The hardtop was the slowest-selling body style in the Matador line although it was in a market segment where two-door models were typically the most popular - and also most profitable. The most significant change was to the two-door version. The Matador received a redesign in 1974, in part to meet new safety and crash requirements. They continued to be in service longer than normal because of favorable field reports.

Matadors with heavy-duty police equipment were produced from 1971 through 1975. and the sedans and wagons were typically equipped with 360 cu in (5.9 L) or 401 cu in (6.6 L) V8 engines. They outperformed most other cars and 'was adopted as the official police car.' Matadors became popular with government agencies and military units as well as police departments in the U.S. Matadors were also offered to fleet buyers with various police, taxicab, and other heavy-duty packages. Sedan and wagon models 'offered excellent value and were fairly popular' cars. 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 shorter wheelbase. 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. The Matador was fairly popular as a police car in the United States, and several television series featured Matadors in prominent roles.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). 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. 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. 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 through 1975. The AMC Matador is a series of American automobiles that were 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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