Re: '66 Packard Model Car

Posted by Mahoning63 On 2012/8/28 7:16:08

Am not sure it was the tooling outlay so much as what they got in return for it. The cars weren't selling, that seems to have been the main problem. Part of the reason they weren't selling appears to be because the styling wasn't as good as the Big 3. There was no running and hinding by the early 60s. Everybody got in to the compact car race. Romney's strategy of staying out of the Big 3's way was no longer an option, the Big 3 got directly in AMC's path. AMC had to compete and it all came down to quickness to market and execution.

Looking at the sales numbers it is pretty clear that the Marlin was a complete waste of tooling. Even more so were the Javelin and AMX. It wasn't just the Ambassador... all these programs drove the company into the red as well as lower sales on the American and Rambler. The Ambassador, imho, was not the way to go for AMC, they needed a prestige brand that could command high prices. They also needed to do a better job with styling and - from what you have said - quality, across the board. Teague needed help from Exner or someone of his ability.

Here's a quick look at the '69 sales of luxury coupes. The numbers are quite telling:

Mark III - $6700 - 30,000
Eldorado - $6700 - 22,000
Riviera - $4700 - 52,000
Ambassador coupe - $3100/$3600 - 13,500

The AMC sales numbers stink, there is no other way to put it. An Exner Packard selling at $6700 could have sold as many, maybe twice as many, with a lot higher profit per unit, and set the stage for expansion of the Packard line into the 70s to include 4-doors and other products as the opportunities arose. AMC needed to get off their rears and get with it. Jeep was fine but the company needed to learn how to be more sophisticated, it would have helped all their cars not just the Packards.