page_title: AMC Rebel
section_title: 1968
hierarchical_section_title: AMC Rebel / Background / 1968
caption_attribution_description: English: 1968 Rambler Rebel 770, a mid-sized "Cross Country" station wagon by American Motors Corporation (AMC). It is painted "Scarab Gold" metallic (code - P52A) with the optional (two-tone) side panels in "Frost White" (code - P72A). Picture taken at the Cecil County Dragstrip in Maryland.
context_page_description: The AMC Rebel is a midsized car produced by American Motors Corporation from 1967 to 1970. It replaced the Rambler Classic. The Rebel was replaced by the similar AMC Matador for the 1971 model year. The Rebel was positioned as the high-volume seller in the independent automaker's line of models.
  The Rebel was available in several specialty models that included limited numbers of station wagons with special-themed trim and luxury equipment that were offered only in certain geographical areas. A high-performance, low-priced muscle car version was produced in 1970, the Machine, that 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 in Kenosha, Wisconsin, and in Brampton, Ontario, Canada.
context_section_description: The 1968 model year Rebels were introduced on 26 September 1967, and were no longer a Rambler in 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 315 hp (235 kW; 319 PS) AMX 390 cu in (6.4 L) 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 290 cu in (4.8 L) "Typhoon" V8 while all the other models were available with the 232 cu in (3.8 L) 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 including 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 to 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 door handles. These replaced the former push-button design and become an enduring AMC signature on its passenger cars through 1988 and the Jeep Wrangler until 2006.
  Also new for 1968 was the Rebel 550 Convertible, the last AMC convertible, which replaced the American. The 550 was the base level convertible as the top trim version moved from 770 to the SST model joining the two-door hardtop. The two SST body styles featured more trim and features that included individually adjustable and reclining front seats, as well as simulated air-intakes ahead of the rear wheels. The interiors of AMC's Rebel made extensive use of a new olefin fiber carpeting.
  American Motors changed its advertising agency to Wells, Rich, and Greene, which was headed by Mary Wells Lawrence. The automaker wanted to attract the highly individualistic, "non-average buyer". The new agency established innovative campaigns and promotions for AMC that emphasized value for the money in direct comparisons to the competition showing "elegantly coifed beauties swooping from swank settings into modest AMC Rebels just as contentedly as if the cars were Continentals. Meanwhile, an off-camera voice proclaims: 'Either we're charging too little for our cars or everyone else is charging too much.'" The advertising was highly controversial because it violated the accepted rule of not attacking the competition. This marketing was successful in bringing AMC back to the firm's economy and practical-car roots in customers' minds, which resulted in higher sales.
caption: 1968 Rebel 770 Cross Country wagon
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