AMC reverted to separate catalogs for each of their models in 1965. The tagline that year was "One of 3 Sensible Spectaculars". They appeared to be ready to take on the competition full-bore with flashy graphics, lush photography and contemporary styling.
The Ambassador had smartly been upsized to a larger chassis again, using a 116" wheelbase four inches longer than the Rambler Classic. It still wasn't a full-size car, but now matched up against a Chevelle or Fairlane instead of the Chevy II Nova and Falcon. Having previously been reduced to one trim level, now there were two and a convertible was added to the line. For the first time since the marque changed from Nash to Rambler, a six cylinder was the base motor. This corresponded with the base offerings of the Big Three. Two V8s, 287 and 327 cubic inches, were optional.
The concept of full-size luxury in a mid-size car wouldn't catch on for another decade. It was espoused by BMW and Mercedes and adopted by the Americans when they were forced to downsize because of the Seventies gas crisis. But AMC and especially chairman Roy Abernethy had been firmly commited to compact cars since the formation of Rambler. Under different circumstances, they could have been far ahead of the changes that would come in the Seventies. But American cars were still all about big and fast. In order to stay alive, AMC eventually drank Detroit's kool-aid of bigger faster cars. They were weak and of a different mindeset when things turned toward their prvious strengths.