1968

For 1968, a new SST trim line was placed above the now mid-line DPL trim for the Ambassador. AMC, which had been a pioneer in the field of air conditioning through its Kelvinator refrigerator division, decided with the advice of marketing executive Mary Wells Lawrence to add greater market distinction to the Ambassador line by making air conditioning standard equipment. This was the first time any volume car manufacturer had done so, something that even Cadillac and Lincoln had not offered on their luxury cars - some costing more than twice as much as Ambassador. While all Ambassadors came with air conditioning as standard, consumers could order the car without air as a "delete option" and to decrease the base price if they so desired. As AMC pointed out in their advertising campaign for the Ambassador, the only other cars that offered air conditioning as standard equipment in 1968 were Rolls-Royce and various sports car manufacturers.
Due to slow sales, both the convertible and pillared coupe models were dropped from the line, leaving the 990 hardtop coupe and sedan, DPL hardtop coupe, sedan, and wagon, and new SST hardtop coupe and sedan in the line to soldier on. Marlins were also discontinued to make way for the new AMC Javelin pony car.
Styling changes were minor. Taillights were now recessed in body-color bezels that were divided by a single central horizontal bar. Front headlight bezels were similarly body colored. The grille was dominated by a strong horizontal bar, while its outline had squared off edges, which wrapped forward into the inner headlight extensions. Fender-mounted marker lights were added at the front and rear as standard equipment, as the federal government had mandated their application (along with seat belts beginning 1 January 1968) to all passenger cars sold in America for 1968. However, AMC's most enduring styling feature also debuted on the Ambassador for 1968, as flush-mounted paddle-style door handles replaced the former push-button units on all American Motors cars, save the Rambler American. At midyear, AMC's new top mill, the "AMX 390" in³ (6.4 L) (315/325 hp) V8 became an option in the Ambassador line, bringing the total of engine options up to four.
American Motors started a new advertising campaign created by Wells, Rich, and Greene, Inc., that stressed each cars' value for the money and attempted to bring AMC back to their practical-car roots in customers' minds. It worked, and sales improved for AMC's flagship.