Rambler Marlin

Two door car featuring a fastback by American Motors

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.

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. 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. 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.

The Marlin "was an overlooked performer on the muscle car landscape", 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." 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.

Preston Honea achieved drag racing fame with the "Bill Kraft Rambler". The effort began in 1964 when the Bill Kraft Rambler dealership had installed a highly modified AMC Ambassador V8 engine (the 327 V8 bored out to , four carburetors, special intake manifold) in a 1964 Rambler that ran at the Fontana dragstrip. For the 1965 season, Kraft built a new "Bill Kraft Rambler", this time a fastback bodied Marlin Funny Car on alcohol fuel and nitrous injection. The AMC engine was replaced by a Plymouth Hemi. On its first time out, the Hemi powered car ran a 10.31 second quarter mile at .

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.

Brothers Larry and Don Hess raced a Marlin in the 1966 24 Hours of Daytona. Sponsored by Queen City Rambler, a Charlotte, North Carolina AMC dealership, the car ran almost stock, even with a radio antenna. The passenger seats were removed, a roll bar installed, and the factory exhaust system replaced with open headers that exited below the doors. and was reportedly sold as a used car after the race. 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. The Marlin II was design experiment in 1965 to mate a first generation Marlin with the front end of the Ambassador. Popular Science also noted that AMC was working on a larger fastback, as well as a 106 compact, Tarpon like fastback model. 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. 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. Later Barris worked with AMC to produce dealer installed customizing kits for the AMX. The roof was cut off a 1966 Marlin for the Florida Marlins, a professional baseball team based in Miami Gardens, Florida. 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.

In spite of there being "many who welcomed the new breed of mid size fastbacks as a breath of fresh air", the intermediate size fastback car was not a big hit in the marketplace. The Marlin had low sales overall but generated publicity and excitement, attracting potential customers to AMC dealers not only for it but other models. It also added a positive contribution margin to the company's sales, with first year sales helping generate a profit of US$5.2 million (US$ in dollars) for AMC in fiscal 1965, despite a three week strike by the United Auto Workers. The mid sixties automobile market in the U. S. was marked an increasing influence of younger buyers who wanted a sporty image. Most of the "sportiness" of these was due to effective marketing. No longer satisfied with "standard" cars the market moved into new segments that included pony cars, muscle cars, and personal luxury cars. Moreover, "the Marlin actually represented a double leap" for AMC: into performance, as well as personalization.

The Marlin was the subject of political controversy in Republican candidate Mitt Romney's 2002 Massachusetts gubernatorial election campaign. In a television advertisement Romney and his wife Ann tenderly describe their first date and falling in love. Mrs. Romney recalls her husband pulling up in "some goofy looking car" and running out of gas on the way home. Romney describes being embarrassed by the fact that in high school he drove a car that he says was "kinda awful." What Romney did not say in the ads was that the car was a brand new Marlin, from the company that was headed by his father, George W. Romney, from 1954 to 1962. The rival Shannon O'Brien campaign responded that Romney "actually drove a cool car"—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."

Some of the main design components of the Marlin's design returned in 2004 with the Chrysler Crossfire fastback coupé. The rear wheel drive, two seat sports car was developed when Chrysler was merged with German automaker Daimler Benz (forming DaimlerChrysler) and shared most of its components with the Mercedes Benz SLK320. The original concept car was styled by Eric Stoddard, the car was further refined by Andrew Dyson and built by the German coachbuilder Karmann. Both the Marlin and Crossfire became "known more for their rear view than their front styling." The new coupé displayed a fastback roofline with broad rear fenders, a rear end treatment that prompted many automotive journalists to comment on the Crossfire's resemblance to the AMC Marlin. Examples include automotive journalist Rob Rothwell, who 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." Automotive editor to The Detroit News described the "distinctive boat tail rear end that reminds more than one observer of the old Rambler Marlin." Motor Trend also compared the "provocative boattail theme" of the 2004 Crossfire's sheetmetal to that of the AMC Marlin. Even the handling characteristics of the Crossfire were compared by one British journalist to "a detuned 1967 AMC Marlin with locked solid suspension."

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. It offers information to those interested in "these uncommon and fascinating cars." 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. The Marlin's low production numbers also means that there "will never have too many other Marlin owners to rub elbows with." There are also many active local and national (U. S. and other nations) Rambler and AMC car clubs that welcome Marlins.

A highly detailed Marlin promotional 1/25 scale model was manufactured under license from AMC by Jo Han for the 1965 and 1966 model years. The only differences are their grilles and removal of the Rambler name on the 1966s. A friction model was also available from Jo Han in 1966. Although available in a variety of single and two tone color combinations, many of these "dealer promos" were done in aqua/dark blue two tone plastic. Unwanted by AMC dealers as the 1966 model year neared its end, thousands of the models were given away to institutions such as children's hospitals and orphan's homes. They are now highly desirable and they command premium prices. Jo Han also produced 1/25 scale plastic kits of the 1966 Marlin, (Jo Han C1900) and reissued it in the mid 1970s in the "U. S. A. Oldies" series (Jo Han C 3666). They are based on the promotional models, but are less valuable today. According to Steve Magnante of Hot Rod magazine, Jo Han appears to be poised for a comeback with its most famous unassembled model kits favoring offbeat subjects, "but save up this stuff is pricey." Two types of die cast toy models were sold under the Corgi Toy brand and manufactured by Mettoy Playcraft in the UK during the late 1960s. Both were done in 1:48 scale. One was a two tone red and black Marlin with opening doors and a tow hook. The "Rambler Marlin Sports Fastback" (Corgi 263) scale model was released in 1966 and withdrawn from the market in 1969. Released in 1968, this set had a short run of just 11 months.