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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

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Page 1: The Mm Ambassador

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

Page 2: The Mm Ambassador

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.

Page 3: The Mm Ambassador

[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

Page 4: The Mm Ambassador

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

Page 5: The Mm Ambassador

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. 

Page 7: The Mm Ambassador

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

Page 8: The Mm Ambassador

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

Page 9: The Mm Ambassador

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

Page 10: The Mm Ambassador

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

Page 11: The Mm Ambassador

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

Page 12: The Mm Ambassador

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

Page 13: The Mm Ambassador

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

Page 14: The Mm Ambassador

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

Page 16: The Mm Ambassador

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-

Page 17: The Mm Ambassador

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

Page 18: The Mm Ambassador

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

Page 19: The Mm Ambassador

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

Page 20: The Mm Ambassador

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]

Page 21: The Mm Ambassador

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

Page 22: The Mm Ambassador

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

Page 23: The Mm Ambassador

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

Page 24: The Mm Ambassador

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

Page 25: The Mm Ambassador

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.

Page 26: The Mm Ambassador

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

Page 27: The Mm Ambassador

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

Page 28: The Mm Ambassador

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.

Page 29: The Mm Ambassador

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.

Page 30: The Mm Ambassador

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).

Page 31: The Mm Ambassador

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

AMC Rambler Club

American Motors Owners Association

Nash Car Club

Nash Healey History

Nash in the UK

1967 Ambassador information, factory Data Book, and more

1970 Ambassador information and specifications

AMC Ambassador in movies and TV series

1550-2010  Search other dates

1.2.3.4.5.6.7.8.9.10.

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.]

Page 32: The Mm Ambassador

 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 ... 

Page 33: The Mm Ambassador

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

Page 35: The Mm Ambassador

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

Page 36: The Mm Ambassador

[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

Page 37: The Mm Ambassador

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

Page 38: The Mm Ambassador

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.

Page 39: The Mm Ambassador

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:-

Page 40: The Mm 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.

Page 41: The Mm Ambassador

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:

Page 42: The Mm Ambassador

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.”