The recent republishing of a Car and Driver article criticizing the 1964 Rambler American has reignited a debate: Was the magazine unfairly harsh, or was the American truly as uninspiring as they claimed? This article delves into the historical context of the American compact, comparing it with its competitors and examining whether American Motors missed an opportunity to capture a share of the burgeoning sporty compact market.
The 1964 Rambler American: Economy Over Excitement?
Car and Driver infamously labeled the redesigned 1964 American a car for “unimaginative people,” built for mundane drives on “straight, smooth roads.” This scathing remark, published in 1964, continues to color perceptions of the Rambler American. While not a sports car, the American was designed for practicality and affordability, a fact acknowledged by Motor Trend, which, unlike Car and Driver, highlighted its reliability and fuel efficiency.
The 1964 Rambler American boasted modern styling, featuring curved side glass—a rarity among compacts then. However, its engine options lagged behind, lacking the power and refinement of some competitors.
Motor Trend’s assessment, published in their December 1963 issue, provided a more balanced perspective, noting both the American’s shortcomings, such as its sensitive brakes and slow steering, and its merits, like its surprisingly good off-road performance and advanced dual master-cylinder brakes.
Objectively, the American’s performance figures were modest. Motor Trend‘s test recorded a 0-60 mph time of 18.6 seconds, slower than a 1964 Dodge Dart GT but faster than the previous year’s Dart with a smaller engine. This suggests the American was on par with other economy-focused compacts of its time.
Even Road & Track, known for its rigorous testing, acknowledged the 1967 American’s merits as a practical and affordable compact, highlighting its reasonable size, timeless design and decent performance.
Missed Opportunities: Did AMC Fail to Capitalize on a Growing Market?
While the American had its strengths, American Motors, under the leadership of Roy Abernethy, made strategic errors. Firstly, their marketing, particularly their criticism of the horsepower race, alienated enthusiast magazines like Car and Driver, leading to negative press coverage.
Secondly, AMC failed to capitalize on the growing demand for sporty compacts. The mid-60s saw a resurgence in the popularity of imported cars like the Volkswagen Beetle, which, despite modest performance, offered a more engaging driving experience with features like bucket seats, a four-speed transmission and responsive handling.
The domestic compact market faced a steep decline in the mid-60s, indicating a shift in consumer preference towards sportier, import-influenced options.
American Motors, fixated on practicality and affordability, largely ignored this shift in the market. While some domestic competitors offered sporty compact models, these often lacked the finesse and refinement to truly compete with their European counterparts. The American, despite its modern styling in 1964, remained tethered to an image of practicality, failing to offer the performance and features that were increasingly in demand.
The Path Not Taken: A Sportier Rambler American?
What if American Motors had taken a different approach? Instead of engaging in a horsepower war, they could have positioned the American as a stylish, European-inspired compact, offering a more affordable alternative to the increasingly popular imports.
Imagine a Rambler American with a decontented interior, yet equipped with features like bucket seats, a floor-mounted shifter, disc brakes and a sport-tuned suspension. Add to that a stylish exterior with racing stripes, a powerful six-cylinder or a small-block V8, and you have a recipe for a compelling and affordable sporty compact.
The 1964 redesign of the Rambler American was a step forward, but imagine if AMC had leaned into a sportier aesthetic and driving experience. Could they have captured a larger share of the market by offering a compelling alternative to imports?
This approach, focusing on affordability and driving enjoyment rather than brute force, could have earned the American praise from publications like Car and Driver. More importantly, it could have attracted buyers who were increasingly drawn to the sporty appeal of imports, potentially boosting AMC’s sales and market share.
The American’s Legacy: A Missed Opportunity?
The 1964 Rambler American, while not deserving of Car and Driver‘s harsh criticism, represents a missed opportunity for American Motors. By failing to adapt to a changing market and cater to the growing demand for sportier compacts, AMC missed the chance to shed its stodgy image and capture a larger segment of buyers.
While the later introduction of sporty models like the SC/Rambler and the Javelin showcased AMC’s performance potential, they ultimately proved too little, too late. The American, despite its inherent qualities, became a symbol of AMC’s struggles to stay relevant in a rapidly evolving automotive landscape.
