American Motors promoted the new 1967 Ambassador as an "uncompromising automobile with the red carpet ride" in print advertisements, as well as in an innovative TV commercial. Unfortunately, sales of the redesigned models were disappointing, due to customer confusion caused by the entire company's abrupt upmarket push, which seemed uncomfortably "me too" to the traditional domestic Big Three's customers and they also alienated American Motors' loyal buyer base. Abernethy's ideas of entering new markets were not working. These strategy changes resulted in a new round of financial problems for American Motors. Because of this, Abernathy was released from AMC by its board of directors later that year and was replaced by William V. Luneberg and Roy D. Chapin, Jr.