1963 AMC Rambler American

The American Motors Corp. (AMC) was formed in 1954 when Nash-Kelvinator and Hudson merged. They found success during the 1950s and early 1960s with their compact cars filling a niche market avoided by the 'Big Three' (Chrysler, Ford, and GM). The American model was introduced just after the economic recession of 1957, and its well-timed arrival resulted in a plethora of sales and boosted AMC's market share within the industry. The company's top-of-the-line full-size model was the Ambassador, whose origin dates back to the early 1930s.

With its diverse lineup of models, particularly favoring the uncontested compact-car market, AMC was one of the only U.S-based automakers to realize an increase in sales during the recession years of the late-1950s. As the market favored the inexpensive, smaller car market, automakers responded with new compacts of their own.

Ford, Chevrolet, and Plymouth introduced new compact models in 1960, and more competitors arrived a year later from Oldsmobile, Buick, Pontiac, and Dodge. AMC's intermediate model for 1961 was called the Rambler Classic, joined by an updated Rambler American series with a convertible and four-door station wagon. Adding additional depth to the line, both the American and Classic series was offered in three trim levels called the Deluxe, Super, and Custom.

In 1962, the 117-inch wheelbase of the Ambassador was downsized, now measuring the same 108-inches as the Classic, with the two lines distinguished via the level of trim and upholstery. The 250 cubic-inch V8 engine option was removed from the Classic line, and the 'Super' trim level was replaced by the '400' designation. Both the Classic and the Ambassador gained a two-door sedan body style.

American Motors found success with their compact cars during the 1950s and early 1960s, but as the 'Big Three' began to encroach on their territory, American Motors launched a daring assault on the lucrative and fast-growing youth market with a series of exciting prototypes and show cars. As the 1960s progressed, AMC's reputation for conservative, stodgy and practical designs gave way to a new era of pony cars with taut bodylines, fastback rooflines, and potent powerplants.

The 1963 AMC Rambler American
AMC's styling Vice President Edmund E. Anderson restyled the Rambler American in 1961 and many of its design features would continue through 1963. It was three inches narrower and shorter in its exterior dimensions than the 1960 model, had the same 100-inch wheelbase, and its overall length measured 173.1 inches (a decrease of over five inches). The styling was more 'boxy' / 'squarer' with all-new sheet metal, but retained the side window frames as the previous models. Only the back glass was updated to accommodate the new roofline. The mechanical specification including the driveline, engine, and suspension remained unchanged.

American Motors achieved new sales records in 1962, reinforcing the company's belief that its product was exactly what the American public desired. As such, changes were minimal.

The 1963 Rambler American received new grilles and trim, and the '400' trim level was now dubbed the '440.' A new hardtop coupe, devoid of a B-pillar, was added to the 440 Line, and had a steel roof that was designed to resemble a closed convertible top. The 220 (previously 'Deluxe') line was the 'entry-level' trim, the 330 (previously 'Custom') line was the intermediate, and the 440 was the top-of-the-line on the Rambler American Series.

The grille continued to use the trapezoidal shape as the previous year but gained an insert with vertical bars. The Rambler lettering across the edge of the 1962 rear deck lid was removed and replaced by a logo nameplate mounted where the license plate had previously rested. The license plate bracket was relocated below the middle of the back bumper bar.

Mechanical updates to the 1963 Rambler American included a self-adjusting clutch for the semi-automatic 'E-Stick' transmission, improved heating and air conditioning systems, transistorized radio, dual-braking system improvements, and a redesigned power convertible top. An optional console-shifted 'Twin-Stick' manual overdrive transmission was introduced which had a bigger gap between second and third gears compared to the regular three-speed transmissions with overdrive. It was similar to a five-speed (1, 2, 2+Overdrive, 3, and 3+Overdrive) and had the kick-down button on top of the main shift-knob to facilitate five-speed shifting.

Both the 220 and 330 trim levels came standard with a 195.6 cubic-inch inline-6 cylinder engine with solid valve lifters, four main bearings, a Carter one-barrel carburetor, and 90 horsepower at 3,800 RPM. The 440 was also equipped with the 195.6 CID inline-6 but with higher compression (8.7:1 compared to 8.0:1) a Holley one-barrel carburetor, and 126 horsepower at 4,00 RPM. The American 440H used a Carter two-barrel carburetor and produced 138 horsepower at 4,600 RPM.

Standard equipment on the 220 line included an oil filter, air cleaner, front ashtray, turn signals, black tubeless tires, self-adjusting brakes, front foam cushion, dual sun visors, and black rubber floor mats. The wagons had black rubber cargo mats. The four-door sedan was priced at $1,895, the two-door sedan at $1,845, the two-door business sedan at $1,830, the two-door station wagon at $2,080, and the four-door wagon at $2,130. The most popular body style was two-door sedan with 27,780 examples built, followed by 14,419 of the four-door sedan, 4,436 of the four-door wagon, 3,312 of the two-door wagon, and 162 of the business sedan.

The list of standard equipment added to the 330 trim level included rear door armrests, rear ashtray, cigar lighter, automatic dome switches on front doors, and chrome horn ring. The station wagons had a travel rack and colored carpets. The four-door sedan was priced at $1,960, the two-door station wagon at $2,140, and the four-door wagon at $2,190. The sedan was the most popular with 9,666 examples built, followed by 6,848 of the four-door wagon, and 3,204 of the two-door wagon.

The 440 line had dual horns, two-tone steering wheel, vinyl pleated upholstery, padded instrument panel and visors, chrome front seat trim, metallic door panel insert, door scuff plate, trim and vinyl, a lockable glovebox, wheel discs, and a 45-amp battery. The 440 line had the most extensive list of body styles and was the only option for the convertible and the hardtop. The line had two hardtops, a two-door, six-passenger version priced at $2,135 and the 440H with seating for four and priced at $2,280. It had an edged-type roof, a contrast-finished side insert panel, and a special roof pillar badge. Although more expensive, the 400H was more popular than the hardtop, with 9,749 examples compared to 5,101 of the hardtop. The most exclusive body style was the two-door sedan, priced at $2,040, which had 1,486 examples built, followed closely by the 1,874 examples of the four-door station wagon ($2,320). A total of 4,750 examples were convertibles priced at $2,345. The four-door sedan was priced at $2,090 and 2,937 examples were built.

A total of 95,724 examples of the 1963 Rambler American were built. This represented a decrease from the previous year's total of 125,676 examples built. AMC had 434,788 calendar year sales in 1962 compared to 441,508 in 1963. Motor Trend magazine selected the 1963 Rambler line as their 'Car of the Year.'

AMC would give the Rambler American all-new styling for 1964 with rounder bodylines, tunneled headlights, a simple horizontal grille, and a larger 106-inch wheelbase. The ride was improved via coil springs at the front and softer leafs at the back. The 195.6 CID inline-6 remained under the bonnet and in 1964 it would gain recognition for its fuel-sipping nature in Mobil Economy Runs. Sales soared to over 160,000 units that year, setting new records for its sensibility, practicality, and usability.

The Rambler American would remain apart of the lineup through 1969 when it was replaced by a completely redesigned model dubbed the AMC Hornet.

by Daniel Vaughan | May 2022