The advertising campaign was built around the question "What's a Matador?" Although related directly to the previous Rebel models, AMC began promoting the Matador as more than a change in name with a slight facelift, to reposition the line in the highly competitive intermediate-car segment among consumers. The Matador shared a modified platform with the full-size Ambassador line.
With a facelift and a new name, the AMC Matadors were available as a two-door hardtop, four-door sedan, and station wagon body styles. The 1971 Matador replaced the AMC Rebel, which had been marketed since 1967.
Matadors were also marketed in overseas markets that included exports of right-hand drive versions to the UK. Premium trim levels of the second generation Matador coupe were marketed as the Barcelona and Oleg Cassini (after the noted fashion designer) positioning the coupe in the personal luxury segment.Ībroad, Matadors were also marketed under the Rambler marque and were assembled under license in Costa Rica, Mexico by Vehículos Automotores Mexicanos (VAM), and Australia by Australian Motor Industries (AMI). With its second generation, the Matador became AMC's largest automobile after the Ambassador, which shared the same platform, was discontinued after the 1974 model year. Several TV shows-portraying both true-life, day-to-day operations of police work as well as in fictional stories-featured Matadors that were common in police fleets. The first generation Matador was focused on the "family" market segment and was also offered in performance versions as highlighted in the NASCAR racing series with factory support from 1972 to 1975. The AMC Matador is a car model line that was manufactured and marketed by American Motors Corporation (AMC) across two generations, 1971–1973 (mid-size) and 1974–1978 (full-size), in two-door hardtop (first generation) and coupe (second generation) versions as well as in four-door sedan and station wagon body styles.
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