The AMC Rebel (known as the Rambler Rebel in 1967) is a midsized car produced by American Motors Corporation (AMC) from the 1967 until the 1970 model year. It replaced the Rambler Classic. A similar AMC Matador line replaced the Rebel models, starting with the 1971 model year.
The Rebel was positioned as the high-volume seller in the independent automaker's line of models. The Rebel was also available in several specialty models, including station wagons featuring themed trim and luxury equipment offered only in selected geographical regions. A high-performance, low-priced muscle car version was produced in 1970, the Machine, which is most recognized in its flamboyant white, red, and blue trim.
The Rebel is the shorter-wheelbase, intermediate-sized version of the longer-wheelbase, full-sized Ambassador line.
The Rebel was built at AMC's West Assembly Line (along with the Ambassador) in Kenosha, Wisconsin, and in Brampton, Ontario, Canada (Bramalea – Brampton Assembly Plant).
The Rebel was also assembled from Complete Knock-down (CKD) kits under license in Europe (by Renault in 1967), in Mexico (by Vehiculos Automotores Mexicanos), in Costa Rica by Purdy Motor; and from Semi Knockdown kits (SKD) in Australia (by Australian Motor Industries), and in New Zealand (by Campbell Motor Industries). Although the Rambler name was discontinued on the Rebel in the U.S. and Canadian markets after the 1967 model year, the cars continued to be sold in international markets under the historic "Rambler" brand.
Background
The "Rebel" name was introduced by AMC in 1957 as a special model with a big V8 engine: the Rambler Rebel, the first factory-produced lightweight muscle car, and the first hint that muscle cars would be part of the company's future.
The Rebel name reappeared for the 1966 model year on the top-of-the-line version of the Rambler Classic two-door hardtop. It featured bucket seats, special trim, and a revised roofline. For the 1967 model year, AMC's entire intermediate line took the Rebel name.
Based on the Ambassador platform, the new Rebel models were designed under the leadership of Roy Abernethy. However, the automaker changed management in January 1967 with the appointment of a new chairman and CEO, Roy D. Chapin Jr., whose objective was to change AMC's "frumpy" image. The redesigned intermediate line began to be promoted with a focus on performance and advertising describing them as one of the "now cars." There were also numerous factory and dealer installed high-output options.
During its production, the Rebel was available as a six-passenger, four-door sedan, two-door hardtop, and four-door station wagon with an optional third-row seat for two more passengers. In addition, a two-door sedan (coupé) with a thin B-pillar and flip-out rear side windows was available for only the 1967 model year, while a convertible was offered during 1967 and 1968.
The six-cylinder engines that were introduced by AMC in 1964 were continued. However, the 1967 Rebel models introduced the first of a family of all-new V8s that replaced AMC's long-lived "Gen-1" designs in the mid-sized automobile market segment. These included the and engines that debuted in the 1966 Rambler American. With a four-barrel carburetor and dual exhaust, the 343 V8 produced at 4800 rpm and of torque at 3000 rpm. The new Rebels also eliminated the torque tube design used in the Rambler Classic in favor of an open drive shaft with a four-link, trailing-arm rear live axle rear suspension system to provide a more comfortable coil spring ride. The independent front suspension continued to use AMC's unequal-length control arms and high-mount coil springs.
1967 The 1967 Rambler Rebel was a completely new design from its predecessor, the Rambler Classic. Now a larger car riding on a two-inch (50-mm) longer wheelbase, the width was also increased by nearly to enlarge interior passenger space and cargo capacity. The Rebel had as much interior space as full-sized cars from Ford and GM. The new body design was in sharp contrast to its predecessor's "straight-edge" design. The Rebel featured a smooth, rounded appearance with sweeping rooflines, a "Coke-bottle" body with a shorter rear deck, and a greater glass area for increased visibility. However, the design "themes" such as the "hop-up" fenders became so pervasive across the industry that the all-new 1967 Rebel was criticized because "viewed from any angle, anyone other than an out-and-out car buff would have trouble distinguishing the Rebel from its GM, Ford, and Chrysler Corp. competition." American Motors was staying abreast of the fashion and the Rebel was the first "family car with style that rivaled function." The Rebel's advantage in roominess compared to counterparts from Ford, Chevy, and Plymouth, was that the Rebels now looked like them "making them less distinctive to buyers."
A new safety-oriented instrument panel featured a steering column designed to collapse under impact. The gauges and controls were grouped in a hooded binnacle in front of the driver with the rest of dashboard pushed forward and away from the passengers.
The Rebel models were similar to the senior Ambassador line in that they shared the same basic unit body (platform) aft of the cowl. However, the Rebel's front end had an entirely new design with a "venturi" grille motif in die cast metal, while its rear end featured a simpler appearance with inward-curved taillights. Rebels came in the base 550 and deluxe 770 models, with a high-line SST available only as a two-door hardtop.
The base 550 two-door sedans featured the identical "semi-fastback" roofline as the more expensive pillarless hardtops, but had slim B-pillars. However, these pillars were not a structural component because of the use of the hardtop coupe body design. The convertible featured a new "split stack" folding mechanism design that allowed a full-width backseat with room for three passengers. The four-door sedans continued a traditional notchback form, albeit smoothed from the previously sharp-angled roofline. The Cross Country station wagons featured a standard roof rack, all-vinyl upholstery, and a drop-down tailgate for carrying long loads. A third row rear-facing seat was optional, with a side-hinged tailgate for easier access. The Rebel 770 wagon was available after midyear with 3M's DI-NOC simulated wood-grain body side panels trimmed in a slim, stainless steel frame.
Starting with the 1967 models, American Motors offered the industry's most comprehensive warranty up to that time: two years or on the entire automobile and five years or on the engine and power train. American Motors continued its industry-exclusive ceramic-coated exhaust system as standard.
To further emphasize the durability and prove the reliability of the new Rebels, an absolute record of 30 hours flat was set in the long-distance Baja run down Mexico's Baja California Peninsula in 1967. A hole in the transmission pan slowed them down, but the endurance racers were able to get the car to a town to get a new one.
Offering traditional Rambler economy with six-cylinder engines and overdrive transmissions, the Rebel could also be turned "into a decent budget-priced muscle car" with the , the largest available engine from AMC in 1967. A road test by Car Life magazine of a Rebel SST hardtop equipped with the 343 V8 and automatic transmission turned in a 0-60 mph (0 to 97 km/h) time of nine seconds and reached a top speed of . A road test by Popular Science found similar performance times and noted that their Rebel SST was the quietest-riding of the tested cars, but with the drawback of wind noise. The magazine also praised Rebel's reclining backrests for both front seats that reduce fatigue on long trips while a co-driver can stretch out and relax, as well as AMC's self-tightening seat belts that aid in buckling and comfort. A survey conducted by Popular Mechanics after owners had driven their cars concluded: "in all, the report indicates that most Rebel owners are delighted with their purchases." Journalist and automobile critic, Tom McCahill, summarized his Mechanix Illustrated road test article, "there isn't a better intermediate size car sold in the United States than the 1967 Rebel".
The completely redesigned 1967 Rebel production was 75% of the previous year's. At the same time, the larger-sized Ambassador sales rose by almost the same amount. The possible reason for the two different outcomes could be the Ambassador's more elegant front-end design with only a $300 difference between the two lines. The highest sales decline was in Rebel four-door sedans, which was offset by increased consumer demand for the Ambassador four-door sedans. Buyers "upgraded" to the Ambassador as they "wanted more car – not less" and "AMC made the mistake" of offering Ambassadors with an I6 engine making them "really snazzy Rebels."
1968 The 1968 model year Rebels were introduced on 26 September 1967, and were no longer a Rambler in their name. The mid-sized models were now named the AMC Rebel, but little was changed except for the safety features and the mid-model year availability of the AMX V8 that was introduced for the new two-seat AMX model. For ten years AMC "strictly observed the auto industry's anti-racing resolution" but following the management change in 1967, the AMC Rebel began to be campaigned on the dragstrips. The top-of-the-line model SST came standard with the "Typhoon" V8 while all the other models were available with the I6 engine.
The 1968 models were treated to a modest restyle of the trim, grille, and taillamps. New mandates by the Federal Motor Vehicle Safety Standards for all 1968 model passenger cars were incorporated. Safety equipment included separate shoulder harness for the front seat belts, two rear lap belts, lighted side markers, padded seat backs, non-glare finish, safety design handles and armrests, energy-absorbing steering column, and optional headrests. American Motors did not wait for the requirements to cars delivered to dealers after 31 December 1967, but incorporated the safety features starting with the early 1968 model year cars produced in late 1967. Other requirements caused increases in the price of all cars manufactured after 1 January 1968, including exhaust control systems to help reduce unburned hydrocarbon and carbon monoxide emissions.
A new AMC safety and styling feature was also introduced on the 1968 Rebels; the flush-mounted paddle-style exterior door handles. These replaced the former push-button design and they became an enduring AMC signature on its passenger cars through 1988 and was continued after the purchase of AMC by Chrysler on the Jeep Wranglers until 2006. The door lock buttons were moved to within the armrests making them easy reach and once set, the door would automatically lock by shutting it from the outside. The interiors of AMC's Rebel made extensive use of a new olefin fiber carpeting.
Also new for 1968 were two trim versions of the convertible body style in the Rebel line. Both the compact-sized Rambler American and the larger AMC Ambassador convertibles were discontinued after 1967, making the Rebels the last true AMC convertibles. The 550 was the base-level trim replacing the convertible model in the American series while still being the lowest-priced open car in the marketplace. The top trim version moved from 770 to the SST model joining the two-door hardtop. Both featured room for six passengers and a power-operated top with a big glass rear window. The two SST body styles included more trim such as simulated air-intakes ahead of the rear wheels, full wheel covers, and a unique grille as well as coil spring seats with the front being individually adjustable with reclining backs.