Rebel Machine

AMC and Hurst teamed up to create Rebel Machine

Story and photos by John Gunnell “Standing before you is the car you’ve always wanted,” American Motors Corporation teasingly titillated potential buyers in a two-page advertisement introducing a new high-performance car to readers of Hot Rod magazine in December 1969. The ad showcased the Rebel “Machine,” usually a patriotic looking red, white and blue high-performance model that had actually made its debut at the National Hot Rod Association World Championship drag races two months earlier.

Using a very unusual product promotion technique, the AMC advertising copy warned, “Incidentally, if you have delusions of entering the Daytona 500 with The Machine, or challenging people at random, The Machine is not that fast. You should know that. For instance, it is not as fast on the getaway as a 427 Corvette, or a Hemi, but it is faster on the getaway than a Volkswagen, a slow freight train and your old man’s Cadillac.” It was certainly a strange way to introduce a new muscle car.

In reality, The Machine was fast enough to make many buyers happy. It had a 390-cid V8 that was AMC’s most powerful engine offering at that time. This engine produced 340-hp at 5,100 rpm. Also on The Machine’s standard equipment list was a four-speed, close-ratio synchromesh transmission; a Hurst gear shifter; a lighted 8,000-rpm hood tachometer,

Special badges with “The Machine” spelled out in block letters was seen on the front fenders below the bright red, tapering-to-the-front stripe.

A lighted 8,000-rpm hood tachometer with display facing the driver was integrated into the Ram-Air induction hood scoop.

At the rear, red-white-and-blue stripes ran across the fender tips and deck. Special “The Machine” emblems were tacked on the rear trim panel’s right-hand side. a Ram-Air induction setup; the choice of either a 3.54:1 or 3.91:1 rear axle ratio; heavy-duty shock absorbers and springs; a low-back-pressure dual exhaust system; hefty front and rear sway bars; 15-inch raised white-letter tires; styled steel wheels; high-back bucket seats and power front disc brakes.

All these goodies – which were often extra-cost options on competing muscle cars--came at a base price of just $3,475. And the 390-cid four-barrel engine was more than sufficient in moving a car with a 114-inch wheelbase and curb weight of 3,640 pounds. The motor and the gearbox combination produced performance in the range of a 14.4-second quarter-mile run at a 98-mph terminal speed. However, it only produced showroom sales of 2,326 Rebel Machines. That may explain why it lasted only one year.

The first 100 cars were delivered from the AMC factory in Kenosha, Wisconsin, finished in white. Hurst Performance Products did up the lower beltline stripes and hood in blue, and then added red stripes on the upper body sides. At the rear, red-white-and-blue stripes ran across the fender tips and deck. Special “The Machine” emblems were tacked on the front fender sides and on the rear trim panel’s right-hand side.

The bottom of the grille surround was also fished in red, white and blue, with the colours applied in this same order right to left.

For buyers who didn’t like the 25A patriotic paint scheme, AMC advertised, “If you like everything about it except for the paint job, which admittedly looks startling, you can order the car painted in the colour of your choice.” When buyers did this, they got silver striping and a blacked-out hood. The original colour scheme then became a $75 option. The window sticker for a typical Rebel Machine listed the following “Safe Command” standard features: seat belts; two front shoulder belts; two rear shoulder belt anchors; two front head restraints; 4-way hazard warning signals; “Lane Changer” turn signals; automatic back-up lights; Side-of-Car Safety Markers; “Guard Glow” headlights; an inside rearview

Here’s another look at the details of the 25A paint scheme, which became a $25 option.

Buyers who didn’t like the 25A patriotic paint scheme could order the car painted in the AMC colour of their choice.

mirror with twin ball joint pivots; a left-side rear view mirror; manual windshield washers; non-glare windshield wipers; a heater and a windshield defroster.

Standard construction, brake and wheel features included single-unit body construction; an energy-absorbing steering column; a Deep-Dish steering wheel; high-strength windshield glass; tempered side and rear glass; a moulded ceiling headliner; padded sun visors; a padded instrument panel; padded armrests; non-glare finish on inside parts; a Double-Safety brake system; a brake system warning light; Lock and door handle features were an anti-theft ignition, steering and transmission lock with warning buzzer; High-Strength door locks; SafetyShaped door handles; a two-key locking system; Safety-Shaped control knobs; a Safety-Styled instrument panel; front seat-back locks; and a Dual-Action hood lock.

A typical Rebel Machine might have had the following options adding to the $3,475 base price. The Red, White and Blue 25A paint package for $75; power steering for $105.35; tinted glass in all windows for $35.65; a visibility group for $42.75 and an AM/FM push-button radio for $133.80.

What you didn’t have to pay extra for with The Machine package was the 390-cid 340-hp V8; the Machine trim package; the Ram-Air hood scoop; a tachometer; dual exhausts; carpeting; mag style wheels; a full synchro four-speed transmission; a SpaceSaver spare and vinyl seat trim with a centre cushion and armrest. With these few options and a $126 truck delivery charge, the total “damage” would be more like $3,993.55.

Although “The Machine” was a joint venture between AMC and Hurst, this association was, again strangely, never promoted to AMC buyers. Customers were, however, offered a chance to purchase “Up with the Rebel Machine” decals for 25 cents each. We wonder what those decals are worth now with inflation and all that jazz?