1967 AMC Ambassador Development
For 1966, Ambassador was separated from the Rambler line, becoming a make all its own -- and setting the stage for the 1967 AMC Ambassador. Roy Abernethy's marketing people continued to focus on the themes of luxury and size.
Although Ambassador production remained fairly steady, the rest of the Rambler line went into a slump. AMC originally had planned on keeping its all-new 1963 body in production through 1969, with updates along the way, including new exterior body panels, to keep it fresh.
However, after witnessing three years of falling sales, Abernethy decided to pour AMC's dwindling resources into redesigning its senior cars sooner than originally intended. What AMC needed most was a new Rambler Classic, but in getting one, it would, by default, also get a new Ambassador. Realizing he had to move quickly to halt the slump, Abernethy decided to release them for the 1967 model year.
Styling was under the direction of Richard Teague, who had been hired in 1958 by former styling director Ed Anderson. Teague's Styling Department was small but staffed with several very talented designers, and they quickly got to work on the new senior line.
One consideration stylists had to keep in mind was that although the company's two main product lines, Ambassador and Classic, shared the same body shell, they sold in different price categories. Ambassadors usually had a longer wheelbase and, since 1965, front and rear styling that was completely different from the Classic.
The bigger, bolder 1967 AMC Ambassador had
a 118-inch wheelbase and overall length
of 202.5 inches.
Abernethy wanted bigger cars. Ambassador competed in the standard-size category, against traditional big cars such as Ford Galaxie, Chevy Impala, and Plymouth Fury III. The cars AMC designers came up with were longer, lower, and wider.
Ambassador now was 202.5 inches long, up from 200 inches previously, and its 118-inch wheelbase was two inches longer than before. Width was increased by a whopping 3.9 inches to 78.4. Front tread was 58.6 inches, rear tread 58.5 inches.
A smooth ride was assured by soft coil springs at each wheel. There was also a new four-link trailing-arm rear suspension. As was the case since 1962, Ambassadors were equipped with a twin-circuit brake system, though it wasn't as big a deal this year since new federal safety regulations mandated them on all cars.
For a detailed description of the 1967 AMC Ambassador's styling, continue to the next section of this article.
For more information on cars, see: