The Rebel’s track was increased to 60 inches in 1969. There were styling revisions including a new grille, deck lid, and taillights. The outboard headlamps were housed separately in square surrounds, while the inner lamps were part of the main grille. A horizontal bar pattern insert was used in both the main opening and the outboard headlamp surrounds. The tail lamps wrapped around the rear body corners.

It is unknown if the declining sales of the Rebel line forced a lineup change, but the 770 Series vehicles were dropped. The 500 series became the “base series” and the 770 and SST were combined and called the “SST”, though many of the distinctions that had separated the SST from the 770 were now gone, with bucket seats and the V8 engines as options. The big news was the addition of the 390 cubic inches 315 HP engine as an option on the SST Series, however, it is unclear how many vehicles were so equipped.

As such, Rebel models were offered in sedan, hardtop, and wagon in the Base Series and SST – with mere changes in equipment and trim as a distinction. Basic equipment included standard safety features; head restraints; front armrests in two doors; front and rear armrests in four doors; front ashtray; cigar lighter; dual headlights; heater and defroster; front foam seat cushions; 7.35 x 14 blackwall tires and the 145 horsepower 232 cubic inches Six as standard. Now for all Rebels, the V-8 engines were optional equipment.

On SST models, the faux air scoops ahead of the rear wheel openings were replaced by four chrome side strips. The Rebel SST came with all the base model items, plus carpets; rear armrests in two-door styles; a rear ashtray; a Custom steering wheel; a glove box light, and dual horns.

Wagons featured a lockable rear storage compartment; roof luggage rack; dual-hinged tailgate and 7.75 x 14 blackwall tires. For the first time, one could buy an SST-trimmed wagon.

When studying AMC and the Rebel in particular, one can see that a major factor in both declining sales was AMC’s apparent searching around in trim and content combinations to inspire sales. Whenever sales fell, AMC tended to down-content and dull the product line – seemingly searching for the “lost” economy buyers. This always occurred when the market shifted away from economical cars.

The reduction of models in the Rebel line may have made a simpler choice from a factory build and catalog point of view, but there is no doubt that it turned off mid-sized buyers. All these mechanizations resulted in zero sales increases; with Rebel selling 700 fewer vehicles than the year before. Once again, the decontenting drove sales to Ambassador, which saw a 16 thousand unit increase over 1968.

AMC had a quality mid-sized car with a great selection of powerplants and solid pricing.  What was wrong?  Perhaps in 1970, they would get it right.

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