AMC: Rambler American, 1960s

Genre: Commercial

Year Published: 1960s

Creator: American Motors Corporation D'Arcy Masius Benton & Bowles (DMB&B)

Format: 16mm

Description: Transcription: Narrator Let's make believe. 0:01 This is a game, a very grownup game. 0:03 And the name of the game is automobile. 0:08 The object of the game is simple, 0:10 produce cars that people will like and buy. 0:13 But, achieving that objective is not so simple. 0:17 It requires huge investments in plants, 0:20 machinery and personnel. 0:23 The players represent the world's auto makers, 0:26 from the U S and the rest of the world, 0:29 Germany, France England, Italy, even Japan. 0:33 Now, all of the players don't play the game 0:37 the same way, they have different strategies. 0:39 Let's see what this means to you. 0:43 This player is American Motors, 0:46 not the biggest player, but far from the smallest. 0:49 How does he stand? 0:53 Well, he has assets of well over $400 million. 0:55 So he's sound. 0:59 He manufactures automobiles in 18 plants in 15 countries. 1:02 His commitment to the game is not to just do 1:07 what the the others do, but to innovate, to fill needs. 1:09 In looking over the board, he saw 1:14 that a good size gap had appeared in the market. 1:16 A gap between the small foreign imports, 1:19 and the larger American compacts. 1:21 And he boldly moved into the gap with Rambler American. 1:24 He priced his Rambler American line 1:28 competitive to the imports. 1:30 He was able to do this by limiting future changes 1:32 in the Rambler American line, 1:34 to changes that would further enhance their safety 1:36 and reliability, rather than appearance. 1:39 The millions saved are being passed along 1:42 to the customer in reduced prices. 1:44 This Rambler American 220 two door sedan 1:47 used to list at $2073. 1:50 Now it's $1,839. 1:54 And it's exactly the same car, 1:56 nothing has been taken out of it. 1:58 All nine Rambler American models have reduced prices. 2:00 So, now the game has changed considerably. 2:04 Dollar for dollar, Rambler American 2:07 is the best automobile value in the world. 2:09 That's your kind of value. 2:12 And, American motors builds your kind of car. 2:14 Wonder what his next move will be? 2:18 We'll see in a little while. 2:20