LL stopped by to respond to our story, “Joe Ligo is overly kind in Nash/AMC Ambassador film.” Here’s what he had to say:
“I have a 1972 Matador and a 1974 Matador and without a doubt the 74 is a way better car for ride quality, smoothness, and comfort. The 72 is nice too but it doesn’t handle as well, mainly because it is lighter. On the other hand the 72 is more powerful even though it has a 2BBL and the 74 has a 4BBL. Both are AMC 360s with Torqueflite automatic transmission. The 74 is a strangely more sophisticated car, despite essentially only being a 71-72 Matador with a longer front and longer tail. But that car is a true JOY to drive. Personally I like the looks of both cars, and if I was to choose between the two the 74 is CLEARLY a ‘better’ car.
The 74 Matador and 74 Ambassador are basically identical except for LOOKS. I will admit that the 74 Ambassador front is less drastic than the Matador but, I like the looks of both. I like the rear, and I prefer the rear of the 74 over the 70-73 Rebel/Matador. It has the ultimate 70s look.
The problem with critical journalism like this is I doubt whether the writer has actually driven a Matador or Ambassador. Therefore observations are just all ‘over there’ comments from a detached perspective formed from second and third information from people who also have unlikely owned or driven one. Armchair critics. AMC made a great car. I agree with Joe. End of story.”
Can a ‘great car’ fail to sell very well?
Indie Auto does not begrudge LL for his fondness of a 1974 AMC Matador. Each of us should be able to like what we like — regardless of what others may think. However, that’s a different conversation than whether a given car helped its automaker succeed in the marketplace. The 1974 redesign of the Matador and Ambassador family cars did not.
Also see ‘Was Mac’s Motor City Garage wrong about the 1974-78 Matador coupe?’
Production of all sedans and wagons on AMC’s large platform dropped by 30 percent in 1974. That led to the discontinuance of the Ambassador. For 1975 the surviving Matador receiving a revised grille and a Brougham trim option, but output declined another 40 percent — and kept on doing so until the cars were discontinued in 1978.
One could argue that the collapse of Matador sales was a result of an oil crisis that began in late 1973. However, while the mid-sized field saw production decline during 1974-75, it reached a record of almost 3.3 million units in 1977.
AMC’s output did not rebound like its Big Three competitors. By 1977 the automaker’s share of the mid-sized field had fallen to under 1 percent. That was down from 15 percent in 1965, when the Rambler Classic, Ambassador and Marlin together outsold Ford’s mid-sized Fairlane.
Why had AMC become virtually irrelevant in a field that it pioneered in the early-1960s? LL doesn’t engage that question — yet he declares his missive the “end of the story.”
This is a good example of what makes Indie Auto different from websites that cater to car collectors. Our focus is exploring why the U.S. auto industry experienced one of the most spectacular industrial collapses of the last century. That requires thinking more broadly than whether a given car drives nicely.
NOTES:
Production figures were calculated from Gunnell (2002), Flammang and Kowalke (1999), the auto editors of Consumer Guide (2006) and Wikipedia (2020). Production in 1976 was estimated for the four-door sedan and two-door coupe by averaging data from 1975 and 1977.
RE:SOURCES
- Auto editors of Consumer Guide; 2006. Encyclopedia of American Cars. Publications International, Lincolnwood, Ill.
- Flammang, James M. and Ron Kowalke; 1999. Standard Catalog of American Cars, 1976-1999. Third Ed. Krause Publications, Iola, WI.
- Gunnell, John; 2002. Standard Catalog of American Cars, 1946-1975. Revised Fourth Ed. Krause Publications, Iola, WI.
- Wikipedia; 2020. “U.S. Automobile Production Figures.” Page past modified Oct. 4.
BROCHURES & ADVERTISING:
- oldcarbrochures.org: AMC Matador (1974, 1976, 1977); Chevrolet Chevelle (1974); Dodge Charger (1974)
PHOTOGRAPHY:
- Banner image of 1974 AMC Matador by Cristopher Ziemnowicz (CZmarlin) via Wikipedia’s Creative Commons 4.0. The image was taken at the Rambler Ranch collection in Elizabeth, Colorado.
It is unfortunate that AMC large/midsize cars unfortunately did not have the market traction needed. They were actually stylish looking, built on a sensible platform/dimensions but they were some years along by then. The big three competitors were suffering from bloat that wasn’t rectified until the next decade. It was truly unfortunate.
By the mid seventies AMC was being carried by the Hornet/Concorde platform. The right car for the times. Imagine if AMC had moved forward with the Pacer minivan concept.
Also, it could be interesting to wonder what if AMC had decided to use for 1975 the Matador name only for the coupe while the Madator sedan and wagon was rechristened as Ambassador following a bit to what Plymouth did when they renamed the Satellite as the “small Fury” for the 1975 model year?
Stephane, I like the cut of your jib. LL, I too doubt the writers drove any Matadors or Ambassadors. It’s not like you can head to automobile row and take one off the lot for a spin.Even if you were to borrow one from a collector, you don’t know what shape it’s in compared to 50 years ago.I was a Corvair fan until the mid=70s. I remember driving a couple daily driver Vairs about 40 years ago and the handling and ride were nothing like I remembered.
A relative liked to buy AMCs so I got fairly familiar with a Matador sedan, particularly in comparison to a mid-sized Ford of similar vintage. The AMC had a dated quality and some cheapo interior bits but it was much roomier. It seemed like an okay car but I could see why it didn’t sell very well.
At any rate, whether “the writers” have driven a specific car is pretty irrelevant to Indie Auto’s focus, which is on corporate strategy.
AMC kept facelifting the 1967 body shell, and with each successive facelift, the car became less attractive. Meanwhile, AMC kept the standard vacuum windshield wipers, trunnion front suspension and outdated Borg-Warner automatic transmission for far too long.
The irony here is that, by 1975, the original 1967 styling would have worked better (particularly the greenhouse), and was more in line with current trends.
Yup. And with a light reskinning that used the Rebel’s old 114-inch wheelbase, AMC could have had a dirt-cheap Granada/Volare competitor that was roomier but only slightly larger on the outside.
AMC would have been better served if it had focused on upgrading the mechanicals and improving the quality of the interior.
In terms of material quality and workmanship, the 1967 models (both the Rebel and Ambassador) had declined noticeably from the 1963-64 and 1965-66 models.