The 1960-1961 AMC/Rambler Ambassador: A Timeless Classic

The 1960-1961 AMC/Rambler Ambassador emerged after the discontinuation of the Nash and Hudson brands. While this move by George Romney may not have been his most strategic, it held little significance in the grand scheme. The pivotal choice—following the passing of AMC president George Mason in 1954 and Romney's subsequent leadership—was to cease direct competition with the Big Three automakers.

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Romney focused intensely on the Rambler, which had established a strong reputation among budget-conscious consumers. By 1956, he revamped and broadened the Rambler lineup. When the 1958 recession hit unexpectedly, Romney appeared prescient: sales of larger vehicles plummeted, while Rambler's success soared. This was a masterstroke of timing, as Americans nationwide began embracing Ramblers.

American Motors, which had struggled to sell 100,000 cars annually in its first three years, saw its sales double suddenly. The following year, sales doubled once more. By 1960, Rambler had climbed to third place in the automotive industry, surpassing Plymouth. This marked the first time an independent automaker achieved such a high ranking since the 1929 Essex.

The choice to discontinue the Nash and Hudson brands was not intended to erase two respected names but to highlight AMC's shift from its past strategies. In fact, until nearly the final stages, a larger Rambler-based vehicle named the "Ambassador" (retaining the old Nash model name) had been designed in clay models featuring Nash and Hudson emblems.

When this model debuted in 1958 as the "Rambler Ambassador," it was only slightly smaller than its Hudson and Nash predecessors. It shed 4.5 inches in wheelbase and over 100 pounds in weight but retained the AMC 327 V-8 engine, delivering even more horsepower than the 1957 models. While this made it more dynamic, it could still be seen as a fuel-hungry relic—a type of vehicle Romney claimed to no longer produce.

"It was a safety net—a contingency plan," recalled former AMC chairman Roy D. Chapin, Jr. "If the small car strategy failed, we had the Ambassador framework to fall back on and expand. As it turned out, small cars succeeded, leaving the Ambassador as a secondary offering." This assessment holds true, as only 1,340 Ambassadors were sold in its debut year as a Rambler in 1958.

Discover the design evolution and market triumph of the 1960-1961 AMC/Rambler Ambassador on the next page.

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The 1960-1961 AMC/Rambler Ambassador was offered in just three four-door body styles: a sedan, a hardtop, and a hardtop wagon. Some wagons could accommodate six or eight passengers. Additionally, there were three trim levels: Deluxe (basic trim for fleet use), Super, and Custom. This resulted in nine possible configurations, with certain variants being exceptionally rare, such as the 302 Deluxe fleet-sedans, 637 Super eight-passenger wagons, and 435 Custom hardtop wagons.

Custom models stood apart from Supers with subtle exterior trim differences and included standard features like a clock, full wheel covers, foam rear seat cushions, a padded dashboard, and padded sun visors. The base price began at $2,395 for the Deluxe fleet model and climbed to approximately $3,200 for the Custom hardtop wagon. A well-equipped Ambassador Custom typically cost around $4,000, about $300 more than a similar Nash Ambassador in 1957.

The 1960 model received a stylish facelift, highlighted by a full-width eggcrate grille topped with raised AMBASSADOR lettering. A new compound windshield wrapped around the top and sides, while a full-width bodyside molding—featuring brushed aluminum on Customs or two-tone paint on Supers—enhanced the car's elongated appearance and set it apart from the shorter Rambler. Performance, powered by the 327 engine producing 250 or 270 bhp, was respectable but not thrilling, as these cars were not designed to compete with high-performance models from Chevrolet, Ford, or Plymouth.

1960 was a landmark year for American Motors, with nearly half a million cars produced. This marked the highest production volume in the company's history and the first time annual sales exceeded $1 billion. However, it's crucial to note that the Ambassador played a minor role in this success, as the company's prosperity was primarily driven by the popularity of the Rambler.

In response to shifting consumer preferences, the 1961 lineup underwent significant changes. The declining popularity of four-door hardtops led to their discontinuation, leaving only sedans and wagons with traditional B-pillars.

The Deluxe fleet-series remained, though only 273 units were produced, as the Ambassador wasn't typically a fleet vehicle. A new addition was the five-passenger Custom 400, a premium Custom model featuring front bucket seats and priced $200 higher than the standard version. This move aimed to capitalize on the growing trend of bucket seats and manual transmissions, though AMC lacked a floor shift and its column shift was notoriously awkward.

The 1961 model retained the previous body structure but underwent a dramatic redesign. The front fenders were extended to create a prow-like front end reminiscent of a Spanish-American War battleship. Quad headlamps were repositioned outside a smaller, horizontal-bar grille that peaked at the center, emphasizing the sharp-nosed look. Side trim and interiors were updated, while the drivetrain remained unchanged.

1961 proved to be a challenging year across the board, with sales significantly lower than in 1960. AMC's small cars faced fierce competition from the new compact models introduced by the Big Three. The Ambassador struggled, selling fewer than 19,000 units, and produced a few extremely rare variants: the eight-passenger wagons barely surpassed 1,000 sales, and the Custom 400, launched in late April 1961, attracted only 831 buyers.

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1960-1961 AMC/Rambler Ambassador Specifications

While the 1960-1961 AMC/Rambler Ambassador delivered satisfactory performance, it couldn't compete with the high-powered Chevys, Fords, or Plymouths of the time.

Specifications

Engine: ohv V-8, 287 cid (4.00 × 3.25), 250/270 bhp

Transmissions: ohv V-8, 287 cid (4.00 × 3.25), 250/270 bhp

Suspension front: upper and lower A-arms, coil springs

Suspension rear: live axle on 4-link trailing arms, coil springs

Brakes: front/rear drums

Wheelbase (in.): 117

Weight (lbs): 3343-3592

Top speed (mph): NA

0-60 mph (sec): NA

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