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This is my first article in a long time, my writing "career" in the CL having hit another enforced hiatus.
In any case, this will continue the series on Nash, Hudson and AMC with the first two covering the individual marques and the third covering the first decade of AMC's existence (Which can be read here). Though this will deal with a much shorter period, it was nonetheless one of massive significance for the Kenosha manufacturer. Significant because the ambitions of George Romney's successor at the helm, Roy Abernethy, would bear full fruit.
When George Romney left AMC to pursue a political career, Roy Abernethy took the reins in Kenosha. Romney's strategy of focusing exclusively on sensible, economical products under the Rambler name had proven very successful, taking full advantage of the economic climate of late 50s America. Abernethy, however, would have a very different vision for what would be (by the end of 1966) the sole surviving "independent" passenger car maker in America. Perhaps Abernethy felt that with the automotive fashion and performance consciousness of the 1960s, AMC would have to adapt in order to ensure its own viability- ultimately, compete head on with the Big Three by trying to match their offerings. And starting with the 1965 model year, AMC would began to move away from what was perceived to be a "stodgy" image and attempt to expand its appeal.
Not much needed to be done with the basic product, because the basic product was very good indeed. However, some creative and flashier reworkings on these lines would be the AMC lineup for 1965. The Classic line got a facelift and an expanded engine range to include AMC's flagship 327 engine. The Ambassador, however, would see the biggest changes though utilising the same basic platform as '63-'64 models- a longer wheelbase and stacked headlights, and also an expanded engine range. Both lines offered a convertible- in fact the first "large" convertibles from Kenosha since the 1940s.
Perhaps a clearer indicator of AMC's new strategy would come with the Marlin. The Marlin was basically a Classic in a fastback body, albeit a highly practical fastback which could seat six. Overall, AMC sales that year did not rise drastically in what was a banner year for the industry.
The following year saw even more glamourous versions of the Classic and Ambassador offered. The "Rambler" nameplate was dropped for senior cars, and they would simply be known as AMCs. The American, already well-established in the compact segment, would still be known as a Rambler. 1967 saw new mid-size Rebel and full-size Ambassador lines, with the latter providing the last year of the Marlin. Styling was good, and the cars overall were good. AMC also began to get creative in marketing. But it didn't help sales and, it would seem, crisis was looming at AMC Central- enough to ensure Abernethy would leave his job.
In the car industry, as in politics, sport, and life generally, the old chesnut goes that things can and do get a lot better after they get worse. And this was most definitely true with AMC. For, indeed, 1968 would be a very, very special year. It would be the year that AMC's very own Pony Car, perhaps even the symbol of the marque's bid to challenge the Big Three, the Javelin would be unleashed onto the marketplace. And as if it wasn't exciting enough, a bona fide two-seater "sports car", the AMX, would join the stable. But these cars and new V8 engines introduced the year before weren't the only good news for AMC- indeed, 1968 would see a reversal of the declining sales of the previous few years. AMC management would no doubt have been delighted with this turnaround.
It was more or less the same for 1969 and 1970- products would be raised another level with a larger Ambassador for 1969 (fittingly one of the first cars to have standard A/C), and the Hornet replacing the venerable American for 1970. AMC also began to race cars in the latter half of the 60s, a complete reversal from company policy earlier in the decade- just look at the advertisements put out. AMC had began the decade focusing strongly on economy but finished the decade trying to go head on with Detroit Inc.
But for all that, the changes in no way diminished the interesting, somewhat quirky appeal, of AMC products. They were a somewhat different and enjoyable alternative to Detroit offerings. For instance, the 343, 390 and 401 V8 motors were neither big nor small block motors, but rather "medium block" motors which offered potentially big block power without the weight. This clearly paid off in the driveability of its compact and medium performance offerings, which only ehnances their desirability among enthusiasts.
Indeed, we can look upon the 1954-70 period as the halcyon era of American Motors Corporation. The little one from Kenosha stayed strong and stayed true. Unfortunately as the 1970s dawned, AMC would face far stiffer challenges and commit a series of blunders which to this day unfairly tarnish this fascinating marque.
In any case, this will continue the series on Nash, Hudson and AMC with the first two covering the individual marques and the third covering the first decade of AMC's existence (Which can be read here). Though this will deal with a much shorter period, it was nonetheless one of massive significance for the Kenosha manufacturer. Significant because the ambitions of George Romney's successor at the helm, Roy Abernethy, would bear full fruit.
When George Romney left AMC to pursue a political career, Roy Abernethy took the reins in Kenosha. Romney's strategy of focusing exclusively on sensible, economical products under the Rambler name had proven very successful, taking full advantage of the economic climate of late 50s America. Abernethy, however, would have a very different vision for what would be (by the end of 1966) the sole surviving "independent" passenger car maker in America. Perhaps Abernethy felt that with the automotive fashion and performance consciousness of the 1960s, AMC would have to adapt in order to ensure its own viability- ultimately, compete head on with the Big Three by trying to match their offerings. And starting with the 1965 model year, AMC would began to move away from what was perceived to be a "stodgy" image and attempt to expand its appeal.
Not much needed to be done with the basic product, because the basic product was very good indeed. However, some creative and flashier reworkings on these lines would be the AMC lineup for 1965. The Classic line got a facelift and an expanded engine range to include AMC's flagship 327 engine. The Ambassador, however, would see the biggest changes though utilising the same basic platform as '63-'64 models- a longer wheelbase and stacked headlights, and also an expanded engine range. Both lines offered a convertible- in fact the first "large" convertibles from Kenosha since the 1940s.
Perhaps a clearer indicator of AMC's new strategy would come with the Marlin. The Marlin was basically a Classic in a fastback body, albeit a highly practical fastback which could seat six. Overall, AMC sales that year did not rise drastically in what was a banner year for the industry.
The following year saw even more glamourous versions of the Classic and Ambassador offered. The "Rambler" nameplate was dropped for senior cars, and they would simply be known as AMCs. The American, already well-established in the compact segment, would still be known as a Rambler. 1967 saw new mid-size Rebel and full-size Ambassador lines, with the latter providing the last year of the Marlin. Styling was good, and the cars overall were good. AMC also began to get creative in marketing. But it didn't help sales and, it would seem, crisis was looming at AMC Central- enough to ensure Abernethy would leave his job.
In the car industry, as in politics, sport, and life generally, the old chesnut goes that things can and do get a lot better after they get worse. And this was most definitely true with AMC. For, indeed, 1968 would be a very, very special year. It would be the year that AMC's very own Pony Car, perhaps even the symbol of the marque's bid to challenge the Big Three, the Javelin would be unleashed onto the marketplace. And as if it wasn't exciting enough, a bona fide two-seater "sports car", the AMX, would join the stable. But these cars and new V8 engines introduced the year before weren't the only good news for AMC- indeed, 1968 would see a reversal of the declining sales of the previous few years. AMC management would no doubt have been delighted with this turnaround.
It was more or less the same for 1969 and 1970- products would be raised another level with a larger Ambassador for 1969 (fittingly one of the first cars to have standard A/C), and the Hornet replacing the venerable American for 1970. AMC also began to race cars in the latter half of the 60s, a complete reversal from company policy earlier in the decade- just look at the advertisements put out. AMC had began the decade focusing strongly on economy but finished the decade trying to go head on with Detroit Inc.
But for all that, the changes in no way diminished the interesting, somewhat quirky appeal, of AMC products. They were a somewhat different and enjoyable alternative to Detroit offerings. For instance, the 343, 390 and 401 V8 motors were neither big nor small block motors, but rather "medium block" motors which offered potentially big block power without the weight. This clearly paid off in the driveability of its compact and medium performance offerings, which only ehnances their desirability among enthusiasts.
Indeed, we can look upon the 1954-70 period as the halcyon era of American Motors Corporation. The little one from Kenosha stayed strong and stayed true. Unfortunately as the 1970s dawned, AMC would face far stiffer challenges and commit a series of blunders which to this day unfairly tarnish this fascinating marque.
