AMC Ambassador

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The AMC Ambassador was an 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 senior top-trim level Nash brand cars. The Ambassador nameplate was used continuously from 1932 until 1974; at the time it was the longest continuously used nameplate in automotive history. The Ambassador always represented AMC's premium level cars in the United States and Canadian markets. All Ambassador models were built in Kenosha, Wisconsin.

Contents 1 Ambassador by Rambler (1958-1961) 2 Rambler Ambassador (1962-1965) 3 AMC Ambassador (1966-1968) 4 AMC Ambassador (1969-1973) 5 AMC Ambassador (1974) 6 Specifications 7 External links 8 References & Further Reading

[edit] Ambassador by Rambler (1958-1961)

Following George Mason's unexpected death in the fall of 1954, George Romney (whom Mason had been grooming as his eventual successor), succeeded him. Romney recognized that the Nash and Hudson brand names no longer had as much appeal in the marketplace, and that AMC's future rested with its Rambler models. While development of an all new 1958 Nash Ambassador was almost complete, designers were also working on a Hudson equivalent. Pre-production models used in early photographs show models badged as both Nash and Hudson Ambassadors (the V-shaped grille of the 1958 model was taken from the stillborn Hudson version). However, before releasing the new 1958 models, Romney and senior management made the decision to end both the Nash and Hudson brands.

Rambler would be sold as a standalone make of American Motors. However, management decided that the public associated the Rambler name with small, economy models. Therefore, a decision was made that the larger Ambassador would be marketed as the Ambassador V-8 by Rambler rather than as the Rambler Ambassador to lend an air of exclusivity. This was despite the fact that the car bore the name "Rambler Ambassador" on its front fenders.

The 1958 Ambassador was a substantially longer car than the Rambler Six and Rebel V-8, although both lines shared the same basic body, styling, and visual cues. AMC stretched the wheelbase from 108 to 117 inches and added nine inches to the body - all ahead of the cowl. Model identification was located on the car's front fenders and rear trunk 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 panels on station wagons. Ambassadors came in four-door sedan, four-door hardtop sedan, as well as four-door pillared and hardtop station wagon body styles.

Model offerings remained constant, except for the departure of the hardtop station wagon and hardtop sedan after 1960. Styling remained strongly related to the high volume Rambler line from 1958 through 1960.

In 1961, however, the Ambassador received an unusual new front end design overseen by AMC's in-house design department headed by Edmund Anderson. It 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. Its failure helped to further cement the idea that the Ambassador best served AMC as an extension of the Rambler line rather than as a uniquely styled standalone model.

[edit] Rambler Ambassador (1962-1965)

Declining sales pushed AMC to fold the Ambassador into the Rambler line beginning with the 1962 model year. The 1962 Ambassador emerged as a well-appointed Rambler Classic, trimmed from the 117 in wheelbase of 1961 down to the 1962 Classic's 108 in, and the Ambassador line included a two-door pillared sedan for the first time since 1954.

Romney left AMC in 1962 to become the governor of Michigan. Meanwhile, a completely redesigned Rambler lineup appeared, following Romney's philosophy that Rambler's best chance for survival lay in smaller cars that had the greatest number of interchangeable parts. This lineup was introduced in September 1962 for the 1963 model year. The Ambassador's shape was made smoother, and considerable interchangeability between it and the Classic, and even the upcoming 1964 American, was achieved. Wheelbase was increased to 112 in.

Succeeding Romney as CEO was Roy Abernethy, who began planning for a larger, more elegant Ambassador for the 1965 model year.

1964 introduced minor trim changes and 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 was added for the first time since 1957.

By 1965, AMC shifted its focus away from compacts, based on Abernethy's belief that AMC could take on the "Big Three" automakers if their products were made more mainstream. The Ambassador's wheelbase was lengthened four inches, this time to 116 in.

[edit] AMC Ambassador (1966-1968)

Part of Abernathy's strategy included phasing out the Rambler name, which he believed the public associated so strongly with compacts that it was a hindrance to AMC's other models. Therefore, for 1966, the Ambassador was badged as being a product of AMC. During these years, Ambassadors were available in base 880, midrange 990, or highline DPL trim levels. The platform was shared with the AMC Rebel.

In 1967, AMC introduced a completely restyled Ambassador, now on a 118 in wheelbase. The Ambassador was y positioned as a "luxury intermediate", but had as much interior space as other full-size cars from Ford or GM. The convertible was offered again for 1967; but it would be the final year with only 1,260 built. Also in 1967, AMC shifted its fastback Rambler Marlin (rechristened as the AMC Marlin in 1966) to the longer Ambassador chassis and its restyled body.

Unfortunately, sales of the redesigned models were disappointing resulting in a new round of financial problems for American Motors. As a result, Abernathy was released from AMC by its Board of Directors later that year.

For 1968, the SST trim replaced the DPL trim as the Ambassador's premium trim level. AMC, which had been a pioneer in the field of air conditioning through its Kelvinator division, became the first car manufacturer to make air conditioning standard equipment on an American-built car – something that even Cadillac and Lincoln had not done to date. While all Ambassadors came with air conditioning as standard, consumers could order the car without air as a "delete option" and credit to the base price if they so desired. As AMC pointed out in their advertising campaign for the Ambassador, the only other make to have air conditioning as standard equipment in 1968 was Rolls-Royce.

[edit] AMC Ambassador (1969-1973)

In 1969, the Ambassador received a major restyling, with a longer 122 inch (309.88 cm) wheelbase, the longest ever produced by AMC, introduced "valley pans" along the tops of the inner front fenders, and revised taillight designs that eliminated the bisected end units and replaced them with inboard panel units since the trunk now had a higher liftover. The base and DPL sedan and hardtop models had no reflector panel connecting the taillights while the SST did.

In 1970, the rear end was treated to an overhaul, along with the concurrent Rebel intermediate. The clean rear treatment of the 1967 to 1969 sedan and hardtop models was replaced with fresh styling that integrated the taillights into the bumper, as well as new rear quarters and roofline design. The front grille also received a modest restyling.

The Ambassador sedan, station wagon, and hardtop then continued with only minor changes through the 1973 model year. American Motors continued the philosophy of timeless design, rather than continual styling changes. Because many consumers were dissatisfied with the quality of domestic automobiles, AMC introduced the "Buyer Protection Plan" in 1972. This was the first comprehensive guarantee for automobile buyers. Underlying this was a strategic realignment to improve quality controls in AMC's plants and among its suppliers. The company thus focused on engineering improvements, increased the list of factory standard items on all the Ambassadors, and reduced the number of trim versions to one — the "Brougham".

[edit] AMC Ambassador (1974)

In 1973, the Arab Oil Embargo resulted in full-size cars taking a sales beating across the board. The Ambassador was no exception, with its standard V8 engines and corresponding fuel economy that was as low as the competition. However, a major restyle had been in the works for two years — long before the crisis — and AMC introduced a bigger than ever, completely restyled 1974 Ambassador in September 1973. The 1974 Ambassador was available only as a four-door sedan and station wagon; the two-door hardtop was dropped after 1973 since the intermediate Matador would adopt a new coupe body for 1974 and the shared body would no longer be possible. The Ambassador sedan gained seven inches in length compared with the 1973 versions due to the newly required 5-mph absorbing front and rear bumpers, as well as a new front-end design. Other changes included a larger capacity fuel tank (24.9 gallons), even more sound insulation, and a new interior with a complete redesign of the dash.

The energy crisis so deeply affected the Ambassador's sales that in June 1974, the final Ambassador rolled off the Kenosha, Wisconsin assembly line, ending a model name that had been in continuous production for 42 years.

The similarly sized and styled Matador was available in the top "Brougham" trim level from 1975 through 1978. The six-passenger four-door sedan, as well as a station wagon with two or three rows of bench seats, shared the Ambassador's basic body (the Matador was essentially identical behind the cowl) and massive front and rear bumpers. Although slightly shorter (the Matador's front wheels were 6 inches closer to the leading edge of the front doors), the AMC Matador continued the full-size interior room, comfort, and convenience features that came on the 1974 Ambassadors.

[edit] Specifications

• Length: 206.5 in (1969); 208 in (1970), 210.8 in (1971-72); 212.8 (1973-74)
• Width: 77.2 in
• Wheelbase: 112 in (1963-64); 115 in (1965-66); 118 in (1967-68); 122 in (1969-74)

[edit] External links

Wikimedia Commons has media related to: AMC Ambassador

• AMC Rambler Club
• American Motors Owners Association
• Nash Car Club
• Nash Healey History
• Nash in the UK
• 1967 Ambassador information, factory Data Book, and more
• 1970 Ambassador information and specifications

[edit] References & Further Reading

• Foster, Patrick R. (2004). AMC Cars: 1954-1987 An Illustrated History. Motorbooks Intl. ISBN 1-58388-112-3 (paperback).
• Foster, Patrick R. (2004). AMC Performance Cars: 1951-1983 Photo Archive. Motorbooks Intl. ISBN 1-58388-127-1 (paperback).
• Foster, Patrick R. (December 1992). "1958-1962 Ambassador: A Rambler By Any Other Name". Collectible Automobile Magazine. Volume 9, Number 6.
• Gunnell, John, Editor (1987). The Standard Catalog of American Cars 1946-1975. Kraus Publications. ISBN 0-87341-096-3.
• Mitchell, Larry G. (1994). Illustrated Amc Buyer's Guide. Motorbooks Intl. ISBN 0-87938-891-9 (paperback).

	American Motors Corporation Historic:
Rambler:	Ambassador by Rambler | American | Classic | Marlin | Rambler | Rebel
AMC:	Ambassador | AMX | Concord | Eagle | Gremlin | Hornet | Javelin | Marlin | Matador | Mighty Mite | Metropolitan | Pacer | Rebel | Spirit
Renault:	LeCar | Alliance | Encore | Fuego | Medallion | Premier
AMC & Rambler Concept Cars:	Rambler Tarpon | AMC Cavalier | AMC AMX-GT
Affiliated with:	American Motors Corporation | AM General | Chrysler | Hudson | Jeep | Kelvinator | Nash Motors | Nash-Kelvinator | Rambler | Renault | Australian Motor Industries | Vehiculos Automotores Mexicanos
People	Roy Abernethy | A.E. Barit | Roy D. Chapin Jr. | George W. Romney | Richard A. Teague | George W. Mason | Gerald C. Meyers | Edmund E. Anderson | François Castaing
[ edit ] Category

American Motors road car timeline, United States market, 1954—1988 - [edit]
Type	1950s						1960s										1970s										1980s
	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8	9	0	1	2	3	4	5	6	7	8
Subcompact	Metropolitan																Gremlin									Spirit					Encore
Compact	Rambler American																Hornet								Concord
	Jet																					Pacer								Alliance
Mid-size	Rambler							Classic						Rebel				Matador
				Rebel								Marlin									Matador Coupe
Full-size	Nash				Ambassador																														P
	Hudson
Sports															AMX
															Javelin
Crossover																											Eagle
SUV																	see timeline of Jeep models