1958 Rambler Super Six

„You join America’s smartest car buyers when you switch to Rambler, fastest growing of all in popularity with sales up 73% over last year. Because Rambler is America’s only true economy car. See the new jet-stream-styled Ramblers with all the new features — Air Coil Ride, Airliner Reclining Seats, pushbutton driving. Three wheelbases, four engines — 90 HP ‘6’ to 270 HP V-8. Save money every mile you drive! Choose your Rambler today.” 

The battered Rambler from Havana might not look as flashy as some other American cars of same vintage. But make no mistake: this was one of the hottest deals in 1958!

When the postwar sales-frenzy faded away and the American car market became saturated in the early 1950s, it became increasingly difficult for smaller manufacturers to compete with the market power of the “Big Three”. Hence the demise of many “independent” brands and their urge to merge into bigger corporations. American Motors (AMC), shaped by the merger of Hudson and Nash in 1954 and since then headed by the respectable George Romney, found its niche in sidestepping direct competition with the „Big Three” by offering economic „compact” cars. 

Nash had brought the small Rambler into the marriage. Because this car was popular and sold reasonably well, Romney saw a future in a roomier version, better suited to the needs of the average American family. The all-new 1956 Rambler was inspired by the full-size Nash Ambassador and Statesman models, but with a wheelbase of 108 inches (2,74m) and an overall length of 191 inches (4,85m), the car was considerably shorter. Incidentally, AMC had conceived a new segment, that should soon become popular as the „compact car”. The new Rambler was initially sold under Nash and Hudson nameplates, but became an own brand already in 1957. It was so successful that AMC stopped further development of its full-size cars in favor of the “compact” Rambler, and soon dropped the long-standing brand names as well. With Nash and Hudson gone, AMC could continue with one unburdened nameplate: The Rambler. 

The 1958 Rambler was a fortunate facelift of the 1957 model, looking modern and appealing to the contemporary taste. Potential buyers could easily notice that it was nearly as roomy as an average full-size car inside, but without all the bulk outside. Fuel economy and upkeep were better, too, which made it a striking proposition for anyone on a budget. And when America slipped into a recession in late 1957, many were ready to try that “compact” car.

Rambler sales skyrocketed in 1958, only to double again in 1959, and culminate in 450,000 cars in 1960. This was the highest production number ever tallied by an independent car maker. AMC could make good profits until the „Big Three” launched their own compact car onslaught in the early 1960s, moving the competition to the small car field, too, and thus curtailing AMC’s advantage.