A new front end was introduced for the Ambassador with the 1969 model year. The design was derived directly from Cadillac. On both cars, the cowl to hood profile is almost identical. The Ambassador grille outline also shared the pattern also used by on both the Cadillac as well as the Lincoln Continental In short, the change from the vertical stacked headlamps of the 1965 to 1968 years to the new upswept and very formal prowl in 1969 gave the top-AMC model appearance bragging rights with the established luxury brands.

Similar in styling to the 1970 Ambassadors, the new models had an extruded aluminum grille compared to the plastic component used in 1969.

For 1970, major changes were concentrated in the back with new fenders and full-width tail lamps built into a wrap around bumper. A contrast between the 1970 rear end styling compared to the 1969 version can be seen in the two tail pictures on lower right. The 1969 tail design was a one year only freshening using inboard tail lamps in place of the end cap units on the 1967 and 1968 Ambassadors.

Twin backup lamps were housed in the center with three parking lights flanking each side. Two door hardtop models featured a completely new roof and side window design with an upswept "C" side pillar. Sedans gained a more formal rear door opening easing entry and exit. This body style was used through the 1973 model year. The optional bumper guards are visible in the 1970 model picture on the right.

The rear end design of the 1970 Ambassador sedans and hardtops followed the broad pattern of luxury cars -- such as the Lincoln and Imperial -- albeit without the sequential lighting of the wall-to-wall turn signals. However, Chrysler Corporation's "fuselage" styling was not copied by the other automakers.

When compared with its full-size competition, the 1970 Ambassador shines as an attractive, trim, and practical automobile. The others seem to be bloated. On the right are the covers of the retail sales brochures from Chevy, Ford, and Plymouth. For 1970, the "Big Chevrolet" is good copy of Cadillac's front-end design. Ford for 1970 tries to throw every design element into its LTD grille. The 1970 Plymouth Fury's front has a loop-type bumper and is billed as "luxury you can afford" while its fuselage design was an attempt at an innovative look.

The 1970 Ambassador uses a timeless automobile styling. Perhaps on the extreme end of gaudiness and excess of the era is exhibited in the 1970 Pontiac Bonneville's front end -- shown on the right. The design almost makes the Ford's Edsel "horse collar" grille look modest! This was GM's attempt to differentiate the Buick, Oldsmobile, and Pontiac clone models. This Bonneville attempts to avoid the "toilet seat" appearance, but it still looks as the car is "sucking a lemon".

1959 Ford Edsel front end.

Today, there are great finds available for restoration of these classic AMCs. On the right is an NOS (new old stock) grille for a 1970 Ambassador. These are high quality extruded aluminum, single piece units with black out painted surfaces. Note that the offset, block letter Ambassador insignia is not yet attached on the center bar. The center bar is color matched to the car's body paint.

The grille for the 1969 Ambassadors is shown for comparison on the right. It is a similar style to the 1970's, but not a direct replacement because design changes were also made to the headlamp doors. Furthermore, the 1969 unit was made from plastic with bright trim. This is a item also found for sale on eBay during 2005.

Yet another original AMC part found on eBay. Just out from long-term storage - pristine tail lamp lenses along with soft and fresh weather seals! This set will make any 1970 Ambassador owner very happy.

1971 Ambassador Brougham 2-door hardtop pictured below shows of the change in front end design with a new "natural" cast pot metal grille with bright trim, as well as new integrated fender extension mounted side marker lamps.

1971 Ambassador Brougham two-door hardtop with 401 engine showing the brighter grille design and new front fender lights.

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American Motors' new 1970 Ambassador was available in DPL and SST models in three body styles.

All Ambassadors featured air conditioning as standard equipment in addition to many other comfort and convenience items.

Click for standard features

All Ambassador DPL and SST models came with a 304 c.i.d. 2-bbl V-8 rated at 210 horsepower as the standard engine. Optional engines included a regular fuel 245 horsepower 360 with a 2-barrel, a 290 horsepower high compression 360 V-8 with a 4-barrel carburetor, and a 325 horsepower 390 c.i.d. 4-bbl high-performance AMX engine.

360 CID or 5.9 L AMC engine

Click for engine info

The Ambassador's dashboard featured easy to read round instruments as well as driver centered controls including the radio shown here with the AM/FM option.
For 1970, the dash board was trimmed in the rich look of Bavarian oak. This trim was also used to accent the doors and side arm rests.

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American Motors' Strategy in 1970

Roy Chapin, Chairman of the AMC board, starred in a 1970 advertisement shown on the right that suggested: "I can't believe that people enjoy paying more for a car than they have to."

New car prices saw large increases for the 1970 model year. It was because all costs were skyrocketing. High prices were a problem because the United States faced many challenges. A major economic issue was high inflation due to the cost of financing the war in Viet Nam. Steady price increases are were common during this time. President Richard Nixon attempted to manipulate economic market forces with his "new economic policy." The ostensible purpose was to fight inflation. The Nixon administration took an extraordinary step by imposing a 90-day price freeze on August 15, 1971. Since auto companies traditionally increased prices at the start of a new model year, the Nixon freeze affected the industry's first million units of sales that year. The GOP administration also imposed Phase I and Phase II economic programs. The Nixon administration imposed more new regulations on the economy than any other president.

Roy Chapin (1915 - 2001)

Just as American Motors was beginning to introduce its highly successful 1970 models, the company encountered labor relations problems. A major strike interrupted production at all of its assembly plants. The consequence of this labor membership turmoil was a loss of potential sales. AMC dealers did not have adequate cars in inventory to sell.

The advertisement on the right announces that "American Motors resumes the most dramatic year in its history." In spite of its efforts to regain the sales momentum, AMC ended the fiscal year with red ink.

However, really big news for 1970 was AMC's purchase of Kaiser money loosing Jeep Division for $10 million. How good could this be for future profitability? Roy Chapin knew there was huge potential in integrating the automaker into the growing four-wheel drive, government, and international markets. His "efforts to integrate Jeep into AMC were a major factor in the success of today's sports utility vehicle (SUV) market," said his son, William R. Chapin. "AMC dealers were the first with a line of SUV products starting in the early 1970s."

The image above is the only "fictional" car on these pages. It is a concept I made to visualize a "potential" luxurious and sporty convertible that AMC should have made!
However, AMC did not build a convertible in the Ambassador series after 1967. Nevertheless, a ragtop would have been spectacular addition to the new for 1970 design!
Image above by Christopher Ziemnowicz