Amc American Motors Ambassador Sixth Generation
| Sixth generation | |
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1967 AMC Ambassador DPL convertible
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| Overview | |
| Model years | 1967–1968 |
| Body and chassis | |
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| Powertrain | |
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| Dimensions | |
| Wheelbase | 118 in (2,997 mm) |
| Length | 202.5 in (5,144 mm) |
1967
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.”
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
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 Weather A/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.