Cohort Classic: 1969 Ambassador DPL – Not-So-Bravely Stretching Forward

The one segment that AMC/Rambler never could get a toe-hold on was the most lucrative: the full-sized one. Understandable, since that’s exactly the market George Romney’s downsized mid-fifties Ramblers deliberately walked away from. But the great compact revolution was short lived, and by the mid-sixties, AMC wanted back in, badly. Except that they weren’t really sincere about it, as the Pinocchio-nose on this 1969 Ambassador makes all too clear. 

Yes, the Ambassador had been around for almost forever, struggling to create an upscale niche in the Rambler hierarchy. But since the Rambler Rebellion, it never, ever had its own full-sized body shell; it was always just a Rambler with a longer nose (1958 – 1962) and then it even lost then during 1963 – 1966. But with the new Rebel for 1967, the Ambassador got its nose-augmentation back again, for its finally run to the death.

Which means that the Ambassador was a mid-sized car from the cowl back, and a “full-sized” imposter from the cowl forward. Yes, it’s good to have extra space up there under the hood, where it really counts! Well, it was called American Motors, not Franco Motors or German Motors. Long hoods rule! Along with vinyl tops! Now where are the Brougham badges? “DPL” just ain’t going to cut it, guys.

About 75,000 Ambassadors were sold in 1969. And what percent of the full-sized market was that?

stembre posted this pristine Ambassador at the Cohort.