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Ambassador Development Story

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“The new Ambassador hits not only the target but the bullseye.” Steve Cropley. Editor, Car magazine. February 1982.


Launched in March 1982 and with changes to the Princess radical enough to warrant a name change, the Austin Ambassador really was a last ditch attempt to answer all the criticisms of the Princess. Most importantly it was at last available with a rear hatchback, something the car buying public had been crying out for since 1975. The new car now sported an unintentional Austin-Morris corporate look similar to the new Austin Metro and Morris Ital (the Allegro and Maxi were also still in the price lists!) and the new lower bonnet line was possible due to the deletion of the E6 2200 engine - the 100bhp twin carburettor 2-litre O-Series now being the most powerful unit.


The lack of a tailgate in the Princess was seen as a major drawback but the other major weakness of the Princess - that of its performance - still wasn’t properly addressed with the Ambassador. The Ambassador was certainly more versatile and had much better packaging than its forebear but it was no performance car when compared with its rivals. Nevertheless, Autocar - though under whelmed by its performance - were enthusiastic about the Ambassador and gave it the thumbs up; their road test of 10th April 1982 said of the 2.0HL, “The Ambassador’s strengths are its ride, good (for most people) seating, its frugal-for-two-litres economy, all for a very good price, which makes it exceptional value for money.”


The Ambassador was competitively priced when launched; £5106 would get you and entry level 1.7L, whilst £8500 would see you in a Vanden Plas, but it would also buy you a Ford Sierra 2.0 Ghia, which was the family car to be seen driving in 1983. And if you wanted performance and versatility then the storming hatchback Vauxhall Cavalier 1800SRi was an absolute bargain at some £500 less than a VP Ambassador.


Like the Princess, the Ambassador was more or less left to its own devices and no effort was made by Austin-Morris to spice up the range, though an improvement in specification in the Autumn of 1983 saw wood trim added to the Vanden Plas and better equipment on lesser models and all 2.0 engines received twin carburettors. Austin Morris may have got away with the Marina/Ital restyle, but the typical purchaser in this sector was a little more discerning and for them the changes weren’t enough; the competition was simply more interesting and desirable.


This modern, stiff competition meant that the Ambassador never reached the sales targets Austin-Morris had hoped for and the last Ambassador – a Vanden Plas – rolled down the line at Cowley on 18th November 1983 but it was still in the range brochures and on sale until April 1984. This meant that if you ordered a new Ambassador in April 1984 it would have been stood in a field awaiting a customer for at least 5 months... Just 43,427 were sold during its two-year production run - not a disaster but hardly a success.


The conventional Austin Montego range replaced the Ambassador in 1984.


Austin Ambassador


1.7, 2.0HL




The Ambassador’s 2 year production run and its lack of popularity means these cars are quite rare now. Vanden Plas versions are the most desirable.


Next page: Ambassador Development Story