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Rambler Marlin
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The Marlin was the first mid-sized fastback car made in the United States. Built by American Motors Corporation (AMC) from 1965 to 1967, the Marlin was available with many standard features and marketed as a personal luxury car.
The 1965 and 1966 Marlin is a fastback version of the mid-sized two-door hardtop Rambler Classic. The fastback roof design was previewed on the 1964 Rambler Tarpon show car, which was based on the compact Rambler American. The Marlin was available one year prior to the similar Dodge Charger (1966 and 1967 models only). The 1967 model year saw a major new design for the large "senior" platform. AMC transferred the Marlin to the longer AMC Ambassador platform, giving the completely new fastback design a much longer hoodline, even more interior room, new, more powerful V8 engines, as well as numerous other improvements.
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In the early 1960s, the U.S. automobile market was expanding to bigger and flashier vehicles. American Motors had developed a profitable marketing strategy under George W. Romney. His successor, Roy Abernethy saw a need for larger cars with more prestige and luxury that would help generate higher profits. Having put Rambler in third place in total annual sales as AMC's Vice President of Sales, Abernethy was sought to have AMC offer cars in more market segments to battle against the much larger "Big Three" automakers (General Motors, Ford, and Chrysler).
One proposal was for a sporty youth-oriented car. A design study was built on the compact-sized Rambler American platform. It was a 4-seat fastback called Rambler Tarpon. The Tarpon concept car was shown at auto shows before the production version Ford Mustang was unveiled to the public. AMC's current "GEN-1" V8 engine would not fit in the small chassis while the new "GEN-II" V8 designs were still being developed. Market research showed that offering only a six-cylinder power plant would not satisfy the potential customers.
Management at AMC decided to build the new model on its larger "senior" platform. American Motor's development team, under distinguished American designer Richard A. Teague, had to work with much tighter budgets than their counterparts at Detroit's Big Three.[1] The new model incorporated many of the design features that were on the Tarpon show car. The new Marlin became a large and comfortable fastback with luxurious features. It had a long list of standard features and numerous options to personalize each car. The Marlin joined the developing "personal luxury" segment, rather than directly battle Ford's Mustang and the Plymouth Barracuda in the rapidly growing pony car market.
The Marlin was a mid-year addition to the “Sensible Spectaculars” line of AMC cars. It was officially announced on February 10, 1965, and then unveiled in dealer showrooms on March 1. This was at a time when new car introductions were significant events and were often accompanied by special invitations and publicity. The Marlin was described in AMC's news releases as designed for those who want a sporty fastback combined with roominess and comfort.
Press coverage was extensive with the Marlin featured on the cover of many automobile enthusiast magazines. Numerous road test articles appeared. For example, Motor Trend magazine wrote that the Marlin is ... a very well balanced car that rounds out the various types of personal performance sports cars on the market.
The new model offered many features including standard power front disc brakes (four-piston) and non-servo type rear drums, individual reclining seats, deluxe exterior trim, and interiors that came directly from AMC’s two-door flagship model, the Ambassador. The smallest engine available was the 145 bhp 232 I6, but barely 2,000 were built with it. Most buyers desired performance to match the car’s sporty image, thus making AMC’s 270 bhp 327 4-barrel V8 the most popular engine. It was overwhelmingly mated to a floor console mounted automatic transmission. On the other hand, the innovative “Twin-Stick” manual transmission (with overdrive) was seldom ordered. Other popular options included power steering, a heavy-duty suspension, and the "Twin-Grip" limited slip differential. Even more luxury could be specified by adding air conditioning, an adjustable steering wheel, power windows, AM/FM monaural radio, a "Duo Costic" rear speaker, and even a "Vibra Tone" system for simulating stereo (as broadcasting was not yet available).
The all-important marketing tool, the MSRP price, was set at US$3,100. This was a relative bargain compared to the $3,063 for a bench seat (six-passenger) version of the Rambler Classic 770 2-door hardtop, which did not have the extra features and luxurious interior of the Marlin.
The Rambler Marlin became known at the AMC Marlin with all references to the historic Rambler brand name removed from the car. This was part of Abernethy’s remake of AMC's corporate identity to divorce the larger car lines from the Rambler brand and the compact car image. The other changes were minor and included 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.
The Marlin was also expanded to the market at both ends — by lowering its base price to US$2,601 and offering more options. Some of the previously standard high level trim levels were turned into optional packages. New options included a 4-speed manual transmission and a dash mounted tachometer. These small adjustments in product content and pricing paralleled the competition. For example, the Dodge Charger was introduced with a lengthy list of equipment, but the standard features for the following year were also reduced to make the model more price appealing.
Fewer "halo models" were needed in 1966. Similar to the sales pattern of the 1970 AMC AMX following the initial 1968 and 1969 models; the 1666 Marlin production figure is under five thousand cars made.
The Marlin moved even further up-scale for 1967. It was now built on AMC's completely redesigned 118 in (2,997 mm) wheelbase "senior" platform. Making the Marlin larger was planned in the design cycle in anticipation of the 1968 entry of the compact-platform based Javelin. The larger Marlin would provide for greater product differentiation among AMC's models. Moreover, the longer Ambassador chassis gave the Marlin a new front end appearance with an elongated hood to better harmonize with its fastback in the rear. The new body design gave the car a more rounded appearance to match its sweeping roofline. Slightly kicked up rear fenders were accented with a bright trim piece that began from the door opening all the way back to the rear bumper. The front featured Ambassador's protruding vertically stacked quad headlights and an all-new recessed grille horizontal bar grille that bowed forward, horizontally, in the center. The Marlin’s grille is a blacked out version of the “rally light” (for the parking and turn-signal lights) type used on the Ambassador DPL models. A redesigned ornament with a small chrome marlin fish was set in clear plastic mounted in a chrome ring topped the longer hood. The rear end featured the identical decklid that was used previously, but it lost its large center-mounted round insignia. A larger back window than before did not help improve the driver's visibility to the rear. The taillights were new, but similar in appearance to the first generation. The rear bumper became unique to the new Marlin; although similar to that used on the both the Ambassador and Rebel station wagons, it is slightly different. Rather than cut down for the wagon's tailgate opening, the Marlin bumper has a continuous horizontal top edge that fits up against the body.
An entirely new family of V8 engines accompanied the new Marlin. The six-cylinder was still available, but rarely ordered - only 355 were built. The base V8 was the 290 in³ with a 2-barrel carburetor, while a pair of 343 in³ (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 bhp and 365 ft·lbf (494 N•m) of torque @3000 rpm.
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 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). 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. The steering wheel was smaller than used before and the column was now designed to collapse under impact.
While the Big Three automakers in the U.S. were focusing on high-performance during the early 1960s, AMC ran advertising that “the only race it cared about was the human race”. 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. For example, Preston Honea achieved drag racing fame with a 1965 Rambler Marlin. It was built as a Funny Car and he raced it as the "Bill Kraft Rambler". The car had a 327 cubic inch AMC V8 engine engine that was replaced by a Plymouth Hemi.[2] The combination was worth a 10.31-second quarter mile drag strip run at 138 mph (222.1 km/h) its first time out.[3]
Roy Haslam, a 1999 inductee to Victoria Auto Racing Hall of Fame, raced his AMC Marlin Super Stock (image) in Canada and the U.S. He won the July Cup and was 3rd in the season point championships.[4]
The Marlin was an image builder and a halo car for AMC. Although it did not achieve high sales volumes, it was responsible for generating publicity and excitement. This brought potential customers to AMC dealers and opportunities for conquest sales of other models in the showroom. In its first year, the 10,327 Marlins produced helped generate a profit of US$5.2 million for AMC in fiscal 1965, despite a three-week strike action by the United Auto Workers.
The Marlin's most direct competitor was the Dodge Charger introduced in 1966 and it retained its fastback design for only one more year. The Charger was reissued as a larger and completely different car for 1968. Though the Marlin was also discontinued in 1967, it paved the way for its successful replacement — the 1968 Javelin. Therefore, introducing the Marlin in 1965 can be viewed as stopgap marketing solution for AMC, given its lack of a V8 engine to fit the compact chassis. The Javelin was aimed directly at the small, sporty, youth-oriented market segment.
The AMC Marlin was involved in a political controversy in the Massachusetts gubernatorial election, 2002, campaign by conducted by Republican candidate Mitt Romney.
As photos of their wedding and their children flashed by, a television advertisement had Mitt and his wife, Ann, tenderly describe their first date and falling in love. Ann recalls Mitt pulling up in "some goofy-looking car" and says that they ran out of gas on the way home from their first date. Mitt describes being embarrassed by the fact that in high school he drove, a car he says was “kinda awful.” What Romney did not say in the ads was that the car he was driving was a brand new AMC Marlin, and that it was made by the company headed by his father George W. Romney.[5]
The Shannon O'Brien campaign responded with an explanation that Romney "actually drove a cool car" and that it was a personal luxury car according to AutoWeek magazine. The press release by the Democratic ticket chided ...the fact that Mitt Romney was embarrassed by his brand new car shows just how out of touch with regular working people he is.[6] This was probably an unusual occurrence where the automobile a candidate drove during their high school days was brought to public attention and used as an instrument for voter incitement.
Some of the main design components of the Marlin's design returned in 2004 with the Chrysler Crossfire. The new coupé displayed a fastback roof with broad-shouldered rear fenders, as well as a rear end treatment, that prompted many automotive journalists to write about the Crossfire's resemblance to the AMC Marlin. For example, Rob Rothwell wrote ...when I first espied the rear lines of the Chrysler Crossfire I was instantly transported back to 1965 and my favorite car of that year, the Rambler Marlin.[7]
The distinctive Marlin has found a niche among discriminating old car hobbyists and collectors of historic vehicles. As a relatively low production model, the Marlin is a derivative of AMC's high volume models and shares many common parts. Reasonably priced Marlins can be found and there is a growing interest in AMC cars.[8] There are also many active local and national (U.S. and other nations) Rambler and AMC car clubs.
A Marlin promotional 1/25-scale model was manufactured under license from AMC, by Jo-Han for the 1965 and 1966 model years. Most of these "dealer promos" were done in a very attractive aqua/dark blue two-tone plastic, and are highly desirable today. Prices upwards of $200-400 for mint, in-the-box specimens, are not unheard of as long as they still have the hood ornament. Jo-Han also produced plastic kits of the Marlin, which are based on the promos, and can be had for significantly less money today.
The following is a digest of a section in "The Marlin Handbook - 2004" prepared by the Marlin Auto Club.
Front fenders, hood, as well as front and rear bumpers are interchangeable with the 1965 and 1966 Classic. The rear bumper from 1965 and 1966 Ambassadors will interchange, as well as the dashboard, seats, and other inside trim pieces. Windshields and the doors with their side glass are interchangeable with all two-door Classic and Ambassador models. Drive train, front and rear suspension, brakes, radiators, master cylinders, trunions, steering columns, power steering pumps, engines, transmissions, brake drums and rotors are interchangeable with 1965 and 1966 Ambassadors and Classics. Some parts are even interchangeable back to 1958 and earlier, while other components were used by AMC into the 1970s. The 232 I6 was used through the late-1970s. This engine was bored out and became the 258 that was used into the 1990s in Jeeps. Many engine components are shared. This engine was also upgraded into Jeep’s 4-liter workhorse. It is possible to transplant this high-output fuel-injected engine into a Marlin. (See: AMC Straight-6 engine) The 287 and 327 V8s started out in 1956 and 1957 and were used in large Ramblers, Classics, and Ambassadors through 1966. The AMC 327 engine continued to be used in Jeep and marine applications into the mid-1970s. (See: AMC V8 engine)
Front fenders, hood, front bumper, are interchangeable with all 1967 Ambassadors. Windshields as well as doors and their glass from all two-door Ambassadors and Rebels are also interchangeable. The 1967 Marlin similarly shares most major mechanical components with 1967 and up "senior" (Ambassador, Rebel, Matador) models. The front suspension design was changed in 1970, however, brake components are interchangeable with later models. Mechanically, the track width for 1967, as well as 1968, was 58.5 inches (1,486 mm). Starting in 1969 this was increased to an even 60 inches (1,524 mm). In spite of the track width increase, the rear ends use the same mounting points and spring locations. Therefore, the later model rear ends “bolt in” with some minor exceptions such as the different drive shaft rear universal joint sizes compared to those used in 1967. Starting with the 1967 model year, completely new "GEN-II" V8 engines were used in all AMC vehicles. In 1968, the high-performance 390 V8 was added. Then in 1970 and 1971 the 290 became the 304, the 343 became the 360, while the 390 was switched over to a 401. Many of the V8 parts are interchangeable with the 290 and 343. All "GEN-II" engines fit into the second generation Marlin.[9] American Motors' V8 engines were used through 1993 in the full-size Jeep Wagoneer.
- ^ Matras, John. "Marlins and Hornets and Gremlins, Oh My: The Quirky Classics of A.M.C." The New York Times, April 4, 2005, retrieved on November 22, 2007.
- ^ Danny White and Dennis Doubleday “60s Funny Cars: The AMCs” Drag Racing Stories, Aug 26, 2007, retrieved on November 22, 2007.
- ^ Daniel Strohl, HMM, racing posted at Hemmings Auto, retrieved on November 22, 2007. Also in "Rodder & Super Stock" magazine, V 15 #2, April 1965.
- ^ '99 HOF Induction Victoria Auto Racing Hall of Fame, retrieved on November 22, 2007.
- ^ Klein, Rick. “New ads, 'work days' show down-to-earth candidate” The Boston Globe, September 26, 2002, page B1.
- ^ Durbin, Adrian. "O’Brien Campaign Says Romney Actually Drove Cool Car" O'Brien-Gabrieli News Release, September 22, 2002.
- ^ Rothwell, Rob. "2004 Chrysler Crossfire Coupe Road Test" American Auto Press, May 2, 2004.
- ^ Pace, Harold. "Rediscovering AMC Muscle Cars" AutoMedia, retrieved on November 22, 2007.
- ^ [http://www.carcraft.com/techarticles/116_0502_build_amc_engine/index.html Glad, Douglas R. "Build an AMC: What to Do When You Can't Find an AMX or SST" Car Craft magazine], retrieved on November 22, 2007.
- Conde, John. (June 1988) "1965-67 AMC Marlin: The 3+3 Fastback That Floundered" Collectible Automobile, Volume 5, Number 1.
- Conde, John (1976). The American Motors Family Album 1946-1975. American Motors Corporation. ISBN X-XXXXX-XXX-X.
- 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, Editor (1987). The Standard Catalog of American Cars 1946-1975. Kraus Publications. ISBN 0-87341-096-3.
- Jedlicka, Dan. "AMC tried to reel in Mustang with Marlin" Chicago Sun-Times, September 9, 2001, retrieved on November 22, 2007.
- "The Marlin Handbook - 2004" prepared by the Marlin Auto Club
- AMC Rambler Club
- American Motors Owners Association
- American Motors' 1967 Data Book - Marlin section, retrieved on September 16, 2007.
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| 1954-1987 Historic vehicles | |
| Rambler | Ambassador by Rambler • American • Classic • Marlin • Rambler Six • Rambler Rebel |
| Military & Commercial | AMC Mighty Mite • AM General Division |
| AMC | Ambassador • AMX • Concord • Eagle • Gremlin • Hornet • Javelin • Marlin • Matador • Metropolitan • Pacer • Rebel • Spirit |
| Renault | LeCar • Alliance • Encore • Fuego • Medallion • Premier |
| Rambler & AMC concept cars | XR-400 • Rambler Tarpon • AMC Cavalier • AMC AMX-GT • Amitron • Electron |
| Affiliated with | American Motors Corporation • AM General • Australian Motor Industries • Chrysler • Hudson • IKA-Renault • Jeep • Kelvinator • Nash Motors • Nash-Kelvinator • Rambler • Renault • Vehiculos Automotores Mexicanos |
| People | Roy Abernethy • Edmund E. Anderson • A.E. Barit • François Castaing • Roy D. Chapin Jr. • Richard E. Cross • Robert B. Evans • George W. Mason • Gerald C. Meyers • George W. Romney • Helene Rother • Richard A. Teague |
| Category | |
| American Motors road car timeline, United States market, 1954—1988 | ||||||||||||||||||||||||||||||||||||
| Type | 1950s | 1960s | 1970s | 1980s | ||||||||||||||||||||||||||||||||
| 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | ||
| Subcompact | Gremlin | Spirit | Encore | |||||||||||||||||||||||||||||||||
| Compact | Rambler | Rambler American | Hornet | Concord | ||||||||||||||||||||||||||||||||
| Jet | Pacer | Alliance | ||||||||||||||||||||||||||||||||||
| Mid-size | Rambler Six | Classic | Rebel | Matador | ||||||||||||||||||||||||||||||||
| Rebel V8 | Marlin | Matador Coupe | ||||||||||||||||||||||||||||||||||
| Full-size | Nash | Ambassador | Premier | |||||||||||||||||||||||||||||||||
| Hudson | ||||||||||||||||||||||||||||||||||||
| Sports | AMX | |||||||||||||||||||||||||||||||||||
| Javelin | ||||||||||||||||||||||||||||||||||||
| Crossover | Eagle | |||||||||||||||||||||||||||||||||||
| SUV | see timeline of Jeep models | |||||||||||||||||||||||||||||||||||
| Captive import | Metropolitan | LeCar | ||||||||||||||||||||||||||||||||||
| Renault 18i/Sportwagon | Medallion | |||||||||||||||||||||||||||||||||||
| Fuego | ||||||||||||||||||||||||||||||||||||
| Military vehicles | Mighty Mite | AM General trucks, Jeeps, and the HMMWV | ||||||||||||||||||||||||||||||||||