By the mid-1960s, the muscle car battle was at its peak. Major manufacturers were constantly raising the stakes with more powerful engines, better traction, and bolder designs. But while Detroit’s big names thrived, AMC, a smaller and cautious automaker formed by the merger of Nash and Hudson in 1954, struggled to keep up. Focused on reliability and economy, AMC found it difficult to compete with the trend-driven powerhouses of the industry. By 1966, AMC’s sales were plummeting, and a change in leadership was inevitable. Roy Chapin Jr., a seasoned CEO with a racing background, was brought in to help steer the company in a new direction.
AMC’s Bold Step Toward Performance
Chapin understood that the key to capturing the attention of younger, performance-hungry drivers was through racing. With plans already in motion for new high-performance cars, AMC aimed to revitalize its image. The 290 cubic-inch V-8 engine launched in 1966, and by 1968, a more powerful 390-cubic-inch engine would follow. New models, including the two-seat AMX and the Javelin, promised to change the game for AMC. With these performance cars, AMC combined American pride with a touch of the psychedelic pop culture of the time, introducing a red, white, and blue (RWB) color scheme that would become their signature look.
The Triumph of the RWB Scheme
AMC’s RWB color scheme was showcased in various models, with the Javelin becoming a symbol of their new performance-oriented vision. Early success in the SCCA’s Trans-Am series, including several second-place finishes, demonstrated AMC’s potential in racing. The attention-grabbing RWB AMXs, Javelins, and SC/Ramblers all helped establish the company as a contender in the muscle car market.
The 1969 Super Stock AMX, a collaboration between AMC and Hurst Performance Research, was perhaps the most daring of all. Designed primarily for drag racing, the SS/AMX was offered in an RWB color scheme, which had been proven successful in both racing and marketing. With notable drivers like Shirley Shahan behind the wheel, the car quickly became a favorite among enthusiasts.
The SC/Rambler: AMC’s Most Notorious Street Muscle Car
While the SS/AMX was built for the strip, the 1969 SC/Rambler was AMC’s most infamous muscle car for the streets. Built on the AMC Rambler Rogue, a compact body, the SC/Rambler featured AMC’s biggest engine, the 390-cubic-inch V-8, in a surprisingly small platform. The car was equipped with a four-speed manual transmission, Hurst shifter, and a set of high-performance suspension parts. The bold red, white, and blue color schemes made the SC/Rambler an eye-catching vehicle that could run a quarter-mile in an impressive 14.3 seconds.
The Rebel “Machine”: AMC’s Attempt at a Street Muscle Car
AMC’s next attempt at a performance model was the 1970 Rebel “The Machine,” a mid-sized coupe that became another example of AMC’s commitment to high-performance muscle. Featuring a 340-horsepower engine and the signature RWB color scheme, the Rebel Machine was designed to appeal to street racers looking for power and style. Despite its potential, the Rebel Machine struggled against more established competitors, with just 1,936 units produced.
The Trans-Am Javelin: AMC’s Road Racing Success
While drag racing was a key focus for AMC, the company’s involvement in road racing also saw success. The Trans-Am Javelin, built to compete in the SCCA Trans-Am series, was another limited-edition model featuring the signature RWB paint scheme. With a ram-air 390 engine and heavy-duty racing components, the Javelin was built for performance. The car’s striking appearance and strong road-racing performance helped solidify AMC’s place in the muscle car scene, even if it was a smaller player compared to other big manufacturers.
The RWB Legacy: A Collection of AMC’s Performance Cars
Despite AMC’s struggles in the muscle car wars, the company’s legacy of bold, performance-oriented cars remains. Dan Curtis, owner of AZ AMC Restorations in Peoria, Arizona, has gathered a rare collection of all five RWB muscle cars ever produced by AMC: the SS/AMX, SC/Rambler, Rebel Machine, Trans-Am Javelin, and a rare B-scheme SC/Rambler. Curtis’ collection stands as a testament to the company’s attempt to carve out its place in the muscle car world. With each car fully restored and ready to drive, Curtis continues to showcase these remarkable machines at car shows, keeping AMC’s muscle car history alive.
Conclusion: AMC’s Bold, but Short-Lived Performance Era
AMC’s efforts in the muscle car market, though relatively short-lived, left a lasting mark. The company’s daring use of the red, white, and blue color scheme, paired with high-performance vehicles like the Javelin, AMX, and SC/Rambler, showcased its ambition to compete with the Detroit giants. However, limited production numbers and the fierce competition from larger manufacturers meant that AMC’s time in the muscle car spotlight was brief. Today, these cars remain some of the most unique and sought-after muscle cars in automotive history.
