the mm ambassador
TRANSCRIPT
The Hindustan Ambassador is a car manufactured by Hindustan Motors of India. It has been in production
since 1958 with few modifications or changes and is based on the Morris Oxford III model first made by
theMorris Motor Company at Cowley, Oxford in the United Kingdom from 1956 to 1959.
Despite its British origins, the Ambassador is considered as a definitive Indian car and is fondly called "The king
of Indian roads". The automobile is manufactured by Hindustan Motors at its Uttarpara plant [1] near Kolkata,West
Bengal. It was the most popular car in India and is perceived to be best suited to the harsh Indian terrain due to
its very good suspension.[citation needed] Its iconic status was helped by the fact that it was the preferred means of
conveyance of India's political leadership, including the Prime Minister of India, before they moved on to
other luxury cars and SUVs.[citation needed] In 2002, then-Indian PM Atal Bihari Vajpayee started traveling in an
armored BMW 7 Series for security purposes. However, some prominent Indian politicians, such as Sonia
Gandhi, continue with their preference for the Hindustan Ambassador.[2]
Contents
[hide]
1 Origins
2 Evolution
o 2.1 Ambassador Mark I to Mark IV
o 2.2 Ambassador Nova
o 2.3 Ambassador 1800 ISZ
o 2.4 Ambassador Classic
o 2.5 Avigo
3 Engines
4 Extended version
5 Customized version
6 UK imports
7 References
8 External links
[edit]Origins
When the Birlas wanted a new model to replace their already old Hindustan models based on Morris Oxford
Series II (Hindustan Landmaster), they scouted for the then-new Morris Oxford Series III. The car initially came
with a side valve engine but was later improved to an overhead valve engine. Also the car at that point was quite
an innovation with a fully enclosed monocoque chassis, which is why it is spacious inside.
Hindustan Motors Limited (HM), India's pioneering automobile manufacturing company and flagship company of
the C.K. Birla Group was established just before Indian independence, in 1942 by B.M. Birla, commencing
operations in a small assembly plant in Port Okha near Gujarat,
[edit]Evolution
The Amby, as it is affectionately called, has been in continuous production since its inception, with very few
changes to its frame.
In 1948, Hindustan Motors shifted its assembly plant from Port Okha in Gujarat to Uttarpara in West Bengal's
Hooghly district and strengthened its manufacturing capacity in the automobile segment.
The 1954 Morris Oxford series II in India was licence-built at Uttarpara, (Hooghly dist.), West Bengal, three years
after its debut in England and labelled as the 1957 Hindustan Landmaster. It had a rounded rear squab and a
curvaceous sloping hood.
Engaged in the manufacture of the Ambassador, Contessa and utility vehicles like the Trekker, Porter and
Pushpak, the plant also has to its credit, many innovations and improvements in the automobile industry in India.
Hindustan Motors is the only manufacturing facility in the world to manufacture parts for Bedford trucks currently.
[edit]Ambassador Mark I to Mark IV
In 1957 all the tooling of the British Morris Oxford Series III was transferred to India. The car was renamed
the Ambassadorand series-production started in 1957.
Styling changes from the Morris Oxford series II (Landmaster) to Morris Oxford series III (Ambassador) included
deep headlamp cowls and small rear wing "tail fins" -- all the rage in 1956. The dashboard and steering wheel
were completely redesigned. The Landmaster's flat-plane two spoke steering wheel gave way to a stylish dished
steering wheel with three spokes made-up of four wires per spoke, for the Ambassador. Also a new, dimpled
hood made its debut. These models had a 1489 cc side valve BMC B series petrol engine. In 1959 the side valve
engine was replaced by a 1489 cc, 55 bhp overhead valve BMC B series petrol engine.
In 1963, it underwent a minor frontal facelift with a closely chequered grill and was named as the Ambassador
Mark II. Like with other British designed Mark cars, while there was never really any Ambassador Mark I, the
arrival of the Mark II got people calling the older model, Mark I.
In 1975, another minor facelift to the same grille and a much bigger frontal facelift was turned out as the Mark 3,
the most popular face of the Ambassador.
In 1979, the Ambassador got another facelift with a smaller chequered grill and square park lamps and separate
blinker lamps. This model was named as Mark 4. In addition to the existing petrol version, a diesel variant was
launched which was powered by a 1500 cc, 37 bhp BMC B series diesel engine. It was the first diesel car in
India and was well received by the Indians. Mark 4 was ast of the Mark cars. Further on, it was
renamed Ambassador Nova. The Ambassador of 1990 was virtually identical to the original, with most changes
being cosmetic. This technological stagnation was mainly because of the protectionistic policies being pursued
by the Indian government at the time, and there was little willingness on the part of Indian companies to
innovate.
[edit]Ambassador Nova
Ambassador Nova was launched in early 90s in two variants- a 55 bhp petrol powered Deluxe version and a 37
bhp diesel powered Diesel DX version. Ambassador Nova had a newly designed steering wheel, new steering
column, better brakes and electricals. Also it had some cosmetic changes which included a new radiator grill
also.
[edit]Ambassador 1800 ISZ
In an attempt to increase its appeal,in 1992 another version was released. Dubbed the Ambassador 1800 ISZ,
this model featured a powerful 75 bhp 1800 cc Isuzuengine and a 5speed gearbox, and also had the option of
bucket seats, as opposed to the earlier bench seats. Also, the entire dashboard was redesigned. Instrumentation
panels were shifted from the centre of the dashboard to the right, behind the steering wheel. Seat belts became
mandatory. At that time no Indian car had such a powerful engine and it was the fastest car of its time.
[edit]Ambassador Classic
Ambassador White Classic on the roads of New Delhi
After the millennium renovation project at the Uttarpara Plant, the Ambassador was re-engineered and renamed
the Ambassador Classic. The new model featured a redesigned dashboard, polyurethane seats, pull type door
handles and the steering column gear lever was replaced by floor shift gears and had a tweaked up suspension.
The higher end models featured servo assisted disc brakes and power assisted TRW steering.
[edit]Avigo
Its most radical revision, a part of a brand revitalization kicked off in the middle of 2003, was the Avigo (a break
from theAmbassador marque indicating a different marketing strategy), launched in the summer of 2004. The
revitalization consisted of the Ambassador Classic of mid-2003, the Ambassador Grand of late-2003, and the
aforementioned Avigo, designed by Manvindra Singh. Car enthusiasts, however see this as a desperate attempt
to claw back the dwindling market share. Notable influences on the new design include the new Mini, and even
the Porsche 356. However, the most overpowering influence on the front and bonnet has been that of the
original Landmaster series (also based on Morris Oxford). The rear of the car has been left untouched, and this
leads some to feel that the car is not really different from an Ambassador. Retro-car enthusiasts would have
preferred a rounded back (without the small fins), while as a current car, the regular-look Ambassador is very
good itself. The Avigo, however, has much more classic-touch internals, like a centrally mounted console (like
the Mark IV models), beige colored seats and wood-grain interiors.
[edit]Engines
In the early 1990s, the old BMC 1.5L petrol engine was replaced in favour of an Isuzu 1.8 litre engine and
became the fastest production car in India, beating Fiats, and the Maruti Suzuki cars at that time. The engines
currently available are the 1.8L 75 bhp MPFI petrol engine and a 2.0L 50 bhp Isuzu diesel engine.
[edit]Extended version
Many local customisers offer stretched versions, though they are not very popular. One such manufacturer is
Parikh, whose effort is called the "Ambylimo".[3][4]
[edit]Customized version
Car designer Dilip Chhabria created a concept inspired by the Ambassador. version[5], the Ambierod. This car is
not manufactured by Hindustan Motors nor is it based on the ambassador. Several styling cues however have
been borrowed from the Ambassador.
[edit]UK imports
The car was briefly imported to the United Kingdom in 1993 (as the Fullbore Mark 10 ) in a disastrous attempt to
bring the Ambassador "home." The cars were retrofitted with a heater and seat belts in order to comply
with European safety legislation, but only a tiny number were ever sold, and the importer went into liquidation [6].
Despite this failure, from 2002 the Ambassador has again been available new in the UK from Merlin Garages, an
importer in Wales.
Hindustan Ambassador in Morris Oxford livery on Longacre, London. The Indian-made electric car REVA is also seen in the
background.
[edit]References
1. ̂ "HM Plant - Uttarpara". Hmutp.com. Retrieved 2009-05-01.
2. ̂ "No takers for Vajpayee's BMWs". Rediff.com. 2004-06-10. Retrieved 2009-05-01.
3. ̂ "Parikh Coach Builders". Indianlimo.com. Retrieved 2010-07-29.
4. ̂ "Parikh. Parikh In India". Car-cat.com. Retrieved 2010-07-29.
5. ̂ "Sanjay Dutt Unveils Dilip Chhabria's Ambierod". Bollywoodhungama.com. 2008-01-12. Retrieved 2009-10-04.
6. ̂ "''Aronline Hindustan Ambassador''". Aronline.co.uk. Retrieved 2010-10-15.
[edit]External links
Official Hindustan Motors website on the Ambassador models
Wales Trade
Austin facts - Hindustan Ambassador
Racing in Ambassadors
Merlin Garages
Ambassador - the first car to be manufactured in India, has been ruling the Indian roads ever since its inception in 1948. Originally based on Morris Oxford (United Kingdom, 1948), the Ambassador has been undergoing a series of changes, adapting to customer expectations.With upgraded manufacturing facilities in Uttarpara, West Bengal, Hindustan Motors Limited is geared for production of a more contemporary version of the Ambassador, with features catering to the needs of the present generation.Ambassador, the only automobile to ply Indian roads for more than five decades now, has carved a special niche for itself in the passenger car segment. It's dependability, spaciousness and comfort factor have made it the most preferred car for generations of Indians.
The Ambassador's time-tested, tough, accommodating and practical characteristics make it a truly Indianised car.
History of Hindustan Motors Motor Cars / Automobiles
8.9.1. Hindustan Motors
o The company was formed in 1942 by Mr B M Birla but production of the first car, the Hindustan 10 which was based on the British Morris 10, did not start until 1949. How many were made and until when?
o This was followed in 1950 by the “Baby Hindustan”, a car based on the Morris Minor, and the Hindustan 14 which was based on the Morris 14. How many of each were made and until when?
o Production of the Landmaster, a car based on the Morris Oxford, started in1954. Was it based on the Oxford MO model? Could the Landmaster have been produced prior to 1949?
o In 1957 a tool line of the Series 3 Morris Oxford was transferred to India and production of the Ambassador car started in 1958.
o Models produced include the Mark 1 to 1V range, Nova, 1800 1SZ and the Avigo.
o From 1958 to 1993 the Ambassador (“Amby”) was fitted with a 1,489 cc engine. In 1993, as a result of emission regulations, a 1,800 cc Isuzu engine was fitted to the 1800 1SZ model.
o In 1978 a diesel engined version became available.
o By 2004 nearly four million Ambassador cars had been sold. The car was still being produced in 2008.
o Between 1982 and 2002 the company produced the Contessa, a car based on the British Vauxhall Victor VX FE Series.
o 1,817 cc 88 hp petrol and 2 litre diesel engined versions were produced.
AMC AmbassadorFrom Wikipedia, the free encyclopedia
AMC Ambassador
1958 Ambassador 4-door
hardtop station wagon
Manufacturer American Motors Corporation (AMC)
Production 1958-1974
Assembly Kenosha, Wisconsin, United States
Class Mid-size/Full-size
Layout FR layout
1973 Ambassador Brougham sedan with 401 cu in (6.6 L) V8
Ambassador logo (1958-1961) badge (1967-1973)
The Ambassador was the top-of-the-line automobile produced by the American Motors Corporation (AMC) from 1958
until 1974. The vehicle was known as the AMC Ambassador, Ambassador V-8 by Rambler, and Rambler Ambassador
at various times during its tenure in production. Previously, the name Ambassador had applied toNash's "senior" full-
size cars. The Ambassador nameplate was used continuously from 1927 until 1974 (the name being a top-level trim
line from 1927–31); at the time it was discontinued, Ambassador was the longest continuously used nameplate in
automotive history. All Ambassador models were built in Kenosha, Wisconsin.
Contents
[hide]
1 Prologue
2 First generation
o 2.1 1958
o 2.2 1959
3 Second generation
o 3.1 1960
o 3.2 1961
4 Third generation
o 4.1 1962
5 Fourth generation
o 5.1 1963
o 5.2 1964
6 Fifth generation
o 6.1 1965
o 6.2 1966
7 Sixth generation
o 7.1 1967
o 7.2 1968
8 Seventh generation
o 8.1 1969
o 8.2 1970
o 8.3 1971
o 8.4 1972
o 8.5 1973
9 Eighth generation
o 9.1 1974
10 Epilogue
11 References
12 External links
[edit]Prologue
Following George W. Mason's unexpected death in the fall of 1954, George Romney (whom Mason had been
grooming as his eventual successor), succeeded him as President and CEO of the newly formed American Motors.
Romney recognized that to be successful in the postwar marketplace, an automobile manufacturer would have to be
able to produce and sell cars in sufficient volume to amortize the high cost of tooling. Toward that end, he set out to
increase AMC's market share with its Rambler models that were selling in market segment in which the domestic Big
Three (General Motors, Ford Motor Company, and Chrysler) automakers did not yet compete. While development of a
redesigned 1958 Nash Ambassador, based on a stretched and reskinned 1956 Rambler body, was almost complete,
AMC's designers were also working on a retrimmed Hudson equivalent, called Rebel, to offer Hudson dealers.
However, as sales of the large-sized Nash Ambassador and Hudson Hornet models slowed, it became clear to
Romney that consumer confidence in the historic Nash and Hudson nameplates had collapsed. Reluctantly, he
decided that 1957 would be the end of both nameplates, and the company would concentrate on the new Rambler
line, which was registered as a separate marque for 1957.
[edit]First generation
First generation
1958 Ambassador V-8, Custom
hardtop sedan
Also called Ambassador V8 by Rambler
Production 1958-1959
Body style(s) 4-door sedan
4-door hardtop sedan
4-door station wagon
4-door hardtop station wagon
Engine(s) 327 cu in (5.4 L) V8
Transmission(s) 3-speed automatic
Wheelbase 117 in (2,972 mm)
[edit]1958
Ambassador hardtop (pillarless) Cross Country station wagon
American Motors planned to produce a stretched a 117-inch (2,972 mm) wheelbase version of the Rambler platform
for Nash dealers to be the new Nash Ambassador, and another for Hudson dealers. Shortly before committing to
production of the new long wheelbase versions of the Hudson and the Nash, CEO Romney decided to abandon the
Nash and Hudson brands.
Despite the fact that the Nash and Hudson names were canceled, work on the car itself continued, and American
Motors introduced debuted in the fall of 1957, the 1958 "Ambassador V-8 by Rambler" on a 117-inch (2,972 mm)
wheelbase. This was first mid-sized luxury performance offering from an American manufacturer. Its features included
a 327 cu in (5.4 L) V8 (equipped with a 4-barrel carburetor and dual exhausts and rated at 270 horsepower (201 kW)
and 360 foot-pounds (490 N·m) of torque) mated to a BorgWarner supplied 3-speedautomatic transmission with push
button gear selection.
The Ambassador was available in a body style exclusive to its line, a pillarless hardtop Cross Country station wagon.
The 1958 Ambassador was offered in a single high level trim level and came equipped with such luxury items as
electric clock, twin front and rear ashtrays, Nash tradition "deep coil" spring suspension front and rear, split back
reclining front seats that fold down into a bed, as well as upscale fabrics for the interior.
Management had found that the public associated the Rambler name with small economy cars, and did not want the
upscale nature of the new Ambassador to be so closely associated with Rambler's favorable, but economical image.
Therefore, a decision was made that the larger Ambassador would be marketed as the Ambassador V-8 by
Rambler in order to identify it with the Rambler name's burgeoning success, but to indicate an air of exclusivity by
showing it to be a different kind of vehicle. However, the car wore "Rambler Ambassador" badges on its front fenders.
The 1958 Ambassador is a substantially longer car than the 108-inch (2,743 mm) wheelbase Rambler Six and Rebel
V8, although both lines shared the same basic body, styling, and visual cues. However, all of the Ambassador's extra
nine inches (229 mm) of wheelbase (and, therefore, overall length) were added ahead of the cowl, meaning that the
passenger compartment had the same volume as the smaller Ramblers. The Ambassadors came with plusher interior
and exterior trims while the front end incorporated the Rebel "V-Line" grille from the prototype Hudson model. Through
effectivemarket segmentation, the Ambassador was positioned to compete with the larger models offered by other
automakers.
Model identification was located on the car's front fenders and deck lid. Super trim level Ambassadors featured
painted side trim in a color that complemented the body color; Custom models featured a silver anodized
aluminum panel on sedans and vinyl woodgrain decals on station wagons. Ambassador body styles included a four-
door sedan and a hardtop sedan, a four-door pillared station wagon, and the aforementioned hardtop station wagon, a
body style that first saw duty as an industry first in the 1956 Nash and Hudson Rambler line, on which all of the 1958
Ramblers were based.
The Ambassador had an excellent power to weight ratio for its time and provided spirited performance with 0 to 60
mph (0 to 97 km/h) times of less than 10-seconds, and low 17-second times through a quarter-mile (402 m) dragstrip.
It could be equipped with a limited slip differential, as well as power brakes, power steering, power windows, and air
conditioning. Numerous safety features came standard, while lap seat belts were optional.
[edit]1959
For 1959, the Ambassador received a revised grille, side trim, redesigned rear door skins and tailfins, as well as a
stainless steel covered “C” pillar sporting the Ambassador emblem of an eagle’s head over an American Flag shield.
[edit]Second generation
Second generation
Also called Rambler Ambassador
Production 1960-1961
Body style(s) 4-door sedan
4-door hardtop sedan
4-door station wagon
4-door hardtop station wagon
Engine(s) 327 cu in (5.4 L) V8
Wheelbase 117 in (2,972 mm)
[edit]1960
1960 saw the Ambassador lineup totally reskinned, wearing new fenders, hood, deck lid, door skins, roofline, grille,
taillights, bumpers, windshield, and backlight. Significant were the lower hood line, lower windshield cowl, simplified
side trim, egg crate grill, while the tailfins were reduced in height and were canted to either side making for a modern
and integrated appearance. The overall effect was rather fresh, as the new roof had a lower, lighter look, to
complement the lower fins and grille.
All Ambassadors came equipped with the American Motors 327 cu in (5.4 L) V8, but for the first time it was available in
two versions. First was the original 270 hp (200 kW), 360 ft·lb (490 N·m) of torque, performance version equipped with
the 4-barrel carburetor and a 9.7:1 compression ratio, which required premium fuel, and a second economy version
running on regular gasoline making 250 hp (190 kW), 340 ft·lb (460 N·m) of torque, equipped with a 2-barrel
carburetor and an 8.7:1 compression ratio.
Ambassadors now came with a unique compound curved windshield that cut into the roof, and abandoned the “dogleg”
protrusion. This improved visibility, did away with the “knee knocker” dogleg, and resulted in an even stiffer unitized
structure. The 1960 Ambassador had a low cowl and could be had in either Custom or Super trim levels. All 1960
Ambassadors came with a new instrument cluster under a padded cowl, as well as illuminated controls for lights,
wipers, fan, and defrost functions. The 1960 Ambassadors continued with an enclosed drive shaft (torque tube) and
coil springs at all four corners, although the suspension was revised resulting in better handling. The top-of-the-line
Ambassador models came standard with individual “airliner” front seats that now had even more luxurious fabrics than
in previous years.
As a luxurious mid-size car, the 1960 Ambassador came in 4-door sedan, 4-door pillarless hardtop, 4-door station
wagon, and a 4-door pillarless (hardtop) station wagon. Equipped with the 270 horsepower 327 cu in V8, the
Ambassadors reached 60 miles per hour (97 km/h) in just over 9 seconds and passed the quarter mile in 17 seconds.
[edit]1961
1961 Rambler Ambassador sedan
The 1961 Ambassador continued the previous year's 117-inch (2,972 mm) basic unitized platform, but received an
unusual new front-end styling that was overseen by AMC's in-house design department headed by Edmund Anderson.
The new face consisted of a trapezoidal grille and headlights that floated in a body-colored panel, while the front
fenders arched downward and forward of the leading edge of the hood. Different from anything else on the market,
AMC's marketing department promoted the look as "European." While the new look was meant to distinguish the
Ambassador from the lower-priced Ramblers, it was neither a consumer success nor well received in the automotive
press. Overall sales fell as the entire industry was experiencing a recession. The hardtop sedan and wagon models did
not return for 1961.
Standard was the 250 horsepower 327 cu in V8 with a synchromesh manual transmission. Optional was the
270 horsepower "power pack" version with dual exhaust system featuring new ceramic-coated mufflers guaranteed for
the life of the car.[1]
[edit]Third generation
Third generation
Also called Rambler Ambassador
Production 1962
Body style(s) 2-door sedan
4-door sedan
4-door station wagon
Engine(s) 327 cu in (5.4 L) V8
Wheelbase 108 in (2,743 mm)
[edit]1962
By the 1962 model year, the Ambassador's body shell was in its seventh season on the market. And while Rambler
sales had been good enough for third place in industry sales (behind Chevrolet and Ford), AMC's management was
working on a revolutionary and somewhat costly design set to debut for the 1963 model year. In the meantime,
American Motors needed to save money, and since the Ambassador's sales had fallen in 1961, it was decided that the
car would be downsized for 1962 to share its body, windshield and 108-inch (2,743 mm) wheelbase with
its Classic line mate. Accordingly, the car was marketed as a Rambler Ambassador.
The 1962 Ambassador received a new front end, which was very similar to the 1961-62 Classic's, but with a
crosshatch grille, recessed center section, and Ambassador lettering. New, rectangular taillights were seen at the
ends of restyled rear fenders, which lost their fins entirely. Exterior trim was reshuffled, and a new 2-door pillared
sedan debuted. A new '400' trim line was added at the top of the line, with Super and Custom models remaining. The
Ambassador offered even more luxurious interiors, perhaps to make up for the fact that it now shared its wheelbase
with the Rambler Classic. The 400 could be had with vinyl bucket seats, headrests, and color coordinated shag
carpets.
The only available engine was AMC's 327 cu in (5.4 L) OHV V8, in either the regular fuel, 2-barrel carburetor and 8.7:1
compression ratio, 250 hp (190 kW) version or the premium gasoline, 4-barrel version with 9.7:1 compression ratio,
270 hp (200 kW) version. The 1962 Ambassador came with a dual chamber master brake cylinder that separated the
front and rear brakes so that in the event of the failure of one chamber some braking function would remain. The 1962
also came equipped with Walker flow-through mufflers. The 108-inch (2,743 mm) wheelbase 1962 Ambassador was
lighter than its 117-inch (2,972 mm) wheelbase predecessors and when equipped with the 270 horsepower 327 cu in
V8, it was a spirited performer.
[edit]Fourth generation
Fourth generation
1964 Rambler Ambassador
Also called Rambler Ambassador
Production 1963-1964
Body style(s) 2-door sedan (1963)
4-door sedan
4-door station wagon
2-door hardtop (1964)
Engine(s) 287 cu in (4.7 L) V8 (1963 only)
327 cu in (5.4 L) V8
Wheelbase 112 in (2,845 mm)
[edit]1963
1964 Ambassador interior with "Twin-Stick" transmission
In 1962 Romney left AMC to run for Governor of Michigan, a position that he won. Back at AMC, a completely
redesigned Rambler lineup appeared. The new cars continued Romney's philosophy that Rambler's best chance for
survival lay in smaller cars that had a high degree of interchangeability in parts to keep tooling costs and production
complexity to a minimum. The completely redesigned Ambassador lineup was introduced with this philosophy in mind
for the 1963 model year.
Designed by Edmund Anderson and Richard Teague, the 1963 Ambassador's shape was much tighter, cleaner, and
smoother, with almost all of its parts interchangeable between it and the new Classic. Wheelbase was increased to
112 inches (2,845 mm), while overall length remained similar. The new car was rather innovative, as the company
engineered a revolutionary new way to stamp bodies, which would allow for door openings to be made of two
stampings, instead of multiple smaller pieces which would be welded together, as had been industry practice. The new
door stamping design greatly reduced production complexity, ensured higher quality fit and finish, and that bodies
would be less beholden to rattles and leaks over time.
Curved side glass and push-button door handles were new and costly upgrades, but contributed to the new Rambler's
handsome, elegant, and modern Mercedes-like styling, by adding greater elegance in detail. The front end drew slight
controversy, due to its forward-thrusting upper and lower ends and vertical bar "electric shaver" chrome grille insert.
The Ambassador's grille was differentiated from the Classic's grille by its use of the Ambassador name in script in the
small vertical area between the upper and lower grille sections. Round quad headlights were slightly recessed in
chrome bezels mounted side-by-side within the grille at its outermost edges.
Ambassadors once again came in 2-door coupe, 4-door sedan, and 4-door wagon body styles, but new trim lines
debuted. The 880 was the Ambassador's base trim line replacing the previous year's Super, while the up level990 trim
replaced both the Custom and 400.
The new Ambassador retained V8 engines until mid model year. The new AMC CEO, Roy Abernethy, ordered that the
smaller 287 cu in (4.7 L) V8 engine be installed in Classics at midyear, so that AMC's standard intermediate-sized car
could more directly compete with its GM and Ford rivals, all of which had been available with V8 engines since 1961
and 1962, respectively.
Sales were brisk, and the redesign was billed a success, with Motor Trend' Magazine bestowing Car of the
Year status on the entire 1963 Rambler line, including the Ambassador.
[edit]1964
The 1964 model year introduced minor trim changes and new options. The "electric-shaver" grille on the 1963 model
was replaced with a flush-mounted design, and the engine and transmission options were widened. A two-
door hardtop body style called 990-H was added for the first time since 1957. Base 880 models were dropped from the
line, and the Ambassador took on the trusty 327 cu in (5.4 L) V8 as its standard engine again.
The innovative center console mounted “Twin-Stick” manual transmission was optional with bucket front seats. The
driver had five forward gears with the overdrive.
[edit]Fifth generation
Fifth generation
1965 Rambler Ambassador
990 hardtop
Also called Rambler Ambassador
AMC Ambassador
Production 1965-1966
Body style(s) 2-door sedan
4-door sedan
4-door station wagon
2-door hardtop
2-door convertible
Engine(s) 232 cu in (3.8 L) I6
287 cu in (4.7 L) V8
327 cu in (5.4 L) V8
Transmission(s) 3-speed manual
3-speed with overdrive
"Twin-Stick" on console (1965)
4-speed manual (1966)
3-speed automatic
3-speed “Shift-Command” on console
Wheelbase 116 in (2,946 mm)
Length 200 in (5,080 mm)
[edit]1965
1965 Ambassador 990 convertible
No matter how much success the new Ramblers achieved in the marketplace, Roy Abernethy was not completely
satisfied. Using the experience he gained as an outstanding salesman as a guide, Abernethy closely looked at the
direction that American Motors' competition was going and decided that the company would be much more successful
if its products competed more directly with the Big Three. He would achieve this by pushing all AMC vehicles further
upmarket among the various market segments, shaking off the company's economy car image, and offering vehicles
once again in all three major American car size classes: compact, intermediate, and full-size. The American and
Classic were strong competitors in the former two segments, so for the 1965 model year, he set his sights on turning
the Ambassador into a proper full-size car by stretching the Classic's body and wheelbase and giving it much different
styling. The general sizes of automobiles at that time were based on industry standard wheelbase lengths, rather than
on the vehicle's interior and cargo space. The 1965 Ambassador represented a fundamental shift in corporate
ideology, a shift away from primarily fuel-efficient vehicles, to bigger, faster, and potentially more profitable cars.[2]
Although the Ambassador rode the same platform as its 1963-64 forebears, the 1965 models looked all-new. American
Motors' designer Richard A. Teague styled the 1965 Ambassador with panache and gave the car an overall integrated
look.[3] Motor Trend magazine agreed, calling it a "strikingly handsome automobile."[4] Built on a 116-inch (2,946 mm)
wheelbase, four inches (102 mm) longer than the Classic, Teague extended the beltline level from the stacked quad
headlights to the vertical taillights. The new Ambassadors were as attractive as anything built by AMC's Detroit-based
competitors, and with a list price of around $3,000, few could quibble about the cost of ownership.[2]
The Ambassador received longer, squared-off rear fenders with vertical wrap-around taillights, taller decklid, squared
off rear bumper mounted low, and squarer rear wheel arches. At the front, the Ambassador again sparked minor
controversy with its new vertically stacked quad headlights, which were slightly recessed in their bezels, as they
flanked an all-new horizontal bar grille. This new wall-to-wall grille projected forward, horizontally, in the center, to
create an effect somewhat opposite to 1963's grille treatment. The front end design provided a bold, rugged
appearance.[3]
Once again, the Ambassador’s entire extra wheelbase was ahead of the cowl, meaning that interior volume was the
same as the intermediate-sized Classic. Another new body style debuted in the Ambassador lineup for 1965: an
attractive new convertible offered as part of the 990 series. This was the first time a convertible was offered in the
Ambassador line since 1948.
Ambassadors also saw an expanded list of trim lines, convenience options, and engine choices. The 990 and 990-H
models were back, while 880 models were the new economy leaders in the 1965 Ambassador line, but even the
$2,512 price for the two-door sedan was not attractive compared to the models with better trim, buckets seats, and
special interiors.[5] Ambassadors came standard with AMC's new 232 cu in (3.8 L) Inline-6 engine, which was the first
time since 1956 that an Ambassador was available with six cylinders. Far more popular in the Ambassador, however,
were the two time-tested 287 cu in (4.7 L) and 327 cu in (5.4 L) AMC V8 engines.[6]
American Motors' management decided that the Ambassador could once again accept a standard six-cylinder engine,
since its full-size competitors (e. g. Bel Air and Impala, Ford Custom 500 and Galaxie, as well as Plymouth Fury) came
with six-cylinder engines as standard equipment. They therefore appealed to a wider range of customers than the
Ambassador was getting. Also, since the Classic was now smaller and styled differently, the Ambassador six-
cylinder would not threaten to cannibalize Classic 6 sales, which were the company's sales volume leaders. The
changes were on target as sales of the repositioned Ambassador more than tripled.
Motor Trend magazine tested an Ambassador convertible with a Twin-Stick overdrive transmission and found it
commendably economical, averaging 16.4 mpg-US(14.3 L/100 km; 19.7 mpg-imp) over 1,000 miles (1,600 km) run, and
noting that ... "Traveling comfort was the Ambassador's biggest selling point, along with its exceptionally
powerful Bendix duo-servo drum brakes ...With the thin bucket seats that recline, driver and passengers can enjoy a
high degree of riding comfort... Many passers-by commented on the car's good looks... Our summary: a nice,
comfortable, quiet, well built family automobile that rather neglects the performance market."[7]
[edit]1966
1966 hardtops featured a formal roof design - DPL model
1966 AMC Ambassador 990 convertible
1966 Ambassador 990 Cross Country wagon
For 1966, minor changes greeted the Ambassador range, but they were meaningful. The V-shaped horizontal louver
spanned unbroken between the headlamps and the effect was continued with twin rectangular trim pieces attached to
the side of the front fenders at their leading edges by the headlamps. The effect was repeated in the new vertical
wraparound taillamps with the top-line models receiving a twin set of horizontal ribbed moldings across the back of the
trunk lid that simulated the look of the front grille. Hardtop coupes received a redesigned roofline that was angular in
appearance with an angle cut rear side windows and rectangular rear window. The backlight no longer curved and
wrapped slightly around the C-pillars. The changes made for a more "formal" look that was popular at the time.
Station wagons also received a new roof (that did not have as pronounced dip over the rear cargo area) as well as a
redesigned tailgate and optional simulated woodgrain exterior side panels. Available with two-rows of seats with a
standard bottom hinged tailgate with electric, fully retracting rear window or with an optional rear-facing third row that
featured a left side hinged rear door, with a regular exterior door handle on the right side. All station wagons carried
aCross Country badge.
The 880 served as the base model line. The two-door sedan was the price leader at $2,404, but finished with the least
sales for the model year.[8] The more popular and better trimmed 990 models were available in sedan, wagon, hardtop,
and convertible versions.[9] A new luxury DPL (short for "Diplomat"[7]) hardtop coupe debuted at the top of the range.
The DPL came standard with reclining bucket seats and was available with luxury features like a vinyl roof, wire wheel
covers, as well as a special interior trim and houndstooth fabric that included throw pillows to give the Ambassador a
more luxurious air so that it might compete with the new Plymouth VIP, Ford LTD, and Chevrolet Caprice. The
232 cu in (3.8 L) I6, as well as the 287 cu in (4.7 L) and 327 cu in (5.4 L) V8s remained in the line, but transmission
selections now included a new console mounted four-speed manual. Most Ambassadors continued to be ordered
with automatic transmissions.
Motor Trend magazine tested a 1966 DPL equipped with a 327 engine that "definitely has snap we hadn't felt before"
and even with an automatic transmission experienced "healthy wheelspin from both rear wheels [because of the Twin-
Grip limited slip differential]... Subtle changes in this year's suspension, which include longer shocks and different
springs, have a pronounced effect on the way the car feels and handles. Most welcome is the improved steering
response. The car has a new feet-on-the-ground feeling, and body lean seems to have been reduced. The ride
remains very good... As before, the interior's the outstanding feature of the Ambassador. Its quality is such that other
luxury cars, even higher priced ones, could well imitate it..."[7]
Perhaps the biggest change, however, was that the Ambassador lost its historic Rambler nameplate, as the car was
now marketed as the "American Motors Ambassador" or "AMC Ambassador". Abernethy was again responsible for this
marketing move, as he attempted to move the stylish new Ambassador even further upmarket. To him, that meant that
the Rambler name, and its economy car image would be eschewed to give the car a clean slate in a market that was
turning away from economy and toward V8 performance. The evidence suggests that Abernethy was on the right track
with moving the Ambassador upscale to compete with other manufacturers' luxury models as sales of the AMC's
flagship jumped from 18,647 in 1964 to over 64,000 in 1965, and then in 1966 they went to more than 71,000.
[3] Although the Ambassador may have accounted for a mere fraction of total passenger car sales in the U.S., but it was
an important first step in trying to bring the AMC's products in tune with what the consumer of the day really wanted. [2]
[edit]Sixth generation
Sixth generation
1967 AMC Ambassador DPL
convertible
Production 1967-1968
Body style(s) 2-door sedan (automobile) (1967 only)
4-door sedan
4-door station wagon
2-door hardtop coupe
2-door convertible (1967 only)
Engine(s) 232 cu in (3.8 L) I6
290 cu in (4.8 L) V8
343 cu in (5.6 L) V8
390 cu in (6.4 L) V8
Transmission(s) 3-speed manual
3-speed with overdrive
4-speed manual
3-speed BorgWarner automatic
3-speed “Shift-Command” on center floor console
Wheelbase 118 in (2,997 mm)
Length 202.5 in (5,144 mm)
[edit]1967
1967 Ambassador DPL hardtop with satin chrome trim
1967 Ambassador 990 standard interior
American Motors introduced a completely restyled Ambassador for the 1967 model year, now on a 118-inch (2,997
mm) wheelbase. Once again, it was four inches (102 mm) longer than the new Rambler Rebel's 114-inch (2,896 mm)
wheelbase. The Ambassador was positioned as a "luxury intermediate", but had as much interior space as other full-
size cars from Ford or GM. The convertible was offered again—this time in DPL trim—for 1967; but it would be the
final year with only 1,260 built. It was unique with a new "split stack" folding mechanism that did not intrude into the
backseat area.
The car once again looked completely new, with a more rounded appearance that sported sweeping rooflines, "coke-
bottle" fenders, greater glass area, and a recessed grille that bowed forward less than that of the 1965-66 models.
Taillights were wider, rectangular, and divided by one central vertical bar. ‘’Motor Trend’’ magazine described the all-
new styling of the new Ambassador as “attractive” and “more graceful and easier on the eye in ’67.”[10]
The 880 two-door sedans sported the identical roofline as the hardtops, but had slim B-pillars that gave them a more
open-air coupe appearance. Adding more elegance to DPL two-door hardtops and convertibles was an optional was a
"Satin-Chrome" finish (paint code P-42) for the lower body side replacing the standard full-length stainless steel rocker
moldings. A black or white vinyl cover was optional on 990 and DPL sedans and hardtops. The 990 Cross
Country station wagons were available with 3M's "Di-Noc" simulated wood-grain body side panels trimmed in a slim
stainless steel frame.
The Ambassador featured a lengthy list of standard features and options. The interiors “rival more expensive cars for
luxury and quality, yet are durable enough to take years of normal wear.”[10] The premium materials and fittings
included wood-grain trim, and even an optional “Custom” package with two matching pillows. Ambassador DPL
hardtops included reclining bucket seats with a center armrest between them (with a center cushion for a third
occupant or a floor console with gear selector), as well as a foldaway center armrest for the rear seat. The new safety-
oriented instrument panel grouped all gauges and controls in front of the driver, with the rest of thedashboard pushed
forward and away from the passengers. Focusing on safety, there were now no protruding knobs, the steering column
was designed to collapse under impact, and the steering wheel was smaller than previous Ambassadors.[11]
AMC's long-lived "GEN-1" family of V8 engines was finally replaced by an all-new line of 290 cu in (4.8 L) and
343 cu in (5.6 L) engines debuted for 1966 in the Rambler American. With a 4-barrel carburetor and dual exhaust, the
343 V8 produced 280 bhp (210 kW) at 4800 rpm and 365 pound-feet (495 N·m) of torque at 3000 rpm. The old torque
tube design was eliminated by a new four-link, trailing-arm rear suspension system providing a more comfortable coil
spring ride.[12]
American Motors promoted the new 1967 Ambassador as an "uncompromising automobile with the red carpet ride" in
print advertisements,[13] as well as in an innovative TV commercial.[14] Unfortunately, sales of the redesigned models
were disappointing, due to customer confusion caused by the entire company's abrupt upmarket push, which seemed
uncomfortably "me too" to the traditional domestic Big Three's customers, and they also alienated American Motors'
loyal buyer base. Abernethy's ideas of entering new markets were not working.[15] These strategy changes resulted in a
new round of financial problems for American Motors. Because of this, Abernathy was released from AMC by its Board
of Directors later that year, and was replaced by William V. Luneberg and Roy D. Chapin, Jr.
[edit]1968
1968 AMC Ambassador SST sedan
1968 AMC Ambassador base hardtop
For the 1968 model year, a new SST trim line was placed above the now mid-line DPL trim for the Ambassador.
American Motors was a pioneer in the field of air conditioning through its Kelvinator refrigerator division, and with the
advice of marketing executive Mary Wells Lawrence, decided to add greater market distinction to the Ambassador line
by making air conditioning standard equipment. This was the first time any volume car manufacturer had done so,
something that even Cadillac and Lincoln had not offered on their luxury cars - some costing more than twice as much
as Ambassador. While all Ambassadors came with air conditioning as standard, consumers could order the car without
air as a "delete option" and to decrease the base price if they so desired. As AMC pointed out in their advertising
campaign for the Ambassador, the only other cars that offered air conditioning as standard equipment in 1968
wereRolls-Royce and various sports car manufacturers.
Due to slow sales, both the convertible and pillared coupe models were dropped from the line, leaving the 990 hardtop
coupe and sedan, DPL hardtop coupe, sedan, and wagon, and new SST hardtop coupe and sedan in the line to
soldier on. Marlins were also discontinued to make way for the new AMC Javelin pony car. The top-of-the line
Ambassador SST version was "especially appealing" and "a very luxurious package" with standard V8 power, air
conditioning, expensive upholstery, individual reclining front seats, wood-look interior trim, upgraded exterior trim, as
well as numerous conveniences such as an electric clock and a headlights-on buzzer.[16]
Styling changes were minor. Taillights were now recessed in body-color bezels that were divided by a single central
horizontal bar. Front headlight bezels were similarly body colored. The grille was dominated by a horizontal bar that
extended forward in the center from the sides, while its outline had squared off edges that wrapped forward into the
inner headlight extensions. Fender-mounted marker lights were added at the front and rear as standard equipment, as
the federal government had mandated their application (along with seat belts beginning 1 January 1968) to all
passenger cars sold in the United States for 1968.
However, AMC's most enduring styling feature debuted on the Ambassador for 1968, as flush-mounted paddle-style
door handles replaced the former push-button units on all American Motors cars, save the Rambler American. At
midyear, AMC's new top engine, the AMX 390 cu in (6.4 L) 315 hp (235 kW) V8 became an option in the Ambassador
line, bringing the total engine options up to four.
In June 1967, American Motors started a new advertising campaign created by Mary Wells Lawrence of Wells, Rich,
and Greene Inc. The US$12 million AMC account was high-profile assignment and helped established the agency as
innovative and daring in its approach.[17] The new advertising violated the convention of not attacking the competition,
and AMC's campaigns became highly controversial.[18] The publicity worked with AMC's total retail sales improving
13% for the fiscal year, but 1968 Ambassador numbers were slightly down.[19]
[edit]Seventh generation
Seventh generation
1969 AMC Ambassador SST 4-
door sedan
Production 1969-1973
Class Full-size
Body style(s) 4-door sedan
4-door station wagon
2-door hardtop coupe
Engine(s) 232 cu in (3.8 L) I6
258 cu in (4.2 L) I6
290 cu in (4.8 L) V8
304 cu in (5.0 L) V8
343 cu in (5.6 L) V8
360 cu in (5.9 L) V8
390 cu in (6.4 L) V8
401 cu in (6.6 L) V8
Wheelbase 122 in (3,099 mm)
Length 212.8 in (5,405 mm) (1973)
[edit]1969
1969 Ambassador hardtop, a New Zealand model with RHD
1969 Ambassador sedan standard interior
1969 Ambassador Royale Stretch Limo by Armbruster/Stageway
In 1969, the Ambassador received a major restyling, with a longer 122-inch (3,099 mm) wheelbase, the longest ever
produced by AMC, and an increase in track from 58.5 to 60 inches (1,486 to 1,524 mm). The front end appearance
was revised with new quad headlight clusters mounted horizontally in a new molded plastic grille. The grille itself is a
blackout affair with a chrome horizontal bar that connected the headlight clusters. The hood was redesigned to
accommodate the grille's raised center portion, and it faintly recalled Packard's classic grille/hood
combination. Richard A. Teague, AMC's Vice President of Styling, had worked at the luxury car manufacturer before
joining AMC. Parking lights were rectangular and mounted horizontally in recessed wells in the front bumper, just
beneath each set of headlights. The entire front fascia leaned forward slightly to lend an air of forward motion to the
car's appearance.
At the rear, ribbed rectangular taillights were mounted inboard the Ambassadors rearward-thrusting rear fenders.
Square ribbed marker lights of similar height were mounted at the trailing edge of each fender side. The deck lid had a
slightly higher lift over. The base and DPL models had no decorative panel connecting the taillights while the top-line
SST versions featured a panel painted red to match the taillights. Station wagons saw vertical wraparound taillights
replacing the previous "hooded" units, which were not visible from the side. The 1969 AMC Ambassador was a
smooth, powerful, well-proportioned sedan that didn't look like anything else on the road.[20]
The interiors were upgraded and a new deeply hooded dashboard clustered instruments and controls in front of the
driver. There was an increased emphasis on luxury-type trim and features. The base model two-door hardtop was
dropped for 1969.
The 1969 Ambassador stressed luxury, with the marketing tagline "It will remind you of the days when money really
bought something." The combination of rich velour upholstery, individually adjustable reclining seats, standard air
conditioning, and the longer wheelbase were highlighted in advertisements with Ambassador's posh "limousine" ride at
an economical price. One aspect of this new advertising theme included many AMC dealers inviting prospective
customers to call and request a "demonstration ride", in which a uniformed chauffeur would arrive at the prospect's
home and drive them around in an Ambassador SST sedan. AMC's efforts worked, and Ambassador sales shot up
again.
Not only did AMC promote the 1969 Ambassador as having a "limousine" ride and deluxe appointments, but
Chicagoauto leasing executive, Robert Estes, had the Armbruster/Stageway Company[21] convert Ambassadors into
real 24-foot (7.3 m) limousines riding on a 158-inch (4,013 mm) wheelbase. Known as the Royale Stretch Limo, one
was owned by the State of Wisconsin as the official vehicle for Governor Warren Knowles. The conversions were
unusual in that they did not keep the stock rear doors—as is typical in most limos. The back doors were welded shut
and the Ambassadors were lengthened by inserting a section just behind the original B-pillar that had an entirely new
central door in this center making a large opening for entry and egress. Four-inch (101.6 mm) steel "I-beams" bridge
the expanse created by stretch. Power comes from the "AMX" 315 horsepower (235 kW) 390 cu in (6.4 L) V8 engine
backed with the BorgWarner automatic transmission and a "Twin-Grip" limited-slip differential with 3.15 gears.[22]
American Motors exported Ambassadors from the United States, as well as assembled under license from complete
knock down (CKD) kits. They were adapted to the requirements of different markets, including right-hand drive (RHD)
versions.
[edit]1970
For the 1970 model year, the rear half of Ambassador hardtop coupes and sedans was treated to an overhaul that was
also shared by the intermediate 1970 AMC Rebel. On hardtop coupes, this restyling resulted in a sloping roofline that
saw upswept reverse-angle quarter windows. The belt line kicked up at the point the hardtop's rear windows swept
upward, and tapered back to the fender end, meeting a new loop-type rear bumper.
On sedans, the roof line showed a slimmer "C-pillar", squared-off rear door windows, and met a belt line that kicked up
beneath the trailing edge of each rear door window. The belt line tapered back to the same rear fascia as the hardtop
coupe's. This rear fascia contained a new ribbed taillight lens that stretched wall-to-wall and included twin square white
reverse light lenses in its center.
Station wagons received no change to their rooflines, doors, and rear fascias. However, all Ambassadors received a
new extruded aluminum grille at the front, featuring several widely-spaced bright horizontal bars with one wide, body
colored horizontal grille bar extending to each headlight cluster. The 290 cu in (4.8 L) V8 was replaced for 1970 by a
new 304 cu in (5.0 L) V8 engine. This 210 bhp (160 kW) at 4400 rpm and 305 pound-feet (414 N·m) of torque at 2800
rpm was the standard engine on all DPL and SST models. The 343 cu in (5.6 L) V8 was also supplanted by a
360 cu in (5.9 L) engine available in either 2-barrel, regular gasoline, or high-output, 4-barrel, premium fuel versions.
The 4-barrel "AMX" 390 cu in (6.4 L) V8 engine was optional, producing 325 bhp (242 kW) at 3200 rpm and
420 pound-feet (569 N·m) of torque at 3200 rpm.
[edit]1971
1971 Ambassador hardtop with TurboCast II wheels from 1979-83
1971 Ambassador station wagon
Following the previous year's redesign, the 1971 Ambassadors received only minor changes and improvements. The
marketing tag line for the year was the underdog asking, "If you had to compete with GM, Ford and Chrysler, what
would you do?"—that was answered by AMC including more features, advantages, and benefits for buyers of its cars
compared to the models from its much larger competitors. This was reflected by shuffling the Ambassador models for
1971 and by including more equipment in the standard feature list. The previously nameless base models were
dropped, as the sedan-only DPL trim line was relegated to base model status, and a new top-line Brougham trim line
was added above mid-line SST models. Both SST and Brougham models came as hardtop coupes, sedans, and
wagons.
The DPL came with AMC's new 258 cu in (4.2 L) 150 horsepower (112 kW) Inline-6 with seven main bearings. All the
SSTs and Broughams featured the 304 cu in (5.0 L) V8 engine with 210 hp (157 kW) as standard. BorgWarner's "Shift-
Command" automatic transmissions were standard equipment across the line. Two of AMC's 360 cu in (5.9 L) were
optional; a 8.5:1 compression version with a two-barrel carburetor or a high-compression four-barrel V8 that required
premium-fuel. The previous "AMX 390" V8 gave way to a new 401 cu in (6.6 L) 335 hp (250 kW) V8 as the top engine
option.
Styling changes consisted of a new fascia up front. It featured headlights contained in their own chrome pods separate
from, but flanking the new grille with a bright rectangular surround, with rounded edges. The "natural" cast pot
metal grille insert was recessed and featured a bright vertical bar pattern. A second set of parking lights was added
outboard of the headlight clusters, and they were integrated into the fender extension to eliminate the need for
separate front marker lights.
Taillights on hardtop coupes and sedans still ran wall-to-wall, but the twin backup lights were moved from the center to
further outboard—approximately eight inches in from either fender side. Once again, the wagon received few changes
at the rear, but added a new design for its optional woodgrain side trim, which filled in its upper bodysides. Its lower
edge flowed downward aft of its peak at the leading edge above each front wheelhouse, in similar fashion to the Buick
Skylark's side "sweepspear" styling cue.
Ambassador base models were offered to fleet buyers with various police, taxicab, and other heavy-duty packages.
Governments and police departments in the U.S. historically used standard-size, low-price line four-door sedans.
Equipped with the 360 or 401[23][24] engines, the base Ambassadors saw use as police cruisers and support vehicles.
[edit]1972
Minor changes greeted 1972 Ambassadors, as AMC's biggest news for the year was the addition of the
innovative AMC Buyer Protection Plan, that included the industry's first 12 month or 12,000-mile (19,000 km)
bumper-to-bumper warranty.[25] This was the first time an automaker promised to repair anything wrong with the car
(except for tires) and owners were provided with a toll-free telephone number to the company, as well as a free loaner
car if a warranty repair took overnight. This backing also included mechanical upgrades to increase durability and
quality, such as the standardization of electric windshield wipers on all model lines, replacing AMC's vacuum-powered
units, as well as better interior trims. By focusing on quality the smallest domestic automaker was solidly profitable for
1972, earning US$30.2 million (the highest net profit achieved by AMC since 1964) on $4 billion in sales.
The base Ambassador DPL model was canceled, with three body styles now available in SST and Brougham trim. A
six-cylinder engine was no longer available; thus, Ambassador became a V8-only car for the first time since 1964. This
made the Ambassador the only volume-produced American car that included air conditioning, an automatic
transmission, and a V8 engine as standard equipment; all while being priced less than the Big Three's full-sized cars.
The Borg-Warner transmission was replaced by the "Torque-Command" (TorqueFlite) three-speed automatic sourced
from Chrysler.
Styling changes on the 1972 Ambassador were limited to a new crosshatch cast metal grille with bright trim and new
integrated fender extension mounted side marker lamps on the front.
A Popular Mechanics magazine survey after driving a total of 1,000,000 miles (1,600,000 km) found Ambassador
owners were pleased with their cars, describing them to be "very comfortable to drive and ride in" with handling listed
as a top "specific like" by half of the drivers.[26] A very a high percentage (92%) would buy one again.[26] Although the
Buyer Protection Plan was listed by only 8.5% as a reason to buy an Ambassador, owners valued the smaller AMC
dealers that "had more time to be courteous and to pay personal attention to customers."[26]
[edit]1973
The SST models were dropped from the line, as all Ambassadors now came in one high-level Brougham trim.
An AM radio and tinted glass were added to the extensive standard equipment list. Heftier front and
rear bumpers were included to comply with new U.S. National Highway Traffic Safety Administration (NHTSA)
regulations that required all passenger cars to withstand a 5-mile-per-hour (8 km/h) front and a 2.5-mile-per-hour (4
km/h) rear impacts without damage to the engine, lights, and safety equipment.
Ambassadors complied with the regulation by incorporating a stronger front bumper equipped with self-restoring
telescoping shock-absorbers. It jutted slightly forward from the front fascia and incorporated flexible trim matching the
body paint. This bumper also featured a more prominent horizontal rubber guard at its upper portion near the grille,
thus eliminating the need for a pair of vertical chrome bumper guards that was optional before. The rear bumper
gained vertical black rubber bumper guards that also replaced a pair of similar and previously optional chrome bumper
guards. The grille gained heavier horizontal bars and headlight bezels took on blackout trim in their recessed portions.
[edit]Eighth generation
Eighth generation
1974 Ambassador Brougham
sedan
Production 1974
Class Full-size
Body style(s) 4-door sedan
4-door station wagon
Engine(s) 304 cu in (5.0 L) V8
360 cu in (5.9 L) V8
401 cu in (6.6 L) V8
Transmission(s) 3-speed Torque Command automatic
Wheelbase 122 in (3,099 mm)
Length 217.8 in (5,532 mm)
[edit]1974
Ambassador sales had remained steady since 1970, despite the lack of major changes to the vehicle. However, the
1974 model year would bring out the biggest Ambassador—just as the 1973 Arab Oil Embargo sparked gasoline
rationing across the nation. The Ambassador sedan was stretched seven inches (178 mm) compared with the 1973
versions. This additional length was due to a new front end design and stronger energy absorbing bumpers with
hydraulic backup.[27]
The 1974 Ambassador Brougham was no longer available as a 2-door hardtop, leaving just the sedan and wagon in
the line. The hardtop's cancellation was due in part to low sales volume, as well as the introduction of a sleek, sporty
new Matador coupe. It was probably not seen as suitable for AMC to build a formal-styled Ambassador version from
the same platform.
Styling changes for the sedan and wagon included new front fender caps on the same fenders as used since 1969,
and hood, grille, bumpers, rear fascia, instrument panel, interior trim, hood ornament, and a new font for the
Ambassador nameplate. The grille showed off a new squared-off loop-type design surrounding the circular recessed
quad headlights, and featured a forward-protruding center. The insert held a crosshatch pattern dominated by two thick
horizontal bars that connected the headlight bezels and contained new parking lights between them. These parking
lights had amber lenses, followed the grille protrusion forward, and were overlaid by the grille's crosshatch trim.
Headlamp bezels were once again blacked out in their recessed areas. The new hood and front bumper followed the
grille's central protrusion forward, giving the car a slight "coffin nose" look. The contemporary Matador saw a similar
frontal treatment, but with a much more pronounced effect and with different single headlamp clusters, hood, and grille
insert.
At the rear, the new bumper was much larger and backed by shock absorbers, as it was beefed up to comply with
new National Highway Traffic Safety Administration regulations for standardized front and rear bumpers on passenger
cars that could sustain a 5-mile-per-hour (8 km/h) impact with no damage. Fiberglass end caps were added to the
ends of each rear fender on sedans. They wrapped inward to create a recessed space that met a carryover decklid. In
this space was mounted the new rectangular taillight housings, which featured taller white backup lights mounted
inboard of the new taillights. The license plate moved from the rear bumper to the area between the new taillight
assemblies, and the whole taillight and license plate system on the sedans was surrounded its own loop of chrome
trim.
The cargo area and the rear design of station wagons remained similar to previous Ambassadors, save for a massive
new bumper and revised taillamps. The wagon was available with two-row bench seats for six passengers or with a
rear-facing third row for a total eight seat-belted passengers. All came with numerous practical, appearance, and
comfort items as standard. These included a two-way opening tail gate: (1) hinged at the bottom for convenient loading
or hauling long cargo and (2) hinged at the side to open as door for ease of entry and exit for passengers or cargo;
wood grained semi-transparent vinyl side and rear trim, a full-length roof rack; as well as a chrome and wood grain roof
air deflector to help keep the tailgate window clean.
Powertrain selections remained the same as in 1973, with only V8 engines and automatic transmissions available.
When ordered with a trailer package (special wiring harness with heavy-duty flasher and heavy-duty suspension with
rear sway bar), the Ambassador was rated for up to 5,000-pound (2,268 kg) towing capacity.[28] Other increases for
1974 included a larger capacity fuel tank, 24.9 US gal (94 L; 21 imp gal), and an alternator producing 62 amperes.
New sound insulation made the Ambassador even quieter. All came with a very lengthy list of standard equipment that
was typically optional on competing makes. These included comfort items such as air conditioning and vanity mirror to
appearance enhancements such as pin striping and whitewall tires.
Sales of all full-size vehicles, regardless of the automaker, fell significantly in 1974 as America's focus shifted to
smaller cars. Ambassador sales were no different, and in June 1974, the final AMC Ambassador rolled off
the Kenosha, Wisconsin assembly line, ending a nameplate that had been in continuous production in some form for
48 years.
[edit]Epilogue
Because AMC was focusing its attentions on their newly acquired Jeep line, the redesigned Matador coupe, and
the AMC Pacer, which would debut in 1975, the company would not put forth the money to give the full-size
Ambassador, and its Matador sedan and wagon counterparts, a new lease on life after 1974. Much of the car's tooling
had been around since the 1967 model year, and rather than invest in what appeared to be a declining market, AMC
decided to spend its money on smaller cars and sport-utility vehicles.
However, the Ambassador lived on in spirit as that similarly sized and styled Matador became available in uplevel
"Brougham" trim from 1975–76, and uniqueBarcelona trim in its final year, 1978.
[edit]References
Inline
1. ̂ Magazines, Hearst (November 1960). "Ambassador V-8 has changed appearance". Popular Mechanics 114 (5):
90. Retrieved 2010–04–24.
2. ^ a b c Gunn, Malcolm (2008–07–23). "Fine Lines: 1965-1966 AMC Ambassador". auto123. Retrieved 2010–04–24.
3. ^ a b c Vance, Bill (2006–03–17). "Motoring Memories: AMC Ambassador, 1965-1966". Canadian Driver. Retrieved
2010–04–24.
4. ̂ Auto Editors of Consumer Guide (2007–10–23). "Design of the 1965-1966 Rambler Ambassador".
howstuffworks.com. Retrieved 2010–04–23.
5. ̂ Auto Editors of Consumer Guide (2007–10–23). "1965-1966 Rambler Ambassador: Creating the early Rambler
Ambassador". howstuffworks.com. Retrieved 2010–04–23.
6. ̂ Auto Editors of Consumer Guide (2007–10–23). "1965-1966 Rambler Ambassador: The 1965-1966 Rambler
Ambassador's amenities". howstuffworks.com. Retrieved 2010–04–23.
7. ^ a b c Auto Editors of Consumer Guide (2007–10–23). "1965-1966 Rambler Ambassador". howstuffworks.com.
Retrieved 2010–04–23.
8. ̂ Auto Editors of Consumer Guide (2007–10–23). "1965-1966 Rambler Ambassador Performance Statistics".
howstuffworks.com. Retrieved 2010–04–23..
9. ̂ 1966 AMC Ambassador Production Data, undated, retrieved on July 23, 2008.
10. ^ a b "Full-Size American Motors". Motor Trend: 90. November 1966.
11. ̂ Auto Editors of Consumer Guide (11 October 2007). "1967 AMC Ambassador Styling". howstuffworks.com.
Retrieved 15 September 2010.
12. ̂ Auto Editors of Consumer Guide (11 October 2007). "1967 AMC Ambassador Engineering". howstuffworks.com.
Retrieved 15 September 2010.
13. ̂ American Motors (10 February 1967). "Ambassador, The Red Carpet Ride". Life: 57. Retrieved 15 September
2010.
14. ̂ Ross, Wallace A. (1967). Best TV Commercials of the Year, Volume 2. Hastings House. p. 13.
15. ̂ Auto Editors of Consumer Guide (11 October 2007). "1967-1968 AMC Ambassador". howstuffworks.com.
Retrieved 15 September 2010.
16. ̂ Auto Editors of Consumer Guide (2007–10–11). "1968 AMC Ambassador". howstuffworks.com. Retrieved 2010–
04–25.
17. ̂ "Irreverence at American". Time. 1967-11-22. Retrieved 2010-04-25.
18. ̂ Belliveau, Nancy (1967-10-27). "Sledge-hammer Sell". Life (Time Inc): 104–106. Retrieved 2010-04-25.
19. ̂ Auto Editors of Consumer Guide (2007–10–11). "1967-1968 AMC Ambassador Specifications".
howstuffworks.com. Retrieved 2010–04–25.
20. ̂ Auto Editors of Consumer Guide (2007–11–26). "1967, 1968, 1969 AMC Ambassador Specifications - page 2".
howstuffworks.com. Retrieved 2010–04–23.
21. ̂ Theobald, Mark. Coachbuilt.com 2004, retrieved on 2008–05–15.
22. ̂ Strohl, Daniel (2008–10–01). "1969 AMC Ambassador Limousine". Hemmings Classic Car. Retrieved 2010–04–
24.
23. ̂ Missouri State Highway Patrol (2006). "History of the Motor Equipment Division" (pdf). Retrieved 2008–05–16..
24. ̂ 1971 Greenfield Police patrol Ambassador, retrieved 2008–05–16.
25. ̂ Boone, Louis E.; Kurtz, David L. (1976). Contemporary Business. Dryden Press. pp. 223–
224. ISBN 9780030136511.
26. ^ a b c Lamm, Michael (May 1972). "American Motors' Guaranteed Car". Popular Mechanics 137 (5): 94–194.
Retrieved 2010-06-07.
27. ̂ Norbye, Jan P. (October 1973). "New bumpers have uniform height, take angle impacts". Popular Science 203 (4):
90–91. Retrieved 2010–06–07.
28. ̂ Schultz, Mort (March 1974). "Cars to take your rig in tow". Popular Mechanics (Hearst Magazines) 141 (3): 156–
157. Retrieved 2010-06-07.
General
Foster, Patrick R. (2004). AMC Cars: 1954-1987 An Illustrated History. Motorbooks Intl. ISBN 1583881123.
Foster, Patrick R. (2004). AMC Performance Cars: 1951-1983 Photo Archive. Motorbooks Intl. ISBN 1583881271.
Foster, Patrick R. (1993). American Motors - The Last Independent. Krause Publications. ISBN 0873412400.
Foster, Patrick R. (December 1992). "1958-1962 Ambassador: A Rambler By Any Other Name". Collectible
Automobile 9 (6).
Gunnell, John, ed (1987). The Standard Catalog of American Cars 1946-1975. Krause
Publications. ISBN 9780873410960.
Mitchell, Larry G. (1994). Illustrated AMC Buyer's Guide. Motorbooks Intl. ISBN 9780879388911.
[edit]External links
Wikimedia Commons has
media related to: AMC
Ambassador
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Nash Healey History
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1967 Ambassador information, factory Data Book, and more
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AMC Ambassador in movies and TV series
1550-2010 Search other dates
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Search Results
1.
1929 Apr 6, 1929 - The body of the Ambassador had been officially sealed in the funeral car by police officials of Paris. .... commander of the Port of Brest, sent a message in reply saying: "The Ambassador was one of us. Fie lives forever in the history of France.". l On his return to Brest blr. ... From WARSHIP DEPARTS WITH HERRICK'S BODY; Envoy Lies in the Flag-Lined ... - Related web pagesselect.nytimes.com/gst/abstract.html?res ...
2.[3.]
1942 1942 - Established in 1942, Hindustan Motors Limited (HML) was founded by Mr. BM Birla. Is the largest car manufacturer in India even before the before the birth of Maruti Udyog. It is the producer of the famous Ambassador car- the king of yesteryears that was ... Show moreFrom Social Network - Karen Mccarthy's blog - Top four Indian Car … - Related web pagesmoov.com.kh/blog.php?user=lucyamersonnouig ...
3.[5.]
1957 1957 - From scenes of Kashmir in the Himalayas to Tamil Nadu in the south, all in some way include the Ambassador car—a vehicle so ubiquitous as to be considered an emblem of post Independence India. First manufactured by Hindustan Motors in 1957, the exterior of ...Show moreFrom Current Press Releases | Freer and Sackler Gallerieswww.asia.si.edu/press/prautofocus.htm
4.[7.]
1961 Jun 15, 1961 - CARACAS. Venezuela —Several hundred pro-castro stu dents burned USAmbassador Teodoro automobile Wednesday night at Caracas Uni versity while he was attending an exhibit. The students crowded around the car parked on the university campus, yanked the driver from the front seat and set ... From Caracas Students Burn Us Ambassador's Car . - Related web pagesnews.google.com/newspapers?id=UkImAAAAIBAJ ...
5.[9.]
1970 1970 - In 1970, Automotive Digest published a picture of the Ambassador car with the heading Old Cars Never Die, they only move to India. The golden anniversary of theAmbassador was celebrated a decade before the golden anniversary of India, and to applaud the ... Show moreFrom Architexturez: Whitewash! "Old Cars Never Die" - Related web pageswww.architexturez.net/+/subject-listing/000069 ...
6.[11.]
1976 Jul 22, 1976 - DUBLIN, Ireland Irish police said today they have arrested 13 suspected Irish Republican Army men in the biggest manhunt in Irish history, mounted for the killers of BritishAmbassador Christopher ewart-biggs The ambassador was killed by a bomb detonated under his car Just after it ... From 1 3 Suspects Seized In Car -blast Deaths . - Related web pagesnews.google.com/newspapers?id=aXcwAAAAIBAJ ...
7.[13.]
1979 Feb 14, 1979 - Adolph Dubs On February 14, 1979, shortly after eight in the morning,Ambassador Dubs, 56, a career foreign service officer, was on his way to the embassy in his bullet-proof vehicle, when men dressed as Afghan police stopped it. Using a ruse , the armed men ... Show moreFrom Afghanistan American Ambassador Incident 1979 - Related web pageswww.onwar.com/aced/nation/all/afghan ...
8.[15.]
1980 Mar 25, 1980 - Arocena attempted to kill Cuban ambassador Raul Roa with a car bomb outside his residence on the East Side of Manhattan March 25, 1980. The bomb was not detonated. The indictment also charged Arocena with bombings five years ago at Avery Fisher Hall, where ...
Show moreFrom ANTI-CASTRO EXILE NAMED IN BOMBINGS - Related web pagesdocs.newsbank.com/g/GooglePM/PI/lib00187 ...
9.[17.]
2000 Jun 2000 - In June 2000, after I left DRDO, Prof. Kalam addressed a group of bright young high school students who took part in the final training session of the Mathematics Olympiad. It was essentially a kind of "Valedictory address." I too had given a technical ... Show moreFrom Prof. APJ Abdul Kalam - A Personal Reminiscence - Related web pageswww.utdallas.edu/~m.vidyasagar/kalam1.html
10.[19.]
2005 Jul 14, 2005 - Robert "Bob" Holmes Tuttle, Republican fundraiser and Beverley Hills car-dealer, was sworn in as Ambassador to the Court of St James on 14 July, 2005. Tuttle's appointment came after nearly a year without a US ambassador, which sparked controversy over how ... Show moreFrom Bush's envoy sparks another diplomatic incident over war claims - UK …- Related web pageswww.independent.co.uk/news/uk/politics/bushs ...
Hindustan AmbassadorFrom Wikipedia, the free encyclopedia
This article may be confusing or unclear to readers. Please help clarify the article; suggestions may be found on the talk page. (October 2009)
Hindustan Ambassador, Classic
Manufacturer Hindustan Motors
Also called Hindustan Avigo
Production 1958–present
Predecessor Hindustan Landmaster
Body style(s) 4-door sedan
Layout FR layout
Related Morris Oxford
Hindustan Ambassador Classic on the streets of Kolkata
Ambassador Mark III used by LateMG Ramachandran, Ex.CM, Tamilnadu
Indian Government Hindustan Ambassador outside the Secretariat Building, New Delhi
Privately-owned Hindustan Ambassador 1800isz, 2007 model
The Hindustan Ambassador is a car manufactured by Hindustan Motors of India. It has been in production since
1958 with few modifications or changes and is based on the Morris Oxford III model first made by theMorris Motor
Company at Cowley, Oxford in the United Kingdom from 1956 to 1959.
Despite its British origins, the Ambassador is considered as a definitive Indian car and is fondly called "The king of
Indian roads". The automobile is manufactured by Hindustan Motors at its Uttarpara plant [1] near Kolkata,West Bengal.
It was the most popular car in India and is perceived to be best suited to the harsh Indian terrain due to its very good
suspension.[citation needed] Its iconic status was helped by the fact that it was the preferred means of conveyance of India's
political leadership, including the Prime Minister of India, before they moved on to other luxury cars and SUVs.[citation
needed] In 2002, then-Indian PM Atal Bihari Vajpayee started traveling in an armored BMW 7 Series for security
purposes. However, some prominent Indian politicians, such as Sonia Gandhi, continue with their preference for the
Hindustan Ambassador.[2]
Contents
[hide]
1 Origins
2 Evolution
o 2.1 Ambassador Mark I to Mark IV
o 2.2 Ambassador Nova
o 2.3 Ambassador 1800 ISZ
o 2.4 Ambassador Classic
o 2.5 Avigo
3 Engines
4 Extended version
5 Customized version
6 UK imports
7 References
8 External links
[edit]Origins
When the Birlas wanted a new model to replace their already old Hindustan models based on Morris Oxford Series II
(Hindustan Landmaster), they scouted for the then-new Morris Oxford Series III. The car initially came with a side
valve engine but was later improved to an overhead valve engine. Also the car at that point was quite an innovation
with a fully enclosed monocoque chassis, which is why it is spacious inside.
Hindustan Motors Limited (HM), India's pioneering automobile manufacturing company and flagship company of the
C.K. Birla Group was established just before Indian independence, in 1942 by B.M. Birla, commencing operations in a
small assembly plant in Port Okha near Gujarat,
[edit]Evolution
The Amby, as it is affectionately called, has been in continuous production since its inception, with very few changes to
its frame.
In 1948, Hindustan Motors shifted its assembly plant from Port Okha in Gujarat to Uttarpara in West Bengal's Hooghly
district and strengthened its manufacturing capacity in the automobile segment.
The 1954 Morris Oxford series II in India was licence-built at Uttarpara, (Hooghly dist.), West Bengal, three years after
its debut in England and labelled as the 1957 Hindustan Landmaster. It had a rounded rear squab and a curvaceous
sloping hood.
Engaged in the manufacture of the Ambassador, Contessa and utility vehicles like the Trekker, Porter and Pushpak,
the plant also has to its credit, many innovations and improvements in the automobile industry in India. Hindustan
Motors is the only manufacturing facility in the world to manufacture parts for Bedford trucks currently.
[edit]Ambassador Mark I to Mark IV
In 1957 all the tooling of the British Morris Oxford Series III was transferred to India. The car was renamed
the Ambassadorand series-production started in 1957.
Styling changes from the Morris Oxford series II (Landmaster) to Morris Oxford series III (Ambassador) included deep
headlamp cowls and small rear wing "tail fins" -- all the rage in 1956. The dashboard and steering wheel were
completely redesigned. The Landmaster's flat-plane two spoke steering wheel gave way to a stylish dished steering
wheel with three spokes made-up of four wires per spoke, for the Ambassador. Also a new, dimpled hood made its
debut. These models had a 1489 cc side valve BMC B series petrol engine. In 1959 the side valve engine was
replaced by a 1489 cc, 55 bhp overhead valve BMC B series petrol engine.
In 1963, it underwent a minor frontal facelift with a closely chequered grill and was named as the Ambassador Mark
II. Like with other British designed Mark cars, while there was never really any Ambassador Mark I, the arrival of the
Mark II got people calling the older model, Mark I.
In 1975, another minor facelift to the same grille and a much bigger frontal facelift was turned out as the Mark 3, the
most popular face of the Ambassador.
In 1979, the Ambassador got another facelift with a smaller chequered grill and square park lamps and separate
blinker lamps. This model was named as Mark 4. In addition to the existing petrol version, a diesel variant was
launched which was powered by a 1500 cc, 37 bhp BMC B series diesel engine. It was the first diesel car in India and
was well received by the Indians. Mark 4 was ast of the Mark cars. Further on, it was renamed Ambassador Nova. The
Ambassador of 1990 was virtually identical to the original, with most changes being cosmetic. This technological
stagnation was mainly because of the protectionistic policies being pursued by the Indian government at the time, and
there was little willingness on the part of Indian companies to innovate.
[edit]Ambassador Nova
Ambassador Nova was launched in early 90s in two variants- a 55 bhp petrol powered Deluxe version and a 37 bhp
diesel powered Diesel DX version. Ambassador Nova had a newly designed steering wheel, new steering column,
better brakes and electricals. Also it had some cosmetic changes which included a new radiator grill also.
[edit]Ambassador 1800 ISZ
In an attempt to increase its appeal,in 1992 another version was released. Dubbed the Ambassador 1800 ISZ, this
model featured a powerful 75 bhp 1800 cc Isuzuengine and a 5speed gearbox, and also had the option of bucket
seats, as opposed to the earlier bench seats. Also, the entire dashboard was redesigned. Instrumentation panels were
shifted from the centre of the dashboard to the right, behind the steering wheel. Seat belts became mandatory. At that
time no Indian car had such a powerful engine and it was the fastest car of its time.
[edit]Ambassador Classic
Ambassador White Classic on the roads of New Delhi
After the millennium renovation project at the Uttarpara Plant, the Ambassador was re-engineered and renamed the
Ambassador Classic. The new model featured a redesigned dashboard, polyurethane seats, pull type door handles
and the steering column gear lever was replaced by floor shift gears and had a tweaked up suspension. The higher
end models featured servo assisted disc brakes and power assisted TRW steering.
[edit]Avigo
Its most radical revision, a part of a brand revitalization kicked off in the middle of 2003, was the Avigo (a break from
theAmbassador marque indicating a different marketing strategy), launched in the summer of 2004. The revitalization
consisted of the Ambassador Classic of mid-2003, the Ambassador Grand of late-2003, and the aforementioned
Avigo, designed by Manvindra Singh. Car enthusiasts, however see this as a desperate attempt to claw back the
dwindling market share. Notable influences on the new design include the new Mini, and even the Porsche 356.
However, the most overpowering influence on the front and bonnet has been that of the original Landmaster series
(also based on Morris Oxford). The rear of the car has been left untouched, and this leads some to feel that the car is
not really different from an Ambassador. Retro-car enthusiasts would have preferred a rounded back (without the small
fins), while as a current car, the regular-look Ambassador is very good itself. The Avigo, however, has much more
classic-touch internals, like a centrally mounted console (like the Mark IV models), beige colored seats and wood-grain
interiors.
[edit]Engines
In the early 1990s, the old BMC 1.5L petrol engine was replaced in favour of an Isuzu 1.8 litre engine and became the
fastest production car in India, beating Fiats, and the Maruti Suzuki cars at that time. The engines currently available
are the 1.8L 75 bhp MPFI petrol engine and a 2.0L 50 bhp Isuzu diesel engine.
[edit]Extended version
Many local customisers offer stretched versions, though they are not very popular. One such manufacturer is Parikh,
whose effort is called the "Ambylimo".[3][4]
[edit]Customized version
Car designer Dilip Chhabria created a concept inspired by the Ambassador. version[5], the Ambierod. This car is not
manufactured by Hindustan Motors nor is it based on the ambassador. Several styling cues however have been
borrowed from the Ambassador.
[edit]UK imports
The car was briefly imported to the United Kingdom in 1993 (as the Fullbore Mark 10) in a disastrous attempt to bring
the Ambassador "home." The cars were retrofitted with a heater and seat belts in order to comply
with European safety legislation, but only a tiny number were ever sold, and the importer went into liquidation [6].
Despite this failure, from 2002 the Ambassador has again been available new in the UK from Merlin Garages, an
importer in Wales.
Hindustan Ambassador in Morris Oxford livery on Longacre, London. The Indian-made electric car REVA is also seen in the
background.
[edit]References
1. ̂ "HM Plant - Uttarpara". Hmutp.com. Retrieved 2009-05-01.
2. ̂ "No takers for Vajpayee's BMWs". Rediff.com. 2004-06-10. Retrieved 2009-05-01.
3. ̂ "Parikh Coach Builders". Indianlimo.com. Retrieved 2010-07-29.
4. ̂ "Parikh. Parikh In India". Car-cat.com. Retrieved 2010-07-29.
5. ̂ "Sanjay Dutt Unveils Dilip Chhabria's Ambierod". Bollywoodhungama.com. 2008-01-12. Retrieved 2009-10-04.
6. ̂ "''Aronline Hindustan Ambassador''". Aronline.co.uk. Retrieved 2010-10-15.
[edit]External links
Official Hindustan Motors website on the Ambassador models
Wales Trade
Austin facts - Hindustan Ambassador
Racing in Ambassadors
Merlin Garages
HINDUSTAN MOTORS- THE STORY THROUGH THE YEARS
2010
11.03
Hindustan Motors Limited (HML), India’s pioneering automobile manufacturing company and Flagship
Company of the C.K. Birla Group was established just before Indian independence, in 1942 by Mr. B.M.
Birla of the industrious Birla family. Commencing operations in a small assembly plant in Port Okha near
Gujarat, the manufacturing facilities later moved to Uttarpara, West Bengal in 1948, where it began the
production of – the Ambassador.
Hindustan Motors Limited over the years has equipped itself with state-of-the-art facilities for the
production of passenger cars, trucks and multi utility vehicles.
Besides passenger cars (Ambassador, Grand, and Avigo), Multi Utility Vehicles (Trekker, Porter, and
Pushpak) and the RTV, Hindustan Motors also manufactures passenger cars in the mid size premium
segment (Mitsubishi Lancer, Lancer Select, and Lancer Cedia) and has brought in Sports Utility Vehicle
(Mitsubishi Pajero) into the Indian market in collaboration with Mitsubishi Motors, Japan.
Contributing significantly to the Indian Automotive industry for over five decades, Hindustan Motors
Limited’s manufacturing facilities are situated in the states of Madhya Pradesh, Tamilnadu and West
Bengal. Hindustan Motors Limited functions with a commitment to core values such as quality, safety,
and environmental care, combined with customer-oriented total solutions.
The Story of the Ambassador:-
v Ambassador – the first car to be manufactured in India, has been ruling the Indian roads ever since its
inception in 1948 and the only automobile to ply Indian roads for more than five decades now, has
carved a special niche for itself in the passenger car segment.
v Its dependability, spaciousness and comfort factor have made it the most preferred car for
generations of Indians.
v The Ambassador’s time-tested, accommodating and practical characteristics make it a
truly Indianised car.
v Ambassador was very popular in the taxi segments as well, even in 2001 the segment accounted for
almost 65% of ambassadors sales because of the perception that the ambassador was better suited for
the rough Indian roads and its strong structure, it’s believed to withstand the impact of accidents much
better than any other car.
v Till the early 1980s, Ambassador commanded more than 70% of the market share. Premier Padmini,
a locally manufactured car based on the Fiat, claimed the other 30%.
v Until the 1980’s, Ambassador and Premier Automobiles Ltd’s (PAL) Padmini were the only 2 cars
available in the Indian market. Ambassador was the vehicle of choice, Government of India, and the
official car for almost every Indian Prime Minister after independence.
v There was no executive order that the government departments have to buy only ambassador cars.
Still all were buying as a prestige to own it.
v HM derived a major part of its sales from senior politicians, top civilians, bank managers and defense
personnel.
A look at the Brands of HM:
In 1981 with the entry of Maruti Udyog Limited (MUL), the scenario changed drastically, MUL’s small fuel
efficient and well designed car, Maruti 800, became a huge success. By the late 1980’s MUL became the
market leader, leaving Hindustan Motors way behind in the market share.
This was attributed to many factors.
HM was lagging behind in technology and up gradation as compared to MUL and the Maruti cars were
far more fuel efficient with better designs in the market. HM did not know where to fit itself in the
economy with an old design and obsolete technology and was also suffering from internal problems.
They had not created enough entry barrier for competitors and were much late to react to the constant
market changes.
The over workforce in their plant led to heavy losses and later they suffered from Union problems too.
The delivery time for the car to the owner was also higher in case of HM due to lack of efficiency in the
distribution network.
As per the Mc Kinsey reports, the plant of HM was having an excess workforce with old technology
where there were around 14,000 employees. The standard output was said to be 8-10 cars per
employee per annum while in HM plant it was then 3 cars only. So, there was heavy expenditure due to
wages and mismatched production levels.
All these led MUL to come out as the Market leader in the 1990s.
In 1998, HM started the joint venture with Mitsubishi for the Mitsubishi Lancerproject which was an
average success but got beaten the massive sales of MUL at that time. All these JVs at that time, helped
HM later to recover the huge losses it made in losing the market share.
Let us take a look at the sales figures of that time as a comparison between MUL’s Esteem and
Mitsubishi Lancer. Lancer was much into the luxury segment while MUL with Esteem and 800 covered
the major common man’s segments of the car market.
Period Sales (in figures/month)Esteem Lancer
1998-99 16,744 2,866
The Product Life Cycle of the Ambassador:
Product life cycle management (or PLCM) is the succession of strategies used by business management
as a product goes through its life cycle. The condition in which a product is sold (advertising, saturation)
changes over time and must be managed as it moves through its succession of stages.
The emergence of the Ambassador began in the 1950s. The product was a massive hit as said, and in
the 1960s it recorded sales of over 2000 units per month. This was an Introduction stage for the
product and it was gaining momentum with increased revenue. Next came the Growth and Maturity
stage. If you see the graph then the growth for Ambassador during the early years has been
exponential, and there was a decline in the sales of the car after the 90s specially. This was attributed
to the emergence of the Maruti and other competitors in the market. The sales of
Ambassador declined and around 2008 it was around 400 units per month.
Hindustan Motors did a turnaround strategy as per the MC Kinsey analysis and made up gradations to
their existing car models. The Nova and ISZ 1800 were launched with better engine and interiors to re-
enter the race. Also, HM setup a plant in Indore to supply engines, gearboxes and other auto
components to the other car manufacturers. This was a wise move indeed since HM then catered to the
supply of components to players like GM, Hyundai, Honda, etc. which then entered Indian market. In
this way, HM was able to recover huge portion of the losses it made in the 1990s. It also improvised the
distribution network and started exporting its products to reap profits globally. Due to all these factors,
HM is still an existing player in the market today.
What the Future holds:
Hindustan Motors has been pushed away from its major share in the race of cars in the modern day.
The fast luxury cars all over the country have moved much ahead of the old Ambassador. But still, the
Government personnel use this car. Still, the car speaks of a classic, like a legend.
The company, which has invested Rs 1.25 billion in engine, transmission and assembly facilities in
recent years, hopes to tap the Indian yuppie’s growing taste for classic cars. “It will be like the return of
the Volkswagen Beetle, Chrysler PT Cruiser and BMW’s Mini… The idea is not to create brand awareness
but to bring about a brand perception change.”