Rambler Marlin

Marlin nameplate

As American prosperity increased in the early 1960s, the U.S. automobile market expanded. Whereas American Motors' profitable marketing strategy under George W. Romney had concentrated on compact, economical cars, Romney's successor as CEO, Roy Abernethy, sought to compete with the "Big Three" automobile manufacturers (General Motors, Ford, and Chrysler) by expanding AMC's model lines into additional market segments; particularly by developing a sporty, roomy, six-passenger[1] sedan that would occupy a unique niche in the market.[2][3] The idea was that the new car would be a distinctive, low-volume model symbolizing a new Rambler look and spearheading a full product line.[3] To be a distinctive competitor to the Big Three, it should be flashy and intermediate-sized,[4] and in an era when other automakers were stressing the power of muscle cars for their intermediate-sized image vehicles, the new model—the Marlin—was to feature comfort and spaciousness.[5]

Initially, in response to a proposal for a sporty, youth-oriented car, a four-seat fastback design study, the Rambler Tarpon, had been built on the compact-sized Rambler American platform.[6] This was shown as a concept car at various auto shows, but AMC's current "GEN-I" V8 engine would not fit in the comparatively small Rambler chassis; also, the new "GEN-II" V8 designs were still in development, and market research showed that a six-cylinder engine alone would not satisfy potential customers. Management at the small automaker wanted to change "its tune" with "a reasonably sporty 'upsized' response of sorts to Ford's Mustang."[7] The "fastback" appearance was a revival of sedans built after World War II, as demonstrated by the 1940s Nash Ambassador.

Ultimately, and in line with Roy Abernethy's new marketing strategy, the decision was made to build the new fastback model on AMC's intermediate-sized Rambler Classic platform.[6] The development team, under distinguished American designer Dick Teague, had to work with considerably smaller budgets than their counterparts at Detroit's Big Three[8] to create the new Marlin. They created a large, roomy and luxurious fastback which incorporated a number of design features from the Tarpon show car. The signature roof line from the windshield with the Marlin's "skylight permits carrying through the true fastback line in an unbroken sweep."[9] However, the roof was raised over the rear passenger area when Abernethy, who was six-foot-four (193 cm tall), insisted on being able to sit in the back seat of the design studies.[10] Teague worked for Chrysler as a stylist during the mid-1950s and the fastback-styling of the lost 1956 Chrysler Norseman concept car's "resemblance to (that of) the 1965 Rambler Marlin fastback coupe, or vice versa, was (said to be) uncanny."[11]

As the Marlin was targeted at the evolving "personal luxury" segment, its long list of standard equipment was supplemented by numerous options that enabled buyers to personalize their car.

1966 AMC Marlin two-tone trim

1966 model with the optional 4-speed manual

As part of Roy Abernethy's remake of AMC's corporate identity, divorcing the larger car lines from the historic Rambler brand that had "become synonymous with frugality" and the economy compact car image.[31] The Rambler Marlin became known as the AMC Marlin starting with the 1966 model year.[32] All references to "Rambler" were removed from the car and promotional materials. The other changes were minor (e.g. a slight modification to the extruded aluminum grille, a front sway bar made standard on six-cylinder models, and an optional black vinyl roof cover that continued over the trunk opening). New was an electronic tach on the top of the dash.[33]

The year also saw the introduction of the fastback Dodge Charger, a derivative of the intermediate-sized Dodge Coronet, and a sporty model in direct response to the Marlin.[34] The Charger "was immediately paired up in the automotive press with American Motors' year-old Marlin, another fastback specialty machine."[35] "The fastback Charger had been introduced in mid-season of 1966 in retaliation to the AMC Marlin, Mustang, and Plymouth's Barracuda".[36] Together, the intermediate-sized Charger and Marlin were "unusual, distinctive and in a class by themselves."[37] General Motors and Ford also positioned products similar to the Marlin as specialized "personal luxury" coupes and introduced 2-door fastback versions of their full- and intermediate-sized car lines.

AMC broadened the car's market appeal by lowering the base price to US$2,601 (US$23,460 in 2022 dollars[29]) and offering more options. For example: high-level trim packages that had previously been standard, as well optional floor or center console mounted 4-speed manual transmission and a dash-mounted tachometer, affected small changes in pricing and equipment that paralleled the competition. By comparison, Chrysler did a similar thing with the pricing and content of its Dodge Charger from the 1966 to the 1967 model years. Despite these changes, Marlin production fell to 4,547 in 1966.

Popular Science magazine road test comparison of three 1966 sporty fastbacks (Ford Mustang, Plymouth Valiant, and AMC Marlin) highlighted the Marlin's quiet interior, high quality upholstery and positioned seats with adjustable backrests that "permit almost any driver to find an ideal seat-to-wheel-to-pedal relationship", as well as the "best-balanced ride on good roads and bad".[38] The 287 cu in (4.7 L) two-barrel V8 engine with the three-speed automatic achieved 0 to 60 mph in 11.7 seconds, and was the quietest, but least responsive of the group.[38] The test Marlin's standard drum brakes were criticized as inadequate, with the authors recommending the optional disk brakes.[38]

Second generation
Overview
Production	1966–1967, total of 2,545 built[12]
Body and chassis
Class	Full-size personal luxury car
Related	AMC Ambassador
Powertrain
Engine	232 cu in (3.8 L) 155 hp (116 kW; 157 PS) I6 2-bbl 290 cu in (4.8 L) 200 hp (149 kW; 203 PS) V8 2-bbl 343 cu in (5.6 L) 235 hp (175 kW; 238 PS) V8 2-bbl 343 cu in (5.6 L) 280 hp (209 kW; 284 PS) V8 4-bbl[39]
Transmission	3-speed manual 3-speed with overdrive 4-speed manual 3-speed automatic 3-speed "Shift-Command" on console
Dimensions
Wheelbase	118 in (2,997 mm)
Length	201.5 in (5,118 mm)
Width	78 in (1,981 mm)
Height	53 in (1,346 mm)
Curb weight	3,342 lb (1,516 kg) V8

1967 model was larger, less angular

The front end was shared with the AMC Ambassador

1967 luxury and safety oriented interior

The all-new 343 "Typhoon" V8 engine

The 1967 model year saw an increase in specialty market segment that included "the luxurious personal cars, Thunderbird, Riviera, Marlin, Charger, Toronado and Eldorado."[40] The Marlin was made larger and more expensive for the 1967 model year. It was now built on AMC's completely redesigned 118 in (2,997 mm) wheelbase "senior" platform, i.e. the AMC Ambassador chassis. The retooling for 1967 design changes that were mostly to the "senior" line of AMC cars (Ambassador, Marlin, Rebel) cost $35 million.[41] (US$315,682,051 in 2022 dollars[29]) The overall length of the new Marlin's body increased by 6.5 inches (165 mm) with more rear seat legroom, as well as being wider resulting in 2.2 inches (56 mm) of additional interior room, but in the process the car gained 350 pounds (159 kg) compared to the previous models.

Making the Marlin larger was a design requirement in anticipation of the 1968 entry of the compact-platform based Javelin. Also the longer, wider car would improve product differentiation among AMC's various model lines. Motor Trend magazine compared two "Sporty Specialties" – the 1967 AMC Marlin and Dodge Charger – concluded that both are "caught in the middle" because "neither has the compactness of the basic sports-personal archetypes such as the Mustang or Camaro, nor the posh elegance to social climb" of models such as the Cadillac Eldorado or Buick Riviera.[42] Rather, "both aim at the driver who wants a sporty-type car, but who doesn’t want to give up room and comfort and isn’t ready to move into more expensive category."[42] The 1967 Marlin was part of the "cool" car sales pie that featured sporty cars with "the popular fastback silhouette".[43]

The Ambassador chassis allowed for a longer hood that harmonized better with its fastback rear end, and the body was given a less angular appearance. A bright trim strip from the door opening to the rear bumper accentuates the slightly kicked-up "coke bottle" profile of the rear fenders. The front end shared the Ambassador's vertically stacked headlights in slightly protruding nacelles, and an all-new recessed extruded aluminum grille with horizontal bars that bowed forward in the center. The grille was a black anodized version of the twin (parking and turn-signal) "rally light" grille on the Ambassador DPL models. The hood ornament was redesigned, with a small chrome marlin fish set in clear plastic inside a chrome ring.

The main feature was the Marlin's fastback roof with "stylish elliptical C-pillars that ended "between two stubby, squared-off fins" in the rear.[44] The decklid was the same as on the previous model, but now without the large round insignia. A bigger back window improved rear visibility. New taillights were similar to those on the first-generation car. The rear bumper was slightly different from the one used on the Ambassador and Rebel station wagons, the top edge being a continuous horizontal line that fits up against the body.

Teague said the 1967 car was 'the best-looking Marlin we built.'[20] Motor Trend magazine described the all-new styling of AMC's new full-size cars as "attractive" and "more graceful and easier on the eye in '67."[45]

The second-generation Marlin did not have its own catalog, but was described within the large Ambassador sales brochure. The Ambassador's standard features and options also came on the Marlin. The interiors continued to offer premium materials and fittings, including wood-grain trim, and were the same as on the Ambassador 990 and DPL two-door hardtop models (with the exception of the "Custom" package that had two matching pillows) that "rival more expensive cars for luxury and quality, yet are durable enough to take years of normal wear."[45] Many Marlins were ordered with the reclining buckets seats that not only featured a center armrest between them (with a center cushion for a third occupant or a floor console with gear selector), but also a foldaway center armrest for the rear seat. The interior design was new and featured a safety-oriented dashboard with the instruments and controls grouped in front of the driver, while the rest of the dash was pushed forward and away from the passengers. Protruding knobs and controls were eliminated from any area that the passenger or driver could strike them. The steering wheel was smaller than used before and the column was now designed to collapse under impact. A new lane change feature was made standard for the turn signal.[46]

An entirely new family of V8 engines was offered. The six-cylinder was still available, but rarely ordered -only 355 were built. The base V8 was the 290 cu in (4.8 L) with a 2-barrel carburetor, while a pair of 343 cu in (5.6 L) V8s were optional: a 2-barrel that ran on regular-fuel, as well as a high-compression (10.2:1) premium-fuel version with a 4-barrel carburetor and dual exhaust that produced 280 hp (209 kW; 284 PS) at 4800 rpm and 365 pound-feet (495 N⋅m) of torque at 3000 rpm. An entirely new four-link, trailing-arm rear suspension system was introduced eliminating the previous torque tube design.

Motor Trend magazine's road test of the Marlin with the 343 engine reported zero to 60 mph in 9.6 seconds, and ran a 17.6-second quarter-mile at 82 mph (132 km/h) with two passengers aboard, which was comparable to the performance of a Dodge Charger with a 383 cu in (6.3 L).[42] Fuel economy with the 280 hp V8 averaged 15.3 mpg_‑US (15.4 L/100 km; 18.4 mpg_‑imp) city and 17.6 mpg_‑US (13.4 L/100 km; 21.1 mpg_‑imp) highway, while with the 155 hp straight-six the big Marlin averaged 17.3 mpg_‑US (13.6 L/100 km; 20.8 mpg_‑imp) city and 20.4 mpg_‑US (11.5 L/100 km; 24.5 mpg_‑imp) highway. The Marlin "also handled well" and featured reclining seats that are "well worth the extra $44.65 to anyone who travels long distances."[42]

Sales of the redesigned Marlin fell to 2,545.[44] This was partly a result of customers' diminishing confidence in the financial health of the automaker under Abernethy's leadership, partly confusion caused by AMC's move away from its loyal "economy" customer market segments into segments dominated by the domestic "Big Three" (GM, Ford, and Chrysler),[47] and partially a reflection of cannibalism of its potential market by the successful introduction of the Javelin. Buyers did not turn to the "family"-sized fastbacks including the Dodge Charger, which saw 1967 model sales drop by half compared to its prior 1966 introductory year.[48] Both the AMC Marlin and the very similar looking first generation Dodge Charger "flopped on the market as sporty car buyers were showing their preference for compact pony cars."[49] The Marlin ceased production at the end of the 1967 model year.[50]

The Marlin "was an overlooked performer on the muscle car landscape",[5] yet it was campaigned without factory support in motorsport venues. Roy Abernethy was opposed to corporate sponsorship of activities that glamorized speed and performance, and had instituted a prohibition on automobile racing.[51] While the Big Three automakers in the U.S. were focusing on high performance during the early 1960s, AMC ran advertising that said: "Why don't we enter high-performance Rambler V-8s in racing? Because the only race Rambler cares about is the human race."[52][53] Nevertheless, the 1965 Marlin was an attempt to attract younger customers. The Marlin was promoted as an image-breaking model and AMC dealerships began sponsoring Ramblers in auto racing.

American Motors designers and stylists made two operational show cars (Concept), The Black Marlin and The Tahiti Marlin. Both used the platform of the first generation Marlin and promoted Rambler's new emphasis on luxury and glamour.[14]

• The Black Marlin toured the 1965 auto shows along with attractive young women in sailors' outfits. It was finished in black with "a sleek and stylish silver interior and a chrome roof." At the end of the 1965 tour it went back to the American Motors studios to be refit as the 1966 “Tahiti” [61]
• The Tahiti luxury version toured the shows in 1966, starting with the North American International Auto Show in Detroit. It was finished in a brilliant fireflake blue metallic with "bright South Seas floral upholstery" accented with rhinestones and matching throw pillows.[62]
• The Marlin II was design experiment in 1965 to mate a first-generation Marlin with the front end of the Ambassador.[6] Advance product reports by Popular Mechanics indicated that the existing Marlin would remain, but a longer, Ambassador-wheelbase version would be added for the 1966 model year.[63] Popular Science also noted that AMC was working on a larger fastback, as well as a 106 compact, Tarpon-like fastback model.[64] The Marlin II essentially foretold the switch to the longer wheelbase platform that occurred later for the 1967 model year. The actual Marlin II design car was used by Richard Teague, and was sold in 1967.[65]
• The Prototype was a version made to showcase the 1967 model. It was now built on AMC's completely redesigned 118-inch wheelbase "senior" platform, i.e. the AMC Ambassador chassis. This handmade car featured a few unique details, such as arm rests made of plaster and a 4-speed manual transmission with cruise control. This car was used in 1967 show room literature before being sent to AMC’s proving grounds to be used as a push mule.
• George Barris customized a 1966 Rambler Marlin for Rader, a wheel manufacturer, to use for promotion. The car was repainted Candy Red with powdered gold leaf in the clear coat, and had Rader wheels with "thick wall" tires, a reworked mesh grille with four rectangular Cibié headlamps, and Black Pearl Naugahyde on the trunk.[66] Later Barris worked with AMC to produce dealer-installed customizing kits for the AMX.[67]
• The roof was cut off a 1966 Marlin for the Florida Marlins, a professional baseball team based in Miami Gardens, Florida.[68] With no seats except for the driver, the car was used in parades and on-field ceremonies at Pro Player Stadium and transported the team's mascot "Billy the Marlin" for the fans to see during the ball club's 1997 world championship season.[69]

1965–1966 Marlins at a Marlin Auto Club meet in Kenosha, Wisconsin

A few of the 1967 Marlins attending a Marlin Auto Club show

The distinctive Marlin has found a niche among old car hobbyists and collectors of historic vehicles as evidenced by the backing of enthusiasts with a single marque antique auto club.[89] It offers information to those interested in "these uncommon and fascinating cars."[90] Although a relatively low-production model, the Marlin is a derivative of AMC's higher-volume models so it shares many common parts. Vehicles in various stages of appearance and mechanical condition can be found for sale. Plusses for collectors of the 1965 model include decent performance with optional drivetrains, historical oddity, plush, bucket-seat interior, and its still low prices; while the Marlin's "distinctive" styling, rust issues, and slow appreciation in value are minuses.[91] The Marlin's low production numbers also means that there "will never have too many other Marlin owners to rub elbows with."[92]

There are also many active local and national (U.S. and other nations) Rambler and AMC car clubs that welcome Marlins.[93][94]

• Conde, John A. (1987). The American Motors Family Album. American Motors Corporation. OCLC 3185581.
• Foster, Patrick (2004). AMC Cars: 1954–1987, An Illustrated History. Motorbooks International. ISBN 1-58388-112-3.
• Foster, Patrick (1993). The Last Independent. Motorbooks International. ISBN 0-87341-240-0.
• Gunnell, John, ed. (1987). The Standard Catalog of American Cars 1946–1975. Krause Publications. ISBN 978-0-87341-096-0.
• Jedlicka, Dan (9 September 2001). "AMC tried to reel in Mustang with Marlin". Chicago Sun-Times.
• The Marlin Handbook. Marlin Auto Club. 2004.
• 1965 Rambler Marlin brochure
• 1966 AMC Marlin brochure
• 1967 AMC Ambassador and Marlin brochure
• American Motors' 1967 Data Book

Wikimedia Commons has media related to AMC Marlin.

• AMC Rambler Club
• Marlin Auto Club
• American Motors Owners Association
• Rambler Marlin at the Internet Movie Cars Database
• AMC Marlin at the Internet Movie Cars Database