1968 AMC Ambassador

1968 amc ambassador sst sedan



1968 amc ambassador base model



1968 amc ambassador dpl wagon

for 1968 model year, new sst trim line placed above mid-line dpl trim ambassador. american motors pioneer in field of air conditioning through kelvinator refrigerator division, , amc s marketing chief bill mcnealy wanted make ambassador stand out in crowded market segment , decided add greater distinction ambassador line making weather a/c system standard equipment. first time volume car manufacturer had done so, cadillac , lincoln had not offered on luxury cars – although of them priced @ more twice as ambassador. while ambassadors came air conditioning standard, consumers order car without air delete option , decrease price $218. amc pointed out in advertising campaign ambassador, other major automaker offered air conditioning standard equipment in 1968 rolls-royce.

due slow sales, both convertible , pillared coupe models dropped line, leaving 990 hardtop coupe , sedan, dpl hardtop coupe, sedan, , wagon, , new sst hardtop coupe , sedan in ambassador line. personal luxury fastback marlin discontinued make way smaller new amc javelin in pony car segment. top-of-the line 1968 ambassador sst version appealing , luxurious package standard v8 power, air conditioning, expensive upholstery, individual reclining front seats, wood-look interior trim, upgraded exterior trim, numerous conveniences such electric clock , headlights-on buzzer.

styling changes minor. taillights recessed in body-color bezels divided single central horizontal bar. front headlight bezels made of nylon , body colored. new injection molded abs plastic grille dominated horizontal bar extended forward in center sides, while outline had squared off edges wrapped forward inner headlight extensions. fender-mounted marker lights added @ front , rear standard equipment, u.s. national highway traffic safety administration (nhtsa) regulations mandated application (along seat belts beginning january 1, 1968) passenger cars sold in united states 1968.

however, amc s enduring styling feature debuted on ambassador 1968, flush-mounted paddle-style door handles replaced former push-button units on american motors cars, save rambler american. practical , disarmingly simple design predated safety-related mandates , industry norms. interior locking no longer traditional windowsill pushbutton, lever set armrest.

front-wheel alignment made easier , greater accuracy moving camber adjustment upper lower control arm on double wishbone suspension, , caster angle adjustments moved upper control arm drag strut. @ midyear, amc s new top engine, amx 390 cu in (6.4 l) 315 hp (235 kw; 319 ps) v8 became option in ambassador line, bringing total engine options four.

in june 1967, american motors started new advertising campaign created mary wells lawrence of wells, rich, , greene marketing agency. us$12 million amc account high-profile assignment , helped established agency innovative , daring in approach. new advertising violated convention of not attacking competition, , amc s campaigns became highly controversial. publicity worked amc s total retail sales improving 13% fiscal year, 1968 ambassador numbers down.