Depending on how much you pay attention to liquor trends, you may or may not know that Pabst Blue Ribbon has enjoyed an unlikely resurgence as a favorite beer of people who apparently enjoy their beer ironically (and inexpensively). No offense to those who enjoy a PBR or thirteen, but I’ve had a pint or two myself and, well, its taste doesn’t leave much of a fence on which to sit. Less offensive to one’s sensibilities might be this neat ’69 Ambassador, which happens to be adorned with a license plate promoting the owner’s favorite brand.
The Ambassador itself could very well be a favorite model among hipster types, whose ownership of such a vehicle could be enjoyed in the same manner as the libation that originally hailed from Milwaukee. Considering that I found this really solid version of a car you never see in the parking lot of the drag strip, however, I’ll guess the owner is simply a car lover who prefers AMC products, and for good reason. This wagon was one of my “best in show” for the day.
There’s unfortunately no getting around the name. The “DPL” in the car’s title evokes an unfortunate trend toward laziness in 1960s automotive nomenclature. First came the LTD in 1965 (at least it was the first), then the VIP in 1966, then the DPL in whatever that year came along. “PBR” is at least an easily deciphered acronym.
The DPL was a step up from the regular Ambassador (which was only available in a four-door sedan), but a step down from the equally bafflingly-branded SST variant, which cost almost 500 dollars more than the DPL. This version of the wagon is fittingly luxurious for a brand name that was aiming at an upper-class buyer; in fact, AMC went so far as to make air conditioning standard equipment on all Ambassadors, which makes the base model’s under-$3000 base price seem like an absolute steal if you are the kind of person who wants to drive an Ambassador. Nobody, however, will assume you’ve raided your Jaguar parts car for the wood grained dashboard, but it’s standard issue for a premium-ish 1960s land cruiser.
Not standard was the V8, and I can imagine that an air-conditioned Ambassador wagon loaded down with the base six led to a white-knuckled game of chance in the passing lane on a hot day with a brood of kids and a dog in the back. Fortunately, our featured Ambassador was 343-equipped for the job of pulling around whatever its original owners bought it for. One could buy the 343 in two-barrel or four-barrel configurations, with 235 and 280 horsepower respectively. A truly adventurous buyer could choose the 390, which was a reasonably priced option at $168 (according to my Krause Publishing Standard Catalog of Independents). Still, a loaded Ambassador SST wagon would have retailed for well over $4000, which may explain why only 16,000 or so Ambassador wagons were sold in 1969.
Nevertheless, none of that matters today, when the vagaries of automotive business decisions have become little more than abstractions to be argued about on the internet. The paint on this car is too rough for it to be called a “clean original,” but too nice to repaint (other than perhaps the hood and fender cap). It’s honestly perfect. I love it.
The owner has wisely chosen to keep the standard DPL wheel covers and use the ubiquitous Hankook Optimo tire. I have a set on my T-Bird and would have a set on my Mustang if they weren’t backordered last spring. Unfortunately, 14-inch whitewall tires have become a little thin on the ground, so everyone uses one of two or three brands, if not a pricy set of Coker reproduction bias-plies.
The roof rack offers a place to tie down the water skis along with a starting point for a hard-to-find water leak for subsequent owners. But it’s simply another box checked on a list of equipment that would make the Ambassador a practical choice as a collector car. It has plenty of room, plenty of power, and it looks interesting if not beautiful. People won’t leave you alone if you buy one (not that that’s a good thing necessarily, unless you’re an exhibitionist). There were perhaps better choices than an Ambassador back in ’69, but if you want a full-size wagon, is anything really all that much better today?
It’s not a stretch to say that few classic car buyers start their online search with “1969 Ambassador DPL,” but how many of us would turn one down today given the financial and storage means? Looking at a beer list and choosing a PBR has become a thing again. Maybe the Ambassador is next.
Cool car. I like the patina, but would repaint the front fender cap as you mentioned. I’d also repaint the hood. My aunt had a ’77 version of this wagon back in the day. same body style except for different taillights and front grille.
LTD, VIP, and SST have some meaning with allusions to exclusivity, prestige, and speed respectively. What does DPL refer to? All I could think of was Diplomat or Dallas Public Library.
I hate to break it to you, but in this context, SST means Stainless Steel Trim.
AMC could knock the fun out of anything.
Our SST had the trim and “cloth/ vinyl” seats!! lol
“DPL” most likely meant Diplomat. Cars owned/operated by official diplomats can get DPL plates. They are quite numerous in DC – they seemed to be everywhere around my neighborhood when I lived there. They also have DPL-matic immunity, which means you can find them in no-parking zones all over town.
This is true, Steve, about the Diplomat plates and how they were everywhere in the DC suburbs back in the day…and generally signaled either “steer clear” or “this is why that person has chosen to park on the sidewalk” (given the immunity from the nuisance of traffic/parking law enforcement afforded by local law enforcement to diplomatic staff); BUT I don’t think I ever saw Diplomatic plates on an Ambassador wagon. In my neighborhood, Mercedes were the common diplomatic conveyances.
So, in this case I think DPL is just kind of an aspirational label. Sort of like “Limited”. 🙂
Putting two and two together, Ambassador Diplomat does make sense. Maybe someone in AMC’s branding/marketing department had a sense of humor.
The original Rambler was supposed to be named “Diplomat,” which fit in with Nash’s naming scheme at the time – the big cars were named Ambassador and Statesman.
Dodge, however, had already claimed the name for its first-ever hardtop, so Nash used the Rambler name from its corporate predecessor, the Thomas B. Jeffrey Company.
SST – Super Sonic Transport – was most likely chosen to evoke the image of speed and prestige.
I don’t know why, but I go back to required import/export training class at work where “DPL” stood for “Denied Parties List” which is a bad thing…people who you’re NOT to do trade with for some reason (political).
We all had to know about it because trade also includes information, and it’s all too easy to just send people data, even though I worked during the pre-common-internet period.
To me invokes a “bad boy” image…don’t deny this ambassador. Have no reason why I equate these with prior work stuff, they’re not at all related.
SST: Super Sonic Transport – The Air France Concord was in the news at the time.
The problem with AMC’s use of SST and DPL wasn’t really the acronyms, per se. No, what bugged me was the frilly, excessively curvy font. Whose idea was that? I mean, the Big 3 knew how to create attractive, meaningful fonts that were appropriate for the cars. Why was it so hard for AMC to do the same? Sheesh.
Very nice car. Very good beer. I like both.
Great find and article Aaron, thank you!
AMC and their quirky styling. The slightly opened maw of the grille and front bumper, appears like the early begins of the strange evolution that culminated in the uniquely bizarre 1974 Ambassador nose. More mainstream styling, and AMC would have enjoyed more mainstream sales success. They should have mimicked Ford and GM more often, IMO. At least with their high volume cars.
A quick Photoshop. With a more conventional GM-like grille and bumper treatment. The nose on the production Ambassador just looks weird. And they became less mainstream, with the Ambassador’s styling. With no advantage, other than hurting sales.
This nose reminds me of the bad nose job on the 1978 Pacer.
You’re welcome; I like your update to the grille and bumper. At least the ’69 Ambassador nose isn’t as bad as the mid-’70s Matador. 🙂
I like your redo. It reminds me a bit of a Mercury of some kind. Much better looking.
You take does make it look better, but at the risk of making it look more like the 1968 Rebel or 1967 Chevelle. Gotta keep those annual facelifts going!
Pics of the latter two:
“14-inch whitewall tires have become a little thin on the ground”
Understatement of the day… also 15-inch whitewalls.
Many vehicles of this era just don’t look right with black sidewalls, or even with thicker whitewalls.
Hankook H724’s
If you can find them, they are no longer listed on the Hankook site and I fear they are discontinued.
If you think 14s are bad, try 13s, especially 80-section whitewalls. There’s basically one manufacturer that does a run every once in a while (Maxxis). I have a set on my Corvair, and I hope they keep making them.
Another factor that gave the big AMC’s an uncool vibe was as aftermarket radios with tape decks were gaining popularity, they wouldn’t fit into the weird opening that AMC used. AMC used a unit that looked like a home central radio (yes that used to be a thing) more than a car radio.
“its taste doesn’t leave much of a fence on which to sit”
Aaron, that is a very diplomatic way of explaining PBR, so diplomatic you have earned a DPL badge.
These big AMC products have been intriguing me the last few years. As to why I haven’t a clue, but I fully agree with Aaron stating this one is perfection. A good engine choice, a nice color, a condition in which you won’t sweat the details, and decently equipped. It isn’t the assault on one’s sensibilities the later AMC biggies would become – this wagon has a lot going for it.
I hope the owner treasures it for a long time.
“Aaron, that is a very diplomatic way of explaining PBR, so diplomatic you have earned a DPL badge.”
Ha ha, thanks! I don’t drink much beer, and when I do, my standards aren’t very high, but I have a hard time with Pabst. 🙂
Right there with you, Aaron.
Great article Aaron. I think your flagging the PBR tag captures the “so dorky it crosses over into cool” vibe of this wagon perfectly. I’m pretty sure I’d no more like to own an Ambassador than I would want to regularly drink PBR, but as an every once in a while thing, I’m game.
I’m guessing that the hood and fender cap are works in progress. I’d say that hood is just begging for a Trans Am-like screaming chicken decal.
Thanks Jeff! Hey, if Ford could use a “screaming cobra” on the Mustang II, what could AMC try? A screaming gremlin?
Unless the obvious rust paint due to the ages , all about the AMC Ambassador wagon is genius . Sleeker and most stylish American wagon ever . Never ever Ford, GM or Plymouth made such a good shaped station like this . Even 50 years later, mostly AMC’s can still give a lesson to the ” big threes” of how to create a lovely American silhouette. Perhaps Americans don’t know but AMC & Rambler cars are the most appreciated American automobiles abroad . And yes, i’m writing this from abroad no matter where . Beautiful AMC Rambler Ambassadors both wagon and saloon : they became a hot collectible model , it has more interest’s mania than, say , an e.g. Ford Mustang . And this is too much enough
The wagons of the first few years of this final generation may be my favorite AMC cars of their last 20 years. I think I like this a lot!
I remember scratching my head over their trim level names back then.
” First came the LTD in 1965…” Insert “Lousy Thing from Detroit” joke here: […………}
I always though LTD meant “Long Term Debt.” Which I thought was always a fitting description.
I heard a comedian refer to his dad’s Country Squire as the LTD (lunatic’s transportation device).
The car I learned to drive in. My Aunt’s 70 Amby, also a DPL, enjoying the West Michigan lake effect belt weather.
Freezing after viewing this pic!!
You can really see the extended wheelbase from that point of view, can’t you?
You can really see the extended wheelbase from that point of view, can’t you?
It’s a matter of taste. To me, the Rebel, 8 inches shorter in front of the firewall, looked excessively pug nosed. My aunt insisted that the longer wheelbase made the car ride better. Her frame of reference would have been her previous car, a 65 Plymouth Fury III wagon, with a 119″ wheelbase.
I talked with Pat Foster at the local AMC meet last August. Discussed the bizarre front end treatment on the mid 70s Matador. Pat said it was entirely to make the Matador look longer. Why, I wonder, didn’t they just put the Amby front end on, with the Matador’s lower spec trim? Then the car would look longer, without looking bizarre.
In , relative, good shape considering how ancient it is.
If you were a kid in the US or Canada during the late 60s and early 70s, ‘SSP’ was the hot brand. As in ‘SSP Racers’.
I was a particular fan of the Smash Up Derby version of this toy. Loved that song on the commercial.
Of course, as a child, after about the second or third time playing with the toy, increasing number of parts would scatter around the room, get lost under furniture, or fall down the heating vents. Thus rendering the thing increasingly useless and less fun. Which, in retrospect, was basically a life lesson.
Think of the off-the-scale anxiety those ‘toys’ caused for pets. Yes, that commercial turned me off Ramblers for a few years. lol
Smash-up Derby was popular for perhaps 2-3 Christmases. My beef with the toy as a kid, was it was near impossible to get anything but the ’57 Ford and the ’57 Chevy Nomad. As they also had pics of a Beetle and pickup truck on the box. Here in Ottawa, all my friends and I ever got, was the Ford and Chev. As the box had no windows, you had no idea of the cars inside. I remember those toys getting tired mighty fast. One significant reason, was Kenner did not sufficiently expand the selection of cars available. lol
I hate it when vehicles become spelling contests. XLT. TLX. SLE. DPL. PBNJ.
The one that still irks me, but I know this horse has left the barn – is the term, SUV. For that matter, CUV. They’re not really trucks, they are not cars, they are sometimes referred to as crossovers, which to me is more like traversing a river or a border or barrier of some kind.
Call them mini trucks or maxi cars. There, I got that off my chest.
I previously worked as a graphic designer. In this field, you must consider the aesthetics of lettershapes. ‘SST’ visually looked great in marketing. And was very timely. As did ‘XL’, ‘GLC’ and ‘LTD’. ‘DPL’ looked and sounded unappealing.
Just another chapter in AMC’s legacy of quirks and half-baked ideas.
»clickashickwhirr«…and in this next slide, we see a Toyota festooned with big, bold TRD lettering. Discuss.
lol
OOH I bought a Toyota TRD. Toyota Toyota Racing Division. So it’s a TTRD. How about a CRV. Compact recreational Vehicle. Curbside Retching Vomit. Cool Racing Vehicle.
RAV. Recreational Active Vehicle. WTF? gRAVy car. Round About Van. Ran Against Van.
I remember Mazda’s GLC ad campaign. Once you learned what it stood for, Great Little Car was cool. But you had to know what it was. Otherwise it was a gulckh.
Chevrolet LUV, also. And then we could take a forensic look at Cadillac’s lame attempt to speak to the ‘hep cats’ and modern ‘teen-agers’ by clumsily converting their model names into ‘with-it’ 3-letter clusters:
SLS: Seville Luxury Sedan
STS: Seville Touring Sedan
DTS: Deville Touring Sedan
ETC: Et Cetera
Daniel, I’d love to interpret the acronym for Fleetwood Touring Sedan for you:
F*** This Sh&t
Exactly. I NEVER understood the TRD thing. I initially figured that it was a joke/challenge dreamed up by dudes in Toyota’s CA design studio, never imagining that it would be greenlit by corporate.
I owned several Chevy LUVs…they were light. And useful.
DPL – Diplomat. SST -Super Sonic Transport. The paint problems stem from air hoses that had previously been used for air tools (had automatic oilers feeding them), being used to supply paint guns leaving a film of oil.mist settling between layers of paint and primer. 27 years in plant
Many of these CC articles are so inspired, it truly seems like the modern equivalent of the gonzo days of Car & Driver, and this one is no exception with the PBR analogy.
That aside, the whole ‘hipster and their cars’ thing is fascinating. My guess is the hipster ethos gravitates to the quirky and minimalist but it’s tough to keep that goofy old stuff running on the cheap when the original production numbers were low.
That’s the problem with AMC products: they just didn’t sell all that many of them, and spares are hard to find to keep cars over half a century old running with minimal funds. This is the reason the stereotypical hipster car seems to be the early sixties Ford Falcon. They were the most simple relative to the competition, Ford spit out huge numbers of them, and they do about the best of all the major manufacturers of keeping spare parts available. It certainly doesn’t hurt that virtually everything on the Falcon’s chassis interchanges with the Mustang, and we all know popular that one is for an old car.
So, yeah, a PBR-drinking hipster would love to have an old AMC (like the feature Ambassador wagon) as a ride ‘if’ they were just as easy and cheap to keep going as an old Falcon.
“Many of these CC articles are so inspired, it truly seems like the modern equivalent of the gonzo days of Car & Driver, and this one is no exception with the PBR analogy.”
I think I can say thanks from us all for the compliment. 🙂
I found this post when doing my periodic search to see if I can find any old Ambassador wagons left out there. I grew up with one and it was the car I learned to drive in. I took it to college. My entire family cried when we eventually traded it when the original parts finally started wearing out. It ended up with a moonshiner, as the speed of this wagon was legendary (my dad pegged ours at 160 when racing with a cop buddy). Boy, the stories we could tell about that car. I have really enjoyed this post and the comments, especially the one pointing out that this was the sleekest of all the old wagons. I have always thought so. The others strike me as pretty ugly by comparison. Thanks for a trip down memory lane.