The Ambassador's new design consisted of a trapezoid grille and headlights that floated in a body-colored panel, while the front fenders arched downward and forward of the leading edge of the hood. Different from anything else on the market, AMC's marketing department promoted the look as "European." While the new look was meant to distinguish the Ambassador from the lower-priced Ramblers, it was neither a consumer success nor well received in the automotive press. Moreover, overall automobile industry sales fell as the entire U.S. economy was experiencing the recession of 1960–1961.