, G. H. Eddy replaced H.W. Jeffery as the treasurer so H.W. Jeffery could focus on the position of vice president. G. W. Greiner was the secretary, L. H. Bill the general manager, J. W. DeCou the factory manager, and Al Recke was the sales manager.
Charles T. Jeffery survived the sinking of the RMS Lusitania (a British luxury liner torpedoed by the Germans in World War I) in 1915 and decided to spend the rest of his life in a more enjoyable manner. Charles W. Nash resigned from General Motors, saw an opportunity and bought the Thomas B. Jeffery Company in August 1916.
The Factory
The sprawling Jeffery works circa 1915
Jeffery factory building
Jeffery company employees
Jeffery, with the money from his sale of Gormully & Jeffery, bought the old Sterling Bicycle Company’s factory in Kenosha, Wisconsin. The original factory building was only 600 x 100 feet (183 x 30 m) in size. However, by 1916, the company’s buildings expanded over 20 acres (8 ha) under roof and the facilities had grown to over 100 acres (40 ha) including a test track.
The Jeffrey Quad, also known as the Nash Quad or Quad is a four-wheel drive truck that was developed and built in Kenosha from 1913, and after 1916, by Nash Motors, as well as under license by other truck makers.. The Quad introduced numerous engineering innovations. Its design and durability proved effective in traversing the muddy, rough, and unpaved roads of the times. The Quad also became one of the effective work vehicles in World War I. The Quad was also one of the first successful four-wheel drive vehicles ever to be made, and its production continued unchanged through 1928, or 15 years, with a total of 41,674 units made.
Timeline
1897 – Jeffery builds a rear-engine Rambler prototype using the Rambler name previously used on a highly successful line of bicycles made by Gormully & Jeffery.
1899 – Positive reviews at the 1899 Chicago International Exhibition & Tournament and the first National Automobile Show in New York City prompt the Jefferys to enter the automobile business.
1900 (Dec 6) – Thomas B. Jeffery finalizes a US$65,000 deal to buy the Kenosha, Wisconsin, factory of the defunct Sterling Bicycle with money from the sale of his interest in Gormully & Jeffery.
1901 – Two more prototypes, Models A and B, are made.
1902 – First production Ramblers – the US$ 750 Model C open runabout and the $850 Model D (the same car with a folding top). Both are powered by an 8-horsepower (6 kW; 8 PS), 98-cubic-inch (1.6 L) one-cylinder engine mounted beneath the seat, and are steered by a right-side tiller. First-year production totals 1,500 units making Jeffery the second-largest car maker behind Oldsmobile.
1910 (Mar 21) – Thomas B. Jeffery dies while on vacation in Italy.
1910 (Jun 10) – Charles incorporates the firm as a $3 million (US$75,932,143 in 2015 dollars) public stock company.
1914 – The Rambler name is replaced with the Jeffery moniker in honor of the founder.
1916 (Aug) – Charles Jeffery sells the company to former General Motors Corp. President Charles W. Nash.
1917 – Charles Nash renames the Jeffery Motor Company, Nash Motors after himself.
between 1900 and 1914, then by its successor, Nash Motors from 1950 to 1954, and finally by Nash’s successor, American Motors Corporation from 1954 to 1969. It was often nicknamed the “Kenosha Cadillac” after its place of manufacture.
The first use of the name Rambler for an American made automobile dates to 1897 when Thomas B. Jeffery of Chicago, Illinois and builder of the Rambler bicycle, constructed his first prototype automobile.
After receiving positive reviews at the 1899 Chicago International Exhibition & Tournament and the first National Automobile Show in New York City, Jeffery decided to enter the automobile business. In 1900, he bought the old Sterling Bicycle Co. factory in Kenosha, Wisconsin, and set up shop.
Jeffery started commercially mass-producing automobiles in 1902 and by the end of the year had produced 1,500 motorcars, one-sixth of all existing in the USA at the time. The Thomas B. Jeffery Company was the second largest auto manufacturer at that time, (behind Oldsmobile).
Rambler experimented such early technical innovations as a steering wheel (as opposed to a tiller), but it was decided that such features were too advanced for the motoring public of the day, so the first production Ramblers were tiller-steered. Rambler innovated various design features and was the first to equip cars with a spare wheel-and-tire assembly. This allowed the driver, when experiencing a common puncture (flat tires) to exchange the spare wheel & tire for the flat one.
In 1914, Charles T. Jeffery, Thomas B. Jeffery’s son, replaced the Rambler brand name with Jeffery in honor of his now deceased father.
In 1916, the Thomas B. Jeffery Company was purchased by Charles W. Nash and became Nash Motors Company in 1917. The Jeffery brand name was dropped at the time of the sale and the manufacture of Nash branded automobiles commenced. In 1937, the concern became the Nash-Kelvinator Corporation through a merger with the well-known appliance maker.
However, steel shortages limited the amount of raw materials that Nash could get, so Mason turned the compact, now designated the Rambler, into a two-door sedan with a convertible top and the cars were equipped with many standard features that were typically options, to maximize profits for the company. When introduced, the Rambler was an immediate success for Nash. As steel quotas (related to the Korean War) eased, the Rambler line was broadened in both its model types (first a station wagon and 2-door hardtop dubbed “Country Club”, and later a 2-door sedan. A further expansion of the line for 1954 included a four-door sedan and station wagon called “Cross Country”) on a stretched wheelbase, which proved to be as successful as the first generation of two-door sedan convertibles.
The first generation of modern Ramblers carried a modified version of Nash’s Airflyte styling, which included closed wheel openings. Where the wheel openings of any car are a major source of wind resistance, the design was rather primarily an engineering design to increase the strength of the car for impact resistance. Many people surmised that the skirted fenders limited the turning radius of the wheels but was not an actual handicap for having a comparatively narrow front track. Ramblers continued to use this styling until 1955, when the front wheels were revealed by a periodic design update. In 1954 the Rambler offered the first industry combination heating and air conditioning unit that could be an add-on or installed at the factory for $395.00, which at that time was about the lowest cost unit available in an American car.
In 1954, American Motors Corporation (AMC) was formed from the merger of Nash-Kelvinator and the Hudson Motor Car Company. Following the merger, 1955 and 1956 Ramblers were badged as both Nashes and Hudsons, with no visible difference between the two. Rambler became a marque in its own right for the 1957 model year. The Nash and Hudson makes were continued as senior model only through 1957, after which all of AMC’s offerings were marketed as Ramblers, with the exception of the imported 1958-1962 Metropolitan.
1958-1969
1958 Rambler sedan
1963 Rambler Classic 660 Cross Country station wagon
1965 Rambler Classic 660 Cross Country station wagon
Train unloading 1958 Ramblers for a car rental company in Florida.
At the start of the 1960s George Romney made a marketing decision that more fully unified the various Rambler model names under the Rambler brand. In 1962, the Ambassador, a top-trim level model, was officially brought under the Rambler name (it had previously been named the “Ambassador by Rambler”), and the former Rambler Six and Rambler Rebel V8 were renamed the Rambler Classic. (Note: while the top-line models for 1958-1961 were advertised as the “Ambassador V-8 by Rambler”, on the cars themselves, the nomenclature was “Rambler Ambassador”.) Back in 1958, AMC introduced America’s first “compact car,” the Rambler American. This car was essentially the 1950 Nash Rambler, slightly restyled and modernized for the late 1950s. However the car was an instant success and lost sales only after the “Big Three” (GM, Ford, and Chrysler) each introduced compact cars of their own.
Romney also put into play his plan to slash production costs, which involved more common parts sharing between the Ambassador and Classic models. Beginning in 1962, all “senior” Rambler models would share the same automobile platform with identical wheelbase and body parts, but the engines, trims, and equipment levels distinguished the Classic from the Ambassador. The Rambler’s compact size (by US standards) also made it an international competitor, and between 1961 and 1965 AMC opened thirteen foreign assembly plants, from Costa Rica to the Philippines.
In 1963, the entire Rambler line received the Motor TrendCar of the Year award. However, Romney’s departure to become Michigan governor opened the door for his successor, Roy Abernethy, to redirect the company towards a strategy of competing head to head with the Big Three (General Motors, Chrysler Corporation, and Ford Motor Company) with a variety of bodies and automobile platforms. This new plan also included marketing the various models apart from the Rambler brand name, which Abernethy felt would be a hindrance in the market segments he hoped to pursue.
One of the first moves in that direction was the creation of the 1965 line of Ramblers, which split the Classic from the Ambassador visually, while still sharing a significant number of parts. Once again the Ambassador had a unique, extended wheelbase. In addition, AMC introduced the Marlin, a hardtop coupe intended to give AMC a toe-hold in the sporty fastback market while also functioning as a “halo” vehicle. AMC chief stylist Richard Teague introduced a totally restyled and attractive Rambler American in 1964, which was a sales success. This basic body remained in its original shape through 1969.
Backed by marketing reports, Abernethy next made a persuasive argument to the AMC board that the Rambler name had not only acquired a stodgy image and was a hindrance to increasing sales, but that consumers associated it with compact cars. In what hindsight would show to be an ill-conceived decision, American Motors began to phase it out in favor of an AMC marque beginning in 1966, as it attempted to become a multiplatform automobile manufacturer. Retention of the well-known Rambler brand name and its association with compact economy models could have served AMC well in the 1970s.
By 1968, the only vehicle produced by AMC to carry the Rambler marque, was the compact Rambler American. Although designed as a no-nonsense economy car, the American spawned the audacious SC/Ramblerdeveloped with Hurst Performance. While AMC planned to produce only 500 for the 1969 model year, the “Scrambler” proved so popular two more groups of about 500 each were built. All featured the same 390 cu in (6.4 l) V8, four-barrel carburetor, and close-ratio four-speed transmission of the AMX, plus Hurst shifter, Twin-Grip (limited slip) differential, and cold air hood. For the final year in 1969 the models were simply called Rambler. The 1969 Rambler (and Chevrolet Corvair and Dodge Dart) were the only U.S. compact cars available that year in a two-door hardtop body style; Ford compacts were only available as sedans.
The last U.S. built Rambler was produced on 30 June 1969, and it was one of over 4.2 million cars to carry the Rambler name that rolled off the assembly line in Kenosha.
In Argentina, Rambler passenger cars were assembled by Industrias Kaiser Argentina (IKA) commencing 1962. A special model based on the third generation Rambler American became the IKA Torino in 1967. It later was named the Renault Torino and was offered until 1980. However, U.S. Rambler Classic and Ambassador models were also assembled in Argentina through 1972.
The Nash Rambler established a new segment in the automobile market and is widely acknowledged to be the first successful modern American compact car.
The 1950-1955 Nash Rambler was the first model run for this automobile platform. Using the same tooling, AMC reintroduced an almost identical “new” 1958 Rambler American for a second model run. This was a rare feat of having two distinct and successful model runs, an almost unheard of phenomenon in automobile history.
Development
Nash-Kelvinator’s President George W. Mason saw that the company needed to compete more effectively and insisted a new car had to be different from the existing models in the market offered by the “Big Three” U.S. automakers. The Rambler was designed to be smaller than contemporary cars, yet still accommodate five passengers comfortably. Nash engineers had originally penned the styling during World War II.
The new model was the company’s entry in the lower-price segment dominated by models from Chevrolet, Ford, and Plymouth (automobile). The Rambler was designed to be lighter and have smaller dimensions than the other popular cars. A strategy of efficiency, Nash could save on materials in its production while owners would have better fuel economy compared to the other cars of the era. The Nash Rambler rode on a 100 in (2,540 mm) wheelbase, and power came from Nash’s proven 173 cu in (2.8 L) L-head (flathead)Straight-6 cylinder engine that produced 82 hp (61 kW; 83 PS).
Following the design of the larger “senior” Nash models, the compact Rambler’s styling was rounded in form and also had an envelope body with fender skirts that also enclosed the front wheels. This design feature did not impair the car’s cornering ability significantly.
1950 Nash Rambler Custom Landau Convertible Coupe
The compact Rambler line was designed with several body styles, but the inaugural year was limited to a single model: a fully equipped 2-door convertible. The decision to bring the new car out first in a higher market segment with more standard features was a calculated risk by Mason. Foremost in this strategy was the need to give the new Rambler a positive public image. Mason knew the car would fail if seen by the public as a “cheap little car”. This was confirmed in small car comparisons in the media that described the “well-equipped and stylish, the little Rambler is economical and easy to drive” with no “stripped-down” versions, but in only high end convertible, station wagon, or hardtop (no “B-pillar”) body styles. He knew what Crosley was just finding out with its line of mini cars, and what the Henry J would teach Kaiser Motors; namely, that Americans would rather buy a nice used car than a new car that is perceived as inferior or substandard.
Unlike almost all traditional convertibles of the era that used frame-free side windows, the Rambler retained the fixed roof structure above the car’s doors and rear-side window frames. This metal structure served as the side guides or rails for the retractable waterproof canvas top. This design allowed Nash to utilize its monocoque (unibody) construction on its new compact. It made the Rambler body very rigid for an open-top car, without the additional bracing required in other convertible models. The convertible top was cable-driven and electrically operated.
In developing this new car, Nash had originally planned to call it the Diplomat. This name would have rounded out the Nash family of cars; as for 1950, the 600 line was renamed the Statesman, and the Ambassador remained the flagship line. When it was learned that Dodge had already reserved the Diplomat name for a planned two-door hardtop body style, Nash delved into its own past, and resurrected the Rambler name from an 1897 prototype and its first production model, in 1902. Rambler was also one of the popular early American automobile brands.
Additional historical context of the Nash Rambler, along with the Nash-Healey and the Metropolitan, was that U.S. citizens were exposed to and gained experience with the smaller, more efficient compact and sporty European cars during the Second World War. Along with the styling cues of European designs, the car’s input included the approach of more compact cars, which came from Nash-Kelvinator having a wide market overseas. This influence is seen directly in the Pininfarina designed models. AMC would later continue to import European design and styling flair for its products, such as the Hornet Sportabouts by Gucci, the Javelins by Pierre Cardin, and the Matador coupes by Oleg Cassini.
The Nash Rambler was introduced on April 13, 1950; in the middle of the model year. The new Rambler was available only as an upmarket two-door convertible — designated the “Landau“. Without the weight of a roof, and with a low wind resistance body design for the time, the inline 6-cylinder engine could deliver solid performance and deliver fuel economy up to 30 mpg-US (7.8 L/100 km; 36 mpg-imp).
Several factors were incorporated into the compact Nash Rambler’s marketing mix that including making the most from the limited steel supplies during the Korean War, as well as the automaker selecting a strategyfor profit maximization from the new Rambler line. The new Nash Rambler came only in a convertible body, a style that had a higher price in the marketplace and incorporating more standard features that make the open top models suitable more for leisure-type use than ordinary transportation. With a base price of $1,808 (equivalent to approximately $17,722 in today’s funds), the Nash Rambler was priced slightly lower than the base convertible models convertibles from its intended competition. To further increase the value to buyers, the Nash Rambler was well equipped compared to the competition and included numerous items as standard equipment such as whitewall tires, full wheel covers, electric clock, and even a pushbutton AM radio that were available at extra cost on all other cars at that time.
In summary, “it was a smartly styled small car. People also liked its low price and the money-saving economy of its peppy 6-cylinder engine.” The abbreviated first year of production saw sales of 9,330 Nash Rambler convertibles.
Nash Rambler Custom convertible
1951
In 1951, the Nash Rambler line was enlarged to include a two-door station wagon and a two-door pillarlesshardtop — designated the Country Club. Both the hardtop and convertible models included additional safety features.
Two levels of trim were available: Custom and Super.
A car tested by the British magazine The Motor in 1951 had a top speed of 80.9 mph (130 km/h) and could accelerate from 0–60 mph (0–97 km/h) in 21.0 seconds. Fuel consumption of 25.2 mpg-imp (11.2 L/100 km; 21.0 mpg-US) was recorded. The test car cost $1,808 in the U.S., but British sales had not at the time started.
1952 Nash Rambler “Custom Greenbrier” station wagon
1952 interior
1952
There were no major changes for the 1952 model year. Models included a new Deliveryman 2-door utility wagon for $1,892. The “Custom” models featured Nash’s Weather Eye conditioning system and an AM radio as standard equipment. The new Greenbrier station wagons received upgraded trim with two-tone painted exteriors and they were priced at $2,119, the same as the Custom Landau Convertible model.
The 1950-1952 Nash Ramblers “gained instant popularity with buyers who liked its looks, as well as loyalty among customers who appreciated its quality engineering and performance.” A total of 53,000 Nash Ramblers were made for the year.
The Rambler received its first restyling in 1953, and resembled the “senior” Nash models that had received all-new “Airflyte” styling the year before. The new styling was again credited to Italian automobile designer Battista “Pinin” Farina. The hood line was lowered and a new hood ornament, designed by George Petty was optional. The “racy” ornament “was a sexy woman leaning into the future, bust down and pointing the way.”
The standard engines were increased with manual transmission cars receiving a 184 cu in (3.0 L) I6 producing 85 hp (63 kW; 86 PS), while a 90 hp (67 kW; 91 PS) 195.6 cu in (3.2 L) I6 powered cars with the optional “Hydra-Matic” automatic supplied by General Motors. The Custom models added Nash’s “Weather Eye” heating and ventilation system, as well as a radio as standard equipment, with the convertible and hardtop versions all getting a continental tire at no extra cost.
1953 Nash Rambler Deliveryman
The marketing campaign focused on the Nash Rambler as a second family car. Advertisements also featured the wife of Jimmy Stewart and her Country Club 2-door hardtop she described as “a woman’s dream-of-a-car come true!” and promoting buyers to spend “one wonderful hour” test driving to discover how “among two-car families – four out of five prefer to drive their Rambler.”
A survey of owners of 1953 Ramblers conducted by Popular Mechanics indicated the majority listed their car’s economy as the feature they like best. After they had driven a total of 1,500,000 miles (2,400,000 km), owners’ complaints included a lack of rear seat legroom, water leaks, and poor dimmer switch position, but none of the Rambler drivers rated acceleration as unsatisfactory. Fully 29 percent had no complaints and “only four percent of Rambler owners described the car as too small and 67 percent rated their Ramblers as excellent over-all.”
Production for the model year was 31,788 and included 9 Deliveryman models in the station wagon body, 15,255 Country Club hardtops, 10,598 Convertible Landaus, 10,600 Custom station wagons (of which 3,536 were in the Greenbrier trim and 7,035 with 3M‘s “Di-Noc” simulated wood-grain trim), and 1,114 standard wagons.
After offering only two-door-only models, Nash introduced a four-door sedan and a four-door station wagon in the Nash Rambler line starting with the 1954 model year. This was the automaker’s response to demands of larger families for more roomy Ramblers. The four-door body styles rode on a longer, 108 in (2,743 mm) wheelbase. Following the industry practice at the time, the heater and radio were now made optional. Added to the option list was Nash’s exclusive integrated automobile air conditioning system, a “very sophisticated setup” for the time incorporated heating, ventilation, and air conditioning in one system that was “priced lower than any other competing system; at $345, it was a remarkable advance.”
The four-door Rambler sedan was at first only available in “Custom” trim. The “Country Club” hardtop became available in the lower-priced “Super” trim and without the “Custom” model’s standard Continental tire (external spare tire carrier). The 4-door station wagons were designated Cross Country and featured an unusual roofline that followed the slope of the sedan’s roof and then dipped down before leveling and continuing rearward. The design by Bill Reddig allowed the use of the same dies to produce door framing for sedans and station wagons, while the dip in the rear portion of the roof included a roof rack as standard equipment to reduce the visual effect of the wagon’s lowered roofline.
There was turmoil in the U.S. automobile market as the Ford-Chevy sales war broke out and the two largest domestic automakers cut prices to gain sales volume.[20] This battle decimated the remaining independent automakers in their search for customers. This marketing war put a squeeze on the much smaller independent automakers so even though the Nash Rambler economy cars proved popular, they were not particularly profitable.
On May 1, 1954, Nash and Hudson Motor Car Company announced a merger, and the successor corporation was named American Motors Corporation (AMC). Following the merger, Hudson dealers began receiving Ramblers that were badged as Hudson brand cars. The Hudson Ramblers and Nash Ramblers were identical, save for the brand name and minor badging.
1955
1955 Nash Rambler brochure describing the interiors
1955 Hudson Rambler Super 2-door
1955 Rambler Country Club
The Nash Rambler’s most significant change for the 1955 model year was opening the front wheel wells resulting in a 6-foot (2 m) decrease in the turn-circle diameter from previous year’s versions, with the two-door models having the smallest in the industry at 36 ft (11 m). The “traditional” Nash fixed fender skirts were removed and the front track (the distance between the center points of the wheels on the axle as they come in contact with the road) was increased to be even greater than was the Rambler’s rear tread. Designers Edmund Anderson, Pinin Farina, and Meade Moore did not like the design element that was insisted by George Mason, so soon as Mason died, “Anderson hastily redesigned the front fenders.” Tongue-in-cheek, Popular Science magazine described the altered design for 1955: the “little Rambler loses its pants.”
As part of the facelift for 1955, the Rambler’s grille was also redesigned with only the center emblem differentiating the cars now sold by both Nash and Hudson dealers. The Rambler was a new model for Hudson dealers and it replaced the compact Hudson Jet.
The interiors of the economical Nash Rambler were designed by Helene Rother to also appeal to the feminine eye. American Motors featured “Created to Your Discriminating Taste” in the car’s marketing knowing what women looked for in a car and Rother’s designs featured elegant, stylish, and expensive fabrics that coordinated in colors and trim.
Model and trim combinations were again reshuffled with a two-door Suburban and Club two-door sedans available in “Deluxe” or “Super” versions. Four-door sedans and wagons came as Super or Custom models, while a new Deluxe four-door sedan was introduced. The pillarless Country Clubhardtop was reduced to only the “Custom” trim, while the convertible model was no longer available.
Fleet sales only versions included a Deliveryman wagon that was not shown in the regular catalog, as well as another new model, a three-passenger business coupe: a two-door sedan with no rear seat.
The automaker’s marketing efforts included sponsorship of the Disneyland television show on the ABC network. The inaugural broadcast was on 25 October 1955; just five days after the new Ramblers debuted in both Nash and Hudson dealerships, and the Disney show quickly become one of the top watched programs in the U.S., thus helping AMC sell more cars.
The focus continued on economy and a Rambler four-door set an all-time record for cars with automatic transmissions of 27.47 mpg-US (8.56 L/100 km; 32.99 mpg-imp) in the 1955 the Mobil Economy Run.
The U.S. domestic market was turning to bigger and bigger cars; therefore, prospects for the compact Nash Rambler line was limited and production was discontinued after the 1955 model year.
Motorsports
The smallest car in the July 13, 1951, 400-lap NASCAR sanctioned Short Track Late Model Division race in Lanham, Maryland, was a Nash Rambler Country Club (two-door hardtop). Owned by Williams Nash Motors of Bethesda, Maryland, the car was driven to victory by Tony Bonadies. He stayed in the back of the 25-car field on the quarter-mile track until making a steady move up to the lead position. The Nash Rambler was also the only car to run the entire 100-mile (161 km) race without making a pit stop.
On July 18, 1952, the NASCAR Short Track race at the Lanham Speedway, was 400 laps on 0.2-mile paved oval for a total of 80 mi (129 km) miles. Tony Bonadies finished the race in 4th place in a 1952 Nash.
Replacement
The sales war between Ford and Chevrolet that took place during 1953 and 1954 reduced the market share for the remaining automakers trying to compete against the standard-sized models offered by the domestic Big Three (General Motors, Ford, and Chrysler). American Motors responded to the changing market by focusing development on the 108 in (2,743 mm) wheelbase four-door versions that it had introduced in 1954.Production of the original compact Nash Rambler ended in 1955 as AMC introduced an all-new Rambler for the 1956 model year. These used the 108 in (2,743 mm) wheelbase and became larger cars, but were “compact” compared to ones made by the Big Three. The bigger Rambler models were sold by both Nash and Hudson dealers and they carried respective Nash and Hudson brand logos.
The new for 1956 Rambler was arguably “the most important car American Motors ever built” in that it not only created and defined a new market segment, emphasized the virtues of compact design, but also enabled the automaker to prosper in the post-World War II marketplace that shifted from a seller’s to a buyer’s market. The new Ramblers came only as four-door models. Along with the usual four-door sedan and station wagon was a new four-door hardtop sedan, as well as an industry first, a four-door hardtop station wagon. An OHV version of the 195.6 cu in (3.2 L) engine was also introduced for 1956 to replace the L-head version that was used in previous models. The OHV I6 was the only engine available in the 1956 Ramblers as the new AMC V8s did not appear until the 1957 model year.
Revival
The revived Rambler American
With AMC’s focus on economical automobiles, management saw an opportunity with the economic recession of 1958 to revive the small 100 in (2,540 mm) wheelbase Nash Rambler. The automaker had retained the old tooling and the old model would fit between the bigger 108 in (2,743 mm) wheelbase family-sized Ramblers and the imported two-seat 85 in (2,159 mm) wheelbase Nash Metropolitan. This would be a smaller and more efficient alternative to the standard-sized cars that were marketed by the domestic Big Three at that time. The old Nash design was slightly modified and used for AMC’s “new” 1958 Rambler American.
Epilogue
The book listing the 75 noteworthy American automobiles that made news from 1895 to 1970, documents “the 1950 Nash Rambler was a historic car on two counts: its ancestry and its small size.” While other compact-sized cars were introduced by the small independent automakers, such as the Henry J, Hudson Jet, and Willys Aero, only the Rambler survived long enough to establish a real place in automotive history.
Moreover, the compact-sized Nash Rambler automobile evolved into a business strategy for American Motors as the company firmly associated itself with small cars in the U.S. marketplace. In the 1960s, the automaker “prospered on the back of the Nash Rambler, the compact that recalled the name of the vehicle Thomas B. Jeffrey built in 1902 at the Kenosha, Wisconsin factory that continued to be AMC’s main production plant.”
The Nash Rambler succeeded where others “tried to entice US consumers looking for practical, economical automobiles” during an era “when all Detroit had to offer were pricey, ostentatious behemoths.” The Big Three domestic automakers exited the entry-level car market to foreign makes starting in the early 1950s. Nash was the only American manufacturer to get the compact formula right by offering Rambler “well equipped and priced sensibly”; “styling that was fresh, distinctive, and attractive”; and for “the original Rambler’s run in 1950–55 was that there was a full line of Ramblers in many body styles, including a jaunty convertible.”
According to automotive historian Bill Vance, the Nash Ramblers “are not much remembered, but they did provide reliable, economical and sturdy service.”[5] “Nash’s reputation for building eminently sensible vehicles means that their products are often overlooked by the modern-day enthusiast.”
Third generation – 1966 4-door sedan. This example sports a 1969 grille.
Rambler American badge
The Rambler American is an automobile manufactured by the American Motors Corporation (AMC) 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 American can be classified in three distinct model year generations: 1958 to 1960, 1961 to 1963, and 1964 to 1969. During the entire length of its production, the car was sold under the Rambler brand name, and was the last Rambler named automobile marketed in the Canadian and United States markets.
The compact Rambler American was most often the lowest priced car built in the U.S. It was popular for its economy in ownership, as was proven by numerous Mobilgas Economy Run championships. After an optional second-generation AMC V8 engine was added in 1966, it also became known as a powerful compact performance model that also included the 390 cu in (6.4 L) version built in conjunction with Hurst, the 1969 SC/Rambler.
The compact Rambler Americans were exported from the U.S. and Canada, as well as produced in other markets by AMC subsidiaries or assembled under license. It was manufactured in Australia, Iran, Mexico, and in Argentina, an offspring of the third generation American restyled by Pininfarina, the IKA Torino, later Renault Torino, was developed and made between 1966 and 1982. In Iran it was assembled from completely knocked down (CKD) kits and the models were named Aria and Shahin. Rambler Americans were built in South Africa starting in 1961 by Stanley Motors (controlled by the Rootes Group) and from 1964 by American Motors South Africa (Pty) Ltd.
Development
The genesis of the Rambler American began with the Nash Rambler, introduced in 1950. AMC President George Mason believed in small cars, and had introduced the Austin built/Nash designed Metropolitan in 1954. The Rambler line grew to a larger size (108″) in 1956. The cost to produce the Metropolitan were rising, so AMC decided to reintroduce a modified version of the 1955 Nash Rambler (the last 100″ wheelbase model). The domestically produced replacement let AMC control costs more closely. New AMC president George Romney also wanted to build momentum in AMC’s challenge to the domestic Big Three automakers by adding a third car line. The introduction of the new low priced sub compact Rambler was ideal—America had just entered into a recession in 1958 as the car was introduced.
The first proposals were to modify AMC’s captive import by extending the Metropolitan with a station wagon type roof design to make room for four passengers.[2] However the 85-inch (2,159 mm) wheelbase of the Met severely limited the necessary interior room, and costs of the overseas built model were harder to control. On the other hand, the company had retained the tooling from its 1955 model Rambler. The old model’s 100-inch (2,540 mm) wheelbase fit between its bigger family-sized 108-inch (2,743 mm) wheelbase Ramblers and the small import. The old design could be slightly modified and then used for the basis of the “new” American.
American Motors’ financial condition meant it could not afford to develop an entirely new model. The reintroduction of the old model leveraged the Rambler’s renown for fuel economy and wins in the Mobil Economy Runs, with the consumer’s need for a smaller and more efficient alternative to the standard-sized cars that were marketed by the domestic Big Three (General Motors, Ford, and Chrysler) at that time.
American Motors’ designers gave the car a new grille and more open rear fender wells, giving the car a lighter appearance than that of the earlier car, which had hidden its rear wheels behind deeply skirted fenders. The original taillights were turned upside down, saving money on retooling. This design was originally mandated by Nash’s Airflyte styling motif, which sought to reach for the blinding optimism of post-World War II transportation. The car’s seemingly narrow 55-inch (1,397 mm) track was not much different from the industry standard, but rather an illusion fostered by the bulbous bodywork.
Romney worried about cannibalizing sales of his larger, more profitable senior Ramblers, so for 1958, the American was available only as a two-door sedan (senior Ramblers came only in a variety of 4-door body styles.) The only engine was a 195.6 cu in (3.2 L) flathead six producing 90 hp (67 kW; 91 PS). The American went on sale late January 1958, with a minimum of marketing and promotion. It was available in two trims, a base Deluxe model priced at US$ 1,789 allowing AMC to claim the lowest-priced car made in America (adjusted only for inflation, equal to US$14,624 in 2015 dollars) and as a Super trim version for $1,874 offering more “luxuries”. The car was advertised as being the only small car with an automatic transmission. All Americans were completely dipped in rust proofing.
The automotive press was positive to the reintroduced model. Tom McCahill wrote in Mechanix Illustrated, “There isn’t a better buy in the world today.” He continued, “The Rambler American … is an ideal-size small family car… It will give up to 30 miles on a gallon of gas (and more, with overdrive) and will outperform any imported sedan selling for under $2,000 except in the cornering department… It is by far the most rattle-and-squeak-free 1958 Detroit product I’ve driven-and I’ve driven them all!”
Reports by owners praised the car’s economy of operation, but ranked at the top its ease of handling. A “workhorse” priced at under $2,000 “it doesn’t look as though every penny was pinched out of it”, but retains a “chic look”. The American found 30,640 buyers during the abbreviated 1958 model year and helped Rambler become the only domestic make to post an increase in sales that year.
1959
1959 Rambler American 2-door sedan
A two-door station wagon was added to the line in 1959. With the larger Rambler Six wagons offered only as four-door models, AMC’s management thought there would be little sales cannibalization from the American. The Deluxe wagon was priced at $2,060, while the $2,145 Super version included a standard cargo-area mat and roof rack. A Deliveryman commercial wagon, with no rear seat and an extended cargo floor, was available, but found few takers. Self-adjusting brakes were added in 1959.
Rambler sales increased in 1959, and AMC struggled to keep up with demand as production tripled to 91,491 Americans, with 32,639 (almost 36 percent) made up by the new wagon. The two-door sedans each sold nearly as well, also, at 29,954 for the lower-priced Deluxe and 28,449 for the top-line Super.
1960
1960 Rambler American Custom wagon
For the 1960 model year, the Rambler American line added a four-door sedan body style and a third trim level, a top-of-the line Custom. The new four-door rode on the same 100 in (2,540 mm) wheelbase as the other models and was meant to battle the newly introduced compacts from the Big Three, the Ford Falcon, Chevrolet Corvair, and Plymouth Valiant.
The new Custom model came standard with a new 195.6 cu in (3.2 L) overhead valve engine with a slightly higher compression ratio of 8.7:1 producing an additional 37 hp (28 kW; 38 PS), for a total output of 125 hp (93 kW; 127 PS), while the base models retained the flathead as the standard engine. The flathead six had no visible intake manifold since it was integrated within the cylinder head, while the exhaust manifold is a “log-type” that looks like a long tube. All models received an enlarged gas tank, now 22 US gal (83 L; 18 imp gal) capacity, while power steering was a new option.
Even in the face of the new competition from much larger automakers, the compact Rambler American enjoyed appeal not only because of its low initial price, economy and high gas mileage, but also because its resale values ranked among the highest. The suggested delivered price for the Deluxe 2-door sedan was $1,795, and it was advertised as the lowest priced car in America. Demand for the traditional American continued to grow as sales increased to 120,603 units (of which 44,817 were two-door sedans, 46,973 four-door sedans, and 28,813 station wagons), thus helping AMC reach 7.5 percent of the U.S. market with a total Rambler sales of 485,745 automobiles and third place among domestic brands.
The second generation Rambler American was achieved through a heavy restyling of the previous year’s model under AMC’s styling Vice President Edmund E. Anderson. While mechanically identical to the 1960 model, Anderson’s restyle resulted in a car that was three inches (76 mm) narrower and shorter in its exterior dimensions with an overall length of 173.1 inches (4,397 mm), but increased in its cargo capacity. Continuing to ride on the 100-inch (2,540 mm) wheelbase, the American’s new styling was more square (sometimes described as “breadbox”) instead of the round “rolly-polly” shape (or “bathtub”), and the visual connection with the original 1950 Nash model had finally disappeared. Popular Mechanics wrote “seldom has a car been completely restyled as the 1961 Rambler American and yet retain the same engine, driveline, suspension on the same unit body”. All outside sheetmetal was changed, but the side window frames remained the same as previous models. Only the back glass changed to conform to the new roof line. The firewall and dash board were new stampings, with the brakes moved from under the floor to the firewall.
1961
Rambler American 400
For 1961 the American line added a four-door station wagon, as well as a two-door convertible for the first time since 1954. It featured a power-operated folding top with roll-down door glass, rather than the fixed side-window frames of the original design. Passenger room increased from five to six.
The straight six was modernized with an overhead-valve cylinder head for higher-grade models, but the base cars continued with the flathead engine.
American Motors built a new assembly plant in Brampton, Ontario, Canada, for the production of Rambler Americans as well as the larger Rambler Classics.
Setting new sales records, American Motors continued its “policy of making changes only when they truly benefit the customer.” The 1962 model year Rambler American lineup was essentially the same as in 1961. Model designations were changed with the Custom trim becoming a 400.
A new “E-stick” option combined a manual 3-speed transmission with an automatic clutch as a low-cost alternative to the fully automatic transmission. The E-stick was also available in conjunction with an overdrive unit. The system cost $59.50, but offered stick-shift economy, performance, and driver control without a clutch pedal by using engine oil pressure and intake manifold vacuum to engage and disengage the clutch when shifting gears.
Although the “Big Three” domestic automakers had introduced competitive compact models by 1962, the Rambler American remained the oldest, smallest, “stubbornly unique” refusing “to conform to Detroit’s standard pattern for scaled-down automobiles” and “free of gimmicky come-ons.” A 10,000-mile (16,093 km) road test by Popular Science described the 1962 Rambler American as “sturdy, solid, dependable little automobile, comfortable to drive … a good buy for what it’s built for – transportation, not a status symbol.”
The automaker’s president, George W. Romney, appeared prominently in advertisements asking potential customers to “think hard” about new cars and describing “more than 100 improvements in the 1962 Ramblers” and why they are not available in competitive cars, as well as AMC “workers as progress-sharing partners” so that buyers can “expect superior craftsmanship.”
1963
For 1963, model designations were changed once again with the 400 now called 440. A new hardtop (no B-pillar) coupe body design debuted, whose steel roof was designed to mimic the appearance of a closed convertible top. This was a one-model-year-only design with a thin profile, clean lines, stamped faux-convertible ribs, and a textured finish. A special top-of-the-line model called the 440-H was equipped with sports-type features including individually adjustable reclining front bucket seats and a center console, as well as a more powerful 138 hp (103 kW; 140 PS) version of Rambler’s stalwart 195.6 cu in (3.2 L) inline-6 engine. An optional console shifted “Twin-Stick” manual overdrive transmission was introduced. This transmission has a bigger gap between 2nd and 3rd gears compared to the regular three-speed transmissions with overdrive (that operated like a four-speed although the driver needed to know the governor cut-in speed, free-wheeling, as well as when to lock the overdrive in or out). This allowed the transmission to be shifted as a five-speed (1, 2, 2+OD, 3, and 3+OD). The Twin-Stick shifter had the kick-down button on top of the shift lever knob to facilitate five-speed shifting.
The entire product line from AMC earned the Motor Trend Car of the Year award for 1963. The recognition was used by AMC to promote the carryover Rambler American models.
First as the Nash Rambler and then as two generations of the Rambler American, this automobile platform performed the rare feat of having two distinct and successful model runs, an almost unheard of phenomenon in automobile history. The convertible and hardtop were the sportiest of the final 100-inch (2,540 mm) wheelbase Rambler Americans, and arguably the most desirable now.
195.6 cu in (3.2 L) I6
199 cu in (3.3 L) I6
232 cu in (3.8 L) I6
290 cu in (4.8 L) V8 2-bbl
290 cu in (4.8 L) V8 4-bbl
343 cu in (5.6 L) V8 4-bbl
390 cu in (6.4 L) V8 4-bbl
For its third generation, the American emerged with what would be its only completely new design. The entire line was treated to neat and trim lines with pleasing simplicity (compared to the more boxy predecessors) with characteristic tunneled headlights with a simple horizontal grille between them. The Rambler American’s wheelbase grew by six-inches or 152 mm (to 106 in or 2692 mm) and the interiors were made more spacious.The station wagons in the restyled 1964 series came with four doors and gained 17% more cargo space compared to the previous design. They all featured a new roll-down disappearing rear window for the bottom-hinged tailgate. Full coil front springs along with soft rear leaf units, gave the new American an unusually smooth ride, better than many larger domestic cars. The new models also incorporated various parts and components (such as doors) that were interchangeable with AMC’s larger cars. In essence, the new body was a shorter, narrower version of the previous years new Rambler Classic.
The new styling was the work of designer Richard A. Teague, who would go on to design the 1968 Javelin and AMX. Many viewed the newly designed station wagon as the best looking of any American wagon, with its new, trim lines and ample passenger and cargo room. Led by the top-line 440-series convertible, they were arguably the 1964’s most attractive Detroit compacts. Car Life magazine titled its road test of the 1964 Rambler American: “The Original Plain Jane Compact Car Just Got Back From the Beauty Parlor”.
1964
1964 American 440 convertible
In addition to the top-of-the-line 440 models, the cheaper 330 and 220 models were also available, and Rambler American sales soared to a record 160,000-plus. The old 195.6 cu in (3.2 L) I6 was a gas stingy champ in the Mobil Economy Runs and available in 90 hp (67 kW; 91 PS), 125 hp (93 kW; 127 PS), and 138 hp (103 kW; 140 PS) versions.
However, American Motors focused its marketing on the economy of the new models, an advertising of a kind that was previously only popular during the Great Depression.The company’s series of “Love Letters to Rambler” advertisements included “ordinary user testimonial” about the economy and reliability of their Ramblers, rather than in pursuit of buyers in the whole compact car market segment, a strategy that was copied ten years later by Datsun.
1965
1965 American 440 convertible
The 1965 Americans were little changed, but were advertised as “The Sensible Spectaculars”. This was part of Roy Abernethy‘s strategy for AMC to shed its “economy car” reputation and take on the domestic Big Three automakers in new market segments. There were few changes to AMC’s smallest models, as Abernethy pinned his hopes for recovery not so much on the low-priced Rambler American as on the medium and higher-priced Classic and Ambassador lines.
The year also saw the introduction of an entirely new 232 cu in (3.8 L) overhead valve straight-6 engine that AMC would use through 1979, with a smaller 199 cu in (3.3 L) version being used only during 1966-1970. The same engine was later available in a larger 258 cu in (4.2 L) version (used from 1971–89) and the fuel injected 242 cu in (4.0 L) versions that debuted in 1987, known as the Jeep 4.0, which Chrysler would continue their production after its purchase of AMC in 1987, all the way through 2006.
The 1965 models was the last year for the venerable flathead six. It was the last flathead engine to be used in a domestic U.S. car.
1966
1966 American 440 convertible
As the automobile marketplace in the U.S. was moving away from economy and toward performance and upmarket vehicles, American Motors began removing the historic Rambler name from its larger models. However, the American and Classic models retained their economy car marketing image and their traditional nameplate. To cement this image, a Rambler American was again the overall winner in the Mobil Economy Run. The mid-trim level 330 model was dropped, leaving the top 440 and base 220 models in the lineup for 1966. The top of the line model, available only as a two-door hardtop, saw its name changed from 440-H toRogue.
The American models were facelifted for the 1966 model year with more squared-off front and rear styling. The front of the car was extended to add three inches (76 mm) to the inside of the engine compartment. This allowed air conditioning to be used with the new 199 and 232 in-line six-cylinder engines., which were longer than the old 195.6 models.
A completely new 290 cu in (4.8 L) “Typhoon” V8 engine was developed by AMC and it saw its introduction in a special mid-1966 Rogue model. Available in 200 hp (149 kW; 203 PS) two-barrel carburetor version or producing 225 hp (168 kW; 228 PS) with a 4-barrel carburetor and high compression, the new engines utilized “thin-wall” casting technology and weighed only 540 pounds (245 kg). The newly powered Rogue came with a 3-speed automatic transmission or a floor mounted 4-speed manual, and made the car “suitable for the Stoplight Grand Prix.” American Motors’ new engine design would expand in power and in applications across the company’s passenger cars, as well as eventually in Jeeps, and then continue to be assembled through 1991 for the Jeep Grand Wagoneer; long after AMC was sold to Chrysler.
1967
1967 Rambler Rogue 2-door hardtop
1967 Rambler Rogue convertible
1967 Rambler 220 2-door sedan
The 1967 model year Rambler American used the same body styling as the previous year’s models, with only minor changes that included new taillamps and full-length body moldings on 440 and Rogue models that was now positioned lower on the sides. The last convertible available in the American series was in 1967, and it was moved up from 440 models to join the hardtop in the Rogue trim version. The American was available in nine models, and was the only U.S. compact to be available in “all” body styles (2-door, 4-door, sedan, wagon, pillar-less hardtop, and convertible).
For 1967 only, AMC’s new high-compression (10.2:1), high (octane rating) 343 cu in (5.6 L) V8 engine with a 4-barrel carburetor that produced 280 hp (209 kW; 284 PS) and 365 pound force-feet (495 N·m) of torque @ 3000rpm, was optional in Rogue and 440 models. Factory installations of this engine were in 58 Rogues and just 55 in the 440 models, with seven of them being in the convertible version. Out of the total production of 69,912 Rambler Americans for the 1967 model year, 921 were Rogue convertibles.
Rogues also received grille trim that wrapped around the fender sides. All Rambler Americans received a new grille insert with prominent chromed horizontal bars. The 1967 Rogue models were available in new two-tone paint schemes for the roof, trunk lid and hood that included border trim along the upper body line. The two-door hardtops were also available with a black or white vinyl roof cover. Taillight lenses were more sculptured into the rear panel.
The 1967 model year also saw the addition of the new safety standards for passenger cars mandated by the U.S. National Highway Traffic Safety Administration (NHTSA). The regulations began with seat belts on automobiles produced after March 1, 1967. The 1967 Rambler Americans also included a collapsible, energy-absorbing steering column and steering wheel, more padding on interior surfaces, 4-way hazard flashers, and locking seat back latches for 2-door models. The instrument cluster was changed from the previous rectangular design, to round gauges: the center dial housing the speedometer and odometer, the with twin smaller fuel and engine temperature gauges and matching warning light pods flanking each side of the speedometer.
All 1967 Americans were covered by AMC’s comprehensive warranty designed to increase customer confidence in their vehicles with the tagline: quality built in, so the value stays in. It was the strongest backing among all the automakers up to that time: 2-years or 25,000 miles (40,000 km) on the entire automobile, as well as 5-years or 50,000 miles (80,000 km) on the engine and power train. American Motors continued its industry exclusive ceramic-coated exhaust system as standard on Rambler Americans.
Newly appointed as AMC’s new Chairman and Chief Executive Officer, Roy D. Chapin, Jr. began to promote and reposition the Rambler American, the automaker’s least popular line. He bet on the Rambler American to improve the automaker’s financial performance after George W. Romney. Chapin also saw a price gap between U.S. cars and inexpensive imports (primarily the Volkswagen) and lowered the price to make the Rambler American’s “total value superior to the imports, as well as superior in both price and range of choice to U.S. compacts”. The suggested retail price of the base two-door Rambler American sedan dropped to $1,839 (US$ 13,007 in 2015 dollars) (its closest U.S. competitor was the $2,117 Plymouth Valiant), making the larger and more powerful American only $200 more than the Volkswagen Beetle.
American Motors announced that it was forgoing the annual styling changeovers that were expected among the domestic firms, thus saving retooling costs and passing on the savings to consumers by keeping the car’s price low. The automaker promised in a special $300,000 ($2,121,856 in 2015 dollars) advertising campaign that future changes to the car will be to enhance the safety and reliability of these cars. The Rambler American’s recent (1966) redesign was then continued mostly unchanged through the 1969 model year.
1968
1968 Rambler American station wagon
For 1968, the line was further simplified from nine to five models, with the 2-door coupe and 4-door sedan comprising the base line (with the 220 designation no longer used), 4-door sedan and station wagon being offered in uplevel 440 guise, and a lone hardtop coupe making up the top-line Rogue trim line. The American, along with “A-body” Chryslers, were the only domestics that came as a hardtop coupe model, the Ford Falcon and Chevy Nova being only available as pillared sedans (and a wagon in the Ford Falcon line).
All Americans received a new chrome horizontal grille bar that extended outboard to the headlights, while the grille sections got an attractive “blackout” treatment. The wraparound rear window on the sedans was modified to a flat unit, with a more squared-off “C” pillar, which changed the appearance from the earlier sedans with their overhanging rooflines. The overall affect was a more formal-looking car. The 440 and Rogue versions picked up a stainless steel trim piece running stem to stern on either body side, straight back between the wheel wells and the belt line. At each end of the strip were the newly safety-mandated body side reflectors, amber for the front fenders, red for the rear. The U.S. National Highway Traffic Safety Administration (NHTSA) standards for all passenger cars sold in America for 1968 also called for shoulder harness for the front seats and elimination of reflective interior trim. Other requirements for all cars manufactured after 1 January 1968, included exhaust control systems to help reduce unburned hydrocarbon and carbon monoxide emissions.
However, the biggest change was the decision to keep the MSRP (manufacturer’s suggested retail price) of the base two-door model to within US$200 of the Volkswagen Beetle. The domestic Big Three automakers did not respond to this strategy, thus giving AMC a big price differential over the competing domestic models. Sales of the Rambler American increased and the showroom traffic boosted morale among AMC’s independent dealerships. This was backed up by a marketing campaign stating, “Either we’re charging too little for our cars or everyone else is charging too much.” The promotion and lower prices were designed to rekindle the Rambler American as a practical and economical car in customers’ minds. Advertisements by AMC’s new agency, Wells, Rich, and Greene, headed by Mary Wells Lawrence violated the accepted rule of not attacking the competition.
1969
1969 Rambler sedan
Since its introduction “the Rambler American has done well at American Motors.” For its final model year, 1969, the “American” name was dropped as the car was now referred to as the “American Motors Rambler”. Continuing the tradition of minimal changes, the models received a new “suspended” accelerator pedal and cable throttle linkage. Additional safety equipment for the 1969 models included front shoulder belts and headrests for both front outboard seating positions and the front parking lights stayed on with the headlights. On the exterior, the center horizontal chrome grille bar was deleted.
As a true compact-sized car on a 106 in (2,692 mm) wheelbase, the Rambler station wagon had no domestic competitors, and it offered interior space advantage compared to imported models with its 66 cubic feet (1,869 L) of cargo space. Available only in 440 trim, the wagons came with a roll down rear window with drop-down tailgate, as well as a roof rack.
In part to commemorate the impending passing of the Rambler name, American Motors added the Rogue-based SC/Rambler to the line (detailed separately).
A total production for the 1969 model year was 96,029. The last U.S.-made Rambler was assembled in Kenosha, Wisconsin, on 30 June, making the production total of 4,204,925 units.
After the 1969 model year, a completely redesigned model, the AMC Hornet, replaced the American.
SC/Rambler
The SC/Rambler was purposefully promoted by AMC as a potent drag strip challenger
SC/Rambler in “A” trim
SC/Rambler in “B” trim
One of the muscle car era “most visually arresting examples” was a special model was produced during 1969 in collaboration with Hurst Performance, the Hurst SC/Rambler. “Likely the most outrageous musclecar from AMC” with 1,512 built, it was probably the only production model made and promoted for a specific drag racing class, the National Hot Rod Association (NHRA) F/Stock class.
The SC/Rambler “became one of the most potent cars of its time, throwing down quarter-mile times that only Hemis and Cobra Jets had previously touched.” A true muscle car with zero options and a suggested retail price(MSRP) of less than US$3,000, it would take down some much more vaunted cars.
Equipment
Each Hurst SC/Rambler came equipped with the 315 hp (235 kW; 319 PS) 390 cu in (6.4 L) AMC V8 engine from the AMX. There were no factory options to this package. Standard clutch was a 10.5-inch (267 mm) with a three finger long-style Borg and Beck pressure plate. The 390 engine was mated to a manual transmission four-speed T-10 with close gear ratios. A Hurst shifter came with a large metal “T” handle. The rear end was an AMC 3.54:1 “Twin-Grip” limited slip differential using Dana internals, with outer wheel hubs attached through a spline and keyway system. The hub attachment method was the only weak point in the rear end assembly.
Factory cast iron manifolds exited to a true dual exhaust with Thrush (a Tenneco brand) two-chamber oval mufflers with Woodpecker logos. These were standard baffled mufflers, not glass packs. Minimal baffeling gave a deep throaty sound, similar to modern Flowmasters. The exhaust exited through chrome tips attached with hose clamps.
While similar Rogue and American models had drum brakes, the SC package came with front discs, a heavier sway bar, as well as strengthened drive train and body components. These included connectors between the front and rear subframes. The rear end used staggered (fore and aft) rear shock absorbers to eliminate wheel hop (axle wrap) under extreme acceleration conditions with leaf spring suspensions. The staggered shocks required a special plate riveted in the trunk pan, as well as brackets for the subframe end of upper torque links. Other body modifications differentiating all Hurst SC Ramblers from regular hardtop Ramblers included rolling back front and rear wheel openings to allow for larger tires. American Motors called on Hurst to help develop a vehicle for the racing market. Because of stock class rules, a minimum of 500 identical vehicles had to be produced and sold. This led to the SC Hurst Rambler, (SC) meaning “Super Car”. This vehicle is commonly referred to as a “Scrambler”, although Jeeps later used the SCRAMBLER name.
Available only as a two-door hardtop, the interior came in standard gray charcoal vinyl upholstered reclining seats with a headliner embossed with small squares. The front seats reclined, and the newly safety mandated head restraints were upholstered in red, white, and blue stripes. The SC/Rambler included a standard 90-degree wide arc scale Sun tachometer. It was attached to the right side or top of the steering column with a stainless hose clamp. The only factory option was an AM radio.
The SC/Ramblers came with the wildest factory paint jobs ever put on a muscle car. All featured a forward-facing functioning box-type hood scoop with “390 CU. IN.” and “AIR” in large letters on both sides of it. The hood scoop air flapper was vacuum operated, allowing higher pressure cool air to pressurize a Carter AFB carburetor. A blue arrow on the hood pointed towards the air intake. The Scrambler came only in two types of red, white, and blue color schemes (“A” or “B” trims) with no other options available, with the exception of an AM radio. These schemes appeared randomly through early production.
Some AMC historians incorrectly claim that American Motors built a lot of 500 “A” scheme SC/Ramblers before switching to the “B” scheme, with 500 “B” models were built before AMC switched the final lot of 512 SC/Ramblers back to the “A” pattern. However, there are “B” scheme cars in the Hurst SC/Rambler registry with very early build dates putting their manufacture among the “A” scheme versions. AMC used the same paint code for all special paint schemes, so there is no way to determine exactly how the cars rolled out of the factory.
Some of the other unique standard items on this model included racing mirrors, anti-hop rear axle links, and blue Magnum 500 steel wheels (common to Fords) with chrome beauty rings and AMC hub centers. Tires were E-70-14 fiberglass belted 4-ply tires with red stripe Goodyear Polyglas tires. American Motors priced the SC/Rambler at $2,998 (after adjusting for only inflation, equivalent to US$19,280 in 2015dollars) a serious dragstrip contender because in its as-sold condition it could do the quarter mile in the low 14 seconds at about 100 miles per hour (161 km/h). For example, Road Test magazine reported 14.4 at 100.44 mph and reached 109 miles per hour (175 km/h) without topping out. With a few simple bolt on modifications they would run low 12’s. Modified SC/Ramblers have run the quarter-mile in the 9-second bracket.
The automaker provided AMC dealers with numerous “Group 19” parts and upgrades to make customer’s SC/Ramblers even quicker. Well-tuned legal stock S/C’s with allowable changes have run in the 12-second range. Charles Rauch set a D/S quarter mile record of 12.54 seconds at Detroit Dragway. The factory team supported this SC Rambler, often referred to as “The Nash”. Modifications included a special cast iron manifold, advanced camshaft timing, heavier valve springs, factory supplied carburetor, six cylinder front springs with factory supplied bottom shims to restore stock height, 90/10 front shocks, lightened chassis components, exhaust system modifications, Chevrolet 10.5-inch diaphragm pressure plate, wide ratio transmission gear set, 4.44 rear axle ratio, as well as larger, softer, G70-15 rear tires on identical design Magnum 500 15″ Ford wheels painted AMC blue. The manifold and some other parts were specially selected factory components for the stock 340 hp (254 kW; 345 PS) 1970 Rebel Machine engine, but legal for use in the big bore, short stroke 1969 AMC 390 engine.
From 1966 to 1982, Industrias Kaiser Argentina (IKA) produced in Argentina a hybrid of the second-generation Rambler American and Classic platforms. The car was called IKA Torino, later Renault Torino, and featured AMC’s Automobile platform with a facelifted front and rear design and instrument panel by Pininfarina to create a new car. The Torino was received by journalists and the public as The Argentinean car.[70] It was available in two-door hardtop and four-door sedan body styles and all came with luxurious interior appointments.
The Torino’s engine, transmission, and upgraded interior fittings were unique to Argentina, and were not used on any of the U.S. market Ramblers. The engine was the Kaiser 230 cu in (3.8 L) overhead cam (OHC) six originally developed for the new 1963 Jeeps. The car was actually a 1963-1964 Rambler Classic passenger compartment with 1964-1965 Rambler American front and rear sections. The front suspension sills extended all the way under the floor to meet the rear suspension sills, a feature that made the Torino much stiffer than its U.S. produced cousins (The Rambler Marlin also used these long sills, but other models did not). The Torino handled the roads of the interior of the country very well while its engine acquired fame for being robust and reliable. The car was successful in Argentina. It was also entered in races against famous sport cars, including the “84 hours of Nürburgring” endurance race in 1969, where a Torino finished with the most laps, but was classified in fourth place due to penalties.
Aria and Shahin
Sherkate Sahami Jeep company built Ramblers in Iran
From 1967 to 1974, the 1966 version of the AMC Rambler American was assembled by the Sherkate Sahami Jeep company in Iran. The American was offered in two trim levels as Aria (sometimes spelled “Arya”) and Shahin. The Aria was a more luxurious version that came with a 3-speed automatic transmission, while the Shahin was the base model with a manual transmission. The engine used was AMC’s 195.6 cu in (3.2 L) inline-six producing 128 hp (95 kW; 130 PS). The cars were available with factory air conditioning, a unique feature for the Iranian market during that time.
The Aria and Shahin were assembled under the license of AMC by Pars Khodro starting in 1967. The factory in Tehran was dedicated by the last Shah of Iran. Five-year projections called for the Pars Khodro plant to build 75,000 Rambler Americans. The target was the upper and middle classes that had grown prosperous under the Shah. The Arya and Shahin versions of the Rambler American, as well as the Jeep Aho (Grand Wagoneer), “were among the best domestically produced vehicles.”
Production was continued by the Iran Jeep Company plant in Tehran. The Iran Jeep Company (Sherkate Sahami) formed a new company called General Motors Iran Ltd. in June 1972, and after production of Rambler Americans ended in early 1974, they continued to produce selected Opel Rekord, Chevrolet Nova and Pickup, Buick Skylark, and Cadillac Seville models from 1974 until 1987.
Australian production
The Rambler American was introduced to the Australian market in 1964. It was built by Australian Motor Industries in Port Melbourne from complete knock down (CKD) kits shipped from the U.S. The driver’s position was moved from left to right hand to comply with Australian law. There were also differences and overlaps in the Australian production and equipment compared to U.S. model years. The 1965 model Ramblers were produced trough 1966, mostly in 440 trim and with the smaller 195.6 cu in (3.2 L) engine.Because AMI assembled other automobile brands at its facility (including Toyotas and Triumphs), there were some sharing of colors, options, and interior trims. By 1967, the local content of the Rambler Americans had been progressively raised to 53%.Important for the Australian market, the Rambler was considered reliable, with the mechanicals being generally solid and trouble free.
Mexican production
The Rambler American was introduced to the Mexican market in 1958 through direct importation from the US. Early in the year, American Motors signed an agreement with an assembly plant based in Monterrey, Nuevo León, that produced a number of vehicles for different makes and had its own dealership network. Virtually, the whole Rambler line was available. However, the production and sales volumes were fairly low and the agreement was terminated in late 1959. American Motors resumed the importation of its products into the country until a new partner was located. Early in 1960, the company signed a new agreement with Willys Mexicana S.A. de C.V. and the first model produced was none other than the Rambler American, becoming the first American Motors product made and sold by what would become Vehículos Automotores Mexicanos S.A.
The 1960 Rambler American produced under Willys Mexicana was available in two-door sedan, four-door sedan and two-door station wagon body styles. They were powered by a 90 hp L-head 195.6 cubic inches six cylinder engine with 8.0:1 compression ratio and single-barrel carburetor coupled to a three speed manual transmission with column shift. Among its characteristics it featured a built-in flow through ventilation, four-wheel drum brakes, standard suspension, pull-handle parking brake, front parking lights, marker lights, bench seats, four side armrests, vacuum wipers, cigarette lighter, front ashtray, hood ornament, glove box, driver’s side remote mirror and hubcaps over standard wheels.
For 1961 the Rambler American for Mexico was available as the new second generation of the line, growing from three to four body styles with the introduction of the four-door station wagon. Wipers and washers changed to electric units, an Motorola AM radio with antenna and twin-circuit brakes became standard. The line continued with minor changes in 1962 and 1963. The most important aspect came in 1963 with the introduction of a fifth body style (two-door hardtop) that would become VAM’s first limited edition; the Rambler American Hardtop, Mexican equivalent to the Rambler American 440H model in the US. The car became the company’s first sporty compact as well as its first luxury one.
For 1964, the third generation Rambler American debuted in Mexico. The year’s line can be described as consolidated since it was available only as a two-door sedan, four-door sedan and four-door station wagon. The only engine available was still the L-head 90 hp 195.6 cubic inches inline six cylinder, but not much later it was replaced by the one-barrel 127 hp OHV version. The Rambler American line for 1965 switched to the new one-barrel 145 hp 232 cubic inches inline six cylinder engine, an aspect that was hidden from the public. The cars were advertised as being equipped with the also new 199 cubic inches six cylinder series, which wouldn’t be available until the midyear. The 232 engine series was already being produced in Mexico while the 195.6 engine series was imported from the US. In terms of product line volumes, warrantly claims among others, having those two engines available was not a cost-effective procedure. The company intended to consolidate and standardize production as much as possible, which was achieved by terminating the 195.6 engines and offer both the Rambler Classic and Rambler American lines with the 232 engines until the 199 was available for the latter. Had VAM announced the 232 six cylinder engine from the beginning in the Rambler American line and subsequently announcing the change to smaller less powerful engine would have taken its toll on the company’s image among the public. Also, announcing the 232 in the Rambler American from the beginning would most probably reduce any reasons to buy a Rambler Classic instead; a problem American Motors had to bear with under Roy Abernethy when the 287 cubic inch V8 was offered in the 1963 Rambler Classic, drawing several customers away from the more profitable Rambler Ambassador models that shared the same styling.
The two new engines were not the only outstanding novelties of the year, the Rambler American Hardtop was resurrected. The model kept the same luxury and sporty touches of the 1963 model and was once again a low volume limited edition. The cars came standard with the two-barrel 155 hp version of the 232 engine coupled to a Borg-Warner “Flash-o-Matic” three speed automatic transmission with floor shift. This was followed by individual reclining seats, high-trim upholstery, center console with locking compartment, two-point front seatbelts, custom wheel covers and bright molding package.
The Mexican Rambler American for 1966 and 1967 saw mostly the same cosmetic changes as its US counterparts. The hardtop model departed once more and the line was restricted to the 199 six cylinder with three speed manual transmission on the column. The 1968 models saw stronger changes in the form of the 232 engine as included standard equipment in the station wagon while becoming optional equipment in both sedan models. The 1969 models were almost the same with only minor changes. The most important aspect of the year for the line was the creation of VAM’s own original performance model in the form of an optional package for the two-door sedan. The model in question being the Rambler American Rally. This model was inspired by VAM’s successful 1965 racing season using Rambler American sedans and hardtop as well as the still building enthusiasm for the new muscle cars. The Rambler American Rally coincided in several aspects with the 1965 Rambler American Hardtop model. The package consisted of a two-barrel 155 hp 232 six cylinder, power drum brakes, fender-mounted “232 SIX” rectangular emblems and individual reclining front seats with center folding armrest. The only transmission available was still the three-speed manual with column-mounted shifter, even though a floor-mounted gearshift was available as an option. Other optional items applicable to performance included an over-dash 8,000 RPM tachometer and the sport steering wheel used in the Javelin models. The closest probable equivalent to this model in the US is the Rambler American Rogue, despite being a hardtop instead of a sedan and the lack of a V8 engine.
Like in the US, the Rambler American line was discontinued in 1969 in Mexico to make way for the all-new Hornet models. While the line was changed, the “Rambler American” name lived on the new Mexican-made compact. The Rambler American in Mexico always kept a high popularity and positive image among the Mexican public. For these reasons, the relatively similar styling and overall appearance between the old and the new model, and because VAM felt that the name “Hornet” would have no connotation whatsoever in the local market it was decided keep the predecessor’s name for the new line. The Rambler American model lived on as a “fourth generation” until its discontinuation in 1974; replaced with the updated and expanded new VAM American line for 1975.
The last hurrah for the true original Rambler American models in Mexico came in 1970 in the form of the four-door station wagon. While American Motors had two station wagons models to offer in 1970, the Rebel and Ambassador units, VAM had no station wagon other than the Rambler American-based unit. With the introduction of the new Hornet-based Rambler American that did not have a station wagon body style available, VAM could not afford the luxury of not offering one. The company decided to carry over the third generation station wagon for one more full year. The 1970 Camioneta Rambler American became the first VAM regular production compact model to offer a three speed automatic transmission as an option. Among other unique options was a bright molding package that included “440” emblems, even though there really were no different trim levels or versions that existed. The model was replaced in 1971 with the equivalent Hornet Sportabout version.
The Rambler American also served as the basis for the Rambler Tarpon, a sporty 2 plus 2 “youth-oriented” concept car. The semi-boat tail roofed fastback hardtop coupe was developed in 1963 from the tooling that was already set for the 1964 model year Rambler Americans. Shown before the introduction of Ford’s compact Falcon-based Mustang, AMC’s show car was “an instant success” with 60 percent of surveyed potential buyers stating they would buy one. The Tarpon was aimed at the Plymouth Valiant and anticipated a new market segment that later became known as the pony cars; however, AMC executives introduced the Rambler Marlin, a larger personal luxury car. The automaker waited until the 1968 model year to introduce the Javelin, a small fastback aimed directly at the market segment that was created by the Ford Mustang.
The American was introduced as the North American economy was in a recession and buyers were looking for smaller and more economical cars and the Rambler brand was known as a fuel miser. The Rambler American was a yearly winner of the best fuel economy in the Mobil Economy Run and the Pure Oil Company Economy Trials, even during later years when fuel efficiency was not a major factor in the purchase of automobiles.
For example, at the conclusion of the five-day event in 1959, that covered 1,898 miles (3,055 km), a Rambler American Deluxe topped the 47-car Mobilgas Economy Run field with an average 25.2878 miles per US gallon (9.3015 L/100 km; 30.3694 mpg-imp). The 1959 Pure Oil Trials were conducted from Los Angeles to Miami, featuring 2,837 miles (4,566 km) covering over all types of terrain and driving types, where a Rambler American with overdrive set the all time NASCAR-supervised coast-to-coast average economy record of 35.4 miles per US gallon (6.64 L/100 km; 42.5 mpg-imp).
In the 1960 Mobilgas Economy Run, a Custom two-door sedan returned 28.35 miles per US gallon (8.30 L/100 km; 34.05 mpg-imp) over a route of more than 2,000 miles (3,200 km), finishing first in the compact class. Further proof of the American’s exceptional fuel economy came when an overdrive-equipped car driven coast to coast under NASCAR’s watchful eyes averaged 38.9 miles per US gallon (6.05 L/100 km; 46.7 mpg-imp). However, the most astounding demonstration was the record set in the Pure Oil Economy Trials, another NASCAR-supervised event: 51.281 miles per US gallon (4.5868 L/100 km; 61.586 mpg-imp), which AMC sagely noted, “No car owner should expect to approach in everyday driving.”
In the 1964 run, a 6-cylinder Rambler American 440 sedan averaged 27.8336 miles per US gallon (8.4507 L/100 km; 33.4268 mpg-imp); once again, the best of all the cars that year.
Economy claims for stock cars could be confirmed by these open and sanctioned trials. American Motors (as well as its OEM suppliers, such as the print advertisement for Champion spark plugs) promoted the results of this popular event in its advertising as a marketing technique that further emphasized the thriftiness of the Rambler Americans.
Rambler’s emphasis on economy over performance can be observed through the example of automatic transmission use in a Rambler American where the 1959 owner’s handbook describes leaving the gear selector in the D-2 position (1.47:1 gear ratio) blocks access to low gear (2.40 ratio) when starting out from a stop; therefore, given the car’s 3.31 axle, this yields an initial 4.86:1 final drive ratio reducing crankshaft revolutions for maximum fuel economy.
Music
In 1958, the Playmates recorded a novelty song called “Beep Beep” about a duel between a Cadillac driver who just cannot shake a “little Nash Rambler” following him. The song uses an accelerating (accelerando) tempo and ends with the Rambler passing the Cadillac “…in second gear!” The song was on BillboardTop 40charts for twelve weeks while also selling over one million copies, and it was awarded a gold disc. Concurrently with the popularity of this song, AMC was setting production and sales records for the Rambler models. This was also the same year the old Rambler reappeared as the new American, with the song popularizing the re-released car and making AMC the only automaker have increased sales during the recession of 1958.
Off-road
Mexico hosted a grueling mostly off-road race, the Baja 500. In July 1967, a Rambler American in the passenger-car category was driven by Spencer Murray and Ralph Poole and finished the run in a record 31 hours.
American Motors then got serious in this type of racing and signed up James Garner‘s “American International Racers” (AIR) team to a three-year contract. Garner’s shops prepared ten 1969 SC/Ramblers provided by AMC. The cars were modified for the punishing Baja 500 race. Raising the suspension and using Goodyear tires on 10×15-inch wheels increased ground clearance. All window glass was removed and roll cages were installed. The cars had 44 US gal (167 L; 37 imp gal) fuel tanks. Two cars were further modified with four-wheel drive. The AIR team built AMC’s 390 cu in (6.4 L) V8 engines to blueprint tolerances, thus increasing horsepower to 410 hp (306 kW; 416 PS) at the flywheel. The cars were capable of 140 mph (230 km/h) runs along smooth straights at about 7000 rpm in fourth gear.
On 11 June 1969, eight of the Ramblers were entered into the passenger-car category and the two 4WD versions were in the Experimental class. Garner did not drive in the race because of a film commitment in Spain. Seven of the Ramblers finished the grueling race, taking three of the top five places in the passenger-car class. One of the four-wheel-drive cars came in fourth in its class. The AIR team included a car with Bob Bondurant and Tony Murphy that took first place. For one of the winning Rambler drivers, this was his first ever race and the experience launched the career of Walker Evans.
Rally racing
Rambler Americans raced with good results in the Shell 4000 Rally that was held in Canada. In 1968, for example, the grueling 4,000-mile (6,437 km) rally over the often-tortuous muddy road from Calgary to Halifax, the AMC team finished 2nd, 3rd, and 5th winning the Manufacturers Team Award.
Drag racing
American Motors was not actively involved in auto racing during the early 1960s as not to glamorize dangerous speeds and driving. The automaker ran national advertisements: “Why don’t we enter high-performance Rambler V-8s in racing? Because the only race Rambler cares about is the human race.”
However, independent AMC dealerships began sponsoring cars in drag racing events. Preston Honea achieved fame with the 1964 “Bill Kraft Rambler” American from Norwalk, California. The car had a transplanted AMC V8 engine that was bored out to 418 cu in (6.8 L) with four carburetors on special intake manifold and featured a transistorized ignition system as well as an Isky 505-A camshaft. The big engine from an Ambassador added only 80 pounds (36.3 kg) more than the venerable 195.6 cu in (3.2 L) straight-6normally found in the small two-door American. However, with its 8200 rpm redline, the Rambler ran 112 mph (180 km/h) at the Fontanadragstrip.
After the departure of Roy Abernethy, AMC eagerly sponsored Rambler Americans in various motorsport venues and produced a factory-ready Rambler American for drag racing — as noted above with the 1969 SC/Rambler.
Battery power experiments
In 1959, AMC and Sonotone Corporation announced work on a car to be powered by a “self-charging” battery.It was to have sintered plate nickel-cadmium batteries. During the 1960s, AMC partnered with Gulton Industries to develop a new battery based on lithium and to use an advanced speed controller designed by Victor Wouk. However, the actual running prototype was a 1969 Rambler American station wagon converted from 290 cu in (4.8 L) V8 to an all car electric using nickel–cadmium batteries.Power consisted of 160 cells, each rated at 75 ampere-hours (Gulton KO-75), arranged in two banks of 80 cells each, and connected in parallel. The equipment Wouk designed “gave it good acceleration, but there was still a problem with the car’s range.” Later, AMC and Gulton developed the Amitron and the similar Electron city cars.
Legacy
Rambler ’65 album cover
3rd Rock from the Sun museum display
American Motors used the compact Rambler American chassis as the basis for the 1968 Javelin, a two-door hardtop marketed as a “hip”, dashing, and affordable pony car, as well as available in several muscle carperformance versions.
In 1988 Ben Vaughn, a musician and a longtime Rambler automobile fan, released El Rambler Dorado on his Blows Your Mind album. He later recorded an entire album in his 1965 Rambler American. Released in 1997 by Rhino Records and titled Rambler ’65, Vaughn turned his car into a makeshift studio. Putting the recording equipment inside his Rambler was a gimmick or an act of showmanship, but according to most reviews, the music he created inside his car is “timeless” rock roll. The Rambler ’65 24-minute music video also includes vintage AMC TV advertising clips.
Vaughn also achieved success in Hollywood as the composer for the hit NBC television series 3rd Rock from the Sun in which the main characters use a 1962 Rambler American convertible. The car is featured in posters and in the 100th episode (during season 5) entitled “The Fifth Solomon”, the space aliens “learn that it’s possible to get emotionally attached to a car” after they crash their Rambler and have no insurance.
During his 2006-2007 campaign for U.S. president, Mitt Romney sat in a Rambler American at fund-raising events as a way to emphasize the need for more efficient cars. He also stated that his father (George W. Romney) “was a man ahead of his time,” at campaign stops and that “He also coined the term ‘gas-guzzling dinosaurs.’ That’s what we’re driving today and that’s got to change.”
Collectibility
At more than 50 years after it was produced, the mission of the first generation Rambler American as “an affordable, stylish people hasn’t changed – though now it’s rolling stingily down the road as a collector’s item rather than a daily beater.” The economical car “that put Detroit on notice is one of today’s most affordable, fun collectibles.”
Benefiting from network television exposure, the 1962 Rambler American convertible became “a hot ticket item” for collectors after it began to appear regularly on the sitcom 3rd Rock from the Sun with owners of rusty cars asking high prices and prime examples commanding upward of $14,000. A fully restored 1962 convertible was given to Mitt Romney on his 60th birthday by his son, Tagg, in 2008.
The “outlandishly adorned” limited-edition, mid-model year addition to the Rambler line “built under the aegis of the Hurst shifter people” is unique. The SC/Rambler has a strong collector following, with websites, clubs, and a registry.
The SC/Rambler has become a popular muscle car to replicate because of the ease of installing a powerful AMC V8 drivetrain into one of the large number of inexpensive 1966 through 1969 Rambler Americans. To identify a true SC/Rambler, it must be a hardtop and the Vehicle Identification Number (VIN) must have the letter M in the third digit and the engine code of X as the seventh digit.
Most SC/Ramblers took extensive abuse as they were raced hard, and there are stories of cars being sold with their time slips passing along with the vehicle. According to Old Cars Weekly magazine, “a No. 1 condition example can still be had for mid five figures. A muscle devotee looking for a fun machine with lots of investment potential can’t miss with a SC/Rambler.”
Launched on 15 December 1955, the 1956 model year Rambler Six ushered a “new era in motoring has begun” according to George W. Romney, President of AMC. In 1956, the Rambler was sold through bothNash and Hudson networks of dealerships. This resulted from the merger of the two companies to form AMC in 1954.
The new Rambler line created and defined a new market segment, the “compact car” as the automobile classification was called at that time. A V8 engine powered model, the Rambler V8, was added in 1957.
Background
The new for 1956 Rambler was arguably “the most important car American Motors ever built” in that it not only created and defined a new market segment, emphasized the virtues of compact design, but also enabled the automaker to prosper in the post-World War II marketplace that shifted from a seller’s to a buyer’s market. The sales war between Ford and Chevrolet conducted during 1953 and 1954 had left little business for the much smaller “independent” automakers trying to compete against the standard models offered by the domestic Big Three (General Motors, Ford, and Chrysler).
American Motors focused its resources to introduce a line of smaller cars than were then available from the domestic Big Three for the 1957 model year. The designs were developed by its Styling Director, Edmund E. Anderson and they were aimed at a new market segment. Although conventional business thinking states that bigger profits were made from sales of bigger cars, American Motors lacked the resources to develop a full range of models targeting different market segments. As the chairman and president of AMC, George W. Romney also avoided a head-to-head battle with the U.S. automakers by focusing the company on the compact car.[3] He “felt that with the Rambler I had the car of the future” and Romney “bet the farm on the Rambler” by spending US$5.4 million on a “crash program to bring the 1957 Rambler to market a year earlier.”
The four-door Ramblers for the 1956 model year were completely redesigned, with a characteristic swept-back C-pillars (the Fashion Safety Arch), unusual wing windows on the rear doors, inboard, grille-mounted headlamps, as well as “the widest windshield” of any car. The short-wheelbase two-door (Nash Rambler) versions were no longer available. The new line retained the 108-inch (2,743 mm) wheelbase that was used for the previous four-door versions of the Nash Rambler, but the overall length was increased by 5 inches (127 mm), to 191.14 in (4,855 mm). The Rambler was substantially smaller outside compared to the other popular domestic cars of the era, but its interior room was equal to the top-selling “low-priced” field. Construction was also unusual, being unit body (what Nash called Double Safe Single Unit).
The 1956 Rambler models were marketed under both the Nash and Hudson brand names. The cars were almost identical except for minor badge engineeringthat included different logos on the hubcaps, grille insert, and hood emblem.
The new Ramblers came only as four-door models. Along with the usual four-door sedan and station wagon was a new four-door hardtop sedan. Rambler also introduced the industry’s first four-door hardtop station wagon in 1956. The station wagons used the same rear doors as the sedans with the back roof dipped lower over the cargo area and featured a standard roof rack. The wagon models were called Cross Country. An innovation for station wagons was Rambler’s roll-down tailgate window; competitors’ models used upward-hinged windows.
The new car was described as “distinct and different …. can be recognized at any angle from its wide-open competition- type grille to the pronounced arch over rear window.” According to automobile journalist Floyd Clymer, “economy and high-performance do not go hand in hand, but in the Rambler, the owner will find a happy medium … though smaller, is safer than many cars. The welded, unitized body-frame construction offers above-average protection in collisions.” The single-unit construction that was used by AMC on all of its models provided a marketing advantage by offering buyers a $25,000 personal automobile injury insurance policy at no extra cost.
The Typhoonstraight-six for the new Rambler was based on the previous 195.6 cu in (3.2 L) block, but was improved and featured overhead valves and produced 120 bhp (89 kW; 122 PS). It was the only engine available in the 1956 Rambler because the automaker was still developing its own V8. This engine was said to deliver 33% more power than the 1955 version, and – at up to 30 miles per US gallon (7.8 L/100 km; 36 mpg-imp) – provided better fuel economy than the competition. The new Rambler also changed to a 12-volt electrical system. The automatic transmission was the GM-produced Hydramatic (called Flashaway by AMC). A torque tube drive system was used with a four-wheel coil spring suspension instead of the previous Hotchkiss drive setup.
The interiors were offered in fifteen colors, and offered “genuine leather” (in six colors) as an option. The station wagons were popular with buyers, and in addition to power brakes (standard on Custom models), frequently ordered options included power steering, two- and three-tone exterior color schemes, a continental tire, Weather Eye heating and air conditioning system, as well as dealer accessory window insect screens to use with the individually adjustable and reclining front seats that could be used as a bed.
The new Rambler model became the replacement for the large-sized Nash and Hudson “legacy” models that were now suffering from dwindling sales. On the other hand, the Rambler was the only completely new “popular-priced” car in 1956. Consumer reaction to the 1956 Rambler was very positive. Advertising for the new car urged potential buyers to “Drive the Rambler – You’ll Make the Smart Switch for 1956.” Almost 74 percent of surveyed Rambler owners by Popular Mechanics described their cars as small and roomy, as well as easy to park and operate.
Sales for the inaugural year totaled 66,573. Of these, 20,496 were badged as Hudsons. Soon, the all-new “compact-sized” (as vehicles were defined at that time) models experienced a “sales explosion”.
1957
1957 Rambler Cross-Country Custom
In 1957, the Rambler was established as a separate marque and these models became the foundation for the new company’s best sales performance through the late 1950s. Sales increased to 82,000.
The four-door sedans and station wagons were offered as well as a four-door hardtop body style with no “B” pillar. The most basic trim level, Deluxe, was essentially for fleet customers and only available with the I6 engine.The Super and Custom trimmed models came with the I6 or AMC’s new V8 engine. The Deluxe had no exterior side trim or series name, the Super came with a single full-length body side molding and a “Super” script emblem, and the Custom featured dual full body side moldings with a “Custom” script emblem and a round “R” medallion on the top of the front fenders.
The new Rambler Cross Country was “typical of the stylish, yet highly practical wagons built by AMC in the 1950s” and was offered in solid colors or two- or three-tone paint schemes. Only a few station wagons “were available in 1957 with the very vogue hardtop configuration”, and Rambler’s Cross Country station wagon in Custom trim carried a relatively low price of $2,715. Options included seat belts, padded dash, and child proof door locks.
This was the first year the Rambler offered a new 250 cu in (4.1 L) V8 engine, producing 190 bhp (142 kW; 193 PS). A companion model in four-door hardtop style and featuring AMC’s new high-performance 327 cu in (5.4 L) V8 was also introduced in 1957. This was the Rambler Rebel and it was an early “muscle car.” With overdrive, the 1957 model was capable of up to 32 mpg-US (38 mpg-imp; 7.4 L/100 km).
The first American journalist to drive a U.S. automobile uncensored through the Soviet Union was Harry Walton in a brand new 1957 Rambler station wagon assembled in Belgium. The engine was detuned at the Brussels assembly plant to run on 74 octane gasoline available only in certain gas stations, and on one occasion, “to the Rambler’s eternal credit it swallowed the [ordinary Soviet] stuff, protesting mildly.” The heavily loaded wagon cruised at 60 mph (97 km/h) and travelled 22.35 miles per US gallon (10.52 L/100 km; 26.84 mpg-imp). The journalist drove 3,500 miles (5,633 km) from the Polish border near Brest to the port city of Yalta, and reported the Rambler station wagon “galvanized Russians into attention everywhere.”
1958
1958 Rambler Custom sedan
Fifty-six carloads of new 1958 Ramblers for Avis Rent a Car in Florida
The 1958 Rambler Six’s tailfinned rear
George W. Romney stated “the Hudson and Nash would remain distinctive in size from the Rambler in 1958.” Designs were developed for the big-car Hudson and Nash models to share the Rambler automobile platform by stretching the body about nine inches ahead of the cowl. However, the Rambler become the new AMC division following the discontinuation of both the Nash and Hudson lines after the 1957 model year.
The larger-sized 1958 Ramblers incorporated “more than 100 changes and were outwardly quite different from their predecessors.” The cars received “a complete reskin that made the 1956 bodies look a bit bulkier”.This major redesign featured new front and rear fenders. A new front end moved the headlamps from inside the grille to the top of the front fenders and featured twin headlamps on each side on the “Super” and “Custom” models, as well as full-length bodyside moldings. The basic “Deluxe” trim models had no side trim and came standard with single headlights, but the new “quad” headlights were optional.
The 1958 Ramblers now had the industry’s requisite flared tailfins. The Rambler line was one of the last among the domestic automobiles to incorporate tailfins to its body design (and also one of the first to eliminate them). When asked why the 1958 Ramblers featured this styling feature, AMC’s Chairman and CEO George W. Romney responded, “If we have to use tail fins to get people to try compact cars, we’ll use tail fins. Later on we will certainly be able to do away with them, and to build clean, simple, uncluttered cars.”
By 1958, Rambler was selling half of its production as station wagons, proportionately more of that body style than any other automaker. All Rambler station wagons carried the Cross Country name. The innovative hardtop(no “B-pillar”) station wagon body style was no longer available in the Rambler line, as it was reserved for the 1958 Ambassador models. The Rambler station wagons featured a step down roof over their rear cargo area and a standard roof rack. The new design also featured wider rear openings with a frame-less roll-down rear window and a “one-finger” latch on the spring-assisted tailgate.Rambler’s new one-piece, fold-down station wagon tailgate was adopted by all the U.S. automakers by 1961. A horizontal roller-type “window blind” was available to hide the lower half of the wagon’s 80 cubic feet (2,265 l) cargo area. Motor Trend did a comparison test of four 1958 station wagons (Rambler, Ford, DeSoto, and Oldsmobile) and found the compact Rambler could hold as much
The Rambler models continued to be the shortest cars in the U.S. – at 191 inches (4,851 mm) in total length – with room for six-passengers. Rambler’s marketing focused on having “the best of both: 1. American big car room and comfort. 2. European small car economy and handling ease.” Powering the Rambler Six was AMC’s new 127 hp (95 kW; 129 PS) overhead valve (OHV) 195.6 cu in (3.2 L) straight-six. NASCAR tests showed the Rambler Six had a $0.01 per mile gasoline cost when equipped with overdrive transmission. A V8 engine was available in the Rambler Rebel models.
A Borg-Warner torque converter “Flash-O-Matic” automatic transmission, with the “then-trendy pushbutton” gear selection on the far left side of the instrument panel, was optional. Also new on the left side for the driver was a step-on parking brake pedal.
American Motors instituted a new paint system for the 1958 model year. All Ramblers received rust-inhibiting by submerging assembled bodies up to their roof into a large 40-foot (12 m) vat of primer (not sprayed on) before the color coat was applied, a revolutionary process that was later copied by other automakers. After drying, an additional wax-based compound was sprayed inside girders, rocker panels, fenders, and other hidden areas in the car bodies.
American Motors promoted the 1958 Rambler in several advertising campaigns. One approach featured George W. Romney challenging “the big car concept.” A series of print ads also mocked the domestic Big Three automakers’ standard-sized cars featuring illustrations by famous cartoonists showing the compact Rambler easily getting through places that would get the large “gas guzzling dinosaur” automobiles stuck. An example is the story, “The Millionaire and The Rambler” by Otto Soglow. Chon Day illustrated a story on how “Rambler foils bank robbery.”
Sales of the Rambler six and V8 increased to 119,000 during a year when all U.S. cars were down in volume. The 1958 Ramblers “sold like hotcakes” and returned the smallest U.S. automaker to profitability. Together with the smaller Rambler American line, AMC “broke sales records” in 1958 as consumers valued basic transportation from their automobiles and no longer cared “how big their cars were.” Although in the midst of the Recession of 1958, Rambler captured seventh place in automobile sales.
1959
1959 Rambler Six sedan
Improvements to the Rambler included new side trim with a full-width die-cast grille, as well as thicker brake linings and larger brakes for V8-powered cars. Engineering changes included fuel economy improvements with lower axle ratios and more efficient carburetor for the I6 engines. An electrically engaged overdrive unit behind the three-speed manual transmission was also available. To increase longevity, Rambler mufflers were aluminum-coated on the inside and zinc-coated on the outside. On cars with automatic transmission, engine starting was now incorporated into the neutral pushbutton, thus eliminating the ignition key start switch. Accidental starter engagement was prevented by a lockout when the engine was running.
1959 Rambler Country Club hardtop with optional continental tire
A total of 11 models were offered for 1959, all four-door versions of sedans, station wagons, and Country Club hardtop (no B-pillar) body styles. Premium options and conveniences continued to be offered including “Weather Eye” air-conditioning, air suspension on V8s, limited slip differentials, an exterior mounted continental tire, as well as the American Motors’ exclusive individually adjustable and reclining front seats with headrests. Sales of the Rambler Six and V8 continued to increase.
1960
1960 Rambler Six Deluxe sedan, the lowest-priced equipment level
The 1960 models featured numerous exterior and interior design changes. The greenhouse was made “lighter” with a narrower C-pillar and roof profile, as well as slanting both the windshield and rear window at a greater angle providing for an “airy cabin.” The front end was simplified, while the tailfins became smaller thus highlighting the new tall taillamps. The overall length was trimmed by 1.6 inches (41 mm) because of a new spit-bumper design. Riding on 15-inch wheels the Rambler appeared to be larger than it actually was. The interior was also revised and the instrument panel now incorporated all instrumentation within a large oval in front of the driver.
1960 Rambler Super Cross Country, rear view
The practice of separate Six and Rebel V8 models now ended with the focus on the Rambler name and the trim three levels: “Deluxe”, “Super”, and “Custom”. Each was offered with “Economy 6 or Rebel V-8 engines.”
In 1960, the Rambler line reached third place in total annual industry sales in the United States. The 1960 Rambler Six with its 127 hp (95 kW; 129 PS) 195.6 cu in (3.2 L) engine became the best selling model for AMC with 297,368 sold for the year.
Midsize Rambler models were assembled in Mexico during two different periods, the first under Armadora Mexicana based in Mexico City between 1956 and 1957, and the second under Planta REO based in Monterrey, between 1958 and 1959. Due to low sales volume, American Motors terminated its contract with Armadora Mexicana that dated back to 1950, Rambler models were again imported from the United States (between 1957 and 1958), sold through a limited network of dealerships of which most were located in Mexico City, until the agreement with Planta REO was formalized. The problem of low sales continued under Planta REO and AMC cancelled the contract. Importation of AMC vehicles into Mexico resumed until a third domestic production partner was established. Willys Mexicana, the company what would become Vehículos Automotores Mexicanos (VAM) was the third local company that AMC would sign an agreement in 1960, but VAM did not assemble the Rambler Six and Rambler V8 models.
Legacy
American Motors began the process of differentiating the Rambler brand name from its various sizes and similar model names. New nameplates were introduced; the Rambler Six and Rambler Rebel V8 were both renamed the Rambler Classic in 1961.
Nash pioneered unitary construction (1941), also a heating and ventilation system whose operating principles are now universally utilized (1938), seat belts (1950) and the manufacture of cars in the compact (1950), and muscle car (1957) categories.
History
1917 Nash Fire Truck Model 3017
1919 Nash Model 681
1920 Nash Model 41
1921 Nash, Model 681, 5 passenger Touring
1922 Nash Roadster Model 42
1922 Nash, Model 691, 5 passenger, 4 Door Touring, 6 Cyl
1923 Nash 6 cylinder, 4 Door Coupe
1924 Nash lafayette
1925 Nash Mdl 131
1925 Nash Roadster, 6 cylinder
1925 Nash
1927 Nash Light Six Model 221 Tourer
1927 Nash Six Touring
1928 Nash Special Six, Sedan
1928 Nash Standard Six, Cabriolet
1929 nash 400 copia ad spain
1929 Nash 400
1929 Nash Advanced Six, Rumbleseat Cabriolet
1929 Nash Special Six Series 430 Coupé
1929 Nash Standard Six Series 420 4-Door Sedan
1929 Nash Standard Six Series 422 Convertible Coupé
The 1917 Nash Model 671 was the first vehicle produced to bear the name of the new company’s founder. Nash enjoyed decades of success by focusing its efforts to build cars “embodying honest worth … [at] a price level which held out possibilities of a very wide market.”
The four-wheel driveJeffery Quad truck became an important product for Nash. Approximately 11,500 Quads were built between 1913 and 1919. They served to move materiel during World War I under severe conditions. The Quad used Meuhl differentials with half-shafts mounted above the load-bearing dead axles to drive the hubs through hub-reduction gearing. in addition to featuring four-wheel steering. The Quad achieved the reputation of being the best four-wheel drive truck produced in the country. The newly formed Nash Motors became the largest producer of four-wheel drives. By 1918, capacity constraints at Nash meant the Paige-Detroit Motor Car Company began to assemble the Nash Quad under license and Nash patents. Nash became the leading producer of military trucks by the end of World War I. After the war ended, surplus Quads were used as heavy work trucks in fields such as construction and logging.
Charles Nash convinced the chief engineer of GM’s Oakland Division, Finnish-born Nils Eric Wahlberg, to move to Nash’s new company. The first Nash engine introduced in 1917 by Wahlberg had overhead valves, and Nash incorporated this principle Wahlberg is also credited with helping to design flow-through ventilation that is used today in nearly every motor vehicle. Introduced in 1938, Nash’s Weather Eye directed fresh, outside air into the car’s fan-boosted, filtered ventilation system, where it was warmed (or cooled), and then removed through rearward placed vents. The process also helped to reduce humidity and equalize the slight pressure differential between the outside and inside of a moving vehicle. Another unique feature of Nash cars was the unequal wheel tracks. The front wheels were set slightly narrower than the rear, thus adding stability and improving cornering. Wahlberg was also an early proponent of wind tunnel testing for vehicles and during World War II worked with Theodore (Ted) Ulrich in the development of Nash’s radically styled Airflyte models.
Nash’s slogan from the late 1920s and 1930s was “Give the customer more than he has paid for” and the cars lived up to it. Innovations included a straight-eight engine with overhead valves, twin spark plugs, and nine crankshaft bearings in 1930. The 1932 Ambassador Eight had synchromesh transmissions and free wheeling, automatic centralized chassis lubrication, a worm-drive rear end, and its suspension was adjustable inside the car. A long-time proponent of automotive safety, Nash was among the early mid- and low-priced cars to offer four-wheel brakes.
The Nash was a success among consumers that meant for the company “selling for a long time has been 100% a production problem… month after month all the cars that could be produced were sold before they left the factory floor.”
Creation of the Ajax
For the 1925 model year, Nash introduced the entry-level marque Ajax. A car of exceptional quality for its price, the Ajax was produced in the newly acquired Mitchell Motor Car Company plant in Racine, Wisconsin. Mitchell was the manufacturer of Mitchell-brand automobiles between 1903 and 1923. Sales of Ajax automobiles, while quite respectable, were disappointing. It was believed that the same car would sell better if it were called a Nash. Thus the Ajax became the “Nash Light Six” in June, 1926 and sales did improve, just as expected. In an unusual move, Nash Motors offered all Ajax owners a kit to “convert” their Ajax into a Nash Light Six. This kit, supplied at no charge, included a set of new hubcaps, radiator badge, and all other parts necessary to change the identity of an Ajax into that of a Nash Light Six. This was done to protect Ajax owners from the inevitable drop in resale value when the Ajax marque was discontinued. In this way Nash Motors showed the high value they placed upon their customers’ satisfaction and well-being. Most Ajax owners took advantage of this move, and “unconverted” Ajax cars are quite rare today.
Acquisition of LaFayette
LaFayette Motors was the producer of a large, powerful, expensive luxury car. The company started in Indianapolis, Indiana, in 1920, and later moved to Milwaukee, Wisconsin. The principal stockholder in LaFayette Motors was Nash Motors Company. Other major stockholders were Charles W. Nash and friends and business associates. The high quality, high priced LaFayette cars did not sell well.
In 1924, Nash absorbed LaFayette Motors and converted its plant to produce Ajax automobiles. The LaFayette name was reintroduced in 1934 as a lower priced companion to Nash. LaFayette ceased to be an independent marque with the introduction of the 1937 models. From 1937 through 1940, the Nash LaFayette was the lowest priced Nash, and was replaced by the new unibody Nash 600 for the 1941 model year.
Era of George Mason and Nash Kelvinator
1936 Nash Ambassador Six 3620 4-Door Sedan
1936 Nash Ambassador, 6 cyl
1936 Nash Lafayette Series 3610 4-Door Sedan
1937 Nash 4-Door Sedan
1937 Nash Ambassador Six Series 3728 4-Door Sedan
1937 Nash LaFayette 6 cyl., all purpose coupe
1938 Nash 3828 Ambassador 4-Door Sedan
1938 Nash Ambassador 8 cyl., Mdl nelson
1938 Nash LaFayette 3812
1938 Nash Lafayette Series 3818 4-Door Sedan
1939 nash la-fayette-convertible
1940 Nash 2-Door Sedan
1940 Nash LaFayette Deluxe, 6 cylinder
1940 Nash Motors Logo
Before retiring, Charlie Nash chose Kelvinator Corporation head George W. Mason to succeed him. Mason accepted, but placed one condition on the job: Nash would acquire controlling interest in Kelvinator, which at the time was the leading manufacturer of high-end refrigerators and kitchen appliances in the United States. The resulting company, as of January 4, 1937, was known as the Nash-Kelvinator Corporation. Nash as a brand name continued to represent automobiles for Nash-Kelvinator. This was the largest merger of companies not in the same industry up until that time.
In 1938, Nash introduced an optional conditioned air heating/ventilating system, an outcome of the expertise shared between Kelvinator and Nash. This was the first hot-water car heater to draw fresh air from outside the car, and is the basis of all modern car heaters in use today. Also in 1938, Nash, along with other car manufacturers Studebaker and Graham, offered vacuum-controlled shifting, an early approach at removing the gearshift from the front floorboards. Automobiles equipped with the Automatic Vacuum Shift (supplied by the Evans Products Company) had a small gear selector lever mounted on the dashboard, immediately below the radio controls.
1941 Nash 600 4dr. sedan
1941 Nash Ambassador 600 Slipstream
1942 Nash Ambassador, 6 cyl., 2 dr. Sedan
1942 nash deluxe-600-army
In 1936, Nash introduced the “Bed-In-A-Car” feature, which allowed the car’s interior to be converted into a sleeping compartment. The rear seatback hinged up, allowing the rear seat cushion to be propped up into a level position. This also created an opening between the passenger compartment and the trunk. Two adults could sleep in the car, with their legs and feet in the trunk, and their heads and shoulders on the rear seat cushions. In 1949 this arrangement was modified so that fully reclining front seatbacks created a sleeping area entirely within the passenger compartment. In 1950 these reclining seatbacks were given the ability to lock into several intermediate positions. Nash soon called these new seatbacks “Airliner Reclining Seats”.
In 1939, Nash added a thermostat to its “Conditioned Air System”, and thus the famous Nash Weather Eye heater was born. The 1939 and 1940 Nash streamlined cars were designed by George Walker and Associates and freelance body stylist Don Mortrude. They were available in three series – LaFayette, Ambassador Six and Ambassador Eight. For the 1940 model cars Nash introduced independent coil spring front suspension and sealed beam headlights.
1946 Nash 4Door Sedan
1946 Nash 4-Door Sedan
1946 nash 6 p38
1946 nash 6 p39
1946 nash 6 p39u
1946 nash 46A p12
1946 nash 600 466 p1c
1946 Nash 600 Deluxe, 6 cyl., 4 dr. Sedan Slipstream
1946 nash 600 p44 Ad Germany
1946 Nash 600 Trunkback Sedan
1946 Nash From Argentina
1946-48 Nash
1947 Nash 600 Sedan
1947 Nash Ambassador Deluxe, Trunk Back, 6 cyl
1947 Nash Coupe-march 18b
1947 Nash Coupe-march 18
1947 Nash-super-600 Policecar
1948-49 Nash
1949 Nash 600 Super
1949 Nash Ad
1949 Nash Ambassador Super Fastback
1949 NASH Super 600
1949 Nash, 600 Super, 2 Dr., 6cyl Brougham
1949 Nash, Ambassodor Super, 4 Dr., 6cyl Sedan, with an F-15
1949-51 Nash
1950 Nash Ambassador
1950 nash healey London
1950 Nash Rambler Convertible Landau
1950 Nash Rambler Convertible Coupe
1950-53 Nash Rambler
1951 Nash Canadian Statesman
The 1941, Nash 600 was the first mass-produced unibody construction automobile made in the United States. Its lighter weight compared to body-on-frame automobiles and lower air drag helped it to achieve excellent fuel economy for its day. The “600” model designation is said to have been derived from overdrive-equipped examples of this car’s ability to travel 600 miles (966 km) on a 20-US-gallon (75.7 l; 16.7 imp gal) tank of gasoline. In other words it would achieve 30 miles per US gallon (7.8 L/100 km; 36 mpg-imp). The design of the cars was improved by new front ends, upholstery, and chrome trim from 1942 to 1948. The larger Ambassador models shared the same bodies with the 600 but continued to use body-on-frame construction.
Post-World War II passenger car production resumed on October 27, 1945 with an Ambassador sedan first off the assembly line. There were few changes from 1942 models, most noticeable were longer and slimmer upper grille bars and a projecting center section on the lower grille. The inline 8-cylinder Ambassador model did not return in 1946. The large Ambassador engine thus was the seven main bearing, overhead valve 234-cubic-inch six-cylinder developing 112 brake horsepower. For the 1946 model year Nash introduced the Suburban model that used wood framing & panels on the body. It was similar to the Chrysler Town and Country and Ford Sportsman models. Suburbans were continued in 1947 and 1948 models with 1,000 built over all three years. In 1948 the Ambassador convertible returned with 1,000 built.
Introduction of the Nash Airflyte
1951 Nash Statesman 2-Door Sedan
1952 Nash Rambler blue wagon front
1952-53 Nash
NASH HEALEY
1952 Nash Healey Coupe
1952 Pininfarina-styled Nash-Healey roadster (also in a special chapter further on)
1952 Nash Healey Le Mans Roadster
1952 Nash Healey
1953 Nash Healey Coupe
1953 Nash Healey Lemans Roadster
1953 Nash-Healey-g-fa-le
1954 Nash Healey Lemans Coupe
1954 nash healey
1953 Nash Ambassador Country Club 220HP Jetfire V8 ++
1953 Nash Rambler, 6 cyl., Country Club Coupe model 5327
1953-1961 Nash Metropolitan
1954 Nash ad
1954 Nash Ambassador Club
1954 Nash Rambler Custom Wagon, model 5428
The aerodynamic 1949 Nash “Airflyte” was the first car of an advanced design introduced by the company after the war. Its aerodynamic body shape was developed in a wind tunnel. Nils Wahlberg’s theories on reducing an automobile body’s drag coefficient resulted in a smooth shape and enclosed front fenders. The “cutting-edge aerodynamics” was the most “alarming” all-new postwar design in the industry. A one-piece curved safety glass windshield was used on both models. Wide and low, the automobile featured more interior room than its 1948 predecessor although its height was 6 inches less. Due to its enclosed front fenders Nash automobiles had a larger turning radius than most other cars. The 600 models used a 112-inch (2,800 mm) wheelbase while the Ambassador models stretched to 121 inches (3,073 mm). Both shared the same bodies. Coil springs were used on all four wheels. Three trim lines were offered in both models; Super, Super Special, and the top line Custom. Power was provided by an 82 Horsepower 176 cubic inch flathead inline 6 cylinder in the 600 and an 112 HP OHV 234 cubic inch inline 6 in the Ambassador.
The few changes for the 1950 Airflytes were a wider rear window, concealed fuel filler cap, some dashboard features and addition on Ambassadors of a GMHydramatic automatic transmission option. The 600 models were renamed the “Statesman”. A new first for an American car were seat belts, also new was a five-position Airliner reclining front passenger seat back, both optional in both models. The stroke on the Statesman engine was increased 1/4 inch giving 186 cubic inches and 85 HP and the Ambassador received a new cylinder head that increased HP to 115.
Changes for the 1951 model Airflytes were to the rear fenders, elongated to incorporate vertical taillights, a new conventional dashboard replacing the Uniscope mounted on the steering column, a new vertical bar grille with horizontal parking lights and addition of GM Hydramatic as a Statesman option also. The three best sales years for Nash up to that time were 1949, 1950 and 1951.
Nash-Kelvinator’s President George Mason felt Nash had the best chance of reaching a larger market in building small cars. He directed Nash towards the development of the first compact of the post war era, the 1950 Nash Rambler, which was marketed as an up-market, feature-laden convertible. Mason also arranged for the introduction of the Austin-built small Metropolitan from Britain, which was introduced as a 1954 model.
The full-size Nash Airflytes were completely re-designed for 1952, and were promoted as the Golden Airflytes, in honor of Nash Motors’ 50th anniversary as an automobile builder (the company now counting the years of the Thomas B. Jeffery Company as part of their own heritage.) “Great Cars Since 1902” became one of the company’s advertising slogans. Nash was one of the few American car manufacturers to introduce an all-new 1952 model other than Ford Motor Company. The new Golden Airflytes presented a more modern, squared-off look than did the 1949–1951 models, which were often compared to upside-down bathtubs. Pininfarina of Italy was contracted by Nash to design a body for the new Golden Airflyte; however management was unhappy with the design and the result was a combination of an in-house design and Pininfarina’s model.
Using its Kelvinator refrigeration experience, the automobile industry’s first single-unit heating and air conditioning system was introduced by Nash in 1954. This was a compact, affordable system for the mass market with controls on the dash and an electric clutch. Entirely incorporated within the engine bay, the combined heating and cooling system had cold air for passengers enter through dash-mounted vents. Competing systems used a separate heating system and an engine-mounted compressor with an Evaporator in the car’s trunk to deliver cold air through the rear package shelf and overhead vents. The alternative layout pioneered by Nash “became established practice and continues to form the basis of the modern and more sophisticated automatic climate control systems.”
1951 saw the introduction of the Anglo-American Nash-Healey sports car, a collaborative effort between George Mason and British sports car manufacturer Donald Healey. Healey designed and built the chassis and suspension and also, until 1952, the aluminum body which another British manufacturer, Panelcraft Sheet Metal Co. Ltd., fabricated in Birmingham. Nash shipped the powertrain components. Healey assembled the cars, which were then shipped to the U.S. for sale. In 1952 the Italian designer Battista Farina restyled the body, and its construction changed to steel and aluminum. High costs, low sales and Nash’s focus on the Rambler line led to the termination of Nash-Healey production in 1954 after 506 automobiles had been produced.
Mason commissioned Farina to design a Rambler-based two-seater coupe called the Palm Beach, which may have been intended as a successor to the Nash-Healey. However the project did not progress beyond a concept car
For European endurance racing Healey and his staff designed and built three special Nash-Healeys with spartan, lightweight aluminum racing bodies. These competition versions entered four consecutive Le Mans races and one Mille Miglia. They bore no outward resemblance to the production Nash-Healeys, none of which ever contested these races.
At Le Mans they achieved fourth overall in 1950, sixth overall and fourth in class in 1951, third overall and first in class in 1952, and eleventh overall in 1953. In the Mille Miglia they finished ninth overall in 1950 and seventh overall, fourth in class, in 1952.
Creation of American Motors
In January 1954 Nash announced the acquisition of the Hudson Motor Car Company as a friendly merger, creating American Motors Corporation (AMC). To improve the financial performance of the combined companies, all production beginning with the 1955 Nash and Hudson models would happen at Nash’s Kenosha plant. Nash would focus most of its marketing dollars on its smaller Rambler models, and Hudson would focus its marketing dollars on its full-sized cars.
1955 Nash Amb
1955 Nash Rambler Cross Country Stationwagon
1956 Nash 4d Ambassador coupe
1956 Nash Ambassador
1956 Nash Ambassador sedan
1956 Nash Rambler Palm Beach Concept
1956 Nash Rambler Deliveryman
1956 Nash Rambler Pininfarina z
1956 Nash Statesman Super Sedan, 6 Cylinder, 4 Door. model 5645-1a
1957 Nash Rambler Cross Country Station Wagon
1957 Nash Rambler Custom 4 Dr. Station Wagon, 6 cyl. model 5718-2sw
1957 Nash Rambler Custom Station Wagon
1960 Nash Metropolitan Convertible. model 561
1953-1961 Nash Metropolitan-Aqua-White-le
For 1955, all senior Hudson and Nash automobiles were based on a shared common body shell but with individual powertrains and separate, non-interchangeable body parts à la the Big Three’s longtime practice allowing for maximum manufacturing economy.
The Nash Metropolitan produced with the British Motor Corporation, which had been marketed under both the Nash and Hudson brands, became a make unto its own in 1957, as did the Rambler. Rambler overtook Nash and Hudson as the leading nameplate manufactured by AMC.
Soon after the 1954 merger, CEO George Mason died. Mason’s successor, George Romney, future Governor of Michigan and father of future Massachusetts Gov. Mitt Romney, pinned the future of the company on an expanded Rambler line, and began the process of phasing out the Nash and Hudson nameplates by the end of the 1957 model year. Nash and Hudson production ended on June 25, 1957. From 1958 to 1965, Rambler was the only marque sold by AMC, other than the Metropolitan, which remained in dealer showrooms until 1962. Under the tenure of Roy Abernethy, the Rambler name was phased out beginning in 1965 and discontinued after 1969.
In 1970, American Motors acquired Kaiser Jeep (the descendant of Willys-Overland Motors) and its Toledo, Ohio, based manufacturing facilities. In the early 1980s, AMC entered into a partnership with Renault which was looking for a re-entry into the American market in the 1980s. AMC was ultimately acquired by Chrysler Corporation in 1987, becoming the Jeep-Eagle division.
The LaFayette Motors Corporation was a United States-based automobile manufacturer. Founded in 1919, LaFayette Motors was named in honor of the Marquis de la Fayette, and LaFayette autos had a cameo of the Marquis as their logo.
History
LaFayette was originally headquartered in Mars Hill, Indianapolis, Indiana and made luxury motor cars, beginning in 1920. LaFayette innovations include the first electric clock in an auto. In 1921, Charles W. Nash became president of LaFayette. Nash was already president of Nash Motors, but for a time the two brands remained separate companies, although Nash Motors was the principal LaFayette Motors stock holder. In the 20’s rumors circulated about Pierce-Arrow merging with LaFayette, Rolls-Royce or General Motors.
In 1924, Nash Motors became full owner of LaFayette Motors, and the name was retired soon after. Its factories were quickly put to a new, more profitable use; the manufacture of Ajax motor cars.
In 1934, Nash re-introduced the LaFayette name, this time for a line of smaller, less expensive autos. In 1935, Nash introduced a series known as the “Nash 400” to fill the perceived price gap between the LaFayette and the Nash. By 1937, it was determined that this perceived gap wasn’t so important after all, and that Nash Motors was marketing too many models. The LaFayette and the Nash 400 were combined into a single model called the Nash LaFayette 400 for 1937, and the LaFayette ceased to be regarded as a separate make of car. For 1938, this became simply the Nash LaFayette, and the LaFayette line continued as Nash’s lowest-priced offering through 1940. For 1941, the LaFayette was replaced by the all-new unibody Nash 600.
The Ajax was an American automobile brand manufactured by the Nash Motors Company of Kenosha, Wisconsin, in 1925 and 1926. The Ajax was produced in the newly acquired Mitchell Motors Company plant inRacine, Wisconsin. In 1926, all Ajax models were converted into Nash Light Sixes.
Origin
Demand for Nash automobiles was so high that by November 1924, the company’s existing plants were operating around the clock six days a week and Charles W. Nash announced a US$1 million expansion at the automaker’s original Kenosha facility.
Mitchell Motors Company was the manufacturer of Mitchell brand automobiles from 1903 to 1923. In April 1923 the company was forced into bankruptcy. At the 31 January 1924 auction of the Mitchell land and buildings with 500,000-square-foot (46,000 m2) of floor space, Charles Nash offered the winning bid of $405,000.
The Ajax was built using machinery moved from Nash’s other acquisition, the LaFayette Motors Company of Milwaukee, and installed in the Racine plant. Thus, new Ajax was based on an earlier design, premium version of the Lafayette from the early 1920s. The Ajax was available in three body styles: 4-door sedan, 4-door touring, and a 2-door sedan. The advertised retail price was $865 for the five-passenger touring car, and $995 for the five-passenger four-door sedan.
The Ajax came standard with engineering and quality features that included a 170 cu in (2.8 L) L-head Nash straight-six engine with a seven main bearing crankshaft, force-feed lubrication system, three-speed transmission, four-wheel brakes (at that time unusual for a car of its price), steel disc wheels, as well as mohair velvet upholstery and an electric clock. The Ajax Six produced “genuine 60 mph” (97 km/h) driving, and its features were not found on cars of this size and low price.
Badge engineering
Despite receiving good reviews from the automotive press and the general public, the Ajax brand was discontinued in 1926 after over 22,000 models were sold. Charles Nash ordered that the production continue instead as the Nash Light Six. The Nash was a known and respected automobile brand that was the name of the company’s founder. Production was stopped for two days while Nash hubcaps, emblems, and radiator shells were trucked to Racine where all unshipped Ajax brand cars were converted into Nash badged automobiles. Likewise, changeover kits were sent to dealers to retrofit all unsold cars by removing Ajax badges such as hubcaps.
One of the first cases of “badge engineering” began in 1917 with Texan automobile assembled in Fort Worth, Texas, that made use of Elcar bodies made in Elkhart, Indiana. However, the transformation of the Ajax was “probably the industry’s first example of one car becoming another.”. Nash even made the kits available at no charge to consumers who bought Ajax cars, but did not want to own an orphaned make automobile, to protect the investment they had made in a Nash Motors product. Because of this, few unmodified original Ajax cars have survived.
Sales of the rechristened Nash Light Six improved with the more known moniker. The 1926 four-door sedan was now advertised for $1,525. The combined Ajax and Nash Light accounted for more than 24% of the automaker’s total production in 1926.
The Thomas B. Jeffery Company was an American automobile manufacturer in Kenosha, Wisconsin from 1902 until 1916. The company manufactured the Rambler and Jeffery brand motorcars. It was preceded by the Gormully & Jeffery Manufacturing Company, a bicycle manufacturer. It was the parent company to Nash Motors, thus one of the parent companies of American Motors and Chrysler.
Thomas B. Jeffery
Thomas B. Jeffery
Thomas B. Jeffery and his 1897 Rambler prototype
Thomas B. Jeffery was an inventor and an industrialist. He was one of America’s first entrepreneurs interested in automobiles in the late 19th century. In 1897, he built his first prototype motorcar. Thomas B. Jeffery was serious enough about automobiles to sell his stake in Gormully & Jeffery to the American Bicycle Company to finance the new car company.
Business
Charles T. Jeffery driving a 1901 Rambler model A
Charles T. Jeffery (left) Charles W. Nash (right)
Charles T. Jeffery‘s (Thomas’ son) experimental prototypes of 1901 (Models A & B) used at least two radical innovations – steering wheels and front-mounted engines. By the time Charles was ready for production in 1902, his father had talked him out of these wild dreams and convinced him to stick with tillers and engines under the seat.
From 1902 until 1908, Jeffery moved steadily to bigger, more reliable models. Jeffery cars were built on assembly lines (the second manufacturer to adopt them — Ransom E. Olds was first), and in 1903 Jeffery sold 1,350 Ramblers. By 1905, Jeffery more than doubled this number. One reason may have been because Charles went back to the steering wheel before 1904. In 1907, Jeffery was building a large variety of different body styles and sizes. Among them was a five-passenger, US$2,500 Rambler weighing 2,600 pounds (1179 kg) and powered by a 40-horsepower (30 kW) engine.
In April, 1910, Thomas B. Jeffery, died in Pompeii, Italy and in June of that year the business was incorporated under the name of the Thomas B. Jeffery Company, with Charles T. Jeffery as the president and general manager, H. W. Jeffery, vice president and treasurer.
In 1915, Charles T. Jeffery, changed the automotive branding from Rambler to Jeffery to honor the founder, his father, Thomas B. Jeffery.
As of 1916, G. H. Eddy replaced H.W. Jeffery as the treasurer so H.W. Jeffery could focus on the position of vice president. G. W. Greiner was the secretary, L. H. Bill the general manager, J. W. DeCou the factory manager, and Al Recke was the sales manager.
Charles T. Jeffery survived the sinking of the RMS Lusitania (a British luxury liner torpedoed by the Germans in World War I) in 1915 and decided to spend the rest of his life in a more enjoyable manner. Charles W. Nash resigned from General Motors, saw an opportunity and bought the Thomas B. Jeffery Company in August 1916.
The Factory
The sprawling Jeffery works circa 1915
Jeffery factory building
Jeffery company employees
Jeffery, with the money from his sale of Gormully & Jeffery, bought the old Sterling Bicycle Company’s factory in Kenosha, Wisconsin. The original factory building was only 600 x 100 feet (183 x 30 m) in size. However, by 1916, the company’s buildings expanded over 20 acres (8 ha) under roof and the facilities had grown to over 100 acres (40 ha) including a test track.
The Jeffrey Quad, also known as the Nash Quad or Quad is a four-wheel drive truck that was developed and built in Kenosha from 1913, and after 1916, by Nash Motors, as well as under license by other truck makers.. The Quad introduced numerous engineering innovations. Its design and durability proved effective in traversing the muddy, rough, and unpaved roads of the times. The Quad also became one of the effective work vehicles in World War I. The Quad was also one of the first successful four-wheel drive vehicles ever to be made, and its production continued unchanged through 1928, or 15 years, with a total of 41,674 units made.
Timeline
1897 – Jeffery builds a rear-engine Rambler prototype using the Rambler name previously used on a highly successful line of bicycles made by Gormully & Jeffery.
1899 – Positive reviews at the 1899 Chicago International Exhibition & Tournament and the first National Automobile Show in New York City prompt the Jefferys to enter the automobile business.
1900 (Dec 6) – Thomas B. Jeffery finalizes a US$65,000 deal to buy the Kenosha, Wisconsin, factory of the defunct Sterling Bicycle with money from the sale of his interest in Gormully & Jeffery.
1901 – Two more prototypes, Models A and B, are made.
1902 – First production Ramblers – the US$750 Model C open runabout and the $850 Model D (the same car with a folding top). Both are powered by an 8-horsepower (6 kW; 8 PS), 98-cubic-inch (1.6 L) one-cylinder engine mounted beneath the seat, and are steered by a right-side tiller. First-year production totals 1,500 units making Jeffery the second-largest car maker behind Oldsmobile.
1910 (Mar 21) – Thomas B. Jeffery dies while on vacation in Italy.
1910 (Jun 10) – Charles incorporates the firm as a $3 million (US$75,932,143 in 2015 dollars) public stock company.
1914 – The Rambler name is replaced with the Jeffery moniker in honor of the founder.
1916 (Aug) – Charles Jeffery sells the company to former General Motors Corp. President Charles W. Nash.
1917 – Charles Nash renames the Jeffery Motor Company, Nash Motors after himself.
The Nash 600 is an automobile that was manufactured by the Nash-Kelvinator Corporation of Kenosha, Wisconsin for the 1941 through 1949 model years, after which the car was renamed the Nash Statesman. The Nash 600 was positioned in the low-priced market segment. The ‘600’ name comes from the car’s ability to go 600 miles (970 km) on one tank of gasoline. Introduced for the 1941 model year, the Nash 600 became the first mass-produced unibody constructed car built in the United States.
The Nash 600 is generally credited with being the first mass-produced American automobile that constructed through unitized body/frame construction in which the car body and the frame are welded as one rather than the (then) more traditional body-on-frame (the body is bolted to the frame). Unitized construction allowed Nash to advertise that the car was lighter in weight, quieter, and more rigid than its competitors. Elimination of the frame in favor of a combined body-and-chassis construction reduced the car’s weight by 500 pounds (230 kg).
Nash’s innovation also required new techniques for collision repairs. This included the development of a new portable body and frame puller tool that was quickly accepted worldwide.
The “600” designation for this Nash reinforces the automaker’s claim for this model’s ability to travel over 500 miles (805 km) on one tank of gasoline. This range is due to the combination of the engine’s 25 mpg-US(9.4 L/100 km; 30 mpg-imp) to 30 mpg-US (7.8 L/100 km; 36 mpg-imp) fuel economy combined with the car’s 20-US-gallon (76 L; 17 imp gal). Additional efficiency was due to its lower weight than similar cars.
Models
Pre-war
The new cars were introduced for 1941 and marketed as the Nash Ambassador 600 series in four body versions: a four-door Slipstream (fastback) sedan with no protruding lights, running boards, or door hinges; as a four-door Sedan with built-in trunk (now called notchback style), as a Coupe Brougham with full-width front and rear seats, and as a Business Coupe featuring a roomy rear deck cargo compartment. Similar to the Mobilgas Economy Run, a 1941 event sponsored jointly by the American Automobile Association (AAA) and the Gilmore Oil, a California-based petroleum company, saw the new Nash 600 deliver 25.81 mpg-US(9.11 L/100 km; 31.00 mpg-imp) on regular roads and be proclaimed a “Best in Class” winner.
The 600 had a 33-foot (10.1 m) turning circle. It was powered by a 172.6 cu in (2.8 L) 82 hp (61 kW; 83 PS) at 3,800 rpm, L-head straight-six engine that became known for its fuel economy. The 600 featured a three-speed manual gearbox with electric overdrive and coil springs on all four wheels.
For 1942, the Ambassador 600 was one of thee series of Nash cars. Styling featured a revised front with prominent chromed NASH letters incorporated into the front trim, as well as upgraded upholstery and interior trim.Although the automaker began to gear up for defense orders for the U.S. Government, it expected to produce a sizable number of economical, low-priced 600 models.
Post-war
Nash began post-World War II car production in the fall of 1945. There were few changes from the 1942 models with the exception of revised chrome trim and a projecting center section on the lower grille.
In 1946, the “600” featured the rear seat that could be converted into bed as an option. It was possible to sleep with the legs tucked into the trunk area.
The 1948 was the only post-war year that Nash made a 600 in the business coupe body style. This was the lowest-priced model with minimal features, lacking a back seat (to have room for samples) as well as no chrome trim, ornamentation, or comfort items such as a sun visor and door armrest.
The 1948 Nash 600 (and Ambassador Custom) bore the work of Helene Rother, Nash’s new interior stylist. They featured some of the most stylish interiors in the industry. Among her contributions were upholstery and trim colors that harmonized with specific exterior colors.
Airflyte
The 1949 Nash 600 featured a new design based on the aerodynamic Airflyte series that was developed by Nils E. Wahlberg, Nash’s Vice President of Engineering. The new cars stood out among the competition, six inches (152 mm) lower than the 1948s with a rounded body with unusual enclosed fenders so that detractors dubbed them the “bathtub” Nashes. “The envelope shape was the most streamlined form on the road, a large step ahead of the vaguely similar Packard” at that time. The 600 became the economical series competing with Chevrolet, Ford, and Plymouth; while the Ambassador became the premium models and up against brands as Buick, Mercury, Chrysler, DeSoto, Pontiac, and Hudson.
The sedan was the only body style available in either two or four doors and there were three trim series: Super, Super Special, and Custom. The interiors were cavernous and the driver had an unusual “Uniscope” instrument pod mounted on the steering column. Optional was a new “Twin Bed” that was formed by dropping the two front seat backs to meet the rear seat. The 1949 Nash 600 series were built on a 112-inch (2,845 mm) wheelbase and carried over the previous 172.6 cu in (2.8 L) I6 engine, thus lower prices than the Nash Ambassador series that now rode on 121-inch (3,073 mm) wheelbase and came standard with the 7-main bearing 234.8 cu in (3.8 L) overhead-valve I6 engine.
The Nash Statesman (1949–1956) was the lower-priced version of the two main Nash Motors‘ automobile series, and was priced below the top-line Nash Ambassador.
Although the Statesman’s interior cabin was nearly identical to that of the Ambassador, upholstery and trim materials were plainer in design and less expensive.
Mechanically, the Statesman’s wheelbase was substantially shorter than the Ambassador’s, which was achieved by using a shorter front “clip” (the portion of a car from the cowl forward) than was installed on the Ambassador; therefore, Statesman and Ambassador hoods and front fenders were not interchangeable. From the cowl rearward, however, the two series’ dimensions were identical.
Statesman engine designs were based on the sturdy and reliable decades-old L-head Nash Light Six engine designed in the 1920s and continuing into the 1940s in the Nash LaFayette and Nash 600, remarkable in itself for the lack of intake and exhaust manifolds. Because of the Statesman’s lighter weight, remarkable fuel economies were reported by owners and testers.
Nash Statesman models were offered in three sub-series – the top-line Statesman Custom and the entry-level Statesman Super and also a plain fleet-only model built for commercial and institutional use.
The Statesman models, along with the Ambassador line, were the volume and profit leaders for Nash.
A new design was introduced for the 1952 model year to replace the inverted “bathtub”-style Nash models. The result was a large “envelope-bodied” sedan with enclosed wheels that were characteristic for Nash.
The final Nash Statesman models were built in August, 1956. Starting in 1957 all full-size Nash models were Ambassadors.
Ambassador was the model name applied to the senior line of Nash automobiles from 1932 until 1957. From 1958 until the end of the 1974 model year, the Ambassador was the product of American Motors Corporation (AMC), which continued to use the Ambassador model name on its top-of-the-line models, making it “one of the longest-lived automobile nameplates in automotive history.”
From 1927 through the mid-1932 model year, the Ambassador name was applied to a high trim club sedan body style, one of Nash’s most prestigious senior models. The Ambassador series was the “flagship” in the Nash line.
Ambassador sedan 1927-early 1932
1931 Nash Eight-90 Ambassador sedan
Nash Motors’ first use of the name Ambassador was during the 1927 model year when a specially trimmed four-door, five-passenger club sedan version of the “Nash Advanced Six” (designated model 267) was developed. As the most expensive car in the line, the Ambassador received premium upgrades in upholstery and other trim items for a base price of US$2,090 (FOB).
Exports accounted for almost 11% per cent of Nash production in 1927, and the cars were purchased by several royal families. For example, Prince Wilhelm, Duke of Södermanland of Sweden and Norway personally visited the Nash factory in Kenosha, Wisconsin, in 1927, and Scandinavian factory workers delivered his Nash Ambassador Six (Model 267) four-door Brougham sedan.
The Ambassador model lost its position as Nash’s most expensive car in 1929 with the introduction of seven-passenger sedan and limousine models that were carried through the 1934 model year.
The Ambassador remained in the Advanced Six range until 1930 when the model was moved to the “Nash Twin Ignition Eight” series. In 1931 the cumbersome Twin Ignition Eight name was replaced by the simpler “Eight-90” model designation.
The Classic Car Club of America (CCCA) recognizes all Nash 1930 Series 490, 1931 Series 890, and 1932 Series 990 as full classics (including the Ambassador.)
Nash Ambassador, mid-1932-1948
1934 Nash Ambassador
1937 Nash Ambassador Six sedan
1946 Nash Ambassador Slipstream 4-door sedan
1947 Nash Ambassador Suburban 4-door Woodie
In mid-1932, Nash established the “Ambassador Eight” as a stand-alone model range, offered in a number of body styles, including coupes and victorias. Riding on 133-inch (3,378 mm) or 142-inch (3,607 mm) wheelbases, the Ambassadors featured a 125 hp (93 kW; 127 PS), 322 cubic inches (5.3 L) straight-eight engine with twin-ignition and overhead valves. All the cars were sumptuously appointed earning the title of the “KenoshaDuesenbergs” for their quality, durability, styling, and speed. The CCCA has recognized all 1932 Series Advanced 8 and Ambassador 8, as well as the 1933 and 1934 Nash Ambassador 8 as Full Classics.
This was part of Nash’s second 1932 series, which included completely new bodies and engineering updates to all models produced by the company. Aside from General Motors, Nash was the only automobile manufacturer to make a profit in 1932.
For 1934, Nash introduced completely new styling, called “Speedstream”, featuring generous use of ornamental moldings in body panels and fenders, in a very streamlined and Art Deco way. The designs were influenced by Russian Count Alexis de Sakhnoffsky and the new bodies featured streamline accents, bullet-shaped headlights, horizontal hood ribs, rear wheel spats, and built-in luggage boots with a full beaver-tail rear end. The Ambassador Eight series for this year was limited to various four-door sedan body styles.
The Nash Ambassador 8 now saw new competition with such cars as the redesigned and lower priced LaSalle, Auburn V-12, Reo-Royale 8, Buick Series 34-90, and the Airflow Chrysler Imperial.
The 1935 model year saw yet another complete re-styling, known as “Aeroform”, and a further trimming of body styles, as well as a new two-door sedan added to the Ambassador Eight series. However, the 1935 Ambassador Eight was now built on a much shorter 125-inch (3,175 mm) wheelbase, and used the smaller, former Advanced Eight engine. No longer would Nash build the big, classic cars of 1930-1934.
While the Ambassador had been offered only with Nash’s in-line eight from mid-1932 to 1935, the 1936 Ambassador Six added Nash’s largest in-line six as well, in a 121-inch (3,073 mm) wheelbase model, formerly known as the Advanced Six. In 1937 Nash acquired the Kelvinator Corporation as part of a deal that allowed Charlie Nash’s handpicked successor, George W. Mason, to become President of the new Nash-Kelvinator Corporation. The 1937 models saw the return of coupes and convertibles to the Ambassador lines. From 1936 onward, the senior Nash models used identical bodies, relying on a longer wheelbase, hood and front fenders (plus subtle trim augmentations) to provide visual cues to differentiate the more expensive Eights from the less expensive Six models.
Beginning in 1937, even the low-priced LaFayette series came under this plan. This basic formula was used through the final AMC Ambassador in 1974, with the exception of 1962-1964, when the Rambler Ambassador and the Rambler Classic shared the same wheelbase and front sheet metal. In 1937, Sinclair Oil Corporation teamed up with Babe Ruth in a baseball contest where a 1937 Nash Ambassador Eight sedan was awarded every week.
For the 1941 and 1942 model years (only) all Nash vehicles became Ambassadors, and rode both long and short wheelbases. The Ambassador Eight now shared the Ambassador Six’s 121-inch wheelbase. The Nash Ambassador 600, built on a 112-inch (2,845 mm) wheelbase, became the first popular automobile to be built using the single-welded “unibody” type of monocoque construction that Nash called “Unitized”, rather than body-on-frame. From 1941 through 1948, Nash Ambassador models placed this unibody structure on top of a conventional frame, thus creating a solid and sturdy automobile. It was also one of the first in the “low-priced” market segment with coil spring suspension in front and back, “giving it the best ride in its class.” In the spirit of wartime conservation, the Ambassador Six and Eight lost their twin ignition feature for 1942, reverting to a single spark plug per cylinder. The 1941-42 Ambassador 600 was also the only Ambassador ever powered by an L-head engine. Nash would remain with this model arrangement through the post-war 1946-1948 model years, although the 600 would no longer be known as an Ambassador.
As ordered by the Federal government, Nash suspended passenger car production during World War II (1942-1945). When production was resumed after the war, the Eights were no longer part of the program. The 1946 Ambassador Six was now the top of the Nash line. In 1946 Nash introduced a wood-panelled version of the Ambassador called the “Suburban”. Featuring high-quality ash framing, with mahogany paneling supplied by Mitchell-Bentley of Owosso, Michigan, the Suburban coachwork was based on the handsome “slipstream” sedan, a classic 1940s streamlined design. Intended as a halo car, the Suburban, like all other Nashes, featured options such as “Cruising Gear” overdrive, a trend-setting “Weather-Eye” heater, and a remote control Zenith radio, which enabled the driver to change stations at the touch of their toe. Production was limited, with Nash selling exactly 1,000 examples between 1946 and 1948. A convertible was added to the Ambassador range for 1948, and an even 1,000 of this one-year-only body style was produced.
1949-1951
Nash continued to use the Ambassador name on its plushest models from 1949 to 1957. Nash-Kelvinator president George Mason was an outspoken supporter of aerodynamics in car design, and the post war Ambassador is best remembered for its enclosed front wheels. When Nash rolled out its Airflyte body style, Ambassador sales enjoyed a significant gain by selling just four door and two door sedans in the 1949-1951 market place. The Airflytes also featured fully reclining seats that could turn the car into a vehicle capable of sleeping three adults, however this would also earn the dubious distinction of being the make-out automobile of choice for teenagers coming of age in the 1950s. The 1950 Ambassador became the first non-General Motors automobiles to be equipped with GM’s Hydramatic automatic transmissions. 1949 was the first year for a one-piece curved windshield, and front door wing windows featured curved glass as well.
Mason believed that once the seller’s market following World War II ended, that Nash’s best hope for survival lay in a product range not addressed by other automakers in the United States at that time – the compact car. With sales of the large Nashes surging ahead of prewar production numbers, Mason began a small car program that would eventually emerge as the compact Nash Rambler reviving the traditional Rambler marque.
1952-1957
1953 Nash Ambassador Custom
1956 Ambassador sedan
1956 Ambassador sedan with Continental kit
The Nash Ambassador received its last complete restyle in 1952 that carried over into 1954 almost unchanged. The Golden Anniversary Nash Airflyte, styled by PininFarina, received several prestigious design awards. Due to materials restrictions caused by the Korean War, Nash sales, like those of many other carmakers, dropped off sharply in 1952. With the end of the War, a battle for market leadership began between two historic rival automakers. The 1954 sales war between Ford and Chevrolet meant both divisions were shipping vehicles to their respective dealers no matter if there were any orders for them. Ford and GM dealers were often larger with stronger finances and they offered deep discounts to sell these cars. This caused a severe sales toll on all the independent carmakers (Hudson, Kaiser, Packard, Studebaker), and Nash was no exception. Airflyte styling entered its final season with the heavily facelifted 1955 versions, created under the direction of Edmund E. Anderson. “Scenaramic” wrap-around windshields accompanied an entirely new front-end treatment, which showed more front wheel than Nash had revealed since the 1949 models debuted. Ambassadors were now available with a V8 engine for the first time, supplied by Packard, and mated to Packard’s Ultramatic automatic transmission.
In 1954 the Nash Ambassador was the first American automobile to have a front-end, fully integrated heating, ventilating, and air-conditioning system. The heating and ventilation system was called Weather Eye and now could equipped with Nash-Kelvinators’ advanced Automobile air conditioning unit. While other manufacturers in America at the time offered A/C on some models, their air conditioning units were driven by a large and heavy, trunk mounted expander and heat exchanger that carried the air into the car via clear plastic tubes and out through ceiling mounted vents. Nash’s unit was inexpensive, compact, fit under the hood, and could either circulate fresh or recycled air. With a single thermostatic control, the Nash passenger compartment air cooling option was described as “a good and remarkably inexpensive” system. The option was priced well below systems offered by other carmakers (in 1955, Nash offered it at US$345, against $550 for Oldsmobile or $570 for Chrysler); other makers, such as Ford, did not even offer optional air conditioning. (At the time, even a heater was not always standard equipment.)
Nash-Kelvinator merged with ailing Hudson Motor Car Company as of January 14, 1954 to form American Motors Corporation (AMC), and both Nash and Hudson dealers sold Ramblers that were identical save for the “Nash” or “Hudson” badging. Although the “senior” Nash and Hudson models continued to be marketed, it was sales of the Rambler that were powering the company’s bottom line. As the compact Rambler’s fortunes increased, sales of the senior Nash cars, including the Ambassador, plummeted.
Nash models fielded for 1956-1957 were heavily re-styled in the rear, and offered in a variety of two-and three-tone color schemes. The 1957 models were the first cars to come equipped with “quad” headlights as standard equipment.
The final Nash Ambassador rolled off the Kenosha, Wisconsin, production line in the summer of 1957. Nevertheless, the Ambassador – as a top of the line model name – would continue to exist under Rambler and AMC brands through 1974.
Racing
Endurance
Eight Nash Ambassadors were entered in the 1950 Carrera Panamericana, a 2,172-mile (3,495 km) endurance race run over five days across Mexico. 47 of the 126 cars that started this “contest of heroic proportions and vast distances” were classified as finishers. Three Ambassadors finished all nine stages, but the highest-placed car was disqualified.
The 1950 Ambassador driven by Roy Pat Conner was in sixth place after the eighth stage, 33 minutes behind the leader, when Connor became too ill to continue. Curtis Turner, who shared another 1950 Ambassador with Bill France, Sr., purchased Conner’s car for its superior race position, replacing Conner at the wheel and leaving France to continue in their original car without him. On the final stage Piero Taruffi, arguably the most experienced road racer in the field, had moved his Alfa Romeo 6C up to fourth position when Turner passed him in the mountains by bumping the Italian “Southern style” until he yielded. Taruffi repassed the Nash when it was temporarily halted by a flat tire. At the finish, Taruffi was in Turner’s sights but Turner ended ahead in elapsed time, beating Taruffi by 3.5 minutes. This put Turner in third place overall, behind a Cadillac 62. He was disqualified when a quick review by the race officials showed that the rules specifically prohibited changing a car’s crew.
Bill France eventually crashed out of the race but the damaged car was driven back to the United States, where France and Turner used it for a full season’s dirt track racing in the Southern states. Mexican driver S. Santoyo was classified 36th in his 1949 Nash, while another 1949 Ambassador driven by Manuel Luz Meneses and José O’Farrill Larranoga finished 39th. In all, four Nashes crashed out, while a fifth retired with engine trouble.
NASCAR
The Nash Motor Company was the first manufacturer that actively supported NASCAR racing. Direct factory sponsorship was provided for the 1950 and 1951 Sprint Cup seasons. For 1950, Nash recruited and signed dynamic stars Curtis Turner and Johnny Mantz.
North Wilkesboro Speedway on September 24, 1950, Ebenezer “Slick” Smith drove a Nash Ambassador, but crashed midway through the race and finished 20th in the field of 26. This was the same car that Bill France had crashed in the Carrera Panamericana.
Carrell Speedway (Gardena, California) on April 8, 1951, Johnny Mantz‘s Nash Ambassador finished the 200-lap race in second place. However, Ebenezer “Slick” Smith was actually driving the car at the checkered flag in relief for Mantz.
For the 1951 NASCAR season, other automakers became more involved in sponsorship.
Daytona Beach Road Course on February 11 – Bill Holland driving a Nash Ambassador encountered mechanical trouble early in the season-opening event to finish 47th from the 54-cars that started the NASCAR Grand National race.
Charlotte Speedway on April 1 – Curtis Turner won the 150-lap NASCAR Grand National race with his Nash Ambassador. This was the only first place finish for the large-sized Nash Ambassador in the NASCAR Grand National series as the car driven to victory in the 400-lap NASCAR Short Track Grand National race in Lanham, Maryland by Tony Bonadies on July 14, 1951, was the new compact-sized Nash Rambler.
Michigan State Fairgrounds Speedway on August 12 – The 1951 Nash Ambassador, was the Official Pace Car of the “Motor City 250” stock car race, and was driven by NASCAR’s president, Bill France. Tim Flock won the race in a Hudson, earned $7,001 in cash, as well as a new Nash Ambassador.
The Nash Metropolitan is a car that was sold, initially, only in the United States and Canada, from 1954–62.
It conforms to two classes of vehicle: economy car and subcompact car. In today’s terminology the Metropolitan is a “subcompact”, but this category had not yet come into use when the car was made.At that time, it was variously categorized, for example as a “small automobile” as well as an “economy car”.
The Metropolitan was also sold as a Hudson when Nash and Hudson merged in 1954 to form the American Motors Corporation (AMC), and later as a standalone marque during the Rambler years, as well as in the United Kingdom and other markets.
1957 Hudson badged Metropolitan
1961 Metropolitan fender emblem
Design
While most U.S. automobile makers were following a “bigger-is-better” philosophy, Nash Motor Company executives were examining the market to offer American buyers an economical transportation alternative. The Metropolitan was designed in the U.S. and it was patterned from a concept car, the NXI (Nash Experimental International), that was built by Detroit-based independent designer William J. Flajole for Nash-Kelvinator. It was designed as the second car in a two car family, for Mom taking the kids to school or shopping or for Dad to drive to the railroad station to ride to work: the “commuter/shopping car” with resemblance to the big Nash, but the scale was tiny as the Met’s wheelbase was shorter than the Volkswagen Beetle‘s.
The NXI design study incorporated many innovative features, and attempted to make use of interchangeable front and rear components (the symmetrical door skins were the only interchangeable items that made it into production). Although more complex, the new vehicle also incorporated Nash’s advanced single-unit (monocoque) construction. It was displayed at a number of “surviews” (survey/previews), commencing on 4 January 1950 at the Waldorf-Astoria Hotel, New York, to gauge the reaction of the American motoring public to a car of this size. The result of these surviews convinced Nash that there was indeed a market for such a car, if it could be built at a competitive price.
A series of prototypes followed that incorporated many of the improvements from the “surviews” that included roll-up glass side windows, a more powerful engine, and a column-mounted transmission shifter with bench seat (rather than bucket-type seats with floor shift fitted in the concept car). The model was named NKI (for Nash-Kelvinator International), and it featured revised styling incorporating a hood blister and rear wheel cutouts.
Nash was positioning this new product for the emerging postwar market for “personal use” autos. These specific use vehicles were as a second car for women or an economical commuter car. The Metropolitan was also aimed at returning Nash to overseas markets. However, Mason and Nash management calculated that it would not be viable to build such a car from scratch in the U.S. because the tooling costs would have been prohibitive. The only cost-effective option was to build overseas using existing mechanical components, leaving only the tooling cost for body panels and other unique components.
With this in mind, Nash Motors negotiated with several European companies. On October 5, 1952, they announced that they had selected the Austin Motor Company (by then part of BMC) and Fisher & Ludlow (which also became part of BMC in September 1953, later operating under the name Pressed Steel Fisher), both English companies based around Birmingham, England. Fisher & Ludlow would produce the bodywork, while the mechanicals would be provided, as well as final assembly undertaken, by the Austin Motor Company. This was the first time an American-designed car, to be exclusively marketed in North America, had been entirely built in Europe. It became a captive import – a foreign-built vehicle sold and serviced by Nash (and later by American Motors) through its dealer distribution system. It is believed that the first pre-production prototype was completed by Austin on December 2, 1952. In all, five pre-production prototypes were built by Austin Motors and tested prior to the start of production. The total tooling cost amounted to US$1,018,475.94, (Austin: US$197,849.14; Fisher & Ludlow: US$820,626.80) which was a fraction of the tooling cost for a totally U.S.-built vehicle.
The styling for all Nash vehicles at that time was an amalgam of designs from Pininfarina of Italy and the in-house Nash design team. The different models from Ambassador down to the Metropolitan utilised very similar design features (fully enclosed front wheels, notched “pillow” style door pressing, bar style grille etc.). Whilst Nash used the fact that styling was by Pininfarina in their advertising for their larger models, Pininfarina refused to allow his name to be associated with the Metropolitan as he felt it would damage his reputation with other Italian car companies to be linked to such a small car.
The new Metropolitan was made in two body designs: convertible and hardtop. All came with several standard features that were optional on most cars of the era. Among these factory-installed benefits for customers were a map light, electric windshield wipers, cigar lighter, and even a “continental-type” rear-mounted spare tire with cover. To give a “luxury” image to the interior, “Bedford cord” upholstery trimmed with leather was used (similar to larger Nash vehicles). An AM radio, “Weather Eye” heater, and whitewall tires were offered as optional extras for the U.S. market. (It is unlikely that a Metropolitan could have been purchased without a heater and radio, as all vehicles left the factory with both items fitted.)
The Metropolitan was the first postwar American car that was marketed specifically to women. The Dodge La Femme was introduced one year later. The first spokesperson for the car was Miss America 1954, Evelyn Ay Sempier, and the car was prominently advertised in Women’s Wear Daily. American Motors’ marketing brochures described the new model as “America’s entirely new kind of car” (1955), “Luxury in Miniature” (1959), and “crafted for personal transportation” (1960).
First reviews
Initial reviews of the Metropolitan were mixed. However, owners of the cars reported that the “Metropolitan is a good thing in a small package”.
Automotive industry veteran and the largest publisher of automotive books at the time, Floyd Clymer, took several Metropolitans through his tests. He “abused” a 1954 Metropolitan convertible and “got the surprise of my life” with its “performance was far better than I expected”, that he “felt very safe in the car”, and that “it may well be that Nash has started a new trend in American motoring. Perhaps the public is now getting ready to accept a small car”. Clymer also took a 1957 Metropolitan hardtop through a grueling 2,912 mi (4,686 km) road test that even took him 14,100 ft (4,300 m) up Pikes Peak. He summed up his experience that “I can not praise the Metropolitan too highly. It is a fascinating little car to drive, its performance is far better than one would expect, and the ride is likewise more than expected”.
According to Collectible Auto magazine, the car was described in Car Life ’s review as “a big car in miniature” that was “fun to drive” and “ideal for a second car in the family,” while Motor Trend was not alone in regarding the rear “utility” seat as “a joke.”
Motor Trend praised the car’s economy: their test Metropolitan returned:
Mechanix Illustrated editor Tom McCahill wrote: “It is not a sports car by the weirdest torturing of the imagination but it is a fleet, sporty little bucket which should prove just what the doctor ordered for a second car, to be used either for a trip to the movies or for a fast run to a penicillin festival.” He added that it was a “nice-handling car with plenty of control and amazing dig, considering it is powered by a small Austin A-40 engine” and that the finish was “very nice”, although having no trunk opening except by pulling down the back of the rear seat “poses a problem.” His test car accelerated from 0 to 60 mph in 19.3 seconds and could exceed 70 mph (110 km/h).
A Road & Track road test recorded acceleration from 0–60 mph in 22.4 seconds, “almost half of the VW’s 39.2.” However the magazine noted that at 60 mph (97 km/h), a common American cruising speed at the time, the Metropolitan was revving at 4300 rpm, which shortened engine life, whereas the Volkswagen could travel at the same speed at only 3000 rpm. Road & Track ’s testers also said that the car had “more than its share of roll and wallow on corners” and there was “little seat-of-the-pants security when the rear end takes its time getting back in line.”
Road Test magazine said in 1954 that “on roadability and responsive handling, the Met shines. It also offers easy maintenance and downright stinginess when it comes to gasoline consumption. Also, it’s literally a brute for punishment. On several occasions I took familiar corners at speeds half again what I would dare to use in some cars of twice the weight – proof that proper weight distribution, low center of gravity and well engineered suspension have more to do with roadability than massiveness, weight and long wheelbases. Admittedly, the short wheelbased Met does pitch moderately on very rough roads, but the sensitivity and ease of steering make driving a pleasure.”
Production for U.S.
Series I
Series I
Overview
Production
1953
Nash dealership with a Metropolitan visible, 1954
Production at Austin’s Longbridge factory started in October 1953 (Commencing VIN E1001). Nicknamed the “baby Nash”, the cars were tiny. They had an 85 in (2,159 mm) wheelbase, overall length of 149.5 in (3,797 mm) and a gross weight of only 1,785 lb (810 kg) for the Convertible and 1,825 lb (828 kg) for the Hardtop, thus making the Metropolitan smaller than the Volkswagen Beetle. The two models, a convertible and a hardtop, were powered by the OHV 1,200 cc (73 cu in) straight-4 Austin ‘A40’ series engine (as used in the Austin A40 Devon/Dorset) driving the rear wheels through a three-speed manual transmission. The initial order was for 10,000 units, with an option to increase the order if sales were sufficient.
The new model was initially to be called the “NKI Custom”, but the name was changed to “Metropolitan” just two months before its public release. New chrome nameplates with the “Metropolitan” name were made to fit into the same holes as the “NKI Custom” script on the passenger side front fender. Nash dealers had to rebadge the early cars that came with the “NKI Custom” name, but some factory manuals had already been prepared and distributed to service departments with the NKI name.[11] The first examples badged as Nash went on sale on March 19, 1954 in the U.S. and Canada. Autocar said that “at a production rate of less than 400 cars a week … it was hardly going to be a runaway best seller.”
In surveys, Americans had affirmed a desire for economy cars, but in practice they bought the Metropolitan in relatively small numbers. Although Nash merged with Hudson in 1954, and marketed the car as a Hudson Metropolitan in 1955, “demand never took off from the original level”, primarily because the Metropolitan was slow by North American standards. In the first month of sales, 862 Metropolitans were sold in U.S. and Canada, while in the first six months a total of 7,042 were sold. A further order was placed with Austin.
Available exterior colors were P903 “Spruce Green”, P904 “Canyon Red”, P905 “Caribbean Blue”, or P906 “Croton Green”, with P907 “Mist Grey” as a contrast color for the hardtops. P906 “Croton Green” was dropped as a color option in April 1954. Cars incorporated the Nash logo on their grille badge, hubcaps, horn button, and spare wheel cover. The suggested retail price (MSRP) for Series I (also known as NK1) models wasUS$1,445 (Hardtop) and $1,469 (Convertible). Adding a radio and a heater pushed the price above $1,500: at the time Volkswagen’s Bug/Beetle was being offered at $1,425.
In May 1954, Nash-Kelvinator Corporation announced that it had merged with the Hudson Motor Company to form American Motors Corporation (AMC). Thus by August 1954, Metropolitans also became available from Hudson dealers. These Hudson Metropolitans carried a Hudson grille badge, hubcaps incorporating an “M” logo, a “bulls-eye” horn button design, and a plain spare wheel cover. Braking performance was 90 ft (27.4 m) from 45 miles per hour (72 km/h) to a full stop.
In 1954, George Mason took two Metropolitans to Raleigh Speedway in North Carolina for some tests. The first Metropolitan did a 24-hour endurance run, going a total of 1,469.7 miles (2,365 km) without the need for a tune up, while the second car was put to a 24-hour fuel economy run. It averaged 41.7 mpg-US (5.64 L/100 km; 50.1 mpg-imp).
Series II
Series II
Overview
Production
1955
After the first 10,000 cars were built, the engine was changed to a B-Series, but still of 1,200 cc (73 cu in), (as used in the Austin A40 Cambridge). Other modifications that were incorporated at this time were a new gearbox, and hydraulic actuation for the clutch (Series I models used a mechanical clutch linkage). The change to a new engine and gearbox added 50 lb (23 kg) to the weight. This model is referred to as Series II or NK2 (Commencing with Vehicle identification number (VIN) E11001 on August 19, 1954).
Series III
Series III
Overview
Production
1955–58
Series 3 1500 engine
November 1955 saw the start of Metropolitan Series III (NK3) production (Commencing with VIN E21008 on 28 November 1955). A redesign at this time saw the Metropolitan’s B-Series engine increased in capacity to 1,498 cc (91.4 cu in) (as used in the Austin A50 Cambridge). Polished stainless steel sweep-spears on the body sides allowed a new two-tone finish to be incorporated, which had the cosmetic effect of lowering, slimming and lengthening the car. The new exterior colors were P905 “Caribbean Green”, P910 “Sunburst Yellow”, and P911 “Coral Red” with P909 “Snowberry White” as a contrast. The grille was also redesigned, and the hood had its non-functional hood scoop removed. American Motors changed the designation to “Metropolitan 1500” to differentiate it from the earlier 1,200 cc (73 cu in) models. The interior was also changed to incorporate a “houndstooth” check material for the seats trimmed with white vinyl. The dashboard was also now painted black, rather than the body color as was the case for Series I and II Metropolitans.
Series 3 hood ornament
The MSRP for Series III models was $1,527 (Hardtop) and $1,551 (Convertible). After VIN E35133 (16 April 1957) the exterior colors were changed to P910 “Sunburst Yellow”, P912 “Berkshire Green”, and P913 “Mardi-Gras Red” with P914 “Frost White” as contrast. After VIN E45912 (9 January 1958), the color P910 “Sunburst Yellow” was replaced by P915 “Autumn Yellow” and P908 “Classic Black” was added to the available exterior colors.
In September 1957, AMC announced that it was dropping the Nash and Hudson brand names. The Metropolitan was subsequently marketed under the “Metropolitan” name only, and sold through Rambler dealers. It is believed that the Nash and Hudson Grille medallions were discontinued around October 1956 (VIN E28326); they were replaced with the “M” style grille medallion.
Series IV
Series IV
Overview
Production
1959–61
January 1959 saw the start of Metropolitan Series IV (NK4) production (Commencing with VIN E59048 on 12 January 1959). This major re-design saw the addition of an external decklid (previous models only allowed access to the trunk through the rear seat back) and vent windows. By this time, the engine had been up-graded by increasing the compression ratio from 7.2:1 to 8.3:1 (Commenced VIN E43116 — October 15, 1957) giving an output of 55 bhp (41 kW) (as used in the Austin A55 Cambridge). The additional features added 15 lb (6.8 kg) to the weight. Exterior color options were the same as for Series III. The interior now used a diamond pattern for the seats, with white vinyl trim. The MSRP for Series IV models was $1,672.60 (Hardtop) and $1,696.80 (Convertible).
Sales rose to 22,209 units in 1959, the Metropolitan’s best-selling year, promoting it to second place behind Volkswagen in sales of cars imported to the U.S. American Motors’ advertising made much of this ranking, while omitting mention that the Volkswagen outsold the Metropolitan by 5½ to 1.
Production ceased in April 1961 (final VIN — E95981, built April 19, 1961). Sales of the existing inventory continued until March 1962.
A station wagon version was contemplated by AMC, and two prototypes were built, but the project was abandoned. One of the two prototypes has been restored and is on display at a Metropolitan restoration facility in North Hollywood, California.
Approximately 95,000 Metropolitans were sold in the United States and Canada, making it one of the top-selling cars to be imported into those countries at the time, and its sales in 1959 helped to spur the introduction of the Big Three’s (General Motors, Ford, and Chrysler) new compact models.
Yearly shipments
Metropolitan coupe
Year
US
Canada
Total
1953
571
172
743
1954
11,198
1,964
13,162
1955
3,849
2,247
6,096
1956
7,645
1,423
9,068
1957
13,425
1,892
15,317
1958
11,951
1,177
13,128
1959
20,435
1,774
22,209
1960
13,103
771
13,874
1961
853
116
969
1962
412
8
420
Totals
83,442
11,544
94,986
Production dates
To establish the production date for a Metropolitan (U.S. and Canadian models only), check the VIN or Serial number on a data plate affixed to the firewall. The number is prefixed by the letter “E”. Check this number against the list below, to establish an approximate production date. NB. Since the cars took at least six weeks to be shipped from the Longbridge factory to the U.S. distribution network, the actual titled date will not be the same as the production date.
Production for foreign markets
A right-hand drive convertible Austin Metropolitan
In October 1956, Austin Motor Company obtained permission from American Motors to sell the Metropolitans in overseas countries where AMC did not have a presence. The early brochures for the Austin Metropolitans used a reversed photograph to show an apparently right hand drive (RHD) car parked in an English country town (Chipping Campden), because only left hand drive vehicles were available at the time the photos were taken.
From December 1956, production of Austin Metropolitans began, and from April 2, 1957, approximately 9,400 additional units were sold in overseas markets that included the United Kingdom. List prices for the UK Series III models were £713 17s 0d for the Hardtop and £725 2s 0d for the Convertible. An estimated 1,200 Metropolitans were sold there in four years, according to several published sources. However one British journalist has estimated the figure at around 5,000. Markedly American, the styling was considered outlandish compared with the more sober British-styled models in the British Motor Corporation lineup.
Only Series III and Series IV Metropolitans were produced for sale in the UK. Series III models carried the prefix HD6 (Convertible) or HE6 (Hardtop). Some very early Series III models carried the prefix HNK3H or HNK3HL (L=Left-Hand Drive). The prefix is thought to indicate “Home Nash Kelvinator Series 3H=1400-1999cc (Metropolitan=1500cc)”. UK Series III sales ran from April 1957 to February 1959. Series IV models, which carried the prefix A-HJ7 (Convertible) or A-HP7 (Hardtop), were sold from September 1960 to February 1961. The Metropolitan was not available for UK sales between February 1959 and September 1960, since all production during that time was for US & Canadian dealers. When sales in the UK resumed they were sold through Austin dealers at listed prices of £707 6s 8d for the Hardtop and £732 2s 6d for the Convertible. Austin was dropped from the name, which now became simply “Metropolitan”, and the cars carried no Austin badges although they had Austin Company chassis plates. Despite this the car remained known, by trade and public alike, as the Austin Metropolitan, often shortened to Austin Metro in common parlance. The ‘Metro’ tag was adopted by BMC (later British Leyland) as a house name, re-emerging in 1980 on the Austin (mini) Metro.
In May 1960, Car Mart Ltd. (a large Austin dealership in London, UK) presented Princess Margaret with a specially prepared Metropolitan finished in black with gold trim and gold leather interior as a wedding present. It was stolen in London in February 1961.
As a result of low sales, production of the Austin Metropolitan ended in February 1961. An additional two “one-offs” were built in March and April, after serial Metropolitan production ended. The final car had a VIN of A-HP7 150301. Total Austin Metropolitan production has been estimated at between 9,384 and 9,391 cars.
Epilogue
Faced with increasing competition from AMC’s own Rambler American models, as well as newly introduced compact cars from the Big Three, the Met lost market appeal. The last Metropolitan body was made by Fisher & Ludlow on 10 April 1961. US-bound Metropolitan production ended in April 1961, as a result of its “marginal sales plus the fact that a four or five passenger Rambler American could be purchased for only about $100 more”.
The Metropolitan “was a car that appealed to an eclectic mix of Americans” because it was “economical, yet a joy to drive”, and it has been described as “pure automotive whimsy”. It also “swam against nearly every current of American car design”.
Police market
Right-hand drive models were marketed by AMC to U.S. police departments for use in parking enforcement and other urban duties. Comparing the car to police motorcycles, an AMC brochure advertised superior all-weather protection, cost-effectiveness and storage space, and also the safety of single-unit construction.
Industrial designer Richard Arbib designed the Astra-Gnome “Time and Space Car”, a design concept influenced by space travel forms. The vehicle was featured on the September 3, 1956 cover of Newsweek magazine and exhibited at the 1956 New York International Auto Show. Arbib modified a 1955 Nash Metropolitan and it was his vision of what an automobile would look like in the year 2000. Among the features were a “celestial time-zone clock permitting actual flight-type navigation.” The car is restored and kept at a museum in California.
Metropolitan Club (AMC)
Almost from the beginning of sales of the Metropolitan, American Motors received many letters and photographs from Metropolitan owners with stories of their good experiences with their cars. Some of these comments were used in later brochures for the Metropolitan. In January 1957, James W. Watson (AMC’s Sales Manager for the Metropolitan) decided to initiate a “Metropolitan Club” to channel this enthusiasm, and hopefully increase Metropolitan sales. He reasoned that personal recommendation was a powerful marketing tool.
All owners of Metropolitans could apply to join the Club, and members received a membership card, membership certificate, and a metal badge to attach to their vehicle. From May 1957, a magazine was circulated to members called “The Met Letter”. In total, 16 magazines were produced from May 1957 (Volume 1, Number 1) to January 1962 (Volume 4, Number 3). The magazine consisted of articles and photographs submitted by members, as well as maintenance and editorial comment from American Motors. Members who recruited additional Metropolitan buyers were rewarded with a special gold anodized “Metropolitan Club” badge.
The Club was disbanded around May 1962, when supplies of Metropolitans was exhausted. Floyd Clymer, the motoring journalist and passionate supporter of the Metropolitan concept, attempted to keep the Metropolitan Club going for a short while after this time.
Collectibility
Metropolitan car club meeting
1957 Metropolitan converted into an amusement ladder fire truck
Met conversion pickup with trailer
The “Metropolitan’s staying power and its never-ending cuteness” have earned it “a place among the Greatest Cars of All Time” in the opinion of automotive writer Jack Nerad, a former editor of Motor Trend magazine: “No, the Metropolitan didn’t come from a top-of-the-line manufacturer. No, it doesn’t have a proud racing history. And, no, it wasn’t built in huge numbers. But [it] possesses an ageless, cuddly quality that has made it a perennial favorite of car lovers and car agnostics alike.” Nerad added: “If you wanted to … wring the Met through its paces, you would be rewarded with a 0–60 miles per hour acceleration time of nearly 30 seconds. The Met was reasonably light at approximately 1800 pounds, but that weight was squared off against 42 horsepower.”
In the opinion of syndicated auto journalist and author Bill Vance, the 1,200 cc (73 cu in) Metropolitan “was quite a stylish little car” that was “ahead of its time” and performed well against its competition.
Brian Sewell cites the 1,500 cc (92 cu in) version as the one “now perversely recognized as a collector’s car”, and says that the Metropolitan is “worth a moment’s consideration, for in the history of the post-war American car industry it was the only genuine attempt to provide the market there with a mass-produced small, cheap car that could hold its own in urban traffic and slot into parking spaces far too small for even the smallest Ford or Chevrolet … [but] the steering, dreadfully hampered by the enclosure of the front wheels, is so insensitive, and the turning circle so wide, that parking is a wretched business, the slack response of the huge steering-wheel a feature common in lumbering US cars of the period.”
By British standards it looked “awful”, according to Autocar, but Nash were “very pleased with it”.
In 1961, the British auto magazine The Autocar tested a 1959 model whose odometer showed 27,124 mi (43,652 km), and recorded a “reasonable” cruising speed of 60 mph, “fairly high” oil consumption of 125 miles per pint, “adequately good” roadholding, “pronounced understeer” in cornering, “good directional stability,” “decidedly vague steering,” a turning circle that was “stately for such a small car,” brakes that were “effective,” and remarked on the “unnecessarily high position of the steering-wheel,” which interfered with the driver’s view of the road. The test car accelerated from 0–60 mph in 22.4 seconds, and its time for the standing-start quarter-mile was 21.9 seconds.
Metropolitans have the very soft ride preferred by Americans at the time, instead of the firmer suspension preferred in Europe. Markedly American, the styling was considered outlandish compared with the more sober British-styled models in the British Motor Corporation lineup. Brian Sewell commented in 2007 that the car was “damned” in England “as a preposterous aberration incorporating the worst of everything American.”
One marque enthusiast says that Nash’s subcompact was “the Smart car of the ’50s.” Although his Metropolitan is unsuitable for long journeys owing to “a lot of wind noise and really poor suspension,” it can cruise at 50 mph (80 km/h) and has a top speed of 75 mph (121 km/h). Parts are “relatively easy” to obtain and the car is “easy to work on.”
Ken Gross, a director of the Petersen Automotive Museum, noted that “the softly sprung Met wallows like most larger American cars of its day,” and he has warned against “rust, especially in the floor pan and lower fenders,” and “electrical gremlins.” British-made mechanical parts were available on the unspecified date of his article’s publication, but he said that sheet-metal was “a challenge.”
Sewell advises buying the open version in “as late a model as you can (it ceased production in 1961) – this has slightly more panache, and with the hood down it’s much easier to load [at the supermarket].”
“While there are still good deals to be had on Metropolitans, their values have quietly but sharply escalated in the last five years while other 1960s American collector cars have leveled off or simply remained flat … Parts and support are not a problem with these cars; returning all the waves and smiles you’ll get driving a Met can be tiring though.”
Some owners modify their Metropolitans. More extreme modifications have included conversion into a pickup truck, station wagon and stretch limousine, installation of a V8 engine, and conversion into a “Metro-Sled” with a rear-mounted snowmobile engine driving twin tracks. Some cars that were originally hardtops have been converted to convertibles.
There are active clubs for Metropolitan owners and enthusiasts. New, used and reproduction examples of various parts and accessories are available.
The name was reserved as a House Name by BMC (later British Leyland) and re-emerged years later, in abbreviated form, on the Austin Mini-Metro. Amongst UK enthusiasts the original Metropolitan had, generally speaking, been unofficially dubbed the Austin Metro.
The Nash Rambler established a new segment in the automobile market and is widely acknowledged to be the first successful modern American compact car.
The 1950-1955 Nash Rambler was the first model run for this automobile platform. Using the same tooling, AMC reintroduced an almost identical “new” 1958 Rambler American for a second model run. This was a rare feat of having two distinct and successful model runs, an almost unheard of phenomenon in automobile history.
Development
Nash-Kelvinator’s President George W. Mason saw that the company needed to compete more effectively and insisted a new car had to be different from the existing models in the market offered by the “Big Three” U.S. automakers. The Rambler was designed to be smaller than contemporary cars, yet still accommodate five passengers comfortably. Nash engineers had originally penned the styling during World War II.
The new model was the company’s entry in the lower-price segment dominated by models from Chevrolet, Ford, and Plymouth (automobile). The Rambler was designed to be lighter and have smaller dimensions than the other popular cars. A strategy of efficiency, Nash could save on materials in its production while owners would have better fuel economy compared to the other cars of the era. The Nash Rambler rode on a 100 in (2,540 mm) wheelbase, and power came from Nash’s proven 173 cu in (2.8 L) L-head (flathead)Straight-6 cylinder engine that produced 82 hp (61 kW; 83 PS).
Following the design of the larger “senior” Nash models, the compact Rambler’s styling was rounded in form and also had an envelope body with fender skirts that also enclosed the front wheels. This design feature did not impair the car’s cornering ability significantly.
1950 Nash Rambler Custom Landau Convertible Coupe
The compact Rambler line was designed with several body styles, but the inaugural year was limited to a single model: a fully equipped 2-door convertible. The decision to bring the new car out first in a higher market segment with more standard features was a calculated risk by Mason. Foremost in this strategy was the need to give the new Rambler a positive public image. Mason knew the car would fail if seen by the public as a “cheap little car”. This was confirmed in small car comparisons in the media that described the “well-equipped and stylish, the little Rambler is economical and easy to drive” with no “stripped-down” versions, but in only high end convertible, station wagon, or hardtop (no “B-pillar”) body styles. He knew what Crosley was just finding out with its line of mini cars, and what the Henry J would teach Kaiser Motors; namely, that Americans would rather buy a nice used car than a new car that is perceived as inferior or substandard.
Unlike almost all traditional convertibles of the era that used frame-free side windows, the Rambler retained the fixed roof structure above the car’s doors and rear-side window frames. This metal structure served as the side guides or rails for the retractable waterproof canvas top. This design allowed Nash to utilize its monocoque (unibody) construction on its new compact. It made the Rambler body very rigid for an open-top car, without the additional bracing required in other convertible models. The convertible top was cable-driven and electrically operated.
In developing this new car, Nash had originally planned to call it the Diplomat. This name would have rounded out the Nash family of cars; as for 1950, the 600 line was renamed the Statesman, and the Ambassador remained the flagship line. When it was learned that Dodge had already reserved the Diplomat name for a planned two-door hardtop body style, Nash delved into its own past, and resurrected the Rambler name from an 1897 prototype and its first production model, in 1902. Rambler was also one of the popular early American automobile brands.
Additional historical context of the Nash Rambler, along with the Nash-Healey and the Metropolitan, was that U.S. citizens were exposed to and gained experience with the smaller, more efficient compact and sporty European cars during the Second World War. Along with the styling cues of European designs, the car’s input included the approach of more compact cars, which came from Nash-Kelvinator having a wide market overseas. This influence is seen directly in the Pininfarina designed models. AMC would later continue to import European design and styling flair for its products, such as the Hornet Sportabouts by Gucci, the Javelins by Pierre Cardin, and the Matador coupes by Oleg Cassini.
The Nash Rambler was introduced on April 13, 1950; in the middle of the model year. The new Rambler was available only as an upmarket two-door convertible — designated the “Landau“. Without the weight of a roof, and with a low wind resistance body design for the time, the inline 6-cylinder engine could deliver solid performance and deliver fuel economy up to 30 mpg-US (7.8 L/100 km; 36 mpg-imp).
Several factors were incorporated into the compact Nash Rambler’s marketing mix that including making the most from the limited steel supplies during the Korean War, as well as the automaker selecting a strategy for profit maximization from the new Rambler line. The new Nash Rambler came only in a convertible body, a style that had a higher price in the marketplace and incorporating more standard features that make the open top models suitable more for leisure-type use than ordinary transportation. With a base price of $1,808 (equivalent to approximately $17,722 in today’s funds), the Nash Rambler was priced slightly lower than the base convertible models convertibles from its intended competition. To further increase the value to buyers, the Nash Rambler was well equipped compared to the competition and included numerous items as standard equipment such as whitewall tires, full wheel covers, electric clock, and even a pushbutton AM radio that were available at extra cost on all other cars at that time.
In summary, “it was a smartly styled small car. People also liked its low price and the money-saving economy of its peppy 6-cylinder engine.” The abbreviated first year of production saw sales of 9,330 Nash Rambler convertibles.
Nash Rambler Custom convertible
1951
In 1951, the Nash Rambler line was enlarged to include a two-door station wagon and a two-door pillarlesshardtop — designated the Country Club. Both the hardtop and convertible models included additional safety features.
Two levels of trim were available: Custom and Super.
A car tested by the British magazine The Motor in 1951 had a top speed of 80.9 mph (130 km/h) and could accelerate from 0–60 mph (0–97 km/h) in 21.0 seconds. Fuel consumption of 25.2 mpg-imp (11.2 L/100 km; 21.0 mpg-US) was recorded. The test car cost $1,808 in the U.S., but British sales had not at the time started.
1952 Nash Rambler “Custom Greenbrier” station wagon
1952 interior
1952
There were no major changes for the 1952 model year. Models included a new Deliveryman 2-door utility wagon for $1,892. The “Custom” models featured Nash’s Weather Eye conditioning system and an AM radio as standard equipment. The new Greenbrier station wagons received upgraded trim with two-tone painted exteriors and they were priced at $2,119, the same as the Custom Landau Convertible model.
The 1950-1952 Nash Ramblers “gained instant popularity with buyers who liked its looks, as well as loyalty among customers who appreciated its quality engineering and performance.” A total of 53,000 Nash Ramblers were made for the year.
The Rambler received its first restyling in 1953, and resembled the “senior” Nash models that had received all-new “Airflyte” styling the year before. The new styling was again credited to Italian automobile designer Battista “Pinin” Farina. The hood line was lowered and a new hood ornament, designed by George Petty was optional. The “racy” ornament “was a sexy woman leaning into the future, bust down and pointing the way.”
The standard engines were increased with manual transmission cars receiving a 184 cu in (3.0 L) I6 producing 85 hp (63 kW; 86 PS), while a 90 hp (67 kW; 91 PS) 195.6 cu in (3.2 L) I6 powered cars with the optional “Hydra-Matic” automatic supplied by General Motors. The Custom models added Nash’s “Weather Eye” heating and ventilation system, as well as a radio as standard equipment, with the convertible and hardtop versions all getting a continental tire at no extra cost.
1953 Nash Rambler Deliveryman
The marketing campaign focused on the Nash Rambler as a second family car. Advertisements also featured the wife of Jimmy Stewart and her Country Club 2-door hardtop she described as “a woman’s dream-of-a-car come true!” and promoting buyers to spend “one wonderful hour” test driving to discover how “among two-car families – four out of five prefer to drive their Rambler.”
A survey of owners of 1953 Ramblers conducted by Popular Mechanics indicated the majority listed their car’s economy as the feature they like best. After they had driven a total of 1,500,000 miles (2,400,000 km), owners’ complaints included a lack of rear seat legroom, water leaks, and poor dimmer switch position, but none of the Rambler drivers rated acceleration as unsatisfactory. Fully 29 percent had no complaints and “only four percent of Rambler owners described the car as too small and 67 percent rated their Ramblers as excellent over-all.”
Production for the model year was 31,788 and included 9 Deliveryman models in the station wagon body, 15,255 Country Club hardtops, 10,598 Convertible Landaus, 10,600 Custom station wagons (of which 3,536 were in the Greenbrier trim and 7,035 with 3M‘s “Di-Noc” simulated wood-grain trim), and 1,114 standard wagons.
After offering only two-door-only models, Nash introduced a four-door sedan and a four-door station wagon in the Nash Rambler line starting with the 1954 model year. This was the automaker’s response to demands of larger families for more roomy Ramblers.[19] The four-door body styles rode on a longer, 108 in (2,743 mm) wheelbase. Following the industry practice at the time, the heater and radio were now made optional. Added to the option list was Nash’s exclusive integrated automobile air conditioning system, a “very sophisticated setup” for the time incorporated heating, ventilation, and air conditioning in one system that was “priced lower than any other competing system; at $345, it was a remarkable advance.”
The four-door Rambler sedan was at first only available in “Custom” trim. The “Country Club” hardtop became available in the lower-priced “Super” trim and without the “Custom” model’s standard Continental tire (external spare tire carrier). The 4-door station wagons were designated Cross Country and featured an unusual roofline that followed the slope of the sedan’s roof and then dipped down before leveling and continuing rearward. The design by Bill Reddig allowed the use of the same dies to produce door framing for sedans and station wagons, while the dip in the rear portion of the roof included a roof rack as standard equipment to reduce the visual effect of the wagon’s lowered roofline.
There was turmoil in the U.S. automobile market as the Ford-Chevy sales war broke out and the two largest domestic automakers cut prices to gain sales volume. This battle decimated the remaining independent automakers in their search for customers. This marketing war put a squeeze on the much smaller independent automakers so even though the Nash Rambler economy cars proved popular, they were not particularly profitable.
On May 1, 1954, Nash and Hudson Motor Car Company announced a merger, and the successor corporation was named American Motors Corporation (AMC). Following the merger, Hudson dealers began receiving Ramblers that were badged as Hudson brand cars. The Hudson Ramblers and Nash Ramblers were identical, save for the brand name and minor badging.
1955
1955 Nash Rambler brochure describing the interiors
1955 Hudson Rambler Super 2-door
1955 Rambler Country Club
The Nash Rambler’s most significant change for the 1955 model year was opening the front wheel wells resulting in a 6-foot (2 m) decrease in the turn-circle diameter from previous year’s versions, with the two-door models having the smallest in the industry at 36 ft (11 m). The “traditional” Nash fixed fender skirts were removed and the front track (the distance between the center points of the wheels on the axle as they come in contact with the road) was increased to be even greater than was the Rambler’s rear tread. Designers Edmund Anderson, Pinin Farina, and Meade Moore did not like the design element that was insisted by George Mason, so soon as Mason died, “Anderson hastily redesigned the front fenders.” Tongue-in-cheek, Popular Science magazine described the altered design for 1955: the “little Rambler loses its pants.”
As part of the facelift for 1955, the Rambler’s grille was also redesigned with only the center emblem differentiating the cars now sold by both Nash and Hudson dealers. The Rambler was a new model for Hudson dealers and it replaced the compact Hudson Jet.
The interiors of the economical Nash Rambler were designed by Helene Rother to also appeal to the feminine eye. American Motors featured “Created to Your Discriminating Taste” in the car’s marketing knowing what women looked for in a car and Rother’s designs featured elegant, stylish, and expensive fabrics that coordinated in colors and trim.
Model and trim combinations were again reshuffled with a two-door Suburban and Club two-door sedans available in “Deluxe” or “Super” versions. Four-door sedans and wagons came as Super or Custom models, while a new Deluxe four-door sedan was introduced. The pillarless Country Clubhardtop was reduced to only the “Custom” trim, while the convertible model was no longer available.
Fleet sales only versions included a Deliveryman wagon that was not shown in the regular catalog, as well as another new model, a three-passenger business coupe: a two-door sedan with no rear seat.
The automaker’s marketing efforts included sponsorship of the Disneyland television show on the ABC network. The inaugural broadcast was on 25 October 1955; just five days after the new Ramblers debuted in both Nash and Hudson dealerships, and the Disney show quickly become one of the top watched programs in the U.S., thus helping AMC sell more cars.
The focus continued on economy and a Rambler four-door set an all-time record for cars with automatic transmissions of 27.47 mpg-US (8.56 L/100 km; 32.99 mpg-imp) in the 1955 the Mobil Economy Run.
The U.S. domestic market was turning to bigger and bigger cars; therefore, prospects for the compact Nash Rambler line was limited and production was discontinued after the 1955 model year.
Motorsports
The smallest car in the July 13, 1951, 400-lap NASCAR sanctioned Short Track Late Model Division race in Lanham, Maryland, was a Nash Rambler Country Club (two-door hardtop). Owned by Williams Nash Motors of Bethesda, Maryland, the car was driven to victory by Tony Bonadies. He stayed in the back of the 25-car field on the quarter-mile track until making a steady move up to the lead position. The Nash Rambler was also the only car to run the entire 100-mile (161 km) race without making a pit stop.
On July 18, 1952, the NASCAR Short Track race at the Lanham Speedway, was 400 laps on 0.2-mile paved oval for a total of 80 mi (129 km) miles. Tony Bonadies finished the race in 4th place in a 1952 Nash.
Replacement
The sales war between Ford and Chevrolet that took place during 1953 and 1954 reduced the market share for the remaining automakers trying to compete against the standard-sized models offered by the domestic Big Three (General Motors, Ford, and Chrysler). American Motors responded to the changing market by focusing development on the 108 in (2,743 mm) wheelbase four-door versions that it had introduced in 1954.Production of the original compact Nash Rambler ended in 1955 as AMC introduced an all-new Rambler for the 1956 model year. These used the 108 in (2,743 mm) wheelbase and became larger cars, but were “compact” compared to ones made by the Big Three. The bigger Rambler models were sold by both Nash and Hudson dealers and they carried respective Nash and Hudson brand logos.
The new for 1956 Rambler was arguably “the most important car American Motors ever built” in that it not only created and defined a new market segment, emphasized the virtues of compact design, but also enabled the automaker to prosper in the post-World War II marketplace that shifted from a seller’s to a buyer’s market. The new Ramblers came only as four-door models. Along with the usual four-door sedan and station wagon was a new four-door hardtop sedan, as well as an industry first, a four-door hardtop station wagon. An OHV version of the 195.6 cu in (3.2 L) engine was also introduced for 1956 to replace the L-head version that was used in previous models. The OHV I6 was the only engine available in the 1956 Ramblers as the new AMC V8s did not appear until the 1957 model year.
Revival
The revived Rambler American
With AMC’s focus on economical automobiles, management saw an opportunity with the economic recession of 1958 to revive the small 100 in (2,540 mm) wheelbase Nash Rambler. The automaker had retained the old tooling and the old model would fit between the bigger 108 in (2,743 mm) wheelbase family-sized Ramblers and the imported two-seat 85 in (2,159 mm) wheelbase Nash Metropolitan. This would be a smaller and more efficient alternative to the standard-sized cars that were marketed by the domestic Big Three at that time. The old Nash design was slightly modified and used for AMC’s “new” 1958 Rambler American.
Epilogue
The book listing the 75 noteworthy American automobiles that made news from 1895 to 1970, documents “the 1950 Nash Rambler was a historic car on two counts: its ancestry and its small size.” While other compact-sized cars were introduced by the small independent automakers, such as the Henry J, Hudson Jet, and Willys Aero, only the Rambler survived long enough to establish a real place in automotive history.
Moreover, the compact-sized Nash Rambler automobile evolved into a business strategy for American Motors as the company firmly associated itself with small cars in the U.S. marketplace. In the 1960s, the automaker “prospered on the back of the Nash Rambler, the compact that recalled the name of the vehicle Thomas B. Jeffrey built in 1902 at the Kenosha, Wisconsin factory that continued to be AMC’s main production plant.”
The Nash Rambler succeeded where others “tried to entice US consumers looking for practical, economical automobiles” during an era “when all Detroit had to offer were pricey, ostentatious behemoths.” The Big Three domestic automakers exited the entry-level car market to foreign makes starting in the early 1950s. Nash was the only American manufacturer to get the compact formula right by offering Rambler “well equipped and priced sensibly”; “styling that was fresh, distinctive, and attractive”; and for “the original Rambler’s run in 1950–55 was that there was a full line of Ramblers in many body styles, including a jaunty convertible.”
According to automotive historian Bill Vance, the Nash Ramblers “are not much remembered, but they did provide reliable, economical and sturdy service.” “Nash’s reputation for building eminently sensible vehicles means that their products are often overlooked by the modern-day enthusiast.”
The name “Hudson” came from Joseph L. Hudson, a Detroit department store entrepreneur and founder of Hudson’s department store, who provided the necessary capital and gave permission for the company to be named after him. A total of eight Detroit businessmen formed the company on February 20, 1909, to produce an automobile which would sell for less than US$1,000 (equivalent to approximately $26,248 in today’s funds). One of the chief “car men” and organizer of the company was Roy D. Chapin, Sr., a young executive who had worked with Ransom E. Olds. (Chapin’s son, Roy Jr., would later be president of Hudson-Nash descendant American Motors Corp. in the 1960s). The company quickly started production, with the first car driven out of a small factory in Detroit on July 3, 1909.
The new Hudson “Twenty” was one of the first low-priced cars on the American market and very successful with more than 4,000 sold the first year. The 4,508 units made in 1910 was the best first year’s production in the history of the automobile industry and put the newly formed company in 17th place industry-wide, “a remarkable achievement at a time” because there were hundreds of makes being marketed. Because of this sales success a new plant was built on a 22 acre parcel at Jefferson Avenue and Conner Avenue in Detroit’s Fairview section that was diagonally across from the Chalmers Automobile plant. The land was the former farm of D. J. Campau. It was designed by the firm of renowned industrial architect Albert Kahn with 223,500 square feet and opened on October 29, 1910. Production in 1911 increased to 6,486. For 1914 Hudsons for the American market were now left hand drive.
The company had a number of firsts for the auto industry; these included dual brakes, the use of dashboard oil-pressure and generator warning lights, and the first balanced crankshaft, which allowed the Hudson straight-six engine, dubbed the “Super Six” (1916), to work at a higher rotational speed while remaining smooth, developing more power for its size than lower-speed engines. The Super Six was the first engine built by Hudson, previously Hudson had developed engine designs and then had them manufactured by Continental Motors Company. Most Hudsons until 1957 had straight-6 engines. The dual brake system used a secondary mechanical emergency brake system, which activated the rear brakes when the pedal traveled beyond the normal reach of the primary system; a mechanical parking brake was also used. Hudson transmissions also used an oil bath and cork clutch mechanism that proved to be as durable as it was smooth.
On 1 July 1926, Hudson’s new 10 million dollar body plant was completed where the automaker could now build the all-steel closed bodies for both the Hudson and Essex models.
At their peak in 1929, Hudson and Essex produced a combined 300,000 cars in one year, including contributions from Hudson’s other factories in Belgium and England; a factory had been built in 1925 in Brentford in London. Hudson was the third largest U.S. car maker that year, after Ford Motor Company and Chevrolet.
Essex and Terraplane
1929 Hudson Model R 4-Door Landau Sedan
1931 Hudson 4-Door Sedan
1934 Hudson Eight Convertible Coupé
1934 Hudson Terraplane K-coupe
In 1919, Hudson introduced the Essex brand line of automobiles; the line was originally for budget minded buyers, designed to compete with Ford and Chevrolet, as opposed to the more up-scale Hudson line. The Essex found great success by offering one of the first affordable sedans, and combined Hudson and Essex sales moved from seventh in the U.S. to third by 1925.
In 1932, Hudson began phasing out its Essex nameplate for the modern Terraplane brand name. The new line was launched on July 21, 1932, with a promotional christening by Amelia Earhart. For 1932 and 1933, the restyled cars were named Essex-Terraplane; from 1934 as Terraplane, until 1938 when the Terraplane was renamed the Hudson 112. Hudson also began assembling cars in Canada, contracting Canada Top and Body to build the cars in their Tilbury, Ontario, plant. In England Terraplanes built at the Brentford factory were still being advertised in 1938.
An optional accessory on some 1935-1938 Hudson and Terraplane models was a steering column-mounted electric gear pre-selector and electro-mechanical automatic shifting system, known as the “Electric Hand”, manufactured by the Bendix Corporation. This took the place of the floor-mounted shift lever, but required conventional clutch actions. Cars equipped with Electric Hand also carried a conventional shift lever in clips under the dash, which could be pulled out and put to use in case the Electric Hand should ever fail. Hudson was also noted for offering an optional vacuum-powered automatic clutch, starting in the early 1930s.
Hudson Eight
For the 1930 model year Hudson debuted a new flatheadinline eight cylinder engine with block and Crankcase cast as a unit and fitted with two cylinder heads. A 2.75 inch bore and 4.5 inch stroke displaced 218.8 cubic inches developing 80 HP at 3,600 RPM with the standard 5.78:1 Compression ratio. The 5 Main bearingCrankshaft had 8 integral counterweights, an industry first, also employed a Lanchester vibration damper. Four rubber blocks were used at engine mount points. A valveless oil pump improved the Hudson splash lubrication system.
The new eights were the only engine offering in the Hudson line, supplanting the Super Six, which soldiered on in the Essex models.
1936–1942
1938 Hudson 112 coupe
1939 Hudson Country Club Six Series 93 Convertible Coupé
1941 Hudson Coupé
Hudson dealer in Louisiana, ca. 1930-1945
In 1936, Hudson revamped its cars, introducing a new “radial safety control” / “rhythmic ride” suspension which suspended the live front axle from two steel bars, as well as from leaf springs. Doing this allowed the use of longer, softer leaf springs (“rhythmic ride”), and prevented bumps and braking from moving the car off course. The 1936 Hudsons were also considerably larger inside than competitive cars — Hudson claimed a 145-cubic-foot (4.1 m3) interior, comparing it to 121 cubic feet (3.4 m3) in the “largest of other popular cars.” (According to United States Environmental Protection Agency (EPA) measurements, the cavernous Chrysler LHS only reached 126 cubic feet or 3.6 cubic metres) With the optional bulging trunk lid, the Hudsons could store 21 cubic feet (0.59 m3) of luggage (the LHS, 19 cubic feet or 0.54 cubic metres), though that might have been an optimistic measurement. The 1936 engines were powerful for the time, from 93 to 124 horsepower (69 to 92 kilowatts; 94 to 126 metric horsepower).
The 1939 models joined other American cars in the use of a column-mounted gearshift lever. This freed front-seat passenger space and remained the industry standard through the 1960s, when “bucket seats” came into vogue. Hudson became the first car manufacturer to use foam rubber in its seats. The Hudson Terraplane was dropped. For 1940 Hudson introduced coil spring independent front suspension, aircraft style shock absorbers mounted within the front springs and true center-point steering on all its models, a major advance in performance among cars in this price range. Despite all these changes, Hudson sales for 1940 were lower than 1939 and the company lost money again. The advent of military contracts the following year brought relief.
The 1941 Hudsons retained the front end styling of the 1940 models but the bodies were new with 5.5 inches added to their length giving more legroom. A new manual 3 speed syncromesh transmission was quieter with all helical gears. Wheelbases increased by 3 inches, with offerings of 116, 121 and 128 inches, and height was decreased with flatter roofs. Convertibles now had a power operated top. Big Boy trucks now used the 128 inch wheelbase. In 1942 in response to General Motors’ Hydramatic automatic transmission, Hudson introduced its “Drive-Master” system. Drive-Master was a more sophisticated combination of the concepts used in the Electric Hand and the automatic clutch. At the touch of a button, Drive-Master offered the driver a choice of three modes of operation: ordinary, manual shifting and clutching; manual shifting with automatic clutching; and automatic shifting with automatic clutching. All this was accomplished by a large and complicated mechanism located under the hood. They worked well, and in fully automatic mode served as a good semi-automatic transmission. When coupled with an automatic overdrive, Drive-Master became known as Super-Matic. Re-engineering of the frame rear end to use lower springs reduced car height by 1.5 inches. Sheet metal “spats” on the lower body now covered the running boards and new wider front and rear fenders accommodated this.
Female designer
Hudson Motor Company, wanting a female perspective on automotive design, hired Elizabeth Ann Thatcher, who later became Betty Thatcher Oros, in 1939. A graduate of the Cleveland School of Arts, now Cleveland Institute of Art, and major in Industrial Design, she became America’s first female automotive designer. Her contributions to the 1941 Hudson included exterior trim with side lighting, interior instrument panel, interiors and interior trim fabrics. She designed for Hudson from 1939 into 1941, leaving the company when she married Joe Oros, then a designer for Cadillac. He later achieved renown as head of the design team at Ford that created the Mustang.
World War II
Hudson Motor Car Co. factory in Detroit, circa 1930-1945
As ordered by the Federal government, Hudson ceased auto production from 1942 until 1945 in order to manufacture materiel during World War II, including aircraft parts and naval engines, and anti-aircraft guns. The Hudson “Invader” engine powered many of the landing craft used on the D-Day invasion of Normandy, June 6, 1944.
During World War II Hudson had also an aircraft division which produced ailerons for one large eastern airplane builder. The plant was capable of large scale production of wings and ailerons as well as other airplane parts. On May 22, 1941, Hudson was given a contract for the Oerlikon 20 mm cannon with the Jefferson Avenue Plant responsible to convert the original Swiss drawings to American production standards. The company produced 33,201 Oerlikons for the United States Navy with the original mechanism continued in use without major change and with complete inter-changeability of parts until the end of the war. Hudson also manufactured millions of other weaponry and vehicle parts for the war effort. Hudson ranked 83rd among United States corporations in the value of World War II military production contracts.
1946–1954
1947 Commodore Eight Convertible
1949 Hudson Commodore 4-Door Sedan
1952 Hudson
Hudson Hornet race car
Production resumed after the war and included a 128-inch (3,251 mm) wheelbase 3/4-ton pickup truck.
In 1948, the company launched their “step-down” bodies, which lasted through the 1954 model year. The term step-down referred to Hudson’s placement of the passenger compartment down inside the perimeter of the frame; riders stepped down into a floor that was surrounded by the perimeter of the car’s frame. The result was not only a safer car, and greater passenger comfort as well, but, through a lower center of gravity, good-handling car. In time almost all US automakers would embrace it as a means of building bodies. Automotive author Richard Langworth described the step-down models as the greatest autos of the era in articles for Consumer Guide andCollectible Automobile.
For the 1951 model year the 6 cylinder engine got a new block with thicker walls and other improvements to boost Horsepower by almost 18% and torque by 28.5% making Hudson a hot performer again. The GM-supplied 4 speed Hydramaticautomatic transmission was now optional in Hornets and Commodore Custom 6s and 8s.
Hudson’s strong, light-weight bodies, combined with its high-torque inline six-cylinder engine technology, made the company’s 1951–54 Hornet an auto racing champion, dominating NASCAR in 1951, 1952, 1953, and 1954.
Herb Thomas won the 1951 and 1954 Southern 500s and Dick Rathmann won in 1952. Some NASCAR records set by Hudson in the 1950s (e.g. consecutive wins in one racing season) still stand even today. Hudson cars also did very well in races sanctioned by the AAA Contest Board from 1952 to 1954 with Marshall Teague winning the 1952 AAA Stock Car Championship and Frank Mundy in 1953. Often Hudsons finished in most of the top positions in races. Later, these cars met with some success in drag racing, where their high power-to-weight ratio worked to their advantage. Hudsons enjoyed success both in NHRA trials and local dirt track events.
As the post-war marketplace shifted from a seller’s to a buyer’s market the smaller U.S. automakers, such as Hudson and Nash, found it increasingly difficult to compete with the Big Three (Ford, GM and Chrysler) during the 1950s. The sales war between Ford and General Motors conducted during 1953 and 1954 had left little business for the much smaller “independent” automakers trying to compete against the standard models offered by the domestic Big Three. The Big Three could afford constant development and styling changes, so that their cars looked fresh every year, whereas the smaller manufacturers could only afford gradual change. Hudson’s once innovative “step-down” unit body construction, while sturdy and innovative, also made restyling difficult and expensive. Although Hudsons dominated racing during this period, their feats did little to affect showroom traffic. Sales fell each year from 1951 to 1954 and only Korean War military contracts kept the company afloat. After the company’s high-priced Jet compact car line failed to capture buyers in its second straight year, Hudson was acquired by Nash-Kelvinator (makers of Nash and Rambler) automobiles in 1954.
1954–1957
1951 Hornet Club Coupé
1957 Hornet Series 80 4-Door Sedan
On May 1, 1954, Hudson merged with Nash-Kelvinator Corporation to become American Motors. The Hudson factory, located in Detroit, Michigan, was converted to military contract production at the end of the model year, and the remaining three years of Hudson production took place in Kenosha, Wisconsin.
For 1955, both Hudson and Nash senior models were built on a common automobile platform using styling themes by Pinin Farina, Edmund E. Anderson, and Frank Spring. Common-body shell production for competing makes of automobiles was a manufacturing technique that had been used by the Big Three for decades. Although the 1955 Hudson used the inner body shell of the Nash, the car incorporated a front cowl originally designed by Spring and the Hudson team to be put on the 1954 Step-Down platform. The 1955 models also used the Hudson dashboard, “triple safe brakes” and Nash Weather Eye heater with Harrison Radiator Corporation-supplied lower cost Freon/compressor type air conditioning.
Hudson dealers also sold Rambler and Metropolitan models under the Hudson brand. When sold by Hudson dealers, both cars were identified as Hudson vehicles via hood/grille emblems and horn buttons. Hudson Ramblers also received “H” symbols on fuel filler caps (and, in 1956, also on hubcaps). For 1957, Rambler and Metropolitan became makes in their own rights, and no longer were identified as Hudson or Nash.
For 1956, design of the senior Hudsons was given over to designer Richard Arbib, which resulted in the “V-Line” styling motif, a combination of “V” motifs that carried Hudson’s triangular corporate logo theme. Sales fell below 1955 figures. For 1957, Hudson dropped the shorter-wheelbase Wasp line, selling only the Hornet Custom and Super, which featured a lowered profile and slightly updated styling.
With a wider front track than Nash used, Hudson was the better handling car, and was powered by the famed 308 cu in (5.0 L) Hornet Six with the optional high-compression cylinder head and dual-carburetor manifold (“Twin-H Power”); the Twin H would disappear at the end of the 1956 model year.
The Wasp used the 202 cu in (3.3 L) L-head Jet Six engine (up to 130 hp (97 kW)) and this model (in sedan version) was Hudson’s top seller. For 1955, for the first time Hudson offered a V8 engine, a Packard-designed and -built 320 cu in (5.2 L) engine rated at 208 hp (155 kW) purchased by Hudson and Nash. All cars with the Packard V8 also used Packard’s Ultramatic automatic transmission. as an option costing $494 (equivalent to approximately $4,285); the Nash 3-speed manual was also available at US$295.
End of the line
The last Hudson rolled off the Kenosha assembly line on June 25, 1957. There were no ceremonies, because at that point there was still hope of continuing the Hudson and Nash names into the 1958 model year on the Rambler chassis as deluxe, longer-wheelbase senior models. The combined Nash and Hudson production volume was not sufficient to justify all new design and tooling, so the Rambler’s platform was expected to be adopted to the longer cars. One major trade magazine said rumors of discontinuance were false and the 1958 Hudsons and Nashes “would be big and smart”. Factory styling photographs show designs for a 1958 Hudson (and Nash) line based on a longer-wheelbase 1958 Rambler. Front-end prototype photos show separate Hudson and Nash styling themes.
AMC’s President George W. Romney came to the conclusion that the only way to compete with the “Big Three” (General Motors, Ford, and Chrysler) was to stake the future of AMC on a new smaller-sized car line. Neither Hudson nor Nash brand names had as much positive market recognition as the successful Rambler and their sales were lagging. Together with AMC’s chief engineer Meade Moore, Romney had completely phased out the Nash and Hudson brands at the end of 1957. The decision to retire the brands came so quickly that preproduction photographs of the eventual 1958 Rambler Ambassador show both Nash- and Hudson-badged versions. The Rambler brand was selected for further development and promotion while focusing exclusively on compact cars.
Eventually, however, something close to the Hudson design was chosen for the 1958 Rambler Ambassador. Hudson brand enthusiasts will note the triangular grille guard and 1957-like fender “gun sights” and the fast-selling 1958 Rambler Customs wore 1957 Hudson-styled front-fender trim.
South Africa
Panel delivery van, Hostetler collection, Gilmore Car Museum
Hudson cars were assembled from complete knock down (CKD) kits in South Africa by Stanley Motors in Natalspruit (Gauteng).
Legacy
For the 1970 model year, American Motors revived the “Hornet” model name for its new series of compact cars (the AMC Hornet). AMC was later purchased by Chrysler, which at one time considered reintroducing the Hornet name in the Dodge model line (See: Dodge Hornet).
A collection of restored Hudson cars is located at the Hostetler Hudson Auto Museum in Shipshewana, Indiana. Eldon Hostetler was an inventor who had a Hudson as a teenager and later started buying Hudson cars and restoring them.
A restored Hudson Dealership sign still occupies its original site on Highway 32 in Chico, California.
RAF (Rīgas Autobusu fabrika) Latvia – Ambulances and Hearses
Rambler and Nash-Rambler Ambulances and Hearses
Range Rover Ambulances and Hearses
RANGER off the road ambulances
Renault Ambulances and Hearses since 1907 till recent
ROBUR Ambulances in combination with IFA – Phänoman – Garant .
Rolls-Royce Ambulances, Hearses and Limousines since 1910
ROVER Hearses and Resque Ambulance
Russo Baltique Ambulances from the WWI
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1957 Nash Metropolitan Series III Hardtop1955–1962: 
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