The Rambler Marlin (later AMC Marlin) is a two-door fastback automobile produced in the United States by American Motors Corporation from 1965 to 1967. A halo car for the company, it was marketed as a personal luxury car.
In 1965, the car was marketed as "Rambler Marlin". For 1966, the car featured "Marlin" identification only and was officially named "AMC Marlin", as was the 1967 model.
Its fastback roof design was previewed on the 1964 Rambler Tarpon show car, based on the compact Rambler American. The 1965 and 1966 model year production Marlins were fastback versions of the mid-sized two-door hardtop Rambler Classic, and 1967 brought a major redesign in which the car was given the new, longer AMC Ambassador full-sized chassis. This version had a longer hood and numerous improvements, including more interior room and new V8 engines.
Origin
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 sedan that would occupy a unique niche in the market. 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. To be a distinctive competitor to the Big Three, it should be flashy and intermediate-sized, 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.
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. 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." 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. The development team, under distinguished American designer Dick Teague, had to work with considerably smaller budgets than their counterparts at Detroit's Big Three 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." 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. 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."
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.
1965
Launch American Motors billed the Marlin as a new addition to the company's self-styled "Sensible Spectaculars" model line. Backed by extensive advertising and merchandising, the car was officially announced on 10 February 1965, and unveiled in Rambler dealer showrooms on 19 March.
New car introductions, more significant in the 1960s than today, were often accompanied by special invitations and heavy publicity. The Marlin was advertised in 2,400 newspapers on its launch day, and American Motors' news releases positioned it as aimed at buyers wanting a sporty fastback that was also roomy and comfortable. This contrasted it with the smaller Barracuda and Mustang fastbacks that had arrived a year earlier. AMC's first model following the muscle car launches of the 1960s, the Marlin was intended to fill a niche left by their competitors. Within a year, Chrysler would enter that marketplace with the Dodge Charger, and a year later Ford, with the Mercury Cougar.
The initial Rambler Marlin advertisements stated "now in limited production." Every dealership received one or two units to increase showroom traffic, whereas the production numbers are a direct reflection upon the actual number of Rambler automobile dealers and AMC sent bulletins to dealerships telling "How to use Marlin to sell the Rambler Classic." According to Tom Coupe, AMC's vice-president for sales, "the basic reason we produced the Marlin, is to attract attention to American Motors."
The Marlin followed the signature design features of the Ford Galaxie "Sports Roof", the Plymouth Barracuda, the Mustang 2+2, and the 1965 fastback models from General Motors, including the Chevrolet Impala "Sport Coupe" versions. A book on American muscle cars says V8-powered Marlins provided appropriate performance for the streamlined appearance.
Press reaction The new model met with a mixed reception in the press. Popular Mechanics magazine recorded 0 to 60 mph in 10.8 seconds by manually shifting the automatic transmission, and fuel economy of at a steady . Tom McCahill's road test in Mechanics Illustrated recorded 0 to 60 mph in 9.7 seconds with the 327 engine.
Motor Trend magazine found the Marlin well balanced and said it added to the market's various personal performance sports cars. The San Francisco Chronicle praised it and noted effortless cruising at ." Hot Rod magazine ran the quarter-mile in 17.43 seconds at with the and "Flash-O-Matic" transmission.
The Marlin emphasized the stretched-out hardtop (pillar-less) roofline that followed the contemporary styling vogue. Automobile Quarterly magazine thought the car very ugly and expressed dislike for the inadequacy of the rear-view window, the positions of the steering-wheel and stoplights, the softness of the front seats, and the design of the pedals.
Designer reaction Vincent Geraci (who became chief of product design and product identity at Chrysler after AMC's buyout), viewed the Marlin as "an exciting program ... We took a 1965 body design and turned it into a sportier version. But enlarging the car from its original concept [the Tarpon] and raising the roof produced an adverse effect on overall appearance."
Carl Cameron, designer of the original Dodge Charger, named the Marlin as the only competition for his 1966 car even though, he said, the Marlin lacked some of the Charger's features and it was "very different". Contrary to the view that the Charger was a "clone" of the Marlin, Cameron said that the starting-point for his design was the fastback 1949 Cadillac, and that any similarity to the Marlin was coincidental. He added that as a result of the exceptionally tall Abernathy's insistence on being able to sit in the Marlin's back seat, "those cars had big squared-off roofs" whereas the Charger's roof treatment was "rounded off, much more pleasing to the eye."
Vehicle appointments and options Standard features, which focused on comfort and luxurious appearance, included deluxe exterior trim, individual reclining front seats, front and rear center armrests when bucket seats were selected, and interiors from AMC's two-door Ambassador model, including dashboard and instrument panel. On the Marlin, the dashboard was trimmed with engine-turned aluminum. Interior door panels were finished with carpeting and stainless steel trim, when many cars at the time had cheaper stamped vinyl glued to cardboard. Retractable front seatbelts were optional. The reclining bucket seats could be ordered with headrests. The Marlin was also one of the first American automobiles with front disc brakes (four-piston design, by Bendix) as standard. It had drum brakes without servo assistance on the rear.
A total of 2,005 Marlins were built with the smallest engine option, a 232 I6.Marlin Production Data, "The Marlin Handbook - 2004" published by the Marlin Auto Club. Original source: annual AMC factory production documentation. The AMC-designed 4-barrel V8, often paired with an automatic transmission that had the shifter in a floor console, accounted for 42% of total production, while less than 6%, regardless of engine option, had the innovative "Twin-Stick" manual transmission (with overdrive). The center console-mounted controls offered one longer stick for the regular gears, with a second shorter lever for overdrive selection. It can be shifted as a 5-speed: from 1st to 2nd, to 2nd+OD, to 3rd, to 3rd+OD. Other options included "Solex" tinted glass (70% of production), power steering, heavy-duty suspension, "Twin-Grip" limited-slip differential, air conditioning, adjustable steering wheel, power windows, and a choice of AM radio or an AM/FM monaural unit (50% of production) with "Duo Costic" rear speaker and "Vibra Tone" system to simulate stereophonic sound (stereo broadcasting was not yet widely available in the U.S.). Only 221 Marlins were built without a radio. Wide-ranging interior colors and upholstery choices were available, and options for the exterior, including accent colors for the roof and side window trim, enabled further customization.
Pricing and sales The MSRP price was US$3,100 (US$ in dollars), compared with $3,063 for a bench seat (six-passenger) version of the Rambler Classic 770 two-door hardtop, which did not have the extra features and luxurious interior of the Marlin. 10,327 Marlins were sold in the abbreviated first year of production.
1966
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. The Rambler Marlin became known as the AMC Marlin starting with the 1966 model year. 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.
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. The Charger "was immediately paired up in the automotive press with American Motors' year-old Marlin, another fastback specialty machine." "The fastback Charger had been introduced in mid-season of 1966 in retaliation to the AMC Marlin, Mustang, and Plymouth's Barracuda". Together, the intermediate-sized Charger and Marlin were "unusual, distinctive and in a class by themselves." 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.