For 1968, the line was further simplified from nine to five models, with the 2-door coupe and 4-door sedan comprising the base line (with the 220 designation no longer used), 4-door sedan and station wagon being offered in uplevel 440 guise, and a lone hardtop coupe making up the top-line Rogue trim line. The American, along with "A-body" Chryslers, were the only domestics that came as a hardtop coupe model, the Ford Falcon and Chevy Nova being only available as pillared sedans (and a wagon in the Ford Falcon line).
All Americans received a new chrome horizontal grille bar that extended outboard to the headlights. The wraparound rear window on the sedans was modified to a flat unit, with a more squared-off "C" pillar, which changed the appearance from the earlier sedans with their overhanging rooflines. The 440 and Rogue versions picked up a stainless steel trim piece running stem to stern on either body side, straight back between the wheel wells and the belt line. At each end of the strip were the newly safety-mandated body side reflectors, amber for the front fenders, red for the rear. The U.S. National Highway Traffic Safety Administration (NHTSA) standards for all passenger cars sold in America for 1968 also called for shoulder harness for the front seats and elimination of reflective interior trim. Other requirements for all cars manufactured after 1 January 1968, included exhaust control systems to help reduce unburned hydrocarbon and carbon monoxide emissions.
However, the biggest change was the decision to keep the MSRP (manufacturer's suggested retail price) of the base two-door model to within US$200 of the Volkswagen Beetle. The domestic Big Three automakers did not respond to this strategy, thus giving AMC a big price differential over the competing domestic models. Sales of the Rambler American increased and the showroom traffic boosted morale among AMC's independent dealerships. This was backed up by a marketing campaign stating, "Either we're charging too little for our cars or everyone else is charging too much." The promotion and lower prices were designed to rekindle the Rambler American as a practical and economical car in customers' minds. Advertisements by AMC's new agency, Wells, Rich, and Greene, headed by Mary Wells Lawrence violated the accepted rule of not attacking the competition.