1971

1971 Matador sedan

Matadors for 1971 received a revised front styling for all body styles,^[12] sharing its body design from the firewall rearward with the Ambassador and the same platform. Revisions included a longer wheelbase and updated front styling, grille, and chrome trim. The new Matador was available in four-door sedan, two-door hardtop (no B pillar), and four-door station wagon body styles.

The 1971 model retained the same trunk lid chrome strip and rear-corner chrome garnishes as on the 1970 models. New was a rear bumper with revised rounded-square lenses; interior dash, instrument cluster, steering wheel, and armrests; and the 1967–1970 Rebel "Weather Eye" fan-heat control unit.

As a restyled 1970 Rebel, advertising suggested the Matador was not just a name change and facelift. The new nameplate distanced the car from connotations of social unrest,^[13] and the "What's a Matador" advertising campaign established a distinct marketing identity for the car.^[14] This self-disparaging marketing campaign "turned the styling of anonymity into an asset."^[15] Consumer-research polls conducted by AMC found it meant virility and excitement to consumers.^[13] American Motors ran into problems in Puerto Rico, where the term "matador" retained a bullfighting "killer" connotation.^[13]

Station wagons offered optional rear-facing third-row bench seats, increasing seating from six to eight passengers. Standard equipment included a roof rack as well as a two-way tailgate so that with the rear window retracted, it could be opened downward using a center-mounted release handle engaging the bottom-mounted hinges, thus extending the load surface or swing open door-like when using the handle on the right side that engaged the hinges on the left side of the tailgate.

The Matador came with a straight-6 or one of several available V8 engines. Transmissions for the Matador included the Borg-Warner sourced "Shift-Command" three-speed automatic, a column-shifted three-speed manual, and a floor-shifted four-speed manual.

1972

The 1972 Matador was positioned as a "family car" and continued with a few changes in sedan, two-door hardtop, and a station wagon with two or three rows of seats.^[21] The 232 cu in (3.8 L) I6 was standard on sedans and the hardtop with the wagon including the 258 cu in (4.2 L) I6 engine as standard. A three-speed column manual transmission was standard with the I6 engines. A total of five different horsepower versions of V8s - 150 bhp (112 kW; 152 PS), 175 bhp (130 kW; 177 PS), 195 bhp (145 kW; 198 PS), 220 bhp (164 kW; 223 PS), and 255 bhp (190 kW; 259 PS), were optional and available only with a column-mounted automatic transmission.^[22] The previous Borg-Warner sourced "Shift-Command" three-speed automatic transmission was replaced by the Chrysler-built TorqueFlite three-speed automatic that AMC marketed as "Torque-Command". The optional four-speed manual was discontinued. All engines were designed to use no lead, low-octane gasoline. New rocker arms and bearings provided quiet valve train operation.^[23]

The 1972 model year introduced AMC's innovative "Buyer Protection Plan" to address increasing consumer demands.^[24] This was the automobile industry's first 12-month or 12,000 miles (19,312 km) bumper-to-bumper warranty. American Motors started with an emphasis on quality and durability by focusing on its component sourcing, improving production that included reducing the number of models, mechanical upgrades, and increasing standard equipment.^[25] This was followed by an innovative promise to its customers to repair anything wrong with the car (except for tires).^[26] Owners were provided with a toll-free number to the company, as well as a free loaner car if a warranty repair took overnight. The objective was to reduce warranty claims and achieve better public relations along with greater customer satisfaction and loyalty. AMC dealers evaluated this "revolutionary" coverage as successful in bringing buyers into the showroom, providing a sales tool that other brands did not offer, and the quality of the cars resulted in improved ownership satisfaction.^[27]

Externally, the 1972 models were the same as the 1971 versions, retaining the same front end, but now with a simplified grille design. The chrome trunk lid strip and rear corner chrome found on the 1970 Rebels and 1971 Matadors were dropped. The 1972 model was given a new tail light lens assembly, each divided into nine recessed vertically rectangular lenses. The 1972 models saw the return of the round instrument dials of earlier Ambassador and 1967 Rebel models. The steering wheel resembled the 1970 Rebel and 1971 Matador models. New for the 1972 model were slimmer door armrests and a bench seat without the fold-down center armrests. Individual reclining front seats were an option for all body styles, with optional front bucket seats and center armrests on the hardtops.^[28]

Production of 1972 Matadors included 36,899 sedans, 10,448 station wagons, and 7,306 pillar-less hardtops.^[29]

• 1972
• 
  1972 Matador two-door hardtop
• 
  1972 Matador station wagon
• 
  1972 Matador interior

1973

The Matador hardtop, sedan, and station wagon body styles came in only one trim model for 1973, with numerous appearance and comfort options. The 1973 model year brought new U.S. National Highway Traffic Safety Administration (NHTSA) regulations that required all passenger cars to withstand a 5-mile-per-hour (8 km/h) front and a 2.5-mile-per-hour (4 km/h) rear impacts without damage to the engine, lights, and safety equipment. Matadors gained stronger front and rear bumpers. The front bumper included self-restoring telescoping shock absorbers and more prominent vertical rubber guards. In contrast, the rear bumper gained vertical black rubber bumper guards that replaced a pair of similar and previously optional chrome bumper guards. Aside from the changes to the bumpers, the design of the 1973 model was identical to the 1972 model except for new tail light lens assemblies and a slightly different grille pattern. The dash and instrument cluster of the 1972 model was repeated in the 1973 model, although the steering wheel horn pad no longer included a "bullseye" emblem, which had been in use since the last year of the Rebel models. The full-width bench seat was standard with 50/50 individually adjustable and reclining seats were optional on all body styles.^[30] The station wagons came with "Uganda" vinyl upholstery, while the two-door hardtops offered optional front bucket seats.^[30]

All V8-powered Matadors included a TorqueFlite 998 automatic transmission and a column-mounted shifter. The V8 Autolite 2100 carburetor was replaced with the modified Motorcraft 2150 carburetor. The 232 cu in (3.8 L) I6 was the base engine with a column-mounted three-speed manual transmission, with a 258 cu in (4.2 L) I6 optional, with which only the station wagon could be ordered with manual transmission because almost all six-cylinder powered Matadors came with TorqueFlite 904 automatics.^[30]

Promotional and publicity efforts for the Matador included sponsorship at NASCAR racing events. Mark Donohue drove a two-door hardtop prepared by Roger Penske on the road course at Riverside, California, on 21 January 1973, lapping the entire field to win this NASCAR Cup Series race.^[31][32] This was also Penske's first NASCAR victory at the Winston Western 500, with Donohue's Matador leading 138 out of the 191 laps.^[33]

A comparison of 1973 Matador owners conducted by Popular Mechanics indicated increased satisfaction and fewer problems than was the case with the owners of the essentially similar 1970 AMC Rebel three years earlier.^[34]

The intermediate-sized car market segment was growing to almost 20% of the total market by 1973. Still, the hardtop was the slowest-selling version in the Matador line "in a segment where two-door hardtops were customarily the most popular (and profitable) models."^[35] Automobile Quarterly reviewed the 1973 cars and summarized that "AMC actually has a very strong product line, but public awareness of it seems so feeble as to be negligible. ... The Matador became a typical intermediate, an exact counterpart of the Satellite/Coronet or Torino/Montego", and ranked AMC's car as a "good buy."^[36]

• 1973 AMC Matador
• 
  Sedan
• 
  Interior
• 
  Station wagon
• 
  Tailgate opened down

1974

1974 Matador sedan

New passenger car requirements set by NHTSA called for the front and rear passenger car bumpers to have uniform heights, take angle impacts, and sustain 5-mile-per-hour (8 km/h) impacts with no damage.^[39] All the 1974 Matadors accomplished this with massive front and rear bumpers mounted on energy-absorbing shocks. The sedans and station wagons had them integrated with the bodywork using gap-concealing flexible filler panels.^[40]

The four-door sedans and wagons had increased overall vehicle length, as well as new front and rear styling. A new front fascia with a hood and grille featured a prominent central protrusion that followed the front bumper shape. Matadors with this front end are sometimes nicknamed "coffin noses".^[41] The rear of the sedan was redesigned with the license plate was relocated above the number to the center of the rear panel with new, wider rectangular taillights. The station wagon had redesigned taillamps and a stronger bumper with a central rubber facing.

The two-door hardtop Matador of the previous series was replaced with an all-new fast-back coupe for 1974, a wholly restyled model with no appearance similar to the new sedan and wagon.

The interior of all body styles (including the radically different coupe) featured an all-new fully padded and safety-shaped dashboard with three squared pods for housing the instruments in front of the driver (indicator lights, fuel gauge, and water temperature to the left, 120 mph (190 km/h) speedometer at the center, and an electric clock or fuel economy gauge on the right) as well as a new horizontal radio/sound system design in the center of the dash. The traditional steering wheel horn pad since the 1970 Rebel was replaced with a rectangular "soft feel horn bar."^[42]

Second-generation sedans and station wagons continued with minor trim and equipment changes throughout the next model years.

The base model sedans and wagons came with the 258 cu in (4.2 L) I6 with the three-speed Torque-Command automatic transmission.^[43] The 304 cu in (5.0 L) V8 was optional.^[43] A two-barrel or four-barrel 360 cu in (5.9 L) was optional as well as a 401 cu in (6.6 L) V8 with dual exhausts.^[43] The 401 cu in (6.6 L) V8 became a fleet-only option after 1974.^[44]

A road test by automobile journalist Vincent Courtenay of the 1974 Matador station wagon "praised its performance, handling, and fuel economy considering its size and 360 CID engine." He described it as "a real sleeper on the market. Its performance ranks it in the first line of cars, yet it's reasonably priced."^[45]

1975

1975 Matador sedan in Fawn Beige

1975 AMC Matador with new-for-1975 tail lights, which remained unchanged until the end of production

Changes for the 1975 model year were minor as AMC focused on developing and introducing its innovative Pacer. Matadors now included a standard "no maintenance" electronic ignition developed by Prestolite.^[46] All U.S. market Matadors featured catalytic converters that required the use of unleaded regular-grade fuel. New "unleaded fuel only" decals were placed by the fuel filler door, and a warning was added on the face of the fuel gauge, along with a restricted gas tank filler opening that allowed only the smaller pump nozzle used on new unleaded pumps. Steel-belted radial tires became standard equipment on all Matadors.

The six-cylinder engine now became the 258 cu in (4.2 L) version and it was not available in California.^[47] The standard V8 was 304 cu in (5.0 L) and optional were two versions of the 360 cu in (5.9 L) with a two-barrel carburetor or a four-barrel with a dual exhaust system that AMC called "Power Package."^[48] The 401 cu in (6.6 L) was available only for police and fleet orders. From 1975 the 360 and 401 V8s were fitted with the upgraded four-barrel Autolite 4300 carburetor.^[49] Only V8-powered Matadors were available in California.^[48]

The sedan and wagon exteriors were updated with a new full-width grille featuring squared-off parking lights in the front and a new tail light lens assembly. An uplevel "Brougham" trim option became available for sedans and wagons starting with the 1975 model year.^[50] There were no further style changes to the body of the sedan and wagon for the remainder of the production run.

A preview of the 1975 Matador models by the editors of Consumer Guide was quite complimentary, especially of the sedan and wagon.^[51]

1976

1976 AMC Matador station wagon with optional simulated wood trim

second-generation Matador interior (1976) with safety-shaped padded dashboard

For the 1976 model year, the 258 cu in (4.2 L) six-cylinder remained the base engine with 304 cu in (5.0 L) V8 and 360 cu in (5.9 L) V8 engines with two-barrel carburetor as options. The only external changes were the addition of side bumper pads to the front and rear bumpers. The paddle-style inside door handles were changed for 1976, along with new armrests used in other AMC vehicles. Otherwise, all interior features remained the same.

A "Performance Option" 360 cu in (5.9 L) V8 with a four-barrel carburetor and dual exhaust with twin catalytic converters was available through 1976.^[52] The 2.87 rear axle ratio was standard with 3.15 and 3.54 optional.^[52] A floor-shifted automatic transmission was available on coupes equipped with bucket seats and a console.

The "Brougham" trim option continued for sedans and station wagons in 1976.^[52]

1977

Matador station wagon

1977 AMC Matador sedan in Mocha Brown with white roof

All 1977 Matadors included enhanced comfort, trim, and convenience equipment as factory standard. Among them were automatic transmission, power steering, power disc brakes, full wheel covers as well as individually adjustable and reclining front seats. Standard were fully color-coordinated interiors with plaid patterned fabrics or full vinyl upholstery.^[53] Plush carpet was also in the cargo area of stations wagons that featured chrome strips on the load floor to ease loading items.^[54]

For the 1977 model year, AMC introduced the Buyer Protection Plan II, which extended the engine and drivetrain warranty from the previous twelve months or 12,000 miles (19,312 kilometres) limits to cover 24 months or 24,000 miles (38,624 kilometres) miles.^[55]

The base engines continued to be the 258 cu in (4.2 L) I6 and the 304 cu in (5.0 L) V8 with the 360 cu in (5.9 L) optional. The high-performance "Power Package" 360 was discontinued for 1977.^[56]

The domestic automakers had begun the process and downsizing their models in response to changing market demands, but AMC continued its body design with the result that the six-cylinder Matador now weighed 168 lb (76 kg) more - along with having less interior room - than a new large-sized six-cylinder Pontiac.^[57]

1978

All Matador sedans and station wagons came in the Brougham trim level, but now without any exterior identification. The "Barcelona" option previously exclusive to the Matador Coupe was extended to the four-door sedan.^[58] This special trim package included velveteen crush fabric upholstery on the individually reclining front seats, vinyl roof, and coordination of colors both inside and outside.^[58] The Barcelona sedan came in a choice of two two-tone color schemes: Golden Ginger Metallic on Sand Tan with a tan interior, or Autumn Red metallic on Claret metallic with a claret interior. Additional features included woven accent stripes on the seats as well as on custom door trim panels, a unique headliner, 24 oz (680 g) carpeting, dual color-matched remotely adjustable rearview mirrors, 15-inch slot-styled road wheels color-matched to the two exterior color schemes, GR78x15 whitewall tires, and black trunk carpeting.^[59]

For 1978, the 258 cu in (4.2 L) I6 remained the standard engine in the sedan and coupe with the 360 cu in (5.9 L) as the only available V8. All station wagons included the 360 cu in (5.9 L) V8 as standard. Power output was increased with the I6 now rated at 120 hp (89 kW; 122 PS) and the V8 went back to 140 hp (104 kW; 142 PS) as it was during 1975 and 1976. The V8's torque was increased to 278 lb⋅ft (377 N⋅m) 2,000 rpm from the 245 lb⋅ft (332 N⋅m) at 1,600 rpm in 1977.

The AMC Buyer Protection Plan for 1978 reverted to 12 months or 12,000 miles (19,312 kilometres) coverage across the entire AMC range.^[60]

In 1978, sales of the Matador fell by two-thirds, and AMC proceeded to drop the line by the end of the model year. A minor front-end face-lift was planned presumably for the 1979 model year, with one surviving example coming up for sale at one point.

1978 AMC Matador Barcelona sedan

Barcelona in Sand Tan and Golden Ginger

Barcelona in Claret with Autumn Red

Two-tone and Barcelona 15-inch wheels

Interior special upholstery

Matador Coupe

1974 AMC Matador X Coupe

1975 Matador coupe

1976 AMC Matador Coupe, Brougham edition finished in Dark Cocoa Metallic (paint code: H4) with optional vinyl roof cover

American Motors' executives saw an opportunity to replace the "uninspired" Matador two-door hardtop with a new design to capture people looking for exciting, sporty styling in a market segment outpacing the rest of the automobile market.^[61] Marketers also wanted a model to answer the demand for plush mid-size coupes after the end of the muscle car era.^[61]

The 1974 model year introduced an aerodynamically styled fastback coupe with pronounced "tunneled" headlight surrounds. The Matador coupe was the only all-new model in the popular mid-size car segment, explicitly targeting the Chevrolet Chevelle Coupe, Ford Torino Coupe, and Plymouth Satellite Sebring. The coupe was designed under the direction of AMC's vice president of styling, Dick Teague, with input from Mark Donohue, the famous race car driver. AMC's styling department had greater freedom because of a decision to design the new Matador strictly as a coupe, without the constraints of attempting to have the sedan and station wagon versions fit the same body lines.^[61]

Teague reportedly designed the coupe's front as an homage to one of the first AMCs he designed, the 1964 Rambler American.^[41] This was one of several distinctive elements as the long sloping hood was set off by deeply tunneled headlamps between a broad grille with turn signal lamps resembling driving lamps.^[62] The forward edge of the hood was part of a character crease line that went entirely around the middle of the car and continued across the rear end. The coupe's doors were extra long and featured frameless glass. The B-pillar was also distinctive, and the quarter side windows sloped with the roofline. Combining a long, low hood and a tall, short rear deck enhanced the coupe's wind-shaped look. The new coupe featured a unique design to avoid the massive, blockish look.^[40] The bodywork flowed underneath the coupe's broad grille with tunneled headlamps in the rear with an uninterrupted design with the four round taillamps and an indented license plate area, while the bumpers were free-standing with rubber gaiters concealing the retractable shock absorbers.^[40]

The standard power team for the 1974 coupe was AMC's 232 cu in (3.8 L) inline six-cylinder with a three-speed manual transmission.^[43] Standard on the Matador X was the 304 cu in (5.0 L) V8.^[43] A floor shift automatic transmission was available only on the coupe with a center console and bucket front seats.^[43]

Many were amazed that AMC developed the fast, stylish Matador, considering the automaker's size and limited resources.^[63] The Matador coupe stands out as one of the more distinctive and controversial designs of the 1970s after the AMC Pacer and was named "Best Styled Car of 1974" by the editors of Car and Driver magazine.^[64] A Popular Mechanics survey indicated "luscious looks of Matador coupe swept most owners off their feet" with a "specific like" listed by 63.7% of them for "styling".^[9]

Sales of the coupe were brisk, with 62,629 Matador coupes delivered for its introductory year (August 1973 through December 1974, Long Year), up sharply from the 7,067 Matador hardtops sold in 1973.^[65] This is a respectable record that went against the drop in the overall market during 1974 and the decline in popularity of intermediate-sized coupes after the 1973 oil crisis.

The 1974 coupe was also a milestone car for American Motors by being the six millionth automobile built by AMC since its formation from the merger of Nash and Hudson in 1954.^[66]

A new grille for the coupe was introduced for the 1976 model year. Two rectangular panels with horizontal grille bars met in the center and rectangular park and turn signal lamps replaced the previous round ones.^[67]

After the coupe outsold the four-door Matadors by nearly 25,000 units in 1974, sales dropped to less than 10,000 in 1977, then down to 2,006 in the final year.^[41] Nearly 100,000 Matador coupes were produced from 1974 through 1978.

American Motors executives, including vice president of design Dick Teague, described design plans for a four-door sedan and station wagon based on the coupe's styling themes that did not reach production.^[68]

Oleg Cassini

Cassini showing off the interior trim he designed

1974 Matador Oleg Cassini coupe

1975 Matador Oleg Cassini interior with a shirt by the fashion designer on the driver's seat

A special Oleg Cassini edition of the Matador coupe was available for the 1974 and 1975 model years. It was positioned in the mid-sized personal luxury car market segment that was highly popular during the mid-1970s. The Cassini Matador was the latest in a series of designer cars marketed by AMC from a program launched in 1971 when AMC signed contracts with selected top names in the fashion world.^[69] The Cassini model followed the Gucci Hornet and Pierre Cardin Javelin unique designs, as well as the Levi's package of the Gremlin and Hornet. American Motors had the famous American fashion designer develop an elegant, luxury-oriented haute couture design for the all-new Matador coupe.

Cassini was renowned in Hollywood and high society for making elegant ready-to-wear dresses, including those worn by Jacqueline Kennedy.^[70] According to Dick Teague, the automaker's vice president of styling, AMC wanted to target mid-size car buyers aged 25 to 35 and marketing studies showed that Cassini was a "fashion authority whose name was familiar in America" as his name was at the top of consumer recognition lists.^[69] Cassini helped promote the car in AMC's advertising.^[71]

This was also the first time in AMC's designer models where the fashion expert influenced both the interior and exterior details with the objective "for the entire car to emphasize a carefully wrought harmony of colors, trim, and fabrics."^[69] With Cassini's styling, the new "smooth and slippery" two-door featured "marks of haute couture" with the "upholstery, panels and headliner done in jet black, with copper trim pieces, and with carpets and vinyl roof also offered in a copper accent color. The exterior trim included striping, bodyside rub strips, custom wheel covers, and special "Oleg Cassini" crest badging."^[72] The Cassini coupes were limited to black, white, or copper metallic exterior paints, and all came with the vinyl-covered roof. They also featured copper-colored trim in the grille, headlamp bezels, within the standard turbine-type full wheel covers, and also within the rear license plate recess.^[73]

The interior was a Cassini hallmark featuring a unique black fabric with copper metal buttons on the individual adjustable and reclining front seats as well as on the padded door panels. The design was further enhanced by deep pile copper-colored carpeting. Additional copper accents were on the steering wheel, door pulls, and on the instrument panel. Embroidered Cassini medallions were featured on the headrests. The glove compartment door, trunk lid, front fender, and hood featured Cassini's signature.^[73]

The Cassini version generated publicity along with showroom traffic for AMC dealers, and a total of 6,165 Cassinis were built during the 1974 model year, with another 1,817 versions for 1975.^[69] Changes for 1975 were minimal, such as using AMC's new standard steering wheel design with a softer cover and tapered spokes. The Cassini luxury designer model was supplanted for the 1976 model year with the "Barcelona" version designed by AMC's in-house staff.^[69] This new model took the Matador to a whole other level of being a "mini-Mark IV, but with none of the prestige."^[74]

The use of a fashion designer to specially create appearance packages for American cars was followed by the Continental Mark IV in 1976. In 1979, Cadillac briefly used this approach on the Cadillac Seville partnering with fashion designer Gucci, but ended this practice in 1980.

Barcelona

1977 Barcelona Coupe

1978 Barcelona Coupe

For 1977 and 1978, the "Barcelona II" coupe featured a padded Landau roof and opera windows, styling cues that were favored at that time by buyers in the highly popular two-door "personal luxury" market segment.^[75] At first, it was available in only one distinctive two-tone paint pattern consisting of Golden Ginger Metallic with Sand Tan.

The Barcelona included numerous comfort and appearance upgrades in addition to the extensive standard equipment that came on all Matadors. The special items were: individual reclining seats in velveteen crush fabric with woven accent stripes, custom door trim panels, unique headliner, 24 oz (680 g) carpeting, special "Barcelona" medallion on glove box door and front fenders, two-tone paint, headlight bezels painted accent color, two-tone finished 15-inch slot styled wheels, body-colored front and rear bumpers with rubber guards and nerf strips, landau padded vinyl roof, opera quarter windows with accents, dual remote control mirrors painted body color, black trunk carpet, rear sway bar, GR78x15 radial whitewall tires. The standard roll-down rear quarter windows were converted into fixed "opera windows" with fiberglass covers over the stock openings that were finished with padded vinyl inside and out.

For the 1978 model year, the Barcelona package came in a second color scheme: an Autumn Red Metallic on Claret Metallic combination. The 258-cubic-inch six with automatic remained standard, but the 360-cubic-inch became the only V8 option. Production for this final year was 2,006 coupes.^[56]

Motor Trend magazine road tested a 1977 Barcelona II coupe and found it to be equal to all in the objective areas, as well as one of the most distinctive vehicles on the road that "makes a good deal of sense... if you're not put off by the Matador's unique lines."^[76]

Television shows

A 1972 AMC Matador was used in Adam-12 starting in its fifth season

During the 1970s, AMC Matador police cars would appear in many television shows and episodes featuring police cars. The vehicle was considered a character most famously in Adam-12 from 1972 until the show's end in 1975.^[100] The show's stars rode in a 1972 Matador, and their division sergeant drove a 1972 Matador station wagon.^[101][102] In the sixth season, lead character Peter Malloy bought a 1974 Matador coupe as his car which was featured in a few episodes. After the TV series ended, four Matadors were sold by a dealer to the Pasadena Police Department to serve as actual police cars as replacements for ones damaged in accidents.^[103]

Adam-12's spin-off show, Emergency! featured Matadors as Los Angeles County Fire Department fire command vehicles and as police vehicles throughout the series.

1974 Matador sedans were the Hazzard County Sheriff's Department cruisers featured during the first season of The Dukes of Hazzard. In later seasons, fictitious government agencies such as the "Tri-Counties Bonding Company" often drove Matadors, as did villains in some episodes.^{[104][105][106]}

Both generations of sedans appeared as police cars during the first three seasons of The Rockford Files.^[107]

Both first and second generation Matadors often appeared as police cars in The Incredible Hulk.

American Motors was a sponsor of the television series Wonder Woman in later seasons; thus, AMC cars were often used by characters or seen as background cars. Wonder Woman's personal car was a 1978 Concord AMX, and Colonel Steve Trevor drove a 1978 Matador Barcelona sedan in some episodes.^[108]

James Bond film placement

As part of a significant product placement strategy, an AMC Matador coupe played a starring role in The Man with the Golden Gun, released in 1974.^[109] It featured the newly introduced Matador Brougham Coupe in the Oleg Cassini edition, along with several Matador four-door police cars (in the black and white livery used by the Los Angeles Police Department), and a Hornet X hatchback.^[110][111] The Matador is the car of Francisco Scaramanga, and along with Nick Nack, they use the "flying" AMC Matador to kidnap Mary Goodnight.^[112] With its wings, the stunt car was 9.15 m (30 ft) long, 12.80 m (42 ft) wide, and 3.08 m (10 ft) high.^[113] A stuntman drove the "car plane" to a runway.^[111] It was not airworthy, so a 1 m (39 in)-long remote controlled model, built by John Stears, was used for the aerial sequences.^{[113][111][114]}

The "flying AMC Matador" was exhibited at auto shows, part of AMC's marketing efforts for the aerodynamically designed coupe, as well as publicity exposure for the concept of unique flying machines.^[115]

Australia

First generation Rambler Matador sedan in New South Wales assembled by AMI

Australian assembly of the Matador by Australian Motor Industries (AMI) started in 1971,^[116] and concluded at the end of 1976. The final cars were sold in 1977.^[117] The AMI cars were marketed as the Rambler Matador.^[118] AMI also acted as the State distributor for Victoria. Sales for New South Wales were managed by Sydney company, Grenville Motors, which was also the State distributor for Rover and Land Rover vehicles. A network of Sydney and country NSW dealers were managed by Grenville, which was in communication with AMI.^[119][120] Australian Capital Territory sales were managed by Betterview in Canberra. Annand & Thompson in Brisbane distributed Rambler vehicles for Queensland. South Australian sales were managed by Champions in Adelaide. Premier Motors in Perth distributed Ramblers for Western Australia, and Heathco Motors in Launceston distributed Rambler vehicles for Tasmania.^[121]

The cars built in Australia and New Zealand were built using Partial Knock-down kits (PKD). They were shipped from AMC's Kenosha, Wisconsin factory. The bodies arrived with right-hand drive and were equipped with the drive train (engine, transmission, and rear axle), as well as front and rear suspensions.^[122] Other parts were boxed and shipped inside the vehicles for final assembly in AMI's facilities in Port Melbourne, Victoria.^[122] AMI used the same paint codes for the Matadors as the Toyota and Triumph vehicles they also assembled. These paint codes did not correspond to the AMC paint codes; thus, Australian Matador colors are unique.^[123] Australian models had to have aftermarket amber rear indicator lights fitted in the trunk lid as flashing red indicators did not meet local compliance.^[122] Numerous other parts and components were sourced locally to gain tariff concessions.

All exterior model year changes corresponded to those of U.S. production. However, Australian production of each model was carried through to the following year, and the final first-generation 1973 model was assembled through the end of 1975.^[124] The U.S. 1974 second-generation Matador was assembled in Australia from December 1975 to December 1976. The Matador coupe was assembled in 1976 and only marketed in 1977.

Standard equipment included automatic transmission, power steering, power windows, a locally fitted under-dash air conditioning, and an AM radio for sedan and wagon models. The engine was AMC's 360 cu in (5.9 L) V8, following its introduction in the 1970 Rebel.^[125] Although superseded by AMC in the United States, Australian Matadors continued to be built with the heavier duty steering components used in Ramblers built with power steering up until 1967.^[126][127]

Among the options were an exterior-mounted sun visor, vinyl roof cover, tow hitch, and mud flaps. The cars were targeted at the top market segment, advertised as "the American luxury limousine made for Australians", and built for Australian conditions.^[128]

Along with the vehicle modifications needed for Australian standards and market requirements, changes included the use of locally sourced parts and components such as seats, carpeting, headlamps side-view mirrors, heaters, and unique "R"-logo wheel covers.^[129]) Under Australia's local content laws, this Australian-sourced componentry reduced the tariff added to each car.^[130]

Australian Design Rules did not allow for "flashing brake lights" and thus red-color rear turn signals were prohibited in Australia.^[131] Therefore, Matador sedans had amber lenses in place of the transparent reversing lens portion of the tail light assembly; these served as combination turn signal/backup lights. Matador station wagons had amber add-on lights fitted into the tailgate. As with its Rebel predecessor, the Matador hardtops were not marketed in Australia. AMI's two-door offering was instead the Rambler Javelin.

1971

1971 Matador, assembled by AMI in 1972. These right-hand drive cars still had left-sweep windshield wipers

From late 1971, the AMI-built Matador was available in sedan and wagon body styles. AMI assembled the 1970 Rebel again in 1971, making the Matador's release a year late. The sedan was priced at AU$ 6,395, and the wagon was AU$ 7,395.

As with the previous Australian-assembled Rebel models, the AMI-assembled Matador continued to use the dash of the U.S. 1967 Rambler Ambassador first used in the right-hand drive Ambassadors produced for the United States Postal Service in 1967, including the three-lever Weather Eye heater unit and analog clock to the left of the instrument fascia. The black, round instrument dials of the U.S. 1970 Ambassador were also reused. A black metal plate with an image of a bull and a bullfighter covered the cavity to the right side of the fascia where the radio was mounted on U.S. models. Instead, an AM radio unit was fitted into the center of the dash, above the ashtray.

Locally sourced air conditioning included an under-dash evaporator unit. The seats for the 1971 model consisted of a locally-made full bench seat in vinyl, with a fold-down center armrest for both front and rear seats and headrests for the front.

Interior door panels were locally made in the style of the U.S. model but with cutouts to accommodate the right-hand drive positioning of the power window controls (from the U.S AMC Ambassador), and the rear door panels came standard with ashtrays.

Interior color choices included crimson, black, cream, or brown, but the plastic trim, dashboard, steering column, and steering wheel were all finished in black.

The lighting system was modified to meet Australian regulations: The front turn signals used clear lenses rather than the U.S. amber ones; the front and rear side marker lights were amber rather than amber front/red rear as in the U.S. model, and the inner taillights were fitted with amber lenses and used as combination turn signal/back-up lights.

The Australian Matador also came with unique "R" logo hub caps, which were locally made. The full-sized stainless steel hubcaps with the "American Motors" lettering featured on the U.S. and New Zealand 1970 Rebel and U.S. 1971 Matador were never available as an option in Australia. Apart from the hubcaps, the 1971 Australian Matador was the same externally as the 1971 U.S. models.

Unlike the U.S models, Australian Matadors came standard with power steering, power windows^[132] and continued to use the earlier steering componentry of the mid-1960s U.S Ramblers.

Despite their right-hand drive, the Australian Matadors retained the left-sweep windshield wipers.

A total of 69 Matador sedans and 64 station wagons (including a few 1970 Rebel station wagons assembled in 1971) were sold in Australia in 1971.

1972

Australian 1972 Rambler Matador. 1972 models were also assembled into 1973

AMI continued to assemble the U.S 1971 model through 1972 and marketing it as a "1972" model.^[129] The actual U.S 1972 Matador was assembled by AMI from July 1972, with station wagons built from November 1972.

As with the U.S. model, the Australian 1972 model came with the new Torqueflite 727 transmission and the new-for-1972 external styling changes.

The black instrument dials of the U.S. 1970 Ambassador were again reused in the RHD 1967 Ambassador dash. The revised armrests of the U.S. 1972 model were consistent with the Australian 1972 model. The front bench seats were again locally made, featuring individually reclinable driver and passenger seatbacks and a fold-down middle armrest. The rear seat was the same as the 1971 Australian model. The locally made door panels from the 1971 model were continued, allowing for the RHD power window controls.

To comply with the Australian requirement for amber rear turn signals, the backup light lenses were changed from clear to amber on the sedans, and the lights were wired as combination turn signal/backup lights. Station wagons received amber turn signals attached to the tailgate. Front turn signal lenses on all models were clear.

The Australian "R" hub caps were reused for the 1972 model.

Power windows, power antenna, under-dash air conditioning, and earlier Rambler interior steering components remained standard.

A total of 300 Matadors (236 sedans and 64 station wagons) were sold in 1972, most being U.S. 1971 models.

1976

1976 (U.S 1974) Australian-assembled Rambler Matador sedan

AMI assembled the U.S. 1974 second-generation Matador sedan and wagon through 1976, marketing it as the new "1976" model. The first few were built in December 1975. The new Matador was priced at $9,810 for the sedan and $10,951 for the station wagon.

Externally, it was identical to the U.S 1974 model, even using the U.S. stainless steel, full-size wheel covers that were used by AMC since 1972, but for the first time in Australia.^[135]

As with the previous models, the 1967 Rambler Ambassador dash assembly was reused, but was now fitted with the 1974 U.S.-type three-pod instrument cluster. The 1967 Ambassador Weather Eye unit, previously positioned to the left of the instrument dials, .^[136] The Australian-made seats in use since the 1973 model and the locally-made door cards in use since the 1971 model were continued with no changes. The revised steering wheel with the rectangular horn pad of the 1974 U.S. version was used on Australian models until the end of production.^[137]

All Australian second-generation Matadors continued to be powered with the AMC 360 V8 engine with automatic transmission, as with the first-generation Australian-built Matadors. From about June 1976, AMI fitted the Matador sedans with a "Heavy Duty Fleet Engine." As explained in Rambler Automotive Technical Service sheet #157, dated November 1976, the engines came with a four-barrel carburetor and electronic ignition. There were no other engine or transmission options.^{[138][139][140][141]}

The hood latch on the second-generation Australian Matadors remained on the passenger (left) side of the dashboard. In contrast, previous Australian Matadors had the bonnet latch on the driver's (right) side, as would be the case on a right-hand drive vehicle.

Under-dash air conditioning, power windows, electric aerial, and the 1960s steering componentry remained standard.

Australian license plates are wider than U.S. plates, so a sheet of folded steel was welded to the rear of the license plate area of the body for the Australian plate to be affixed.

Documented registrations in 1976 were 88 Matadors (78 sedans and ten station wagons),

Matador Coupe

Rambler Matador X Coupe assembled by AMI

Australian Matador X Coupe. Generic orange lenses replaced the original red lenses for the turn signals

A fully imported AMC Matador X Coupe was presented at the Melbourne International Motor Show in 1974 to gauge interest. The evaluation car was converted from left-hand-drive to right-hand-drive by an outside company for the show. AMI dealers announced that there would be 80 assembled for the Australian market. One media outlet reporting on the show stated that "As an indication that U.S cars are now very passe, most showgoers drifted by with hardly a glance for the car, preferring to paw over the bread-and-butter Toyota range." Other media reports were more optimistic, stating that they expected the model to sell out quickly.^[149]

Although AMI received 160 knock-down kits for the all-new Matador Coupe in 1974, AMI did not assemble them until late 1976. By the mid-1970s, AMI focused more on producing Toyotas and did not want to build the Matador coupes. The knock-down kits were purposefully left out in the elements for many months to achieve an insurance write-off. However, the loss assessors adjudicated that 90 of the cars were still salvageable. Of the 160 cars, 70 were destroyed, 80 were assembled, and ten were held as parts.

Priced at $11,986, the model was marketed through 1977, and sold for only one year.^[149] Australian models came with AMC's 360 cu-in V8 with three-speed automatic transmission, the U.S Matador X sports steering wheel, and bucket seats. Air conditioning, electric antenna, and AM/FM radio were all standard. Because of the low production numbers (under 100), AMI avoided having to re-engineer the left-hand drive wiper sweep to the right-hand as they had done on the Matador sedans and wagons after 1974. All Australian models were badged as the sportier Matador X.^[150][151]

Right-hand-drive Matador sedans, wagons, and the Matador Coupe were assembled with the 1967 Rambler Ambassador dash originally used in RHD cars by the U.S. Postal Service. However, the instrument dials, center column, and steering wheel on the Australian Matador Coupe were from the U.S 1974 model.^[152] Again, to satisfy Australian design rules, the red rear turn signal lenses were replaced with an off-the-shelf round orange lens replacing the inner tail light and rewired to flash amber, leaving the outer lens as tail light and brake light.

Costa Rica

Purdy Motor in San Jose assembled Matadors in Costa Rica from knock-down kits.

Purdy Motor acquired the franchise rights to market American Motors vehicles in 1959. It had imported complete cars to Costa Rica, but it was not until 1964 that Costa Rican laws permitted the local assembly of vehicles. Purdy Motor built an assembly plant in 1965, and the first locally manufactured Rambler was a 1964 Rambler Classic 660, which came off the line in late 1965. The all-new 1967 Rebel was assembled to production end, followed by the Matador from 1971.

In 1974, a new local vehicle manufacturer, Motorizada de Costa Rica, purchased the rights to the Rambler distributorship from Purdy Motor. Motorizada continued to assemble AMC and Jeep vehicles, as well as other brands until 1978. Motorizada was liquidated in 1979 allegedly for not paying taxes, thereby ending the marketing of the AMC brand in Costa Rica.

As with other export markets, the Matador was marketed in Costa Rica under the Rambler marque even after the marque was retired by AMC in its home market after 1969.^[153]

Mexico

Matadors were built by Vehículos Automotores Mexicanos (VAM) in Mexico.

Canada

Although AMC's Brampton Assembly Plant in Ontario, Canada, had been building Rambler and AMC vehicles since 1962, including the Ambassador (until 1968) and Rebel, the plant did not make the almost-identical Matador which replaced the Rebel, despite also building AMC's Hornet, Gremlin, and later Concord and Jeep through the 1970s. Canadian-market Matadors were instead made at Kenosha and exported to Canada from the United States.^[157] Despite this, some parts used in the U.S. and foreign-built Matadors, notably tail light and park light lenses, were made in Canada.

Finland

Rambler and AMC vehicles were imported from Kenosha into Finland by two major Finnish companies from the 1950s until the late 1960s, after which Wihuri Group, a sizeable multi-sector family business, took over import operations using its shipping operation, Autola Oy, which Wihuri had brought in 1954. First and second-generation Matadors were imported along with Hornet and Javelin. As with all AMC export markets, the models were marketed as "Rambler" in Finland. Imports of the Matador continued until 1975.^[158][159]

Norway

Matadors were imported into Norway during the 1970s by Norwegian importer Kolberg & Caspary AS located at Ås, Norway. Kolberg & Caspary was formed in 1906 and imported automotive, industrial, and construction products.^[160]

Matadors, Javelins, and Hornets were sold by Gavas Motors AS in Oslo and Hasco Motors AS in Drammen.^[161]

United Kingdom

Hudson motor vehicles had been assembled in the United Kingdom since 1926 at the Hudson plant in Chiswick, West London.^[162] After the merger of Nash and Hudson to form American Motors, the facility became an importer of AMC vehicles. It continued as a service center for Hudson and AMC vehicles. The U.K. operation was renamed Rambler Motors (A.M.C) Limited. As with all AMC's export markets, the Rambler name was thereafter used on all AMC vehicles sold in the U.K.^[163]

A few Matador sedans and wagons were sold in the U.K. alongside the Ambassador in hardtop and station wagon versions, as well as the Javelin pony car.^[164][165] Except for the Javelin, both the Matador and Ambassador models were exported from Kenosha with factory right-hand drive, as had been with the prior Rebel and Ambassador models imported into the U.K. None were locally assembled.

Unlike the Knock-down kits used for Australian assembly, which continued to use the RHD version of the 1967 Ambassador dash, cluster, and Weather Eye (albeit to the right of the cluster for the second-generation models), U.K. second-generation Matadors were factory-built with the temperature controls of the U.S-versions (positioned underneath and to the left of the instrument dials.) U.K. models also received a locally built and fitted "walnut burr" fascia that replaced the AMC black plastic cluster surround, as had been the practice for previous U.K.-market Rebels and Ambassadors.^[166]

The final 1977 models for the U.K. market were regular LHD versions.^[167]